Cyprus is working to shed its image as a summer-only escape. A three-day campaign by Wizz Air, tourism officials and airport operator Hermes Airports brought more than 100 Spanish journalists and content creators to the island in November, with the aim of showcasing its appeal beyond the peak travel season.
The initiative, called “Let’s Get Lost,” began in Barcelona on November 6. Participants boarded a special Wizz Air flight without knowing its destination; the surprise was revealed when the aircraft landed at Larnaca International Airport that evening. The group then spent November 7–9 exploring the island.
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A Campaign Built Around Discovery
The itinerary was designed to introduce participants to Cypriot culture, traditions, food and landscapes through experiences beyond the familiar beach-holiday format. In the traditional village of Lefkara, guests encountered local hospitality and took part in workshops highlighting traditional crafts and practices.
The programme also included wine tasting at Dafermou Winery and a sunset gathering at Cap St George Hotel and Resort in Paphos. The events offered a chance to experience the island’s coastal scenery and November sunshine—an important part of the campaign’s case for visiting outside summer.
Participants stayed at four hotels: Golden Bay Beach Hotel, Radisson Beach Resort Larnaca, Sandy Beach Hotel and Lordos Beach Hotel & Spa. The Deputy Ministry of Tourism co-organised the initiative, Hermes Airports sponsored it, and the Larnaka Tourism Board helped arrange accommodation.
Turning Media Reach Into Tourism Demand
The campaign’s strategy extended beyond the trip itself. By bringing Spanish journalists and digital creators to Cyprus, Wizz Air and its partners sought to generate coverage and social media content that could introduce the island to new audiences and encourage travel during quieter months.
“Bringing Let’s Get Lost to Cyprus was a fantastic opportunity to showcase a destination we believe in so deeply,” said Andras Rado, Wizz Air’s head of communications. He described Cyprus as “a perfect holiday spot all year round” and said the November visit gave guests the chance to discover its culture, hospitality and landscapes without preconceived ideas.
Rado thanked the airline’s Cypriot partners and said Wizz Air was committed to investing in the market and making travel opportunities accessible to more passengers. The airline also pointed to its recently opened Madrid route, which adds to air links between Cyprus and Spain.
Strengthening Cyprus’ Year-Round Positioning
Deputy Minister of Tourism Kostas Koumis said the visit offered international media and content creators an opportunity to experience the range of activities available in Cyprus throughout the year, from heritage and traditional villages to gastronomy and natural scenery. He said partnerships of this kind support the country’s effort to build its profile as a year-round destination.
Maria Kouroupi, director of aviation development, marketing and communication at Hermes Airports, called the campaign an innovative way to promote Cyprus abroad. She said Spain represents significant potential for the island and that initiatives like this could raise awareness among Spanish travellers and deepen connections between the two countries.
The campaign reflects a broader tourism-marketing challenge: translating a destination’s seasonal appeal into demand across the full calendar. For Cyprus, improved air connectivity and international exposure can help support that shift. Wizz Air said it would continue investing in the Cypriot market, while the coverage and content generated by the Spanish participants are expected to introduce audiences to reasons to visit beyond the traditional summer period.
