Initiative highlights Cyprus as a stable European hub with a global outlook

Invest Cyprus has presented a new national branding strategy aimed at promoting Cyprus internationally as a stable, credible and forward-looking destination for investment and business.

The strategy, centred on the message “Stability with Prospects”, was presented during a working meeting with members of the Limassol business community on Tuesday at the Parklane Resort & Spa.

Invest Cyprus said the initiative was designed to project a modern image of Cyprus that combined economic stability and credibility with growth prospects, innovation and a high quality of life.

The agency said the strategy sought to strengthen Cyprus’ international positioning as a reliable partner in a complex region, a country developing a future-oriented economy and a location where talent and quality of life come together.

Invest Cyprus also highlighted the role of the business community, saying companies contribute to the country’s image abroad through their international activities, partnerships and achievements.

Trade Minister Michael Damianos and Invest Cyprus chairman Evgenios Evgeniou addressed the meeting.

The new strategy describes Cyprus as “a European hub with a global outlook”, highlighting its geographical position at the crossroads of Europe, the Middle East and North Africa as a strategic advantage.

As an EU member state in the Eastern Mediterranean, the strategy presents Cyprus as a European base for investment, business development and international cooperation.

Invest Cyprus said the country’s changing economy and institutions, together with opportunities in areas including technology, research and innovation, energy, shipping, financial and professional services, formed key elements of its modern competitive identity.

It also pointed to Cyprus’ skilled and multilingual workforce, security, international orientation and quality of life as part of the country’s appeal.

Damianos said the development of a coherent and comprehensive national branding strategy had been a commitment under the government programme, with the aim of enabling Cyprus to communicate more consistently and confidently who it was, what it offered and where it was heading.

“The real image of a country cannot be constructed; it must be built. Cyprus’ competitive identity is shaped by its institutions, economy, credibility, innovation and, above all, its people,” Damianos stated.

He also stressed the role of businesses, arguing that the strategy could not be a one-way communications effort by the state directed at international audiences.

Instead, he said it required the participation, experience and voice of businesses, whose activities, partnerships, international orientation, innovation and achievements gave substance to the national narrative.

Evgeniou highlighted the importance of Cyprus’ international reputation in attracting investment, businesses and skilled people.

“Country branding is not simply about what we say about it, but about the experience others gain when they interact with it,” the Invest Cyprus chairman said.

“That is why the success of this national effort depends not only on our ability to communicate but, above all, on our ability to operate with consistency, credibility and confidence,” Evgeniou added.

Participants were briefed on how the new narrative could be incorporated into their international contacts and outward-facing activities, with the aim of ensuring a consistent and evidence-based presentation of Cyprus.

Invest Cyprus explained that particular emphasis was placed on making the strategy a common framework of reference that could be used by organisations and individuals representing and promoting Cyprus internationally.

The agency said the new strategy was based on extensive research and consultation involving 1,100 people from different parts of the world, as well as domestic and international organisations.

Based on the findings, global strategic communications firm Kreab, in cooperation with market research firm IMR, developed the brand framework, its key messages and specific supporting evidence for different sectors of the economy and areas of public policy.

The initiative is being implemented through Invest Cyprus in cooperation with Kreab and the relevant government bodies.

The Limassol meeting was the second such event, following an earlier meeting in Nicosia, and was intended to broaden the participation of the business community in efforts to promote Cyprus abroad in a consistent, credible and unified manner.