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Elevating Tourism: Paphos Regional Tourism Board’s Strategic Vision For 2026

by THEFUTURE.TEAM

January 26, 2026

The Paphos Regional Tourism Board (Etap) has unveiled an ambitious framework for 2026 that aims to upgrade tourism services while fostering sustainable development across the district.

Prioritizing Air Connectivity And Market Diversification

Executive Manager Nasos Hadjigeorgiou outlined a strategy built on clearly defined priorities, focusing prominently on air connectivity. Etap’s plan calls for diversifying and stabilizing flight schedules year-round while expanding thematic tourism markets. Initiatives targeting sports, weddings, wellness, agro-tourism, and the 55+ segment are seen as essential measures to reduce seasonality and diversify visitor demand.

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Enhancing Visitor Experiences And Digital Transformation

Efforts to enrich visitor experiences include the enhancement of eco-trails, the promotion of walking tourism, and the introduction of interactive activities. Beyond enriching local offerings, Etap is committed to boosting current events and attracting new sports and cultural initiatives that solidify Paphos’ reputation as a year-round destination. A significant component of this strategy is the digital upgrade of both the destination and its visitor experiences, along with improved accessibility for people with disabilities.

Strengthening Rural And Urban Tourism Integration

Looking ahead to the 2026–2028 period, Etap is actively evaluating the tourism landscape to plan targeted actions. Particular emphasis is placed on reinforcing rural tourism, with the Polis Chrysochous region identified as a key area for development. This initiative is part of a broader effort to promote Paphos as a quality and smart destination on both national and international levels.

Bolstering International Connectivity And Addressing Sector Challenges

Paphos currently benefits from a robust network of year-round connections, with carriers such as Ryanair, Jet2, and EasyJet maintaining solid operations. The return of full-service airlines like Lufthansa, offering flights to Munich, has added further strength to the airport’s profile, complementing strong links with key markets including Poland, Israel, the United Kingdom, and Central Europe. Ongoing efforts aim to secure additional routes from Germany, Switzerland, Amsterdam, Lebanon, and Egypt, with the eventual establishment of Cyprus Airways at Paphos International Airport remaining a key objective.

Tackling Systemic Challenges To Ensure Sustainable Growth

Despite these comprehensive plans, intense seasonality remains a critical challenge, compounded by longstanding issues such as inadequate public transport between urban and rural areas, human resource constraints, water scarcity, inconsistent service quality, and the gradual aging of local infrastructure. Additional concerns include an unclear brand image in key source markets, regulatory delays in state projects, and the unchecked proliferation of short-term rental accommodations.

Investing In Year-Round Tourism Innovation

In a proactive bid to address these challenges, Etap is investing in innovative winter tourism products that span nature-based, sports, and cultural activities. This diversification, bolstered by efforts to enhance digital skills and promote the destination across strategic markets, seeks to reinforce Paphos’ standing as a leading year-round destination while laying the groundwork for sustainable regional development.

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Cyprus Summer Bookings Fall Over 30% As Hospitality Sector Seeks Support

Pre-Bookings Decline In Cyprus Tourism Sector

Cyprus tourism stakeholders reported lower pre-bookings for the summer season compared with last year. Industry representatives, including hotel associations and unions, raised the issue during a meeting with Marinos Mousiouttas, Minister of Labor, noting that cancellations have stabilised while forward bookings remain below previous levels.

External Pressures And Travel Patterns

Several factors are affecting travel demand. Higher fuel costs have contributed to increased airfare prices, influencing travellers’ choices and shifting some demand toward alternative transport such as cruises, trains, and private vehicles. At the same time, adjustments in airline schedules, including route reductions, are affecting connectivity and booking flows.

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Calls For Government Support

Against this backdrop, industry representatives requested an extension of wage subsidy schemes through April and May. They also pointed to the need for broader measures to support the sector, as early booking activity has slowed and booking patterns are shifting toward last-minute reservations. Current reservations are reported to be more than 30% lower than a year earlier, while average hotel occupancy is around 40%, compared with previous levels closer to 80%.

Coordinated Government Response And Future Prospects

Christos Angelidis, General Director of PASYXE, said Marinos Mousiouttas, Minister of Labor, acknowledged the situation and will consult with other ministers on possible coordinated measures. Angelidis added that extending wage subsidy schemes could support business continuity during the current period and help stabilise conditions in the sector.

At the same time, the government has introduced a strategic plan focused on how Cyprus is positioned internationally. The initiative, developed with Invest Cyprus, aims to align messaging across tourism and investment, with emphasis on consistency in external communication. Victor Papadopoulos, Director of the President’s Office, said the approach is intended to highlight key characteristics of the country in international markets.

Looking Ahead

Current booking data and occupancy levels indicate a slower start to the season, while demand patterns are shifting toward shorter booking windows. At the same time, discussions between industry representatives and government bodies point to potential measures aimed at supporting the sector as the season progresses.