Hermes Airports seeks to extend Cyprus tourism beyond peak summer season

Rimini, Italy. Hermes Airports is working with airlines and tourism operators to reduce Cyprus’ reliance on peak-season travel, attract more passengers outside the summer months and strengthen year-round air connectivity. It outlined the approach at the Tourism Seasonality Summit in Rimini.

Building demand in quieter months

The summit, jointly organised by tourism and destination marketing platform Low Season Traveller and B2B platform Routes, brought together industry participants to examine how destinations can build demand during quieter periods and gradually extend the travel season. Routes connects airports, airlines and tourism authorities.

Discussions focused in part on the shoulder season, when demand falls between the main summer and winter peaks, and on encouraging travel habits less tied to particular times of year.

Hermes Airports said Cyprus is looking beyond its traditional sun-and-sea model by developing inland and rural tourism, gastronomy, sporting events and conference tourism. These activities could give visitors more reasons to travel when leisure demand is weaker.

Air links and changing travel patterns

The Cyprus experience highlights the need for closer cooperation among airports, airlines and tourism operators to create reasons to travel and maintain air links outside the peak season. According to data presented at the summit, winter traffic now accounts for more than a quarter of Cyprus’ total passenger traffic.

Participants also discussed airline networks as seasonal demand becomes less predictable and carriers face pressure to respond more quickly to changing travel patterns. Artificial intelligence is increasingly being used to analyse large volumes of travel data, identify emerging niche markets earlier and help airlines, airports and tourism operators adjust their offerings.