Larnaca is rolling out its 2026 tourism plan, focusing on targeted promotion, local upgrades and sustainability as the sector faces pressure from regional tensions.
Strategic Vision For Tourism Growth
According to Nana Asmeni Pavlou, director of the Larnaca Tourism Board (Etap), the strategy is designed to remain flexible as market conditions change. The programme allows adjustments based on current developments and the needs of the tourism sector.
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Targeted Marketing And Digital Elevation
A key part of the plan is expanding digital marketing. Etap is working with international influencers and increasing its use of online promotion to reach priority markets, including the United Kingdom and countries in Central and Eastern Europe. The focus is on strengthening visibility while adapting campaigns to different audiences.
Local Value And Cultural Investment
Alongside promotion, the plan includes projects aimed at improving the visitor experience across both urban and rural areas. In Larnaca town, new sculptures are being installed at the Mediterranean Artists’ Park, along with historically themed street art. In villages such as Pano Lefkara, Vavla, Tochni, Athienou and Kalavasos, projects focus on better signage, upgraded public spaces and the restoration of local heritage elements.
Sustainable Development And Environmental Initiatives
Sustainability remains part of the programme. Work is continuing along Oroklini Beach under the “Enriching and Greening the Beaches” initiative, which contributed to Larnaca being named Green City of Cyprus 2025. Additional measures include tree planting, new visitor facilities and recycling initiatives aimed at reducing environmental impact.
Larnaca’s approach combines promotion with local investment and environmental measures, as authorities seek to maintain competitiveness in a changing tourism market.
