Paphos tourism board calls for state support to increase beds during winter
The outlook for Cyprus tourism in 2025 is encouraging, with booking flows surpassing those of the previous year, according to president of the Cyprus Hoteliers Association (Pasyxe) Thanos Michaelides.
Speaking to the Cyprus News Agency (CNA), Michaelides stated that early bookings for 2025 are showing stronger interest compared to the same period in 2024.
He explained that “while 2024 was considered a good year, the first half experienced sluggish booking activity from Cyprus’ key markets“.“However”, he continued, “this was offset by improved bookings in the second half”.
In this context, Michaelides expressed satisfaction with the better booking trends for 2025.
“If the first half of 2025 outperforms the first half of 2024, we will naturally have a stronger tourism season in 2025,” he said.
It should be noted, however, that Michaelides also tempered expectations by stating that “the increase in bookings is not dramatic“.
Ageing infrastructure and investment challenges
When asked about the state of Cyprus’ tourism infrastructure, Michaelides acknowledged that most hotels in the country were built in the 1980s and 1990s, making them 30–40 years old.
Despite their age, he affirmed that they remain in good condition.
“With the various incentives recently provided by the government, most hoteliers have significantly upgraded their facilities, ensuring high-quality infrastructure,” he said.
He added that “while the tourism product is ageing, it compares favourably with competing destinations“.
Looking to the future, Michaelides stressed the importance of further upgrading and modernising Cyprus’ tourism offering.
“Hotels naturally require large investments,” he said. “To achieve these upgrades, we may need to consider additional incentives, possibly tax-related,” he added.
Energy efficiency and economic viability
Michaelides also touched on the financial challenges of investing in older properties.
He explained that it is “no longer economically advantageous to make substantial investments in ageing units”.
Additionally, he pointed to the issue of energy efficiency, as older buildings cannot match the performance of newly constructed ones.
“It is a complex problem that requires our attention,” Michaelides said.
Paphos tourism board prioritises year-round visitor growth
At the same time, Paphos regional tourism board (Etap) president Kyriakos Drousiotis said that extending the tourist season remains a key objective.
Speaking to CNA, Drousiotis said that boosting tourism during March, April, November, and December is a “primary focus for the district“.
Outlining Etap’s priorities for 2025, Drousiotis focused on the importance of enhancing the tourism product and visitor experiences, advancing digitalisation, and integrating new technologies to provide better information and services.
Additionally, he said that the board “will continue its intensive marketing and public relations campaigns, both domestically and internationally, to promote Paphos as a premier tourist destination”.
Drousiotis stated that 2025 will build upon the 2024 action plan by “prioritising outward-looking initiatives on a European level”.
Among these is the extension of the European cultural route, titled ‘The Routes of the Olive Tree’, to include Paphos, “highlighting the region’s rural charm and cultural significance”.
The board also plans to participate in new European funding programmes and collaborate with AUB Mediterraneo University on a study to improve accessibility.
Another key initiative involves establishing a mechanism to collect, process, and disseminate tourism-related statistics, “ensuring data-driven decision-making for the sector’s development”.
He also said that Etap “aims to expand its membership and strengthen its financial stability while working with partners in Greece and Italy to revive efforts to register The Footsteps of Apostle Paul route with the Council of Europe”.
He added that “this project aims to further elevate Paphos as a destination of historical and religious significance”.
Addressing accommodation capacity, Drousiotis said there was a decline in available beds during the winter season, from 11,000 to 10,500.
He stressed that “achieving the target of 18,000 to 20,000 beds for the winter period would require coordinated actions by the state and local authorities”.
He cited measures such as “reducing fees and taxes during the off-season, offering staff incentives, and upgrading infrastructure” as essential steps to support this goal.
Drousiotis also mentioned that there has been a significant shift in tourist booking patterns over the past two decades.
He said that 85 per cent of arrivals were organised through tour operators in 2000, whereas today, only 25 per cent rely on these services.
The remaining 75 per cent of visitors now independently plan their trips, “reflecting a major diversification away from reliance on traditional travel organisers”.
The state of European tourism in 2024
The European tourism industry, meanwhile, reached unprecedented levels in 2024, according to the European Tourism Trends & Prospects report by the European Travel Commission (ETC).
With foreign visitor numbers up by 6 per cent and overnight stays increasing by 7 per cent compared to 2019, the sector demonstrated remarkable resilience and growth.
This performance translates into an annual rise of 12 per cent in visitors and 10 per cent in overnight stays.
The report showed that this resurgence was largely driven by strong intra-regional travel, with countries such as Germany, France, Italy, and the Netherlands playing a substantial role.
Southern Europe leads the way
Destinations in Southern Europe and the Mediterranean saw a surge in popularity, attracting both seasoned tourists and newcomers.
Serbia and Bulgaria emerged as standout performers, with visitor growth rates of 40 per cent and 29 per cent, respectively, compared to 2019.
Malta was also up by 37 per cent, while Portugal saw visitors increased by 26 per cent.
The success of these destinations was attributed to several factors, including value-for-money experiences, favourable weather, and offerings that cater to a wide range of traveller preferences.
Nordic countries gain momentum
While Southern Europe remained a primary attraction, Nordic countries are also increasingly drawing international visitors.
Denmark saw a 38 per cent rise in foreign overnight stays, followed by Norway at 18 per cent and Sweden at 9 per cent.
This trend signals a growing interest in exploring destinations beyond the Mediterranean.
Baltic region faces challenges
In contrast to the above positive trends in other regions, the Baltics continued to struggle with their tourism recovery.
Latvia, Estonia, and Lithuania reported significant declines in international visitors, with figures down by 24 per cent, 16 per cent, and 15 per cent, respectively, compared to 2019.
European tourism spending breaks records
What is more, tourism spending across Europe reached new heights in 2024, despite challenges such as rising costs and staffing shortages.
Visitors are estimated to have spent €800.5 billion in 2024, marking a 13.7 per cent increase from the previous year.
This surge was driven by factors including increased operating prices, the return of high-spending tourists from the Asia-Pacific region, and growing demand for events and blended business-leisure travel.
Countries such as Spain and Greece recorded a 25 per cent growth in inbound spending, while Italy and France have seen increases of 20 per cent and 16 per cent, respectively.
Meanwhile, extended stays in destinations like Croatia, Bulgaria, and Romania are expected to further boost tourism revenue.
Shifting travel trends, sustainability, American tourists
The report also showed that the European tourism landscape is evolving, with more travellers seeking new experiences in lesser-known destinations.
Albania and Montenegro witnessed significant visitor growth since 2019, while natural retreats like Madeira in Portugal and Mageroya in Norway are gaining traction.
However, this growth raises concerns about sustainability and overcrowding in traditional hotspots.
In this context, rail travel is emerging as a sustainable alternative, with major operators like Deutsche Bahn and Eurostar expanding international routes and services.
Furthermore, the report also revealed that American tourists have become a key driver of European tourism, contributing 72 per cent of record tourist expenditures in 2024.
However, upcoming changes such as the European Travel Information and Authorization System (ETIAS) may affect non-EU visitors, including Americans, with new online applications and entry fees.