Beyond Sun and Sea: Shaping Cyprus into a Year-Round Destination

Yesterday, I had the honor of participating in the “Beyond Sun and Sea” conference hosted by Hermes Airports in Cyprus, a remarkable event focused on redefining Cyprus as a year-round destination. The gathering brought together leaders from across the public and private sectors, as well as experts from Europe, to share experiences, strategies, and solutions to the challenges of sustainable tourism.

With Cyprus already known for its stunning natural beauty and warm hospitality, the event highlighted how the country is determined to build on its existing strengths to position itself as a top travel destination not just during the summer months, but all year round.

A Vision for the Future

The conference opened with a keynote by Ged Brown, who delivered an insightful analysis of global tourism trends and challenges. He underscored the unprecedented growth in global tourism, the rising importance of sustainable travel, and the increasing preference for off-season and immersive experiences.

Cyprus, with its unique geographical location and rich cultural heritage, stands at the crossroads of these emerging trends. From climate change impacts to the shift in traveler preferences, it was clear that the key to success lies in innovation, collaboration, and strategic planning.

Transforming Tourism: Insights and Discussions

Throughout the day, several panels provided a deep dive into the opportunities and challenges ahead.

Building Year-Round Destinations

Participants explored how cities like Nicosia can transform into vibrant, year-round tourist hubs. The Mayor of Nicosia unveiled plans for a €200 million investment in tourism infrastructure, focusing on sustainable experiences like hiking trails, cultural events, and cycling and other active tourism. This panel also showcased successful examples from Croatia, where cultural tourism and unique events have proven to be key in attracting visitors beyond the traditional summer season.

The Role of Aviation

Airline executives emphasized the critical role of aviation in connecting Cyprus to the world. The industry is committed to operating year-round and leveraging Cyprus’s strategic location. The speakers also stressed the need for improved infrastructure and diverse tourism offerings to complement this growth.

Learning from Global Examples

I was proud to contribute to the discussion by sharing the examples of Finland and Oulu. I gave examples of community stewardship and the importance of marketing work that reflects both the values of the local population and the needs of travelers. From winter tourism in Finland to Oulu’s focus on sustainable, year-round cultural experiences, these examples showcased how the right balance of strategy, creativity, and collaboration can yield incredible results. And of course I invited everybody to Oulu next year for the European Capital of Culture experiences.

A Collective Effort

One of the most uplifting aspects of the event was witnessing the unity and collaboration among stakeholders. From local mayors and ministers to tourism boards, the shared vision was clear: transforming Cyprus into a destination that thrives year-round, offering visitors authentic experiences while protecting and enhancing the island’s cultural and natural assets.

Thank You, Hermes Airports

This event was a testament to the vision and passion of Hermes Airports, who organized the conference under the auspices of the Presidency of the Republic of Cyprus. Their leadership in convening such a diverse and insightful group of experts demonstrates their commitment to positioning Cyprus as a leader in sustainable tourism.

It was a privilege to be a part of this meaningful conversation and to share ideas and experiences from Finland and Oulu. I would like to extend my heartfelt thanks to Maria Kouroupi and the entire Hermes Airports team for including me in this inspiring event.

Cyprus is clearly serious about advancing its tourism sector, and the “Beyond Sun and Sea” conference marked an important step in creating a brighter, more sustainable future for the island. I look forward to seeing how this vision continues to unfold.

Closing Thought

Events like this remind us that tourism is about more than just numbers; it’s about connecting people, preserving cultures, and creating opportunities. Cyprus has shown that with the right vision and collaboration, it is more than capable of leading the way.

Looking forward to the future where Cyprus shines all year round!