Pasyxe calls for AI and digital transformation in Cyprus tourism strategy

Nicosia, Cyprus. Cyprus should make artificial intelligence and digital transformation central to its tourism strategy, the Hotels Association (Pasyxe) said on Sunday, marking World Tourism Day. It said technology could strengthen the sector’s resilience, competitiveness and long-term growth.

Technology and investment

Pasyxe said AI could help tourism businesses collect and analyse data, improve visitor services and reduce their energy footprint. It said the technologies could create opportunities for growth and modernisation as businesses face pressure to operate more efficiently and meet the expectations of increasingly digitally demanding travellers.

The association said the transition would require more than investment by individual hotels and tourism businesses. It called for coordinated planning, stronger infrastructure, specialised staff and a modern system of incentives to encourage adoption.

Tourism strategy

Pasyxe said the issue was particularly important as Cyprus seeks to sustain tourism demand following uncertainty created by the continuing crisis in the Middle East.

Pasyxe president Yiannos Pantazis said Cyprus had an opportunity to redesign its tourism model and use technology to compete on equal terms with larger tourism markets. “The next day of Cyprus tourism will be determined by our ability to adapt, invest and make use of the opportunities available to us,” he said.

Director-general Christos Angelides said World Tourism Day was a reminder that Cyprus’ tourism strategy must keep pace with international developments and changing consumer behaviour. He said tourism development “must respond to global trends and to the needs of the modern traveller”, with technology forming part of wider efforts to improve the quality and competitiveness of the tourism product.