The Famagusta branch of the Cyprus Hoteliers Association (Pasyxe) and the Famagusta Regional Tourism Board (Etap) this week unveiled their new online campaign titled ‘Live Unforgettable Moments’.

The launch event took place at the Giorgos Seferis cultural centre in Ayia Napa.

Speaking at the event, Deputy Tourism Minister Kostas Koumis emphasised that despite challenges, Cyprus’ tourism sector remains “highly competitive,” but ongoing efforts are needed to sustain this.

Moreover, Koumis presented research findings from the Tourism Observatory, which analyses district-level data to identify areas for improvement.

He highlighted the importance of addressing climate change, which is already impacting visitor decisions, and stressed the need to enhance infrastructure in key areas like Protaras and Ayia Napa.

Koumis also called for more personalised services, cleanliness, and the promotion of Cyprus’s cultural heritage to maintain tourism competitiveness.

Meanwhile, Ayia Napa mayor and president of Etap Famagusta Christos Zannetou described the campaign’s launch as marking a transition to a new era, hoping that it will feature a collective effort for the betterment of both the Famagusta region and Cyprus as a whole.

He said that Famagusta has always been a pioneer in tourism and hospitality, and “we could not remain indifferent to the ongoing increase in competition, especially during a challenging period for tourism”.

Furthermore, Zannetou stated that Etap Famagusta has a duty to continually enrich and upgrade the region’s tourism product, modernising it to meet the expectations of the times and its visitors.

The aim, he said, is to “establish the entire region as a model of tourism development, known both in Cyprus and abroad as an attractive destination for visitors of all ages, year-round”.

He also called for the Deputy Minister’s assistance in advancing large-scale infrastructure projects that would revitalise the area, such as attracting academic institutions, creating theme parks, and developing sports facilities, which require decisive state support.

It should be noted that during his speech, Koumis expressed his commitment to supporting such efforts, stating “I will be by your side in any endeavour, as will the entire government”.

Paralimni-Deryneia mayor George Nikolletos highlighted the significance of this new campaign. “For the first time, all local and tourism stakeholders in our region have coordinated to implement a strategically planned and targeted action for the promotion of the area,” he said.

Additionally, he explained that the campaign aims to strengthen awareness among potential visitors about the unique identity of the region’s tourism product and to create destination awareness in key international markets through online and social media platforms.

Elsewhere during the event, the president of the Famagusta Hoteliers Association Panayiotis Constantinou said that the campaign aims to establish Famagusta as an attractive year-round destination in the minds of potential visitors from a number of countries.

These include the United Kingdom, Sweden, Poland, Germany, Austria, Switzerland, and France, among others.

“The campaign’s slogan, ‘Live Unforgettable Moments,’ highlights the uniqueness and authenticity of our region,” Constantinou said, stressing the importance of leveraging every available tool to promote the area’s tourism offerings abroad.

The campaign, which began during the last week of April and runs until the end of October, utilises innovative tools and platforms like Sojern and Channel Factory to target key markets effectively.