The Cyprus Sustainable Tourism Initiative (CSTI) is encouraging beachgoers to use social media to inspire others to help keep the island’s beaches clean.

Through its new ‘Beachfluencer’ campaign, the NGO hopes to encourage both residents and tourists to preserve Cyprus’ beaches and protect their natural beauty for future generations.

“Protecting our beaches is about much more than removing litter. It is about protecting Cyprus’ natural heritage, strengthening our tourism industry and demonstrating the values that define us as a destination,” CSTI chairman Philippos Drousiotis said.

The campaign is open to everyone and does not require participants to have a large social media following or a verified account, the NGO said.

“Before leaving the beach, pick up a few pieces of litter – a plastic bottle, a cigarette butt or a food wrapper. Small actions, repeated by thousands of people, create extraordinary results,” Drousiotis said.

Visitors are encouraged to photograph their clean-up efforts and share them on social media using the @beachfluencer tag and the hashtag #beachfluencer in the hope of inspiring others.

“Because the most influential people are not those who simply post beautiful photos. They are the ones who leave beautiful places behind,” he said.

Drousiotis emphasised the importance of collective action by pointing out that even a single bottle, plastic bag or cigarette left on the beach has the potential to remain there for decades.

“Plastic pollution continues to threaten marine life, wildlife and the natural beauty that makes Cyprus one of the Mediterranean’s most loved destinations,” he said.

He highlighted the increased importance of sustainable tourism, saying that it was no longer just a trend but has long become an expectation.

“At CSTI, we believe sustainability should never feel complicated. It should be practical, positive and inclusive. Every resident and every visitor has the power to make a difference and, together, through small everyday actions, we can create a lasting impact,” he said.

Those wishing to take part can share their posts using the @beachfluencer tag and the hashtag #beachfluencer.