Event Management, Vol. 16, pp.

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THE USE OF EVENTS IN THE DEVELOPMNET OF

THE TOURISM INDUSTRY: THE CASE OF CYPRUS
Kakia Avgousti
Hospitality and Catering Department, American College, Nicosia, Cyprus

Event tourism is a subject that has not passed through any intensive research in the case of Cyprus.
The current research attempted to investigate the extent to which events contribute to the development of tourism in Cyprus. In more depth, the research study compared both primary and secondary
research on the subject of events, their importance, and their contribution to the development of tourism in Cyprus. In conclusion it highlighted the minimum contribution of events in the development
of tourism in Cyprus as events are being used as supplements in the case of Cyprus, and as a tool that
will assist to the strengthening and enrichment of the existing tourism product. However, potentials
and opportunities exist for further developments regarding this sector. In response to these, tourism
organizations, authorities, and tourism bearers should become active players and create such strategic
plans, to develop events in means that will be fitted to the existing image of the island and thus
improving, not changing, its tourism product.
Key words: Events; Tourism development; Cyprus

Introduction

destinations, demand product diversification, and

seek alternative experiences (World Tourism
Organization [WTO], 2004), a factor that makes
the industry more complex and diverse.
The island of Cyprus, with the reputation of a
Sun and Sea tourist destination and which is
based on its natural and cultural characteristics, is
highly depended on tourism for its economic development. It is a destination that has grounded its
overall growth exclusively to the tourism industry,
but unfortunately it faces significant tourism problems, such as strong seasonality characteristics
and huge competition from nearby countries; as a

There is no doubt that the travel and tourism

industry, which is being characterized by strong
development and increasing competition, is the
dominant economic sector for destinations all over
the globe (Sharpley, 2001). Tourism is the main
source of economic growth, as the revenue generated is beyond doubt efficient and vast, especially
for less developed destinations, and, in general, the
industry facilitates the overall prosperity of many
countries (Theobold, 1998). In contrast, there is
a growing tendency of tourists to visit new

Address correspondence to Kakia Avgousti, Lecturer, Hospitality and Catering Department, Americanos College, 2 & 3 Omirou Avenue, P.O. Box 22425, 1521 Nicosia, Cyprus. Tel: +357-22661122; Fax: +357-22665458; E-mail: avgousti9@hotmail.com

203

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AVGOUSTI

consequence it confronts decreases in tourist arrivals and revenues. Thus, the challenge of Cyprus is
to call extensive attention on developing alternative
ways for improving its tourism image. This will
help the island to cope with the changing tourism
demands, diminish tourism problems, and at the
same time maintain its economic growth in the short
term, as well as to improve them in the long term
and overall to act against the huge competitive marketplace. The strongest point is that the island recognizes the opportunities for providing differentiated
benefits to tourists and intensively works toward
developing and putting into practice the best suitable ways to achieve this, especially after its accession in the European Union, a factor that creates
more prospects for growth in an international level.
Taking the above into consideration, the research
attempts to investigate the use of events in Cyprus
as a means for developing tourism in the island. In
this attempt, the research presents and synthesizes a
critical appraisal, concerning theories and concepts
towards events, provides definitions, discusses
concepts, outlines the types of events, and briefly
presents and discusses their impacts. All in all, the
research categorizes the main events that take place
in the island by region and period held and briefly
analyzes the leading ones. Subsequently, it discusses various viewpoints from organizations and
tourists that apply to the use of events as a strategic
tool for tourism development in the area of Cyprus.
This particular subject has been chosen for the
reason that the use of events in relation to their
influence on developing tourism at a destination in
general, and mainly in Cyprus, was not passed
through any exclusive examination as a subdivision. This is not due to the fact that it was recently
developed, but because its examination has recently
emerged. Events are increasingly becoming dominant towards the formation of destination image, in
a local, regional, and national level (Getz, 2005);
thus, the examination of this topic allows several
organizations to become aware of the challenges
and potentials that exist in relation to the development of events in the island.
Literature Review
Events: Definitions and Concepts
Historically, the industry of events was born during the 1980s and 1990s when certain events shaped

the contemporary event industry. Since the 1990s,

businesses discovered the power of events in marketing and their role as image-makers (Bowdin,
Allen, OToole, McDonnel, & Harris, 2006). In
addition, events were said to represent the cultural
characteristics of a destination, as well as have an
essential contribution on the human experience
(Getz, 2005). Among others, these were the forces
that have challenged businesses to become more
focused on events, and by that time events were
being established more and more frequently (Allen,
OToole, McDonnell, & Harris, 2002). Similarly,
the link between events and tourism was formalized in the 1980s when the term event tourism
emerged. As a definition, event tourism refers to
the systematic planning, development, and, marketing of festivals and special events, as tourist
attractions, catalysts and image builders (Getz &
Wicks, 1993, cited in Jago, Chalip, Brown, Mules,
& Ali, 2003, p. 3). Based on this, events have
become an important motivator for traveling and
one of the key players for tourism and consequently
for economic development, a factor that impelled
the event tourism industry to be developed into the
fastest growing segment within the tourism industry (Backman, Uysal, & Sunshine, 1995, cited in
Jago et al., 2003, p. 4). Still, in the 21st century, and
on the basis of tourism development, it is being
assumed that destinations very quick discovered
the image-making power of events once more
(Bowdin et al., 2006). Based on this perception,
destinations keep organizing events, which are
being linked with strategies not only for tourism
developments, but also for cultural regeneration
(Jago et al., 2003). The most important issue is that,
despite the fact that nowadays events have changed
in terms of scale, still destinations are challenging
to become more specialized in the organization and
hosting of special events, especially due to the economic benefits that they bring (Lynch & Veal,,
1996, cited in Jago et al., 2003, p. 3).
Apart from the above, Mules and Faulkner
(1996, cited in Jago et al., 2003) believe that looking only at the economic impacts that events can
generate just represents their short-term impacts.
On the contrary, as it is being supported, the longterm focus of events should be on their capability
to raise awareness of the hosting destination for
future tourism visitation (Jago et al., 2003, p. 4).
Additionally, Lee, Taylor, Lee, and Lee (2005)

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

support that events are also being examined as
tourism attractions. In agreement to the above,
Mossberg (2000) remarks that an event can be seen
as an attraction for tourists by itself, but still, in
contrast to attractions, events differ in time. As
Carey (1994, cited in Mossberg, 2000, p. 3)
explains, while attractions are permanent, on the
contrary events occur more frequently. A further
issue it that, differently from attractions, the
strength of events is their ability to act against seasonal variations (Ritchie & Beliveau, 1974, cited in
Mossberg, 2000, p. 2). Therefore, through the use
of events, destinations that face huge seasonality
problems get the advantage of maintaining tourist
arrivals during off-peak seasons.
Types of Events
Events are being grouped in different categories,
depending on their size, form, content, and uniqueness and based on the purpose and expected outcomes when being organized. To better explain and
understand this statement, initially according to
their size, events are being categorized in megaevents, hallmark events, major events, and local
community events. Despite this, events are also
being classified based on their form or content,
where the most common types refer to festivals,
sport events, and MICE events (Allen et al., 2002).
Table 1 outlines and briefly explains the different
types of events.
Impacts of Events
Hall (1989, cited in Bowdin et al., 2006, p. 38)
refers to the most common levels of both positive
and negative impacts of events, including social and
cultural, physical and environmental, political, tourism and economic. These are illustrated in Table 2.
Also Mossberg (2000) distinguished the impacts
of events into an economic, tourism and commercial, physical, sociocultural, psychological, and
political level. She also suggests that the active
players should intensively look at the impacts of
events in a general sphere, acknowledge the most
beneficial, take advantage of them, and at the same
time forecast possible negative impact so as to
avoid negative results and influences on the destinations image.
The critical issue, in this case, is whether events
create and stimulate impacts in the long term. To

205

examine this query, Getz (1997, cited in Mossberg,

2000, p. 125) suggests that events may serve as
catalysts for:
improving material infrastructure, which afterwards will give competitive advantages;
providing significant facilities, which will create
opportunities for organizing further events after a
certain event;
creating awareness of the hosting country as an
attractive host of several events;
stimulating the development of existing organizations and firms and the starting up of new ones;
creating awareness of the region as a dynamic
area and attract people and companies to settle in
the area.
Additionally, Lee et al. (2005), studying the
impacts of sport mega-events on destination image,
assumed that events directly attract significant
numbers of tourists and thus assist in generating
substantive tourism receipts. In addition to the
above, Getz (1997, cited in Mossberg, 2000, p. 30)
examined that while events are being exposed globally through media; simultaneously the publicity
value for the hosting destination is enormous.
Furthermore, events have the power to challenge
the imagination and to explore possibilities (Bowdin
et al., 2006), as well as open up new strategies,
opportunities, and developments for countries,
especially those seeking to diversify their tourism
product offers (WTO, 2002). Thus, as is being supported, the significance of events is now being
acknowledged and more and more governments
support and promote events as part of their strategies for both tourism and economic development
(Bowdin et al., 2006).
On the contrary, events can also incur negative
effects. On the subject of this potential, it has been
stated that the larger and more high profile of
events the more potential there is for things to go
wrong and create negative impacts (Bowdin et al.,
2006, p. 40). This means that large-scale events are
difficult to be accurately planned and controlled, as
there are several issues and implication that need to
be considered and there is a large number of people
involved during their organization. These factors
then most probably result in bad publicity, unexpected outcomes, and in damaging the image of the
host destination. In the case of this situation,

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AVGOUSTI

Table 1
Types of Events and Their Definition
Mega-events

Mega-events are events that target the international tourism market and are mega based on the size
of the attendance and the target markets that attract, the level of the public financing involvement,
the extent of media coverage, the construction of facilities and the socioeconomic impacts that
generate to the host destination (Hall, 1992, cited in Allen et al., 2002, p. 12). It is obvious that
mega-events are the largest organized events that wholly encompass benefits on the hosting
destination, such as high levels of tourist arrivals, significant economic benefits, as well as they
greatly resound in the global media.

Hallmark events

Hallmark events are major, one-time or recurring events of limited duration, developed primarily to
enhance awareness, appeal and profitability of the tourism destination in the short or even the long
term (Ritchie, 1984, quoted in Allen et al., 2002, p. 13). Additionally, hallmark events are being
defined in terms of their ability to provide competitive advantage for the host community, as they
possess tradition, attractiveness, image, and publicity (Getz, 2005, p.16). The most important factor
about hallmark events is that they become widely recognized based on the character of the place
where are being held and thus they become synonymous with the name of the place. Finally, it is
declared that their uniqueness, status or timely significance are factors that attract peoples attention
(Bowdin et al., 2006).

Major events

Major events are those that attract significant number of visitors, have power over media coverage
and generate economic benefits (Allen et al., 2002). Sport events are more fitted in this category
and they are of international significance, as they can attract visitors nationally or internationally,
either through media or as spectators (Bowdin et al., 2006).

Local and community

events

Based on Bowdin et al. (2006), local or community events consist of events organized by local
communities and target mainly locals either for social, fun or entertainment purposes. As Janiskee
(1996) adds, this type of events uses community services, products and employees and they are being
controlled either by government or non-governmental organizations (quoted in Allen et al., 2002, p.
14). As Allen, et al (2002) indicate, the benefits generated to local communities, include pride
encouragement and strengthen their feeling of belonging. Moreover, Bowdin et al. (2006) come to
add that the importance of local community is their ability to motivate locals develop new ideas and
gain more experiences, as well as they support the local communitys cultural development.

Festivals

Festivals are the most common forms of events that are used for cultural celebrations and the most
common types of festivals consist of art, music, and food and wine festivals. Festivals have become
a pervasive feature of cultural landscape and constitute a vital and growing component of the event
industry (Allen et al., 2002). Getz (2005) is in agreement with this viewpoint, but he also notes that
still festival have a strong linkage with the tradition and history of the hosting venue, despite the fact
that the majority of them have been created in recent decades.

Sport events

Sport events which have been developed since the ancient Olympic Games in Greece, are believed to
be the oldest human activity. Based on a statement, sport events have grown to be an important and
growing part of the event industry, as they attract a large number of visitors and generate media
coverage and economic impacts (Allen et al., 2002). Most importantly, sport events are believed to
be vital contributors in generating social, cultural and economic benefits towards the hosting community (Emery, 2002). All in all, it is assumed that the organization of sport events is the focus point of
more and more local governments strategic decisions, which aim to create opportunities for new
dimensions for both the community and new forms of tourism (Robertson, 2006).

MICE events

MICE events, and more commonly business events are also long-established events within the event
industry. The Department of Industry Tourism and Resources (1995, quoted in Allen et al., 2002, p.
15) defines business events as all off-site gatherings, including conventions, congresses, conferences, seminars, workshops and symposiums, which bring together people for a common purpose, to
share information. Such type of events is significantly different from others, as it focuses on
business and trade issues, but still they are highly linked with the tourism sector.

Bowdin et al. (2006) come to agree with Mossberg

(2000) by stating that active players should develop
such efforts for predicting the impacts that will
most probably generate negative outcomes and

balancing them for the most positive results. Thus,

in the organization of events effective management
is needed for destinations to not be exposed
unfavorably.

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

Events in Cyprus
It is remarkable to note that, among other organizations and bearers for tourism development in
Cyprus, the Cyprus Tourism Organization (CTO) is
the foremost responsible for the promotion of the
island and its tourism product. Consequently, the
organization of events and at the same time their
promotion is also under its responsibility and control. Besides the CTO, the Ministry of Commerce
and Tourism, the Ministry of Education and
Culture, and several tourism organizations and
associations in cooperation with the private sector
are further active players in the formation and
implementation of tourism development strategies.
In this case the strategic plan aims to attract tourists
on an international level, by improving and enhancing current events or festivals, which will be promoted internationally. In reference to the list of
events that are taking place in Cyprus, Table 3 provides an illustration of the more prominent events

207

by region and date(s), as published by the Cyprus

Tourism Organization (2007).
However, the leaders in scale and size types of
events in Cyprus in terms of attracting both international and local tourists and a favorable budget and
sponsorship are categorized into sport and cultural
events, and conference and incentives.
Sport Events
Cyprus attracts many sport tourists as its natural
features allow a range of sport activities to be
undertaken (The Cyprus Guide, 2007a). Athletes
and sport teams from many Northern European
countries found Cyprus an ideal location for training. This is because of the islands excellent
weather conditionswhile other countries have
harsh winters, Cyprus has mild wintersand also
because of the natural beauty of the island that
provides an excellent training environment.

Furthermore, Cyprus already gained distinction as

Table 2
Impact of Events Based on Four Categories
Sphere of Event

Positive Impacts

Negative Impacts

Social and cultural

Shared experience
Revitalizing traditions
Building community pride
Validation of community groups
Increased community participation
Introducing new and challenging ideas
Expanding cultural perspectives
Manipulation of community

Community alienation
Negative community image
Bad behavior
Substance abuse
Social dislocation
Loss of amenity

Physical and environmental

Showcasing the environment

Providing models for best practice
Increasing environmental awareness
Infrastructure legacy
Improved transport and communications
Urban transformation and renewal

Environmental damage
Pollution
Destruction of heritage
Noise disturbance
Traffic congestion

Political

International prestige
Improved profile
Promotion of investment
Social cohesion
Development of administrative skills

Risk of event failure

Misallocation of funds
Lack of accountability
Propagandizing
Loss of community ownership and control
Legitimation of ideology

Tourism and economic

Destinational promotion and increased tourist visits

Extended length of stay
Higher yield
Increased tax revenue
Job creation

Community resistance to tourism

Loss of authenticity
Damage to reputation
Exploitation
Inflated prices
Opportunity costs
Financial loss

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AVGOUSTI

Table 3
Events in Cyprus as Organized in the Year of 2007
Events
Anthestiria Flowr Festivals
Classical Musical Festival
Cultural Summer Festivals
Cultural Winter Festival
Dance and Music Performances
Horse Races
Musical Sundays
Painting Exhibition
Photographic Exhibition
Theater (in English)
Traditional Fair Festivals
Walks
Motor Show Exhibition
Carnival Festivals
Kickboxing World Title 2007 Aphrodite Kick
Handball Mediterranean Youth Games
International Tourist Guides Day
Green Monday Festivities
International Cycling Competition Afxentia
Ultra Sport Cyprus Marathon
Opera
3rd Grand Opening of Wild Festivals
Mosaic Exhibition
5th Berengaria Music Festival
Byzantine Days
Drama Short Film Festival
Irish Harp Music
2nd Cyprus International Film Festival
2nd Cyprus Amateur Golf Open Tournament for Ladies
6th EuroFestival Herbs and Wild Flowers of Cyprus
Troodos Car Rally Cyprus
Child and Youth Exhibition
32nd Cyprus International Fair
10th European Dance Festival
Craft Fair
International Historic Car Rally
Kataklysmos Festival in all regions (a unique celebration, the festival of the Flood
coincides with Pendecost and is marked by festivities)
7th International Pharos Chamber Music Festival
Music Dances and Performances
13rd Childrens Festival
Nautical environment and sports
Italian Week
Paneuropean University Beach Volley Championship
Orchestrial Jazz Music
Shakespeare at Kourion Theater (in English)
MTB Sunshine Cup-Mountain Bike Race
8th Regional Cultural Week of Mountain Resorts
Aphrodite Internation Motor Rally
Women Cup Mediterranean Swimming Championship
European Bowling Tournament
Classical and Traditional Choir Songs
Amathusia Festival
Ancient Greek Drama
2nd Ethnic Festival
Imperial Ice Stars
Greek Music Concert
Ancient Greek Comedy
Koumandaria Festival

Regions

Dates

In all regions
In all regions
In all regions
In all regions
In all regions
Nicosia
In all regions
In all regions
In all regions
In all regions
In all regions
In all regions
Nicosia
In all regions
Nicosia
Larnaca
Nicosia
In all regions
In all regions
Paphos
Limassol
Limassol
Nicosia
Limassol
Larnaca
Limassol
Larnaca
Nicosia
Paphos
In all regions
Troodos
Nicosia
Nicosia
Limassol
Limassol
Nicosia

All year round

All year round
All year round
All year round
All year round
All year round
All year round
All year round
All year round
All year round
All year round
All year round
January 31February 4
February 818
February 10
February 1725
February 21
February 19
March 24
March 11
March 2023
March 28
March 28April 3
March 2931
April 45
April 1011
April 12
April 1322
April 1418
April 1421
April 2022
April 2729
May 1120
May 12
May 13
May 2527

In all regions
Nicosia
Larnaca
Agia Napa
Troodos
Larnaca
Paralimni
Limassol
Limassol
Larnaca
Troodos
Larnaca
Larnaca
Paphos
Limassol
Limassol
Larnaca
Limassol
Larnaca
Larnaca
Larnaca
Limassol

May 2530
May 29June 5
June 1
June 3
Junw 78
June 816
June 1627
June 21
June 2224
June 2427
June 23July 1
June 2427
June 29July 1
June 29July 8
June 30
June 30July 1
July 4
July 628
July 910
July 13
July 18
July 2329

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

209

Table 3
Continued
Events

Regions

Piano and Voice Recital

International FIVB Cyprus Challenger Beach Voleey Tournament
11th Festival of Ancient Greek Drama
Folk Art and Crafts
Sweets and Bakery Products Exhibition
Limassol Wine Festival (famous annual festival at Municipal Gardens with local
foods, traditional music, dance and free wine)
Paphos Aphrodite Festival
Cyprus Rally 2007
ISSF World Championship in Shotgun
Tennis Tournament-Aphrodire Cup
Authentic taste of rural Cyprus
Troodos thematic weekends (wine, dishes)
2nd Mediterranean Folklore Dance
Cyprus Skydiving Boogie and Cyprus Open Championships
Pastelli Festival
1st Big Vineyard Festival
FIA Middle East Rally Championship-Round 6Cyprus Rally
Cyprus Aphrodire Half Marathon
Christmas Festivities

a sporting venue in the run-up to the Athens

Olympics and also has been chosen to be used as a
training center for athletes that will participate at
the Olympics of Britain in 2012 (Travel and
Tourism News, 2007).These are the factors that
challenge Cyprus to be used as a training center
(Cyprus Association for Culture and Special Interest
Tourism, 2007a). Additionally, Cyprus offers
activities all year around from water sport competitions and skiing to golf and tennis competitions and
rally racings (The Cyprus Guide, 2007a).
Consequently, an additional sport event that
brings remarkable benefits in Cyprus is the Cyprus
Rally sport event. Cyprus organized the event first
time in 2006 and has been improved considerably
for hosting the event again in 2007. The Cyprus
Rally Press officer (The Auto Channel, 2007) states
that the Cyprus Rally in 2006 attracted 54 million
audiences all over the world and a total of 327
hours of media coverageplacing the island third
among the sixteen rounds calendar.
What finally places Cyprus in the international
tourism scene in relation to sport events is the reputation of an excellent tennis player, Markos
Pagdatis. He managed to create a connection
between himself and Cyprus to the eyes of foreign
countries at which he participated in tennis matches.
As Karrides (2007) supports, this connection

Dates

Larnaca
Paphos
In all regions
Troodos
Troodos

July 25
July 2529
JulyAugust
August 35
August 2526

Limassol
Paphos
Limassol
Nicosia
Nicosia
Paphos
Troodos
Larnaca
Larnaca
Limassol
Limassol
Limassol
Paphos
In all regions

August 28September 9
August 31September 2
September
September 110
September 39
September 8
September 1516
September 1517
September 1520
September 22
September 28October 1
October 1214
November 25
December

generated at the moment a more positive recognition for Cyprus than any of CTOs campaigns.
Cultural Events
Cyprus culture gives the island the challenge of
organizing thematic events and thus managing to
develop its tourism sector. As indicated, the
island so far has been synonymous with sun and
sea holidays, but now apposite organizations seek
to improve this image and develop its cultural
character as well as tap into the growing special
interest tourism markets (Opodo Travel News,
2007). In response to this attempt, the major and
most attractive of the cultural events that are taking place in Cyprus are the Paphos Aphrodite
Festival, the Carnival Festival, and the Wine and
Commandria Festivals.
In reference, the Carnival Festival of Limassol is
a very old tradition, but over time it has acquired a
different entertaining character with an increasing
number of population following. The festival
includes several shows and folk dancing being
performed both by Cypriots and foreigners (The
Cyprus Guide, 2007b) and exposes the most of the
cultural characteristics of the island.
The greatest of the cultural festivals is the Paphos
Aphrodites Festival. The legend says that the

210

AVGOUSTI

goddess of beauty and love, Aphrodite, was born

from the sea. Based on this, there are organized
routes that transfer people at the place of birth during that time and the overall festival aims to show
how the goddess is being related to the island (The
Cyprus Guide, 2007c). Siepi, the General Coordi
nator for the Aphrodites event, supports that all
7,500 tickets are expected to be sold this year, compared to some 1,000 that remained unsold last year
(Financial Mirror, 2007). Vergas noted that despite
the drop in tourist arrivals from Britain and
Germany, ticket sales have done well with the
Russian tourists and the Russian community of
Cyprus (Financial Mirror, 2007). Additionally,
while the event is taking place during the first week
of September when the holiday period in ending,
still the Tourism Board supports that the benefits
are even greater. Finally, there are plans for transforming the event with a new concept and naming
it Paphos Aphrodite Winter Festival and is
expected to take place in January or February in the
next few years. The renewed event will be within
the spirit of the present event but the aim is to promote tourism in the winter months as well
(Financial Mirror, 2007). Siepi comes to agree that
the new event will be the landmark tenth next
year (Financial Mirror, 2007).
Apart from the above, part of the islands culture
is believed to be its wine production as the history
of wine making dates back to at least 2000 BC.
Also, with Cyprus being the home to the worlds
oldest continuously produced wine the known
Commandaria, it is then being instigated to organize such events that will promote this cultural
characteristic and abroad. The two foremost events
are the Wine Festival and the Commandaria
Festival, which take place during September;
Commandaria is believed to be the most ancient
wine of Cyprus. These festivals attract more and
more tourists from abroad who are highly interested in wine production and tasting, during which
wine is being consumed in huge quantities (Cyprus
Hotel Association, 2007b).
Conference and Incentive Events
Cyprus has long been a preferable place for
meetings and incentives. Today Cyprus still
remains an ideal place for meetings. The Cyprus

International Conference Centre of the Cyprus

Fairs Authority and many hotels provide the
utmost sophistication needed for a most successful conference (Cyprus Association for Culture
and Special Interest Tourism, 2007b). What it is
also being said for this sector is that, despite its
small size, Cyprus being located at the crossroads
of three major continents has prompted business
travelers due to its unique world class hotels and
resorts and Mediterranean charm to organize a
range of meeting and conferences (Cyprus Hotel
Association, 2007a).
In addition, the CTO in the context of the strategic plan has posted as priority the development
and promotion of conference tourism. Its actions
are to support the interest of international meetings
and offer an economic reinforcement for conferences and meetings, aiming to attract more international meetings.
Special Interest Events
Another arising form of special interest tourism
in Cyprus is agrotourism. Its natural landscape
allows visitors to travel inland and enjoy the range
of sightseeing and activities that are available. It is
noticeable that most of the villages that offer agrotourism facilities and services are located near
vineyards (Cyprus Hotel Association, 2007b). In
this way the island tries to combine many different
interests and give the visitor more choices for a
whole package of experiences. Thus, local communities organize a series of small events on a month
or yearly bases to attract more tourists inland.
Finally, Cyprus is being chosen for wedding ceremonies mainly from many European countries.
Many tourist agencies and tour operations advertise
Cyprus as an ideal destination for wedding and
honeymoon tourism, again due to the natural
beauty. Thus, during the summer most of the
coastal hotels provide special packages for weddings (Cyprus Hotel Association, 2007c).
Method
The research comprised a multimethod strategy,
based on which both qualitative and quantitative
data were collected. This process provides a systematic research approach that assists in the collection of relevant data and presents a more detailed

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

and intensive description of the subject (Saunders,
Lewis, & Thornhill, 2003).
For the completion of the research it is desirable
to use both secondary and primary data. For the
secondary data collection method, the research
developed a theoretical framework by reviewing
past and current literature. The secondary data
research is helpful in creating an overall background of the related to the topic issues and theories
and in consolidating concepts before proceeding to
the primary research process. As a result, the content consists of validated books, research papers,
articles, academic publications, and the Internet.
The primary data collection method consisted of
a multistage approach, which included both personal interviews and questionnaires. The purpose
for choosing these primary research techniques is
to get a better representative sample and have more
accurate results, but also to meet successfully the
research aims and objectives (Saunders et al.,
2003). As a result, 12 open-ended interviews were
expected to be completed from both governmental
and nongovernmental tourism organizations, as
well as from private companies, from which only
seven were accomplished. Interviews are a helpful
research technique, through which there is a direct
contact with the potential participant, a factor that
gives direct answers to research questions (Robson,
1993, cited in Bell, 2002, p. 23). The potential participants were chosen based on their involvement
not only in tourism practices but also in the organization of several events and due to their professional education and experience in relation to
aspects of tourism. They were expected to provide
adequate and useful primary data and help the
research to get a more dynamic picture of the tourism development in Cyprus and gather valuable
and valid information regarding the use of events as
a means for developing tourism in Cyprus.
Table 4 provides those organizations that were
expected to take part in this survey research, by
providing the position of the interviewees and the
word Interviewee instead of their names, in order
to protect their anonymity and confidentiality. The
actual interviewees are shown in bold.
Apart from the interviews, a questionnaire was
designed with both descriptive and exploratory elements, which was distributed at random (there were
not any special criteria for choosing the potential

211

participants) to a sample size of 25 tourists that

were participating in different events in Cyprus.
although the research was expected to accomplish
a representative sample of 50 questionnaires.
Through these questionnaires the research obtained
additional viewpoints for the use of events, despite
those of the organizers, and a more precise and
direct picture of the investigated subject. Sometimes
it is more effective to ask those people who actually
experience the events to obtain a more subjective
opinion about their strengths and limitations.
It should be noted that while there is a vast
majority of information collected, the research
concentrates only on the points that are believed to
be the most crucial for the investigated subject.
Most of the analysis and discussion is being made
mostly in composition with empirical researches
and findings, so as to observe the extent to which
the primary data confirms or detracts any theoretical framework. For the analysis, the research distinguishes the data collected based on the nature of
the researchs questions and bring together the relevant viewpoints.
Results, Analysis, and Discussion
Tourism Development in Cyprus
First, the primary research gives an illustration
of the overall development of tourism in the island.
More specifically, tourism organizations as well as
tourists express their own perspectives regarding
the current issues of the tourism development
in Cyprus.
There is an agreement on the fact that the island
managed to develop certain areas that previously
were unexploited and, more importantly, these
investments remained. Cyprus is believed to be the
most highlighted summer destination. Based on the
overall positive stances, Cyprus is referred to as a
Sun and Sea destination, with several cultural
characteristics, which also boosts a reputation as a
business center. It is a magical island in a small
geographical area, being characterized by good
weather conditions, hospitality, beautiful beaches,
and mountain areas, a place where visitors can
experience a variety of various activities. Most outstanding, there are perspectives that the island hosts
a long-lasting history, which is also being taught
and abroad, and this is what was supported to be the

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AVGOUSTI

Table 4
Interviewees Sample
Organizations
SCS Limited
Galaxias Productions
Cyprus Tourism Organization
Price Water House Coopers
Cyprus Automobile Association
Cyprus Association of Culture and Special Interest Tourism
Cyprus Hotel Association
Ministry of Commerce and Tourism
Ministry of Education and Culture
Association of Cyprus Tourism Enterprises
Cyprus Sport Organization
Premier DMC

element that makes the island internationally

known. Some others supported that Cyprus, aside
from holiday tourists, also attracts leisure, conference, and sport tourism, and that agrotourism has
become popular nowadays, a factor that raises
potentials for further developments. In response to
current plans for further developments, there was a
declaration on the development of golf courses and
marinas, two factors that improve the image of
Cyprus in terms of the diversified services that it is
able to offer to tourists. Further to these, Cyprus is
in the pipeline of creating a big conference center,
which is considered to be a huge investment for the
further development of tourism in the island.
Finally, regarding developments in Cyprus, in the
last decade significant developments occurred in
terms of special interest tourism; it was also
remarked that various municipalities are developing their own halls of limited capacity, where various events are taking place.
To support the above and compared to the tourists viewpoint, it is obvious that there are developments in Cyprus. This is shown by the fact that
more than half of the tourists (67%) are repeat visitors in the island, whereas 33% visited are firsttime visitors. Another consideration is related to
the motivation of tourists to visit the island. As
shown in Figure 1, the majority of tourists come to
Cyprus for holidays and leisure (64%), but it is
remarkable that 28% come for business and a small
number of tourists have a special interest motivation (4%). It is obvious (Fig. 1) that while there
are some developments in tourism in Cyprus the

Position

Interviewee

Managing Director
Director of Operations
Assistant Tourist Officer
Advisory of the Hospitality and Leisure Department
General Manager
Executive Secretary
General Manager
Director of the Department of Tourism
Director of the Department of Culture
General Manager
Assistant Director
Assistant Director

A
B
C
D
E
F
G
H
I
J
K
L

number of tourists attracted is still minimum in the

cases business and special interest. As a conclusion
to this issue, more efforts are needed so as to
develop these sectors and thus attract more tourists.
In contrast, there were those few who presented
a negative viewpoint as far as tourism development
of Cyprus is concerned, as they exposed several
problems that prevent the island from being further
developed; some agreed that Cyprus is facing a
deteriorating trend in terms of arrivals and revenue
generated. In relation to this statement, participants
grounded this failure in further problems, referring
to the lack of appropriate infrastructure and transportation services as well as to the disorganization
of the airports. In reference to the infrastructure, all
expect one who expressed an absolutely positive
sight concerning this issue declared that despite the
available infrastructure and resources for hosting
events, either this is not being exploited or more
efforts are needed for the infrastructure to be
improved. As it was specified by some, there are no
big music halls, convention and multipurpose venues available to host mega-event organizations. So
it appears that the infrastructure exists, but is not
appropriate for big projects. Finally, others revealed
that the island falls short in many points, mainly
because of the invasion and the Turkish domination
as well as due to the fact that it is considered to be
a relatively expensive destination. As declared, the
costs for tourists to stay in the island are significant,
a factor that motivates tourists to visit cheaper
destinations that eventually become the major

competitors of the island. However, the most

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

constructive observation is that the problems are
being acknowledged, but there were only some recommendations for reformation and make up. This
is the challenge of coordinators to pay greater
attention to the negative aspects of tourism in
Cyprus that influence its future developments and
strengthening their skills in terms of coming across
with valuable solutions.
Additionally, and based on the tourists who participated in an event, the results shown that most of
event spectators characterized Cyprus as an expensive destination, also noting some negative approach
about transportation services. As oppose to these,
the majority of them viewed Cyprus as a preferable
sun and sea destination, appropriate for relaxation
and with favorable weather conditions, all confirming the interviewees standpoint. Additionally, a
minimum number of tourist respondents supported
that Cyprus is an ideal destination for businesses
and clubbing, factors that are new to the so far
research approach.
At this point the research assumes that even if
there are significant developments, it may be uncertain whether these will be efficient. Since there is
not so far any reference on the use of events as a
means for developing tourism in Cyprus, it is
recommended that all current developments and

Figure 1. Reasons for visiting Cyprus.

213

projects should be constantly evaluated to ensure

that they completely generate positive outcomes.
Apart from this, the primary research concluded
that intensive work and significant improvements
are needed in terms of accessibility and transportation services for Cyprus to exploit and use its existing infrastructure, which is an opportunity that the
island should not miss. In general, it is suggested
that efforts on an overall development basis are
needed, for potentials to be increased. Finally, it is
specifically recommended that motivations should
be given to entrepreneurs to develop their own
tourist products; tourism organizations should
become more responsible and interested in making
valuable investment and creating action plans to
expand Cyprus tourism product.
The Importance of Events
The results from the primary research showed a
positive attitude towards the importance of events.
More particularly, there was a common notion that
events bring about favorable publicity through promotion and media. The power of these events is
their capability to put destinations under the spotlight, highlight their powerful characteristics, and
at the same time to recognize and emerge the

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AVGOUSTI

invisible. As an example given for Cyprus, the

island boasts amazing gastronomic enjoyments, but
there are no efforts to make them known; thus,
there is not any interest in participation. However,
gastronomic events can play a great role to the
development of tourism in the island, and in general any type of such specific events contributes in
the growth of alternative tourism. Another example is that of the Cyprus Rally, which, through its
advertising, simultaneously the island is being promoted worldwide. The above perception comes to
confirm the statement of Getz (1997, cited in Jago
et al. (2003)) who examined that the publicity
value is enormous to the hosting destination (p.
30). Also tourists visiting Cyprus came to certify
the above, as a respective number of responses
(44%) stated that they were informed about the participating event mainly through advertising and
media and to a less extent through the Internet and
other direct forms of promotion (Fig. 2).
Further viewpoints support that events are part of
the islands infrastructure in the sense that if destinations develop venues to host different types of
events, they can be used as an infrastructure for further purposes when needed, both by visitors and
locals. A classical example mentioned is the case of
Greece and the Olympic Games, where the infrastructure is now being used for additional purposes.
This is another factor that demonstrates the impor-

Figure 2. Source of information for the participated event.

tant contribution of events in the further and longterm development of the hosting country.
The most impressive response was that events are
unique in the means that cover aspects of culture,
and they have as their foundation the islands civilization; events are real representation of the tradition of Cyprus (Interviewee C). This finally comes
to certify Getzs (2005) investigation that events
represent the cultural characteristics of a destination. As most of the existing events in Cyprus have
a cultural character, it is appealing that they will create an image of culture, tradition, and civilization.
It appears from the responses that the organization of events in Cyprus assists the problem of seasonality. Cyprus is being characterized by strong
seasonality problems that inactivate the infrastructure, especially during off-peak season; thus, events
increase the islands tourist dividend during peak
seasons and most importantly they deal successfully with the problem of seasonality as there are a
lot of events taking place during the winter months
(Table 2). Ritchie and Beliveau (1974, cited in
Mossberg, 2000) declared that the strength of
events is their ability to level out seasonal variations in the demand (p. 2).
Finally, and based on the results, the strength of
the events in Cyprus is that they open the eyes of
more tourists. As discussed, several artists who
visit the island are becoming aware of its existence

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

and thus contribute in repeat visitation; likewise
with the notion that events assist the hosting destination in terms of remaining competitive and acting
against the huge competitive marketplace. Lastly,
the importance of events was proved by actual facts
and data, with reference to the Cyprus Rally, an
event that generates income almost 10 million
Cyprus Pounds each year (Interviewee E).
In a different way, there was an assumption that
the importance of events depends on two elements:
the extent to which events are being supported and
their linkage with the general picture of the place
are considerable implications. The notion behind
this is that investment and support by the government are crucial for a destination to be able to
develop appropriate infrastructure that will be
obtainable not only by the tourists, but also by the
locals when needed. On the other side, despite the
fact that some events are specialized, like gastronomic, wine routes, and sport events, they need to
be fitted within the existing image of the place. In
this way, such additional events with diverse character can help the overall tourism development and
can set off the existing image of the island.
It is remarkable the fact that the results signify
some uncertainty about the importance of Cyprus
to host events. Since there was no further justification, the research takes the opportunity to link up
these issues with the several problems that had
been highlighted and that diminish the importance
of events in developing tourism in Cyprus. Such
problems include economies of scale, meaning that
it is limited in space in all means. Also, despite the
reputation of certain events, the island is short on
large-scale events, which certainly have more benefits to offer.
Also, another significant problem is the fact that
Cyprus major competitor is the area of Cyprus that
is being occupied by Turkish invaders. As mentioned, they are doing extremely progress on
infrastructure and manage to attract more tourists
(Interviewee D). This is a point where further political issues are coming to the surface, on which the
research does not wish to make any particular reference or explanation.
Apart from the problems, there are also uncertainties raised of whether Cyprus manages to communicate strategies effectively. As it is believed, it
is not certain if the organization of specific types of

215

events can be efficient contributors to resolve the

existing tourism problem and recover the decreasing numbers of tourist arrivals, giving the example
of the attempt to develop casinos in Cyprus. The
actual saying was do we want to attract the gambler tourist? (Interviewee D). The issue is that
events by themselves cannot be effective in terms
of developing tourism at a destination. This comes
to agree with the notion that events should have a
strong linkage with the overall image of the destination, supported by both some respondents and
empirical studies. In this case representative and
key players should make clear what forms of tourism the island seeks to attract to then be able and
develop effective and clear strategic plans.
At last, motionless potentials for further developments exist in relation to this sector. As it was
suggested, if effective and precise planning for further development and improvements will be taken
in action, then events can be more attractive to an
increased number of tourists, as unique events create unique image. In agreement to this, events constitute a significant contribution in enhancing the
image that the destination wishes to create. How
ever, apposite organizations do not clearly indicate
the direction required for the tourism product of
Cyprus to follow and there are no clear aims of
what is needed to be done. To add value to the
above perceptions, the research contacted a number
of spectators from different events, aiming to get a
more direct and subjective opinion about the use of
events as key contributors to the development of
tourism in the island. In particular, 92% of the
respondents supported that events contribute to the
development of tourism in the island, whereas only
8% expressed a different point of view. As being
specified, if the island is able to organize events in
an effective way, then these will contribute to a
worldwide publicity and advertising, attract more
tourists, and in general there are possibilities of further developments in the tourism services of
Cyprus. In contrast, those with the negative notion
assumed that events taking place in Cyprus are
small in scale and size and that their background is
not appealing to people.
Despite all of the above, the active players should
intensively look at the impacts of events in a g eneral
sphere, acknowledge the most beneficial, and
take advantage of them and at the same time

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AVGOUSTI

forecast possible negative impacts to avoid negative results and influences on the destinations
image (Mossberg, 2000).
Events in Cyprus
From the results it was revealed that there are
numerous types of events, from microscale to
mega-style events. In brief, events address the
interest primarily of leisure, sport, conference, religious, special interest, and medical tourism.
However, greater emphasis was being given to
those events that have cultural character, as this
was initially the reason beyond their organization.
Cultural events demonstrate the spread and depth
of the islands culture and history as well as its customs; they familiarize visitors and tourists with this
rich and unique culture and history of Cyprus and
add value to the experience gained from the destination. Also cultural events motivate more domestic tourists to become aware of their countrys
character. The greatest issue is that each type of
event keeps the spectrum that Cyprus can offer and
it collectively projects its deep, rich, and strong history, culture, and character. Such cultural events
include concerts, operas, ballets, contemporary
dances, theaters and musicals, and community festivals. Examples of cultural events are referred to
the Wine Festival and the Paphos Aphrodites
Festival, which,based on their size and purpose, are
the most highlighted and attractive cultural events
in Cyprus.
Comparing the above with the tourists point of
view regarding the most well-known events that
take place in Cyprus, at first the majority responded
that they are not aware of the events that take place
in Cyprus (64%) with the justification that there is
lack of promotion internationally. The remaining
percentage consists of those who showed a positive attitude towards this issue, revealing mostly
sport and cultural events as well as concerts, opera,
Jazz and ethnic festivals, and theatrical performances. Also some specified that the most familiar
events to them include the Wine Festival and the
Aphrodite Festival.
Apart from mentioning the events and their concept as being applied in the case of Cyprus, there is
also reference to the overall subject of events that
take place in the island. To further the discussion,

some supported that the main reason for organizing

events is mainly for developing and improving the
islands tourism industry. Beyond this reason, additional motives include the opportunity given to
locals to enrich their experiences and knowledge
with the customs, traditions, and the cultural characteristics of their country. However, as mentioned,
the use of events aims to attract the interest of
domestic tourists, who most probably ignore the
existence of several events.
In another point of view, events are being seen as
supplements in means of motivating more tourists
to visit the island and not only those arriving for
Sun and Sea holidays. As stated, this model that
represents the island eliminates the possibility to
exploit its amazing beauty and available resources.
It was strongly supported that it is not enough to
promote the island by using the traditional Sun
and Sea model. Besides, the Mediterranean Sea is
full of beautiful beaches, so tourists can visit any
other destination that also offers the same tourist
product. In this case events come to upgrade the
tourist product of Cyprus and at the same time
overcome the expectation of tourists by providing a
whole package of experiences.
In a different viewpoint, there was a notion that
the influence of events to attract the interest of tourists to visit Cyprus is highly dependent on the size
and type of the events, the type of tourists that the
destination wishes to attract, as well as the efforts
given to during their organization. Thus, big in
scale and theme events, which are favored by sufficient media coverage, can be seen as great contributors to the awareness of a destinations image
and motivation of more tourists to visit the hosting
destination. In contrast, small in scale and common
events may be of less importance and thus attract
less numbers of spectators. Also, if an event taking
place in Cyprus has been granted in peoples mind,
then positively they will choose to visit the island.
This is an important factor, as the tourism industry
is increasingly becoming more competitive. Accord
ingly, as destinations organize similar events then
there are many choices being given to tourists, and
then this eliminates the chances of Cyprus to be
visited. Still there is the need for careful efforts and
strategies for development to be planned, despite
the existing developments and progresses of the
island in all forms of tourism.

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

Impacts of Events in Cyprus
Looking at the impacts that events generate in
the case of Cyprus, the results had shown that they
could have been greater in the case of Cyprus,
referring to issues of visibility, finance, and
employment opportunities. Additional to their
impacts, events attract more tourists in the island,
as costs are shorter for attending an event than in
any other country, a factor that tourists see as a bargain that files a further incentive to visit the island.
In a different viewpoint, a benefit mentioned was
that events strengthen and enrich the existing tourism product of the island. As asserted, the economic development of new, unexploited areas as
well as of the living conditions of new social groups
are some further benefits. It is certain that several
events give possibilities to new areas to be
exploited, only if tourism organizations acknowledge the strongest of the islands characteristics.
One of these is the production of qualified wine
that is determined by the islands geographical location. There was also a perception that customizing
tourism collectivity (Interviewee D) is a great consideration as Cyprus needs to attract quality tourism. As supported, such a factor will first contribute
to the generation of the expected benefits and profits that the islands needs to achieve.
Based on the results, a further benefit that events
bring in Cyprus is that the island can be promoted
and attract people who did not know its existence
before. Thus, as the aforementioned events are
unique, so they contribute in creating a unique
image. The issue, as suggested, is for some improvements to take place on a national scale, in terms of
achieving the promotion of a destination to the
international scene. The greatest consideration
given is that, while there are opportunities for alternative forms of tourism to be developed though
events, still Cyprus does not achieve this effectively, because of insufficient promotional efforts
mainly on an international level and due to inaccurate planning and control.
Despite the above, events also benefit the development of the island in means that mostly generate
economic outcomes. Events can be used for creating more efforts for developments, as well as to
give the opportunity to locals to get involvement in
the activities that take place in Cyprus. In an overall

217

to the impacts that events generate in the development of tourism in Cyprus, there was a strong
believe that they are none other than positive with
the justification that they attract more tourist arrivals and their organization make them more committed and emotionally attached with the rich culture
and history of the island.
On the opposite side, there was some reference
to the negative impacts that events generate in
Cyprus. As Cyprus faces problems regarding issues
of economies of scale, lack of appropriate infrastructure, inefficiency in the development and
organization of events, it is certain that for these
reasons events can bring negative outcomes. Also
another weak point is that Cyprus grounds the organization and image of the events on wrong factors.
In this case events are being organized in an attempt
to satisfy the requirements of and the way of leaving of foreigners. This is an element that brings
totally new dimensions to the overall investigation,
as so far all suggestions have been made on the
need to link events with the actual character of the
island. As was being recommended on this issue,
Cyprus needs to recall new foundations and make a
combination of the islands traditions with the new
arising trends, tendencies, and tourist requirements.
In this way the island will be able and maintain its
traditional elements and institutions, rather than
destroying its unique character.
In addition to this discussion, another negative
issue revealed was the fact that Cyprus boasts an
image as a Sun and Sea destination. The attempt
of developing a new strategy for organizing events
does not certify that its image will be improved. At
this point tourism organizations should take responsibility to research and decide whether the use of
events can add value to this image to ultimately
contribute to the creation of a multidimensioned
image for Cyprus. Eventually this is an issue that
some interviewees discussed; they strongly supported that tourism organizations and authorities do
not develop effective strategies for the use of events
in Cyprus and this is the reason that events are not
able to develop tourism in the island. For instance,
in terms of competition they tend to look at what
other destinations do to make use of their elements.
This is, as stated, an ineffective means of development, because it is not rational to compare unequal
situations and destinations. For example, Greece is

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AVGOUSTI

being seen as the major competitor of Cyprus, but

initially they differ in size, population, and, most
importantly, they differ in available resources. Also
the island cannot compete with major destinations,
due to the limited choices that it offers and most
importantly due the unique image that the island
shaped. This is the point where events and alternative tourism, if used effectively, will become significant contributors to the reproducing and
flourishing of those limited choices.
In response to the aforementioned elements, the
research examined also the current facts and outcomes generated by events in Cyprus in relation to
its tourism development. The results show that only
some events managed to develop Cyprus as a popular destination for the reason that events on their
own cannot achieve this, since an image formation
depends also on other factors. There are a lot opportunities for Cyprus to achieve more developments
and thus become more popular and attractive if
there is more organization and if apposite authorities take on their responsibilities in terms of recalling lost ground. On the other side, several events
achieved to attract repeat visitors taking into consideration that most of the events were recently created or renewed; of course, Cyprus became a more
popular destination. To confirm this, with reference
to a particular event, the Paphos Aphrodite Festival
is one the few that noted great recognition abroad
and this is obvious from the increase of the visitors
every year (Interviewee F). In addition to this
statement the interviewee wished that Cyprus could
have created and organized more of these kinds
of events to upgrade its popularity. All in all,
Interviewee G deemed that the organization and
execution of successful events provide the opportunity for more tourists to appreciate what Cyprus has
to offer and through this definitely the popularity of
Cyprus is found.
In argument to the above, negative perspectives
about the extent to which Cyprus has been developed through events are expressed. The reason
beyond this notion is that events are contemporary;
still there is an agreement that more developments
are needed. As it is being recommended, events
should be linked with the islands tradition with
modernity, to act against the recent changes and
trends of tourists demand.

It is apparent that the above perceptions are not

being shown within the theoretical framework, as
the research paid greater focus on presenting the
advantage and importance of events rather than
examining literature related to their disadvantages
and insignificance.
The issue, on which all participants agree, is that
there is the need for efforts to be created, by apposite tourism organizations. This is a factor that also
agrees with Jago et al. (2003), who supported that
the key and most necessary bases for building
events to effectively contribute in the creation of a
destinations image include the communities support, a good strategic and cultural fit of the event to
the host destination.
Events: A Means for Developing Tourism
in Cyprus
In a more specific way, the research examines
the actual facts regarding the use of events as a
means for developing tourism in Cyprus. The
results boast a relatively negative viewpoint as
most argued whether events are a mean through
which tourism can be further developed in Cyprus.
To communicate this, participants supported that
Cyprus must enrich its existing image by providing
alternative services and availability of further
activities to become more competitive. Thus, there
is the need for events to be used as supplement to
the overall tourist product. Another perspective on
this issue is that events are additional strategic
tools, as Cyprus has been provided with qualitative
characteristics that can be used in order to be developed. Adding to the above there is a notion that
events can be used in combination with other
efforts, resources, facilities, and services to generate more benefits, as well as others supported that
actions need to be planned carefully and with the
cooperation of all tourism organizations. The general point is the events do influence the tourism
development of a destination, but this is a factor
that is not applicable in Cyprus. Events do contribute to the development of a destination but do not
benefit the island in terms of its image on their
own. Despite some improvements, still Cyprus
does not communicate its efforts effectively and
this is in agreement with previous mentioned

EVENTS TO DEVELOP CYPRUS TOURISM INDUSTRY

responses. Adding to that, others consider that the
uniqueness of the island is gone. This is where again
strategic plans are needed in order to bring back and
promote Cyprus unique tradition and culture.
Based on the above results, the research comes to
comment that while the influence that an event will
have on the tourism development of a destination
depends on the demand of the tourist in certain
aspects, then it is crucial for destinations to influence and raise this demand, through promotional
efforts and clear strategic plans.
Further Developments
In relation to the potentials for further event
developments in Cyprus, the main obstacles in
developing event tourism in Cyprus and the efforts
that need to be taken in action for such development, the results show a positive prospect; yet participants acknowledged that no effective actions
plans exist. Cyprus should take into consideration
the negative aspects of the situation and acknowledge the problems and obstacles to be able and deal
with them. Also it needs to identify its strengths
and then work to improve them. There is also the
belief that these problems are being created from
ignorance and lack of interest and they can be control by putting much more effort toward development. There is not a clear indication of what is
needed to be achieved and this results in decreased
tourism performance. Contribution is needed from
the government to offer funds also to private companies and help them more with publicity, an issue
that also comes in agreement with Interviewee B.
So significant changes are needed; there is the need
for decreasing costs and finally more response in
needed by the government.
There is a specification that organizations, groups
of people, and bearers that have different characteristics, beliefs, and expectations need to be coordinated. It is certainly difficult to agree on and
communicate effectively our needs, wants, and
expectations and to find a common solution, but it
still possible to achieve. Firstly a common strategy
is needed to be developed and secondly an action
plan that will be clear, something that is of great
importance, and also to be bondable and agreeable
from all the responsible tourism parties and bearers.

219

Synoptically potentials for further developments

exist, as soon as appropriate strategies and actions
take place. Despite the current actions undertaken,
which include the creation of the association that
deals with special interest tourism and the process
of developing the appropriate venues in order to
enrich the spectrum of events in Cyprus, for better
outcomes more efforts are still needed.
Conclusions and Recommendations
The researchs aim is to investigate the use of
events as a means for developing tourism in the
case of Cyprus. As seen from the theoretical framework, events are strongly believed to be key contributors in developing destinations where they are
being held. However, this is not applicable in some
cases as there are other implications beyond the
influences of events on developing tourism at a
destination. For the purpose of the investigated
subject, the extent to which events contribute to the
development of tourism in Cyprus is limited. In this
case events can only be seen as supplements to the
overall tourism product of the island and to be used
as a tool for enriching and strengthening of its
image. As emerged, while some events have wide
popularity and are known to a respective number of
tourists, still they lack of further promotional
efforts, a factor that does not allow them to be
developed further. In this case, the involvement of
tourism organizations was found to be essential
and, as was being suggested both in the literature
and from interviewees viewpoints, they should
take into consideration the meaningfulness of and
effect that tourism development can have to the
islands image, become more sensitive, recognize
the negatives of the situation, and become normal
players for improving the tourism industry of the
island. As shown from the research, in all probability active tourism players do not recognize the
importance of developing tourism in Cyprus. All in
all, efforts and strategies are in the hands not only
of the involved and responsible organizations, but
also efforts and support are needed from the community and the development of a good strategic
plan is vital (Jago et al., 2003, p. 3).
On the other side, there are current strategic
plans that are under activation and are expected to

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AVGOUSTI

be completed in the next few years. In general there

are progresses and developments, but as shown
from the results, still are not sufficient and effective. The most important factor is that active players acknowledge the negatives of the situation and
are doing their best for improving the development
of tourism in Cyprus; there are significant suggestions and recommendations and this is where the
potential exist for further development. In relation
to the investigated topic, the importance is that
events should be used in such a way that will fit to
the overall image of Cyprus and through them to
get the opportunity and strengthen its existing characteristics and not allow for them vanish.
On behalf of the researchs standpoint, event
tourism is a complex sector within the wide industry of tourism, where requirements are more specialized, although each country attempts to promote
it if seen that indeed events can be effective in its
further development. To end up with some suggestions and recommendations, the study strongly
asserts that in order for Cyprus to increase its tourist arrivals and generate more profits, it needs to be
continuously aligned with trends and improvements. Tourism organizations in cooperation should
focus on the promotional efforts that will establish
the island as a special interest rather as an event
destination, where a combination of activities will
become appealing to tourists. In this sense, Cyprus
needs to identify what it has available and thereupon to think how it can utilize and exploit this and
also to consider what is farther required in terms of
achieving a satisfactory and effective development.
Concluding to the whole research, the aims and
objectives were fulfilled to a degree as there were
several limitations regarding both the secondary
and primary research. The examination of empirical studies was difficult and controversial as several perceptions were found concerning the subject.
Also the narrow examination about the use of
events particularly in Cyprus, as well as the limited
contribution of the expected participants, contributed to an ineffective investigation. All in all the
satisfaction rate of the research completion appears
to be on average.
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