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MCM Village Tourism Implementation Strategy Report

Management Centre for the Mediterranean/British


High Commission

Village Tourism: Product Development and


Marketing Implementation Strategy

Dr Julie Scott
j.scott@londonmet.ac.uk

International Institute for Culture, Tourism and Development,


London Metropolitan University

Marketing Strategy
by

John Bell F.R.G.S., M.R. AE. S.


travelwriterjb@yahoo.co.uk

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MCM Village Tourism Implementation Strategy Report

CONTENTS

Executive summary

Terms of reference
Development considerations: the Karpaz context
Phase 1 October-November 2005
1. The villages
1.1 The historically Turkish Cypriot villages of
Karpaz
1.2 Dipkarpaz/Risokarpaso
1.3 Buyukkonuk/Komi Kebir
2. Travel agents
3. The 'product'
3.1 The village perspective
3.2 The regional hinterland
3.3 The whole island perspective
4. Modalities of Greek and Turkish Cypriot co-operation
Phase 2 December 2005-January 2006
5. Meeting with representatives of the Bishopric of
Morphou
Phase 3 January-February 2006
6. Stakeholders
7. Product Development Strategy
7.1 Accommodation
7.2 Fabric of the village
7.3 Activities and interpretation
7.4 Agriculture/organic farming
8. Marketing Strategy (John Bell)
8.1 Object
8.2 Background
8.3 Pre-conceptions
8.4 The challenge
8.5 The product
8.6 Niches
8.7 So how do we sell it?
8.7.1 Tour operators

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MCM Village Tourism Implementation Strategy Report

8.7.2 Guide books


8.7.3 Direct mail
8.7.4 Exhibitions
8.7.5 Collateral material
8.7.6 Tourist Information Offices
8.7.7 Advertising
8.7.8 Signage
8.7.9 The web
8.7.10 Press and media
8.7.11 Commissioning PR expertise
8.7.12 Markets
Phase 4 February-March 2006: presentation and
consultation of draft implementation strategy
9. Implementation Strategy
Phase 5 Commencing March 2006: Implementation
10.Village Tourism Movement in Buyukkonuk, Karpaz:
Working Group Structure
Committee 1: Cultural Heritage
Committee 2: Accommodation
Committee 3: Agriculture
Committee 4: Care of the Village
Committee 5: Promotion and Publicity
Committee 6: Interpretation and Maps
Committee 7: Training in Village Tourism
11. In conclusion ...
11.1 Involvement of the travel agents
Co-operation with Greek Cypriot counterparts
Communication with government departments

APPENDIX 1: Karpaz Turkish Villages

APPENDIX 2: Marketing strategy update following visit to


ITB Travel Show, Berlin, March 2006

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MCM Village Tourism Implementation Strategy Report

Executive summary

The aim of the project was to create an implementation strategy for


the product development and marketing of environmentally and
culturally sensitive village tourism in Cyprus; to raise rural incomes
and stimulate sustainable development in the Karpaz peninsula in
the north of the island; and to foster collaborative links between
tourism actors in the north and south in support of economic
convergence and progress towards political agreement on the
island.

The project took place in five phases:

In Phase One, the criteria for inclusion in the project were


determined. In the north, Buyukkonuk was the selected village,
and one Greek Cypriot and one Turkish Cypriot travel agency were
also recruited to the project. Despite early promising visits to a
number of Greek Cypriot villages in the south, it became clear that
formal cooperation between a Greek Cypriot and a Turkish Cypriot
village was not achievable at this point. Instead, the project has
opted for an incremental approach, building on the willingness of
individuals to collaborate at an informal level.

In Phase Two, the agencies Őrnek and Exalt outlined the type of
joint product they want to develop, and explored the potential for
collaboration with village tourism providers in Buyukkonuk.
Discussions with organic farmers in the south opened the way to
future collaboration across the Green Line, and the possibility of
creating linkages between organic farming and the village tourism
product.

Phase Three consisted of the formalisation of the product


development and marketing implementation strategies, as they
emerged from three months of meetings with stakeholders, and
their presentation to the stakeholders who will be responsible for
implementing them. The draft implementation strategy was put out
to consultation during Phase Four, and finally presented to and
adopted by a meeting of the stakeholders in February 2006, who
formed seven working groups, or committees, in line with the
priority actions outlined in the implementation strategy. Phase
Five marks the final transfer of the project to the stakeholder
groups, who have now taken responsibility for its implementation.
Early indications are of good progress, although monitoring is
required to ensure that some of the more strategic aims of the
project are achieved.

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MCM Village Tourism Implementation Strategy Report

Village Tourism: Product Development and Marketing


Implementation Strategy

Terms of reference
The initial terms of reference for this project were to produce a
marketing implementation strategy for sustainable tourism
development in the north of Cyprus, and specifically in the Karpaz
region, with the aims of:

o Promoting environmentally and culturally sustainable tourism


o Raising local income levels in the north
o Supporting and strengthening cooperation across the Green Line
o Contributing towards convergence between north and south.

In the early discussion phase of the project, the initial focus on the
marketing requirements of hotels and travel agencies was shifted to
incorporate a strong product development element focused on
village tourism, for the following reasons:

o The development of a local village tourism product is essential in


order to maximise visitor stay and spending in rural areas
o Travel agents and small rural hotels therefore share in the
benefits of developing a village tourism product, which is
currently lacking in the Karpaz region, and under-developed (as
a concept) in the south1
o Integrated village tourism development achieves best results in
terms of local social and economic development, having low
environmental impacts and high local multiplier effect

1
Despite the fact that the village accommodation sector is quite well developed in
the south, with a stock of about 780 beds in 'traditional housing' available to the
tourist market, arguably many local development benefits are missed through the
lack of integration between the tourist and agricultural sectors. Cf Sharpley
(2001) 'The challenge of developing rural tourism in established coastal tourism
destinations: lessons from Cyprus'. Unpublished conference paper, New
Directions in Managing Rural Tourism and Leisure, Ayr, Scotland. September
2001

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MCM Village Tourism Implementation Strategy Report

Development considerations: the Karpaz context

The Karpaz region should be regarded as a high-priority area for an


agro-tourism development strategy, given:
o its ecological and cultural value
o the attractiveness of its beaches, which brings with it
o the threat of unsustainable mass tourism development,
exacerbated by the vacuum left in the wake of the failed Annan
Plan, which is encouraging rapid land sales to speculative
developers
o problems of depopulation and low income in the villages
o agricultural decline due to lack of markets for local products

Continued lack of development will deepen frustration and lead to


extra pressure for quick speculative profits and unplanned
construction. However, efforts to develop any sort of tourism in
Karpaz run into the problems of accommodation quality and
capacity, both of which are low.

On the plus side;


o collaborative relationships being formed under the auspices of
the USAID/UNDP-backed programmes suggest that there is a
basis for creative engagement across the Green Line, and
current initiatives in organic farming offer potential synergies
with agro/village tourism development
o the Karpaz villages are also the object of sustainable tourism
driven initiatives by the authorities in the north, such as:
o designation of Karpaz 'pilot villages' eligible for
government credits for the restoration of old buildings for
bed and breakfast accommodation (Turkish Cypriot
Ministry of Tourism/Government of Turkey)
o planning ordinances in Karpaz offering possibility for
protection of environment and the built heritage

It seems that interventions by local and international agencies in


the Karpaz region may be reaching a critical mass, enhancing both
the discrete and cumulative outcomes of individual projects.

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MCM Village Tourism Implementation Strategy Report

Phase 1 (October - November 2005)


The key issues tackled in phase one were:

1. selection of participating villages


2. selection of participating travel agencies
3. determination of the 'product' to be developed
4. determination of the modalities for cooperation between Turkish
and Greek Cypriot participants

1. THE VILLAGES

Three options presented themselves:

1.1 The historically Turkish Cypriot villages of the Karpaz: have


the advantage of avoiding political sensitivities relating to
property ownership issues. They have much to offer in terms
of the broad 'Karpaz' product, and potential for village tourism
development in the future; but lack of existing
accommodation and village tourism oriented initiatives
excludes them from the immediate product development
strategy. (See Appendix: Karpaz Turkish Villages)
1.2 Dipkarpaz/Rizokarpaso: has the advantage of the Arched
House bed and breakfast accommodation, a successful
example of the restoration and adaptation of traditional stone
buildings to tourist accommodation use. The Arched House is
establishing itself, especially for overnight and weekend
accommodation, with the type of discerning niche market a
village tourism destination should aim for. Some restaurants
and other b&b accommodation have sprung up in response to
the demand generated by the Arched House, but this
accommodation is generally of lower quality that the Arched
House itself. Whilst the Arched House is full most weekends,
it has few occupants during the week, suggesting a lack of
events and activities of interest to keep visitors for longer
stays.2
1.3 Buyukkonuk/Komi Kebir: formerly mixed village, the village
now has around 800 inhabitants, with a population mix of
approximately 40:60 Cypriot:Turkish. It has a nucleus of
very active people committed to achieving local sustainable
development through organic farming and agro/village
tourism development.

2
Travel agents interviewed in this phase reported that their clients tend to use
the Arched House for one night stays.

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1.3.1 Accommodation: Buyukkonuk is already a pilot village for


the Karpaz villages scheme (Turkish Cypriot Ministry of
Tourism/Government of Turkey) and involved in the
UNDP’s organic farming and agro-tourism project. The
Delcraft shop and craft cooperative in the village has
received UNDP funding to finish additional accommodation
(including 3 rooms adapted for disabled access), an activity
room (for displays, events and activities) and a website.
By the time the additional accommodation is finished in
February 2006, there will be 10 self-catering rooms
available at Delcraft, plus a number of rooms in other
houses in the village, giving 16 in total. An additional 15
properties have been selected to participate in the Karpaz
village house scheme.
1.3.2 Facilities: There is a restaurant in the village centre, and a
new restaurant facility has also been opened at the picnic
site, a short and very pleasant walk from the village
centre.
1.3.3 Attractions and activities: an interesting and attractive
village, with many old stone houses, three ancient olive
presses, and an archaeological site, Buyukkonuk/Komi
Kebir has a central location which gives it a strategic
position as the gateway to the Karpaz Peninsula. The
village has an eco-tourism Development Committee of 8-
10 people. A number of eco-tourism products have been
developed and run successfully for small groups of tourists.
These include:
o Olive harvesting and olive oil products (including
development of olive oil soap)
o Weaving
o Gastronomy – local food products and processes in
season (e.g. hellim production)
o Walks and cycle rides
On the whole, these are activities are suited to the
shoulder and off seasons, which ought to make participation
attractive to hotels and travel agencies. In terms of activities
and attractions appropriate to the summer:
o The village is very close to Kantara Castle and a number of
sites of interest.
o Some spectacular beaches are a ten-minute drive away.
o A couple of hotels in the area also offer diving.

All of these elements, and in particular the existing core of


committed and active people, make Buyukkonuk/Komi Kebir the
best choice for the immediate product development and marketing
strategy, with the potential to act as a model stimulating similar

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MCM Village Tourism Implementation Strategy Report

development in other villages, to generate tourist visitation to the


surrounding villages, and expand demand for the facilities in
Dipkarpaz/Risokarpaso.

2. TRAVEL AGENTS

The qualities sought in the participating travel agencies were:

o Experience in the village tourism/special interest/activity


niches
o Successful track record in European, and especially British
and German markets
o Successful track record in working with Greek Cypriot
counterpart
o Willingness to collaborate with villagers in the development
and marketing of their tourism product

Following interviews with four travel agents in the north, the agency
selected was Őrnek. Őrnek brings 2,800 tourists per year to the
north for special interest/activity holidays (e.g. paragliding,
walking), working with three travel agents in the south, and five
special interest operators in the UK. The agency is keen to develop
village tourism and expand its activities away from Kyrenia, and
along the Karpaz peninsula.

Őrnek will work in partnership with Exalt, based in Limassol. The


two agencies have already collaborated successfully in bringing
special interest and activity groups to Cyprus.

3. THE 'PRODUCT'

There are three different levels to the product: the village; the
region; and the whole island. Each has implications for the
implementation strategy to be adopted:

3.1 The 'village' perspective


The village tourism ‘product’ is a complex amalgamation of a
number of elements, including
o accommodation,
o food,
o activities/things of particular interest & opportunities for
learning,
o the environment and ‘atmosphere’ of the village,
o the friendliness of the people/quality of the personal
relationships people feel they have formed during their stay

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- all the things that go to make up the total visitor experience.

The implementation strategy needs to emphasise the


interdependence of all these elements, and seek to demonstrate
that villagers can participate in and benefit from village tourism
development in a range of ways, by

o reinforcing local supply chains to maximise multiplier effects


in the local economy (and enhance the tourism ‘product’ by
using locally sourced agricultural produce and services
wherever possible).
o establishing, wherever possible, cooperative structures for
spreading the costs and benefits of tourism activity

3.2 The regional hinterland


The 'village tourism product' goes beyond the limits of the actual
village to take in the surrounding villages, landscapes and sites of
interest.

The strategy will aim to position the village as the ‘gateway to the
Karpas’ by identifying and developing links with neighbouring
villages and attractions in the region, thus:

o mitigating the limited availability of accommodation in the


village by spreading stays and visitation
o expanding the range of activities and sites of interest for
visitors, in order to increase length of stay
o spreading the benefits of village tourism, and encouraging
further participation in other villages

3.3 The 'whole island' perspective


For the participating travel agents, the villages form the nodal
points for itineraries and activities aiming to benefit from the
contrasts and diversities offered by the cultural and natural heritage
of the island as a whole. Őrnek and Exalt envisage the product as a
range of different packages, including:

a. Pilgrimage groups e.g. in the footsteps of St. Paul: Famagusta


(Salamis City), Paphos.

b. Walking/hiking in contrasting terrain e.g. 3 - 4 days in


Troodos Mountains, 3 - 4 days in Five Finger Mountains.

c. Flora, fauna, bird watching 10 day trips to experience the


richness and diversity of landscapes and habitats throughout the
whole island.

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d. Cycling groups development of longer itineraries through


contrasting terrains and landscapes e.g. starting in Troodos,
finishing in Five Finger Mountains; one-week tours cycling the
length of the Five Finger Mountains.

e. Agro Tourism Village stays in Troodos Mountains and Karpaz

The implementation strategy will recognise that the travel agents


are important stakeholders, and also seek opportunities to
strengthen links between north and south at the village and regional
level, wherever possible.

4. MODALITIES OF GREEK AND TURKISH CYPRIOT


COOPERATION

The framework for cooperation is provided by the Green Line


Regulation, which governs the transit of goods and people between
both parts of the island, and aims to promote trade between the
two communities.

Because tourism development touches some particularly sensitive


political nerves in terms of land, property and sovereignty issues
(concerning contested statehood and the control of borders), there
is resistance in the south at the official level to developing
collaborative relationships across the Green Line. Nevertheless,
there are numerous examples of working partnerships between
Greek and Turkish Cypriot businesses in response to the growing
demand from tourists for an experience of the 'whole island'.
Organic farming development is another area of bicommunal
cooperation.

Attempts to draw villages from north and south into formal co-
operative partnerships or twinning relationships, involving village
councils, have, despite initial enthusiasm, foundered on the
complexities of local internal politics and the intrusion of national
political concerns. As with the partnership between Őrnek and
Exalt, which is based on a strong personal relationship, co-operation
within villages can best be achieved at an informal level, by building
on commitment and enthusiasm of certain interest groups for
shared on-going activities.

The approach adopted in the implementation strategy will be to


seek opportunities for cooperation wherever possible, and to
support the deepening and strengthening of such links on an
incremental basis.

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Phase 2 (December 2005 - January 2006)


This phase saw the exploration and consolidation of collaborative
partnerships:
o between the collaborating agencies Őrnek and Exalt (see 3.3
above)
o within Buyukkonuk/Komi Kebir, to gain the support of local
stakeholders
o with the office of the Bishop of Morphou in the south, to explore
the possibility for joint initiatives in organic farming, and the
potential to link this to agro/village tourism development (see 5,
below)

5. MEETING WITH REPRESENTATIVES OF THE BISHOPRIC


OF MORPHOU, 18TH JANUARY 2006
Exploratory meetings were held with representatives of the
Bishopric of Morphou to (a) establish what progress is being made
in southern Cyprus towards linking village tourism to sustainable
and organic farming, and (b) given the difficulty in establishing
collaborative relationships with village bodies in the south, explore
alternative directions for a strategy of building cooperation.

The Bishopric farms 100 donums of land organically, near the


village of Peristerona, 32km west of Nicosia.

Peristerona is a working, formerly mixed, agricultural village


producing legumes, citrus, and a wide variety of vegetables.
Although it has no tourist accommodation itself, it is en route for
the touristic villages of the Troodos foothills, and buses often stop
to visit the village church, which stands close to the village mosque.
The church and mosque of Peristerona are depicted on the Cy£5
bank note, to represent the history of Turkish and Greek co-
existence in Cyprus (c.f.
http://www.peristerona.org.cy/english/history.shtm).

The Bishopric participates in bi-communal projects to promote


organic farming. The Bishopric's land has achieved organic
certification through a German company, and produces organic
potatoes and olive oil for export to the European market. Organic
eggs are produced in Peristerona, along with carob for organic
chocolate (exported to Greece).

As far as the domestic market is concerned, retail outlets in the


south price organic products as 'luxury goods' and they are sold to a
small, largely expatriate market. Initiatives are required to reach
the Cypriot domestic market and inform them about organic food

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and farming. The bishopric is planning a programme of awareness-


raising through:
o schools
o opening a cultural centre in an old house belonging to the Church
in Peristerona
o opening an organic shop in Peristerona
o farmers' markets selling direct to the public
o processing and marketing of organic food to produce e.g.
traditional sweets

There is scope for extending this further by encouraging local hotels


and restaurants to use local organic produce, and the organic brand
could be developed further through participation in Eurotoques,
which is already active in Cyprus (c.f. Eating Towards a Solution
http://www.eurotoquescyprus.org/). There is evidently scope for
building this into the development of the village tourism product
north and south.

Following a further meeting it was agreed that it would be more


appropriate for the office of the Bishopric to cooperate with one of
the villages from the Morphou region in the north, such as Lefke.
However, for the time being some individuals were willing to
cooperate with the villagers of Buyukkonuk on a personal basis, to
assist in the conversion to organic farming and the development of
markets. It was suggested that the Turkish Cypriot Chamber of
Commerce would be the appropriate body to handle the certification
process in the north, and that European certification through the
same German body certifying the organic production in the south
would facilitate joint exports and marketing in the future.

Phase 3 (January - February 2006)


Phase 3 consisted of the formalisation of the product development
and marketing implementation strategies, as they emerged from
three months of meetings with stakeholders, and their presentation
to the stakeholders who will be responsible for implementing them.

6. STAKEHOLDERS
The term 'stakeholders' refers to the following groups:
o residents of Buyukkonuk/Komi Kebir:
o members of the municipality
o members of the eco-tourism committee
o owners of accommodation and other (potential) tourism
oriented services and businesses
o farmers
o other residents
o funding agencies and authorities in the north:

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o Ministry of Tourism
o Office of Urban Planning
o Ministry of Agriculture
o Department of Antiquities
o Ministry of Transport and Roads
o Turkish Cypriot Chamber of Commerce
o organic farming NGOs in the south
o office of the Bishop of Morphou
o travel agents (Őrnek and Exalt)

7. PRODUCT DEVELOPMENT STRATEGY


This section of the report considers four different aspects of
development action required in Buyukkonuk and suggests action
priorities and stakeholders responsible for implementing those
actions. The subsequent section of the report considers the
marketing implementation strategy. The implementation strategy is
summarized in tabular form at the end of the report.

7. 1. Accommodation
When the accommodation currently being constructed at Delcraft is
completed (expected completion in February 2006) a total of about
16 beds should be available for bed and breakfast accommodation
in the village, including rooms adapted for disabled access at
Delcraft. A total of another 15 properties have been accepted for
the Ministry of Tourism’s pilot renovation project for Karpas region,
which will more than double the number of beds available. The
village’s bed capacity could also be increased by the conversion of
the large house at ‘Kemerli Yol’ to tourist accommodation, thus
enabling the village to accommodate organized groups as well as
independent/tailor made visits.

Action:
1. create web-site capable of taking on-line bookings and deposits.
(This is currently planned as part of the Delcraft project funded by
UNDP – suggest that, with the agreement of Delcraft, this be
extended to include other accommodation in the village as a whole
2. establish an ‘accommodation committee’ in the village to
ƒ explore the operation of joint booking system
ƒ explore the feasibility of creating a cooperative structure for
the delivery of services (e.g. laundry) and training
3. seek funding for the conversion of the house at ‘Kemerli Yol’ to
accommodation on the lines of the Arched House at Dipkarpaz (to
be run by the Municipality) [The Ministry of Tourism has expressed
willingness to consider funding this work.]

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7.2 Fabric of the village/site renovation


The village possesses three old olive presses, as well as Persian
wheel (wells) and an unlisted archaeological site. In addition, there
are a number of old houses which can add to the attractiveness of
the village to visitors

Action:
1. consult with the Department of Antiquities about the renovation
and maintenance of these sites
2. seek funding for structural renovation/conservation [Ministry of
Tourism]
3. establish a committee, with the Municipality, to consider simple
and low-cost ways of enhancing the look of the village, e.g. by
gardens, planting, displaying plant-pots in the streets, provision
of more public waste bins etc – possibly through initiatives such
as competition for ‘best kept street’?
4. with the Municipality and the Urban Planning Office, explore the
possibilities of establishing a local plan for the zoning of new
buildings etc

7.3. Activities and interpretation


The type of visitors who will be attracted by this type of tourism are
seeking a direct experience of village life, and ways of
understanding what they are seeing and experiencing. The
activities currently offered through Delcraft, and the completion of
the activity room by spring 2006, will be an important focus for
delivering this type of experience, with the added benefits of:
ƒ increasing length of stay in the village
ƒ creating demand for local products and services
In addition, the project needs to create the means for self-guided
tourists to get the most out of the village and the Karpaz region as
a whole, through signage and collateral material such as maps and
brochures.

Action:
1. Development of the web-site (see above) to provide information
about the activities available in and around the village and the
Karpas generally [Delcraft]
2. Development of maps showing walking trails and cycling routes
[travel agents/tour operators]
3. Provision of signage to enable visitors to orient themselves
around the village [Ministry of Tourism]
4. Improvement of signage on the roads around Karpas [Ministry of
Transport and Roads]
5. Development of information leaflet for the village (with
interpretation, for example, of sites of interest, local flora and
fauna, the life of the village etc) [Village committee/volunteer]

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6. Publish a booklet providing practical information to visitors about


the Karpaz and its villages (e.g. location of post offices, clinics,
restaurants, length of time to drive/walk between villages, etc)
7. Establish a committee to explore the feasibility of creating a
village festival (earliest 2007/2008)

7.4 Agriculture/organic farming


Local agriculture, and in particular the development of organic
farming in the village, is an intrinsic element in the village tourism
‘product’, and has an important role to play:
ƒ in the ‘branding’ of the village,
ƒ in creating products to sell to visitors
ƒ in supplying local restaurants (and thus enhancing the
tourist experience of the local – as is done so successfully,
for example, in Italy)
ƒ in creating further activities and foci of interest (e.g. by
bring tourists to learn about local skills and to participate in
organic farming related activities)

Action:
1. Establish an agricultural committee to ensure that agricultural
and tourism-related developments are considered together, and
to develop agriculture-related products and activities for the
tourist market.
2. Pursue the conversion to organic farming and the achievement of
the organic quality mark
3. The municipality to make 50 donums of Turkish land close to the
village available for organic farming
4. Develop a brand/logo for local agricultural products
5. Maximise local sourcing of agricultural products (e.g. in
restaurants, b&b’s etc)
6. Depending on progress in bringing partners in the south within
the project, explore the possibilities of selling/displaying products
from partner villages, along with information about their source
and production

8. MARKETING STRATEGY (John Bell)

8.1 Object

It is accepted that marketing is an essential and integral part of this


project. Although tourism visits to TRNC have grown from 30,000 to
over 100,000 in the last five years and, it is hoped, that tourism
receipts will reach $1 billion by 2010 it is accepted that to gain the
full advantage of the Worlds largest industry – tourism – it is
necessary to expand both the tourism offer in TRNC and the length

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of the season. In order to do this and to be properly sustainable


tourism itself must be ‘of the people, for the people, by the people’
if you’ll excuse my borrowing a phrase.

The generally held view is that marketing means advertising and is


therefore outside the scope of projects that, with limited capital
outlay, seek to spread both the loads and the benefits that visitors
bring with them. The scope of this draft initial report (which will be
expanded through examples and research over the next few days)
is to demonstrate that proper use of limited funds will bring this
developing project to the attention of a highly targeted, high yield,
market which is already predisposed towards an independent, rural,
adventurous but genuine holiday experience.

8.2 Background

I am confining these comments to the outbound European market


in which I include Israel. In so doing I’m omitting to comment on
the vital, and often forgotten, domestic market in which I include
the ex. pats., NGO’s etc who all provide an ideal foundation for the
development of the project. I’m also not directing my attention to
the expanding day trip market that could be extended to overnight
stays i.e. a ‘holiday within a holiday’.

Within Europe the holiday market is changing:

(a) There is a move away from the traditional one or two


weeks holiday taken in the summer. Although families are
limited to school holidays much of the independent market
is either single or has grown up children (empty nesters)
who are both rich in time and in cash. Don’t though believe
that this market spends without limit – in fact the opposite
applies as they use their time to search for good value and
it’s that ‘good value’ which is the key to a sale.

(b) The traditional package holiday is not dead but it is


receding in importance. For the first time in 2003 the
‘independent’ market, which books a large number of the
constituent part of a holiday (hotel, air flight, car hire etc.)
itself outgrew the traditional package holiday in the UK.
Yield in the independent market is hundreds of percent
higher than on a package holiday.

(c) This developing independent market now books its travel


on the web. The traditional travel agent is a dying breed –
they just aren’t good enough or informed enough. Airlines

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have cut their commission as competition hots up and they


have to change to survive.

(d) The web is all-important in booking a travel but it can’t


cope with a complicated itinerary. The result is that the
bulk of low cost airlines now book 99% of their seats over
the web and outsell the traditional tour operators in hotel
rooms/insurance and car hire. For the two largest ‘low-
costs, Ryanair and easyJet this will means 35 million
passengers booking on the web this year.

(e) The traditional holiday was booked from an expensive


brochure which came out in December i.e. six months
before travel. With the use of the web that time is being
reduced to a few days. The result – the web is not just a
point of information – its must be a point of booking and
deposit payment as well other wise it’s of little use. I note,
for instance that KTHY has yet to introduce a proper web
based reservations system and I would calculate that this
is causing a considerable loss of business.

(f) Web use is no longer limited to young teenagers playing


games. The largest growth in web use in Europe is in the
over 60’s and computer penetration of households in
Germany, France, UK etc. is over 60% broadband
penetration is approaching the same level and with home
entertainment and television being now combined with the
computer penetration of household is likely to reach the
maximum possible within a very few years.

(g) The holiday maker is increasingly affluent, takes more


holidays per year – may be four or five – and is no longer
buying in fixed one or two weeks. In certain market
payment of large bonuses or tax refunds increase the sums
available for leisure spend.

(h) The holidaymaker is increasingly not a tourist – which I


define as someone behind the window of a coach –
uninterested, uncaring and uneducated. The new traveller
is someone who is in the market for something different,
which he/she can touch or smell and which is adventurous
or educational.

(i) This new European holidaymaker is also robust. The are


not put off by politics or minor acts of terrorism in fact they
are interested in politics, in religion, in the way people live
– they do not want to spend their holiday experience in

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MCM Village Tourism Implementation Strategy Report

some bubble which means they don’t have to communicate


with the outside world. They will however change their
holiday habits if necessary so they want to eat healthily –
not the international buffet – and they don’t want to suffer
the bad effects of the ‘fly and flop’ they want to get up off
the beach and do something.

(j) One must always remember that this new holidaymaker


sees the holiday as an extension of their life style. At home
take care of the environment, they re-cycle their rubbish,
they are interested in the community, they are healthy,
worry about their weight, exercise and go to the gym. They
take care of their money; they’re worried about their job
and their pension so they always look for quality but with
value. But they want to do something different, exciting,
adventurous and educative that they can go home and tell
their friends and family about. With this project – that is
what we are going to give them.

8.3 Pre-conceptions

Based on what they read and see advertised at the moment and on
what they know of the South the holiday maker sees a holiday in the
TRNC – if they consider it at all - as being sun, sea, sand and not
much else. Add to this they may worry about the fact that there is
some political situation in the territory although, in many instances,
they won’t be able to tell you what that situation is. They may see
such a holiday as cheap (many packages are bought on price) and I
mean cheap in the full sense of the word. They do not see such a
holiday as having quality or value. But, if you’ll pardon my saying so,
the former British connection is a selling point in the UK market.
They understand that they will not have a language problem.

Does this mean that the traditional TRNC holiday seems old and out
of date in many European markets? I believe so.

8.4 The Challenge

Our challenge is to introduce a new product to the market, to


change the perception that some might have about TRNC as a
destination and to introduce this new type of holiday maker to the
real Cyprus as found, not just on the beach and in the bar but in the
countryside, the history, the cuisine and, most importantly, the
people of the island. The idea is for the visitor to have an
experience that they will feel good about, that they’ll tell their
friends about and that they will feel has left behind some, long
term, good rather than just a tourist dollar.

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MCM Village Tourism Implementation Strategy Report

8.5 The Product

Pardon me for using the word but we are selling a product here –
one which is original, genuine and is of great use to the buyer who
gets an original and interesting holiday, the seller who gains many
benefits – profit, employment, the protection of traditional crafts
and buildings, education, training and the protection of the whole
community from rural decline. In addition the economy of Cyprus
benefits. The analysis of tourism spending by the UN World Tourism
Organisation shows that the benefit of the cash spend by the visitor
at the point of sale can be multiplied many times when traced back
down the line of supply.

The list of what will be available is lengthy and this one is not
exhaustive but it can be summed up in the term ‘the real Cyprus’.
The nature, flora and fauna are there for everyone to see but they
need interpretation to the untutored eye and ear. What will the
visitor get? A local guide and friend, somewhere local to stay that
reflects and protects local tradition and housing. Local produce –
much of it organic – prepared in a traditional fashion. They will be a
guest and not a tourist take part in local festivities, join in on the
land – olive picking, cattle, cheese making, honey. Explore the
seaside, countryside, archaeology, history, have a coffee in the café
- but and I think this most important thing is that they will be a
guest of the whole community. Taking the optimistic view they will
be the guest of two communities – seeing the differences but
noticing the similarities – an ambassador for their own country but
between different parts of the island as well.

8.6 Niches

In addition to the main product itself we have people’s interests,


which we can cater for – many of these are bound up in the product
itself.

Walking and hiking are obvious – so we add cycling, history, bird


watching, botany, herbal medicines, cooking, embroidery, weaving,
carpentry, history, geology – the list is lengthy and could also
include politics and religion. I’d include people with disabilities here
although here is a niche where they want to enjoy the product to
the full and it’s up to us and profitable for us to provide for them.

8.7 So how do we sell it?

8.7.1 Tour Operators.

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MCM Village Tourism Implementation Strategy Report

The traditional method is to hand everything over to the Operator at


a cut rate and they will add in all the other elements of the package
including car hire, flights, transfers etc. In this case though we can’t
yet offer enough rooms for it to be worthwhile an operator taking
on the responsibility of selling and servicing the whole product. I
would however strongly suggest that we work closely with
operators, both on and off the island, who we feel understand our
needs and values. It may well be that the visitor will want to buy air
flights, car hire, transfers etc. from an operator who, in their
brochure and on their web site provide a pathway to our project.

These types of ‘independent holidays’ are modular in style and we


shouldn’t expect the visitor to travel all the way to the island just to
be the guest of one village. There are lots of modules to the
purchase. The air flight and car hire are one. They may need other
accommodation, wish to see other parts of the island, go diving,
fishing, climbing or rent a bike. We are an ingredient in the Cyprus
dish – although an important ingredient. This means that both the
operator and we have a chance to make some money rather than
compete against each other. In return we’ll be an important part of
the operators excellent map of the area - his web site, his brochure
and his marketing strategy.

It is important to recognise that the our collaborating tour operators


need assistance with the type of specialist publicity needed for this
type of high yield tourism. At the moment, these needs are not
well served by the 'official' publicity material provided through the
Ministry of Tourism in their publications and at Trade Fairs (see
Appendix 2 to this report).

Action
1. Contact tour operators on and off the island. Make them aware
of the product, the availability and cost. Help to provide high
quality pictures and information for marketing material etc.
(High quality photographs could be acquired through an
arrangement with visiting press to make their photographs
available for publicity material - see further point 8.7.10 below,
and Appendix 2.)
2. Provide specific assistance for our collaborating local agents to
organize 'familiarization trips' for tour operators of two or three
days duration, during which they can be introduced to the TRNC.
These should be commenced as soon as possible.
3. Provide appropriate funding for our collaborating local agents to
attend trade shows and visits to probable future clients
companies in European markets.

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8.7.2 Guide Books


Mention and detail in guidebooks is an invaluable source of
information on the product. Guidebook publishers and writers need
help – they have limited profits to fund good research.

Action
1. Contact with guidebook publishers (only a few companies here)
to see whether new editions or new books are in preparation.
2. Continuous provision of up to date and detailed information and
photographs to guide book publishers. NB this is an ongoing
process.

8.7.3 Direct Mail


Rather unusually I do consider that there is a low cost opportunity
for direct mail. Using the subject of organic food or any of the
niches I have referred to, it’s worth pursuing the idea of a leaflet
describing the scheme which, in co-operation with organic food
delivery companies, could be placed in the organic food boxes which
are becoming a common site on many European door steps.

8.7.4 Exhibitions.
The Ministry of Tourism attends a number of worldwide travel and
tourism exhibitions regularly. Using their funds I suggest an
approach to ensure that they are fully and continuously briefed on
the product, that they have a good supply (at least 500 for a major
exhibition) of any publicity material (see later) and that continuous
contacts try and influence the Ministry and its officials – may be
through a days conference – so that they understand both the
nature of the project and, perhaps more importantly, the
importance of this project to Cyprus, its economy and its peoples. If
they need help – which they are paying for – then offer it.

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8.7.5 Collateral material


Don’t waste money on expensive printed material – this is 2006 –
we can market much more cheaply using electronic means. But we
do need an excellent map of the area (so good that I, as a visitor,
could follow it and not get lost) containing background, history,
information about opening times etc. This map would also work as
an advertisement for the whole scheme so it needs to have brief
details and contact web addresses on it as well. Note that the
design, printing and paper are vital to the success of this leaflet as
a marketing tool. No glossy paper please but a heavy, textures
paper with good printing – black and white only on coloured paper
may well work. Good design is vital in this market and please no
advertising – the purpose is to attract people to the project and
help them when they are in the village – not to make money.

Action.
Produce a good quality, informative map. Distribute throughout the
village for the use of guests and distribute throughout island and to
tour operators. It is no use just handing some to a shopkeeper. If
you start distribution to have to check where the maps are being
put and that there are new stock of them. I consider this a first step
and the map should be updated as we also consider the need for
other pieces of print.

I have not seen one piece of print in the TRNC, which I would
recommend you to use.

8.7.6 Tourist Information Offices

Action
All information offices, including the airport and overseas offices,
should have their staff fully briefed. Invite them to come and have
lunch in the village – provide full information and brochures to all
offices and continuously check that these are well stocked and
displayed properly. Update the Turizm Tanıtma Dairesi at the
Ministry of Tourism on all activities and events. Review their web
site – if it’s not up to date then tell them so.

8.7.7 Advertising
I think advertising as such would be a waste of your money and
resources. You are not selling a hotel – but a community. I don’t
believe that high cost advertising will either get you more visitors or
appeal to the visitors who I know will want to come and stay in the
village. BUT there may be an advantage in some, low cost, tactical
advertising. I’m thinking here of low or no costs government
advertising that you may want to take part in. It’s common for
there to be NGO or embassy staff magazines talking about local

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MCM Village Tourism Implementation Strategy Report

places and I think gaining access to these would be a little money


well spent. Please remember though the pictures, advertising copy
(words) and design that you provide for these advertisements must
be of the high quality, which, I hope, you have agreed to set
yourselves.

8.7.8 Signage
I noted during my visit that road signing is bad.

Action
1. Consider updating and re-setting road signs. Provide a welcome
and a goodbye sign to the area so people know they’ve arrived
and provide a village map at a central point. All should be of
good quality. The signs say as much about you as the
information they give.
2. Consider a branding/slogan/logo for the area. ‘Gateway to the
Karpas’ etc.

I have left my two main points until last.

8.7.9 The Web


As I have detailed above the web is a vital tool in today’s travel
trade particularly for those with a limited budget and those who
have something to sell – such as your product – which is more
complicated than just an hotel. It is useless to conduct any
marketing at all without first creating a ‘call to action’. Whatever
publicity we have created with a radio interview, our own printed
material or a press article must always end with our web site
address. Once we have the prospective visitor on the hook they can
then get on to the site to: -

o Get more information and detail.


o See what is available.
o See whether anything, which needs to be booked –rooms etc. –,
is free for the necessary dates.
o Make the booking.
o Pay the amount due or a deposit. It is easy to get payment using
a different web site for whish I can provide details.

If the site doesn’t do all of these things then it’s a waste of time
from your point of view.

o Design of the site is important and it should not be too


complicated.
o The site should be updated locally – that’s quite easy to do.

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MCM Village Tourism Implementation Strategy Report

o The site should be simple – not too many colours etc and should
be linked with other places/people with which the project is
associated. This could be operators who could package a holiday
or other villages – for instance in the South – that you will be
associated with.
o The web address is vital. Remember you may have a lot of
people visiting because they have been searching for organic
holidays, walking holidays etc and you need to get these people
to visit you when you are trawling the web. It’s important
therefore that you get a good position on the search engines
such as Google etc. I think it worth spending time and money on
the site, the reservations system (which could be very simple),
the web address and on the positioning of that address on the
search engines. A new web address of ‘.travel’ may be available
to you.

Action
Design a web site, agree the address, agree how you’ll make this
address obvious to those looking for eco, farm, natural, organic
holidays etc on the search engines.

8.7.10 Press and media

I am of the strong opinion that, in all markets, it is the media who


are going to be of most use to you in getting your message across.
First though you need to take care of local publicity – I think that’s
important within Cyprus. It is vital always to remember the local
media in everything you do – however small.

Why is the press the ideal vehicle for you?

(a) You have a complicated story, which is best told in its entirety
rather than in a one-line advertisement. A good travel press
story will give you at least 1500 words plus pictures.
(b) Your story is original. It’s difficult to sell a holiday article on
North Cyprus because the travel pages have been operating
for so long that they’ve been here before. We need a new
angle to get a new article published and you are that new
angle.
(c) We can highly target the audience by choosing the right
journalists from the right newspaper in the market that we’re
concerned with. We speak through this article to people we
know would be interested in experiencing the product.
Because we have an original story it’s easier for the journalist
to get a commission to come to Cyprus and write that story.

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MCM Village Tourism Implementation Strategy Report

Nor is it just a travel story, but can be pitched to many


magazines widely read for all those niches, which we’ve talked
of: weaving, cooking, rural life – even for disabilities etc.
(d) Editorial is worth so much more than just advertising in the
eye of the reader, because:
o They believe what the reporter wrote and they’ll follow
the advice.
o Reader will keep the article even if they can’t afford a
holiday now – maybe they can next year.
o Other journalists will read the story and, perhaps, want
to visit.

(e) As part of the suggested press visits we should involve a


photographer who visits and takes pictures fro his own
publications but agrees that his pictures will be available to
the tourist industry, the Ministry and the project for publicity
purposes. (We’ve already asked a number of photographers
to put forward proposals.)

Action
This is the cheapest form of advertising available – and the best.
Assuming that the Ministry will contribute an airfare then I think the
costs of any visit would be minimal. Car hire would come from
operators and accommodation would be under the project itself.
Your investment would be in time. Journalists don’t want five star
luxury, but they do want an original story which takes them away
from home for the shortest possible time.

I would suggest some further advice on this before we set up any


visits:

8.7.11 Commissioning PR expertise

In my opinion I would ask for some short-term public relations help


in our main target markets. This would ensure that we got the right
journalists, from the right publications and that the articles were
published etc. I would have limited PR help in Germany, France and
in the UK, which would also cover Ireland, Scandinavia and the
Netherlands. Concentrate on markets with direct air services and
don’t organise large trips – just one or two at a time allowing them
to do what they want to do whilst experiencing the product to the
full.

8.7.12 Markets
I believe that currently the key target markets should be:
1. United Kingdom

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2. Ireland
3. Scandinavia
4. Netherlands
5. Germany
6. France
Secondary markets would be:
1. Belgium
2. Switzerland
3. Austria
4. Israel

Phase 4 (February - March 2006): Presentation and


consultation of draft implementation strategy

The implementation strategy (see point 9, below) was presented to


a well-attended meeting of stakeholders in Buyukkonuk on
Saturday 18th February 2006. With the exception of the two travel
agencies Örnek and Exalt, all the major stakeholders identified in
the implementation strategy were represented, and included local
residents of Buyukkonuk and surrounding villages (including one
from the Lefke region); representatives of the municipality of
Buyukkonuk, Mehmetcik and Dipkarpaz; local farmers and
accommodation/service providers; the Permanent Secretary of the
Ministry of Tourism and other ministry and government officials;
faculty from the School of Tourism and Eastern Mediterranean
University; representatives of UNOPS and other technical experts
working in the field of culture and conservation.

The meeting lasted one full day, during which the proposed strategy
was fully discussed and adopted. Working groups were established
to prepare a plan of work for implementing the proposed actions.

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9. IMPLEMENTATION STRATEGY

Time scale The village tourism product envisaged in this implementation strategy
should extend the tourist season into the shoulder seasons and even off-season
months. The predicted start dates are not, therefore, restricted to the summer
months, giving a longer lead time for initiatives planned to start in 2006.
Immediate actions refers to steps to be taken with a view to the tourist
activity in 2006
Medium term actions refers to steps to be taken with a view to the tourist
activity in 2007
Long term actions refers to steps to be taken with a view to 2007 and
thereafter

IMMEDIATE ACTIONS
Action Purpose Implementing Notes
body
1. to provide Having an active
Website information Delcraft website and url to put
about B. and on all promotional
environs material - thus enabling
2. to handle on clients to act on
line bookings, information - is the
reservations critical first step
and take
deposits Website development
already underway with
UNDP funding

1. to enable B. eco-tourism Should carry url for


Information tourists to self- committee and village website and be
leaflet for guide around MCM distributed at
village village information points such
2. to provide as airports & tourist
information information offices, as
about local well as in the village,
flora, fauna shops and restaurants,
and sites of and at international
interest within fairs
the village

Cycling and 1. to enable Tour operators


walking maps tourists to self- and travel agents References to maps and
for Karpaz guide (Örnek and routes to be included
2. to extend Exalt) on website
village stays

Bring first Pilot groups to test Örnek and Exalt


groups for product
walking,
cycling etc
holidays

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IMMEDIATE ACTIONS (cont)


Action Purpose Implementing Notes
body

Bring groups To introduce tour Örnek and Exalt This is particularly


of overseas operators to a side of important, as the
tour operators tourism in Cyprus publicity materials
for 2-3 day which remains so far and advertising
familiarization unknown; to produced by the
tours counteract the more TRNC at this
dominant image of moment do not
Cyprus as a mass reflect this
tourism beach ‘independent’ tour
destination market that we all
wish to be
involved with.
Establish 1. ensure that Municipality/ Agricultural
agricultural agricultural and Eco-tourism information
committee tourism-related committee/ ultimately to be
developments are Village farmers added to website
considered
together
2. develop
agriculture-related
products and
activities for the
tourist market
3. maximise local
sourcing of
agricultural
products (e.g. in
restaurants, b&b’s
etc)
4. Develop a
brand/logo for
local agricultural
products

Establish Use of gardens, B. Municipality and Can be used to


committee for planting, plant-pots in eco-tourism raise awareness
enhancing the the streets, public committee and gain support
look of the waste bins etc in the village -
village e.g. 'best kept
street' competition

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MCM Village Tourism Implementation Strategy Report

MEDIUM TERM ACTIONS


Action Purpose Implementing Notes
body

Establish 1. develop joint Delcraft/b&b Important as b&b


accommodation booking systems providers provision expands in
committee (via website) village
2. establish
cooperative
arrangement for
maintaining
standards and
providing services
(e.g. laundry)

Seek funding to Conversion to Municipality/


renovate house accommodation use Ministry of
at Kemerli Yol Tourism

Pursue the 1. Move towards Agricultural


conversion to organic sourcing committee/
organic farming for tourism Turkish Cypriot
and the businesses in Chamber of
achievement of village Commerce/
the organic 2. Move towards ?partners in
quality mark developing organic farming
'organic brand' for in south
village

Pursue 1. Sharing expertise Agricultural


cooperation with 2. Develop joint and committee/eco
organic farmers complementary -tourism
in south products for committee/
market Gk Cypriot
3. Raise awareness in partners in
domestic markets organic farming
north and south of
organic farming
and produce
4. Explore the
possibilities of
selling/displaying
products north and
south, along with
information about
their source and
production

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MCM Village Tourism Implementation Strategy Report

MEDIUM TERM ACTIONS


Action Purpose Implementing Notes
body

Provide signage To orient visitors in Municipality/


for places of the village Eco-tourism
interest etc committee/
within the Min. of Tourism
village
Publish a 1. Enable Eco-tourism Expands the village
booklet independent committee/ tourism product;
providing tourists to orient Ministry of increases length of
practical themselves in Tourism stay in region
information to Karpaz
visitors about 2. Give information
the Karpaz and about location of
its villages post offices,
clinics,
restaurants, length
of time to
drive/walk
between villages,
etc

Seek funding for Conserve and make Municipality/


conservation of safe olive presses, Eco-tourism
sites of wells and other committee/
ethnographic structures of interest Department of
and for interpretation to Antiquities/
archaeological visitors Ministry of
interest in the Tourism
village

Establish To explore feasibility Municipality/


'Festivals of establishing festival Eco-tourism
Committee' in B. for 2007/2008 committee/
Agricultural
Committee

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LONG TERM ACTIONS


Action Purpose Implementing Notes
body
Seek funding for To conserve and put Municipality/
renovation of to use old village Ministry of
traditional houses Tourism
structures in
village

Explore 1. Zoning of village to Municipality/


feasibility of protect old Office of Urban
establishing a structures Planning
local village 2. Encouraging
improvement sensitive
plan construction
blending with
traditional look of
village
Improvement of 1. Establishing routes Ministry of Important in
signage on the and itineraries Roads and developing Karpaz
roads around around Karpaz Transport Peninsula as a
Karpaz 2. Enabling village/agro-tourism
independent destination
travellers to orient
themselves in the
region

Establish Spread village tourism Agricultural Organic certification


organisation and organic farming committee/ takes 3 years
promoting models to other Eco-tourism
organic regions, north and committee/Gk
production for south Cypriot
village tourism partners

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MCM Village Tourism Implementation Strategy Report

Phase 5 Commencing March 2006: Implementation

Phase 5 of this project has commenced with the formation of a


'Village Tourism Movement' for Buyukkonuk, and spreading to
Karpaz and beyond. The main body of this report ends with an
update by the Management Centre of the Mediterranean on the
progress made by the working groups ('Committees').

10. VILLAGE TOURISM MOVEMENT in BUYUKKONUK,


KARPAZ: WORKING GROUP STRUCTURE

Immediate Actions: Steps to be taken with a view to tourist


activity in 2006
Medium-term Actions: Steps to be taken with a view to the
tourist activity in 2007
Long-term Actions: Steps to be taken with a view to 2007 and
threafter.

Committee 1: Cultural Heritage Committee (H&CA)

Committee Members: Gulay Bostanci (Secretary at Municipality),


Ali Riza Arioglu (village resident), Serap Kanay (Tourist Guide),
Hasan Caglioglu (Hasder), Halime Akdeniz (Friends of Karpaz),
Muge Sevketoglu (IRG, Archeologist), Lois Cemal (Decraft, village
resident), Zuhal Mustafaogullari (Tourist Guide), Tuncer Bagiskan
(Archeologist)
Main Contact: Gulay Bostanci

Action Plan

Medium Term Actions:

- Seek funding for conservation of sites of ethnographic and


archeological interest in the village
- Establish Festivals Committee (planning for 2007/2008)
- Liaise with the Interpretation Committee

Interested Groups: Buyukkonuk Municipality, Eco-tourism


Committee, Ministry of Tourism, Department of Antiquities,
Internatinal Agencies

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MCM Village Tourism Implementation Strategy Report

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:

Immediate Action:

- Create Inventory: Collection and archiving of oral history


about the village and the region from local people, also
making use of currently archived information.
- Mapping and planning of the archeological walking routes.
- Upkeeping and maintaining these archeological sites in
cooperation with the local municipality.

Medium Term Actions:

- Creating brochures or other written materials/signs providing


detailed information concering these archeolical and cultural
sites, either on site or on paper.

Long Term Actions:


- Visiting Room/Activity Centre: Building a facility where short
informative documentaries explaining cultural practices and
the village history in different languages.
- Guidebook: A visual guidebook individually describing each
tradition/site's history.
- An exhibition room where local/traditional handicrafts can be
displayed.
- Activities such as teaching/demonstrating how olive oil is
made.

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MCM Village Tourism Implementation Strategy Report

Committee 2: Accomodation Committee (Accom)

Committee Members: Adil Uzun (Village Council member), Lois


Cemal (Delcraft, village resident), Ali Riza Arioglu (village resident),
Irfan Dindar (Blue Sea Hotel, Dipkarpaz), Arif Ozbayrak (Mayor of
Dipkarpaz),
Main Contact: Lois Cemal

Action Plan

Immediate Action:

Website:
- Choice of url – very important! (Ensure it goes on all
promotional material).
- On-line booking facility is crucial.
- Plus information about village and surroundings, possibly links
to additional ‘modules’.
- Local updating.

Medium Term Actions:

- Establish an accomodation committee.


- Establish cooperative arrangement for services (e.g. laundry)
and joint (on-line) booking systems.
- Raise bed capacity:
1. Pursue conversion of selected village houses to bed and
breakfast accomodation.
2. Seek funding to renovate the house at “Kemerli Yol” for
accomodation use.

Interested Groups: Delcraft, Local bed and breakfast providers,


Buyukkonuk Municipality, Ministry of Tourism.

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:

Immediate Action:

- Determining the number of accomodation facilities and their


bed capacity in the region. Research how they conduct their
promotion and what they can offer to the region.
- Design a common website, name decided together with the
Promotion and Publicity Committee, that includes information
and visual images of all accomodation facilities in the region.

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MCM Village Tourism Implementation Strategy Report

- The website should be used for bookings but not payments.


Payments should be done directly upon arrival.
- Employment could be made possible for website design and
updating.

Medium Term Actions:

- All accomodation facility owners should be a member of the


Accomodation Committee.
- Centralize the management of the bookings system for all
accomodation facility owners.
- Request of consultancy from the Ministry of Tourism regarding
the issue of forming a cooperative and starting a joint laundry
service.
- The Buyukkonuk Municipality should take up the responsibility
to renovate the “Kemerli Yol House”.
- Every accomodation facility should operate according to a
common high standards criteria at all aspects of service (food,
rooms, pricing, uniforms, the facility itself, etc.) The Training
in Village Tourism Committee, managed by EMU (Eastern
Mediterranean University) can provide trainings and
assistance in learning and implementing the standards.
- Launching of a “help line” to assist locals in dealing with
possible problems such as drunkeness or bad behaviour.
- The inspection and awarding of accomodation facilities will be
executed by the Accomodation Committee.
- Developing a rotational system for the equal distribution of
visitors to each accomodation facility.

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MCM Village Tourism Implementation Strategy Report

Committee 3: Agriculture Committee (Agri)

Committee Members: Gulahmet Yasasin (village resident,


farmer), Serap Uzun (village resident), Mustafa Ozturk
(neighbouring village resident), Nursen Sennaroglu (village
resident, farmer)
Main Contact: Mustafa Ozturk

Action Plan

Immediate Action:

- Ensure that agricultural and tourism developments are


considered together.
- Develop agriculture-related products and activities for
tourism.
- Maximize local sourcing of agricultural products.
- Develop brand/logo etc.

Medium Term Actions:

- Pursue conversion to organic farming and achievement of


organic quality mark.
- Pursue cooperation with organic farmers in south.

Long Term Actions:

- Establish a regional organisation promoting organic production


for village tourism (supplying hotels and restaurants, product
innovation etc) and raising awareness in domestic market
(through farmers’ markets etc).
- Establish links with organic suppliers and organisations in
target markets.
- Direct mail to organic consumers in target markets (e.g. with
delivery of organic boxes) in cooperation with the Promotion
and Publicity Committee.

Interested Groups: Eco-tourism committee, Buyukkonuk


Municipality, village farmers, Turkish Cypriot Chamber of
Commerce, Greek Cypriot organic farming counterparts.

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MCM Village Tourism Implementation Strategy Report

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:

Immediate Action:

- Continue to promote the thought that agriculture and tourism


should be developed in parallel.
- Continue to pursue the development of agro tourism in the
village. We have seen previous positive examples such as the
olive picking tours and cheese making by Delcraft hosting
tourists from Scandinavia.
- Develop an olive brand/logo.
- Include a representative from the Ministry of Agriculture
among the committee members.

Medium Term Actions:

- Create organic farming products at high standards and high


quality.
- Use supermarkets as potential markets.
- Provide trainings and seminars on organic farming to inform
and encourage people to switch to organic farming and
organic product consumption.
- Pursue organic farming activities monocommunally rather
than cooperating with the south.

Long Term Actions:


- Create a demand for organic products in the local market.
- Develop processes for selling organic products both with and
without the assistance of a middleperson (in order to increase
direct earnings). Creating direct relations with customers as
well as supermarkets.
- Produce organic farm products at high standards.
- Search for potential funders of such activities.

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MCM Village Tourism Implementation Strategy Report

Committtee 4: Care of the Village Committee (CoV)

Committee Members: Gulahmet Yasasin (village resident,


farmer), Lois Cemal (Delcraft, village resident), Gulay Bostanci
(Secretary of Municipality),
Main Contact: Gulay Bostanci

Action Plan

Immediate Action:

- Gardens (public and private planting).


- Pots of plants in the streets.
- More public waste bins etc.
- Raising public awareness (e.g. “Best Kept Street”
competition).

Long Term Actions:


- Seek funding for further renovation of traditional structures in
village.
- Explore feasibility of establishing local village improvement
plan.

Interested Groups: Buyukkonuk Municipality, Ministry of Tourism,


Eco-tourism Committee.

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:

- Cleaning and upkeeping of streets and gardens.


- Public awareness activities.
- Collection of big piles of garbage in and around the village.
- Seating places at the park during the summer.
- Continue the process of relocating animal sheds outside of the
village.
- Revitalizing the village centre.

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MCM Village Tourism Implementation Strategy Report

Committee 5: Promotion and Publicity Committee (P&P)

Committee Members: Dervis Baha, Serap Uzun (village resident),


Irdelp Soykan (Tourist Guide), Selen Mesutoglu (MC-Med), Tanyel
Cemal (MC-Med, village resident),
Main Contact: Serap Uzun

Action Plan

Immediate Action:

- Bring first “pilot groups” for walking, cycling, etc. holidays.


- Arrange first press visit to test product.
- Keep all relevant inernal bodies (Ministry, airport, tourist
information bodies) informed and supplied with material.
- Display maps, information leaflets etc. of village and region
internally and at trade fairs.

Medium Term Actions:


- Finalize selection of “key markets”: UK, Ireland, Scandinavia,
Netherlands, Germany, France (secondary markets: Belgium,
Switzerland, Austria, Israel).
- Appoint PR companies in key markets (limited time/fee basis)
to organize press trips and follow-through.
- Compile full list of tour operators on and off island – gauge
level of interest/invite to village to explain product.
- Identify specialist guide books and contact publishers for
inclusion.
- Small, low-cost local advertising (targeted at NGOs etc.) for
e.g. weekend breaks.

Interested Groups: Eco-tourism committee, Accomodation


committee, Ministry of Tourism, Örnek Turizm and Exalt (two travel
agents specialized in special interest tourism).

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:

Immediate Action:

- Inviting/hosting of tourist groups from abroad as well as


media groups to test the village products such as walking and
cycling routes set in mountain ranges or the seaside, donkey
rides, soap making, picking and making olive oil at the local
mill, local handicrafts such as weaving and preparation of
traditional foods like hellim and bread making.

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MCM Village Tourism Implementation Strategy Report

- Focusing on hands on and interactive activities such as soap


and bread making.
- Categorization of all tours and activities under general titles
and sell them as tour packages.
- Usage of sites such as the olive oil mill, historical olive trees,
churches, the picnic area, public water fountain, etc. for
promotional purposes.
- Using donkeys as a means of transportation within the village.
- Providing discounts for purchase of 3 or more tours as a
promotion activity.
- Continuously inform all stakeholders of updated information
and to send e-brochures.
- Launcing the website as soon as possible is also among the
important immediate actions.

Medium Term Actions:

- Reaching out to target markets and to start promoting the


village tourism product and start recruiting groups.

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MCM Village Tourism Implementation Strategy Report

Committee 6: Interpretation and Maps Committee (I&M)

Committee Members: Tanyel Cemal (MC-Med & village resident),


Ismail Cemal (Delcraft, village resident), Raif Mindik (Mayor of
Buyukkonuk), Zuhal Mustafaogullari (Tourist Guide), Tuncer
Bagiskan (Archeologist), MC-Med
Main Contact: Tanyel Cemal

Action Plan

Immediate Action:
- Information leaflet on village (carrying url of village website)
- Cycling and walking maps of Karpaz

Medium Term Actions:


- Publish booklet of practical information to visitors about
Karpaz and its villages
- Provide signage for places of interest etc. within village
- Improve signage on roads around Karpaz

Interested Groups: Municipality of Buyukkonuk, Ministry of


Tourism, Eco-tourism Committee, Tour operators and Travel agents

Additions to the Action Plan following the Committees’ 1st


Meetings on 18th of February 2006:
- Prepare and publish a village map showing sites of interest as
well as services provided in the village with enumeration and
explanation.
- Provide signs on site with equivalent map numbering, the
booklet and the map complimenting each other.
- Provide detailed information regarding walking and cyling
routes, such as distance, level of difficulty, as well as
important natural and archeological sites that can be seen on
route. Such sites will also be marked on the actual routes.

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MCM Village Tourism Implementation Strategy Report

Committee 7: Training in Village Tourism Commitee (TVT)

Committee Member: Nazmi Bugdanlioglu (EMU), Kiymet Alibey,


Halime Akdeniz (Friends of Karpaz), Serap Uzun (village resident),
Main Contact: Nazmi Bugdanlioglu

To be announced.

11. IN CONCLUSION ...

The implementation of the strategy has got off to a good start, and
appears to have tapped a vein of enthusiasm for a change in
direction for tourism in Cyprus. It seems likely that several of the
initiatives underway will bear early fruit, which is important to
maintain the momentum of the project. In signing off this phase of
the project, I believe there are three areas in particular where
further monitoring and liaison may be required in the future:

11.1 Involvement of the travel agents


The involvement of the travel agents Örnek and Exalt is crucial to
the success of the marketing strategy, as they have the contacts
and expertise the villagers need in order to sell their product.
Unfortunately, neither Örnek nor Exalt were able to be present at
the consultation meeting, and so far have not been incorporated
into the working groups/committees. It is important that they be
brought into the process, and, if there is scope within the finances
of this project, that funding be made available for promotional
activities related to tour operators as outlined at point 8.7.1, above.

11.2 Co-operation with Greek Cypriot counterparts


It became clear during the course of this project that an
incremental approach must be adopted to co-operation between
Greek and Turkish Cypriot counterparts. Whilst obstacles to
institutional co-operation remain, we have identified experienced
individuals in the south keen to work with their counterparts in the
north to develop organic farming linked to environmentally sensitive
tourism. These networks will become increasingly important, as the
village tourism concept takes off in other parts of Cyprus, and
particularly in the region of Guzelyurt/Morphou, where there is
already interest. It is important not to lose sight of this dimension
to the project, and to continue to make and use opportunities to
work together.

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MCM Village Tourism Implementation Strategy Report

11.3 Communication with government departments


The implementation strategy emphasises the importance of good
communication with official and government channels, and the need
for the Ministry of Tourism to incorporate the sort of images
associated with this type of quality, high yield tourism in all their
promotional and marketing activities - which are currently weighted
almost exclusively to the conventional beach holiday mass market.
This is the type of activity which is not a day-to-day operational
matter, but requires a strategic eye. This need might best be
addressed by having a Ministry representative on Committee 5:
Promotion and Publicity Committee (P&P) - or assigning one of the
working members of that committee the task of liaising with
government departments.

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MCM Village Tourism Implementation Strategy Report

APPENDIX 1

Karpaz Turkish Villages

Visit to Karpaz (JES and Şerife Gűndűz) Tuesday 1st November 2005

The purpose of this visit was to establish village/agro-tourism


potential centred specifically around the historically Turkish Cypriot
villages of Mehmetcik and Kaleburnu.

1. Mehmetcik is a large village in a pleasant setting on a plateau in


the foothills of the Kyrenia range. One side of the village falls away
dramatically towards the coast, giving dramatic views of the coastal
plane and the sea. On the other side of the village are the fields
and vineyards, set in rolling countryside rising steadily towards the
mountains.
Mehmetcik has the atmosphere and features of a working
village. Crops produced include grapes, olives, carob. Agricultural
production has declined due to the closing off of external markets
for the village’s produce. The village has a relatively new olive oil
press. Its wine factory is no longer in production.

1.1 Tourism assets Mehmetcik has a few old and traditional stone-
built buildings, including the mosque, whose origins go back
to Ottoman times, and a superb two-storey house built about
a century ago in imitation of a style of house seen in Beirut.
The owners have maintained the old structure but do not use
the house, making it instead a feature of their modern villa’s
garden. The village has a recognisable centre (where the
mosque is situated) with shops (including a supermarket), a
couple of coffee-shop style cafes, etc. The village is pleasant
to stroll around, and the private gardens add a splash of
colour to some of the streets.
1.1.1 Special interest and activities The surrounding countryside
is perfect for developing walking and cycling routes. There
is a lake near the village, which would be good for walking
and ?bird watching. The surrounding fields also contain
many dry stone walls and terracing (courses in dry stone
walling, maintenance and repair, in beautiful rural or
heritage landscape settings, appeal, for example, to a
niche British market). Working in the dry stone walls and
terracing would have added environmental benefits in
helping to limit soil erosion.

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MCM Village Tourism Implementation Strategy Report

1.1.2 Agrotourism Mehmetcik is a working village which offers


opportunities to integrate its agricultural life and produce
into something which could also be offered to tourists.
There is an open air market once a week, and there is a
Grape Festival in August. The village is famous for its
sucuk made with grape juice and nuts. Reviving some of
the village’s traditional food processing activities – e.g.
wine production and carob products/pekmez production –
combined with the right marketing, could both enhance
agricultural income, and promote the village as an agro-
tourism location.
1.1.3 Beaches: The nearest beaches are at Bafra. There are
wonderful sea views from the village.
1.1.4 Accommodation: There is currently no tourist
accommodation in Mehmetcik. We were told that tourists
do visit from time to time and stroll around the village, but
the nearest hotel accommodating such tourists is in Boğaz.
1.1.5 Other: We were told by a resident of Yeni Erenkőy/Yialousa
that there is car hire available in Mehmetcik. There is also
a disused cinema.

2. Balalan Close to the summit of the hills above Mehmetcik is the


small village of Balalan which, we were informed in Mehmetcik, is
also historically a Turkish Cypriot village. The village is potentially
very attractive, terraced into the hillside, and close to the mountain
ridge, affording dramatic views of both coasts. Balalan possesses a
few interesting looking old stone buildings. It is close to Kantara
Castle, and could be a very pleasant centre or staging post for
walking trails.

3. Kaleburnu is a large working village terraced into the


mountainside overlooking the sea on the southern Karpaz coast. It
has two coffee shops, and a few other shops and services. There a
numerous large modern houses3, and hardly any remain of the old
stone and mud brick arched houses, which were disused, but fairly
plentiful, less than ten years ago. When we arrived, several women
of the village were busy making bread in the ovens in their gardens,
in preparation for Arife and the Bayram holiday.

3.1 Accessibility: Kaleburnu is on the southern coast between


Mehmetcik and Dipkarpaz. Access to Kaleburnu from the new
Karpaz road is difficult but rewarding, consisting of an unmarked
untarmacked road through the mountains. There is little chance of
passing trade into Kaleburnu from the new road.

3
It is my understanding from contacts in London that many of these houses are
built by London Cypriots from Kaleburnu as summer accommodation or homes for
their retirement.

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MCM Village Tourism Implementation Strategy Report

Easiest access to Kaleburnu is from the older road, along the


south coast from Dipkarpaz, which links a number of Greek Cypriot
villages. A few tourists do call into Kaleburnu for a look round.

3.2 Agricultural products of Kaleburnu: a resident of the village


listed barley, cotton, and tobacco as the agricultural products.

Conclusions and recommendations

As things currently stand, there is little to tempt tourists to linger in


the villages, but there is potential to create something of interest
here. As there is little immediate prospect of acquiring the
substantial grants that would be required to restore and renovate
the remaining old buildings and convert them into tourist
accommodation, efforts need to be focused on:

1) Agricultural regeneration and development, particularly with


regard to introducing/reviving locally-based small scale
processing, to produce recognizable and distinctive local products
to be incorporated into the village’s identity and tourist offer.
The promotion of regular weekly local markets and festivals
would be an important element here. The potential of the UNDP’s
organic farming/agro-tourism project to deliver any of this needs
to be explored.
2) The intangible (social and cultural) heritage of the villages, which
can be used to generate further interest in the villages, material
for interpretation, and also high quality cultural products for
tourists. Given the nature of the villages, the work on cultural
and intangible heritage would need to draw together and make
sense of the traditional and modern aspects of these villages,
which are not conventionally picture-postcard pretty.
3) Nevertheless, some easy measures could be taken to enhance
the appearance of the villages. Some of the backstreets of
Mehmetcik, for example, with bougainvillea tumbling over the old
stone walls, could become as attractive as the flower-lined street
we walked through in Kalavassos. Innovations such as a ‘best
kept street’ competition might be an easy way of improving the
look of the village and generating local interest.
4) Activities and special interest tourism requires the creation of
additional collateral material such as local handbooks, marked
trails etc. In some cases, specialists might need to be brought in
in order to ‘train the trainers’ – e.g. for drystone walling
techniques.
5) In the short term, given the lack of village-based accommodation
and the time and resources required to develop the above ‘soft’
tourism infrastructure, emphasis should be given to the

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MCM Village Tourism Implementation Strategy Report

development of a village network, integrating the villages into an


(agri)cultural circuit. With its size and central location,
Mehmetcik could become an important centre servicing such a
circuit, e.g. with local car hire.

JES
1/11/05

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APPENDIX 2

Marketing strategy update following visit to ITB Travel


Show, Berlin, March 2006

John Bell

Following further talks in North Cyprus and at the ITB Travel Show
in Berlin – March 8 – 12 2006 - I've added some more thoughts on
the initial marketing of this project using Tour Operators. These
have the benefit of our experience at ITB, when we were able to see
how the European travel market was approaching North Cyprus as a
destination. TRNC continues to be treated badly in tourism circles.
Sometime this is the fault of the political situation and sometimes
the fault of the TRNC industry itself.

It was apparent that the political situation continues to affect the


market. The ITB TRNC stand was badly positioned in a corner where
it was difficult to see and had the bulk of the Turkish stand in front
of it. The effect is that of the ‘poor relation’ as Turkish travel
budgets this year are large as the struggle to overcome a downturn
in the market and the stories of avian flu.

The TRNC stand itself is uninspiring and old. None of the pictures
used on the stand say anything about the uniqueness of the
country, the only people shown are tourist so there is no sense of
the personality, culture and cuisine of the TRNC. The current
fashion in the travel industry is to talk about ‘experiences’ and
that’s what the visitor is looking for. There were no experiences just
the look of a doctor’s waiting room.

The same ‘story’ comes from all the expensive advertising on


underground, buses and in the newspapers which I see around me
in the United Kingdom. The advertising is old fashioned and again
manages to reflect the 1970’s tourist image which the TRNC tourist
industry seems to want to perpetuate. What I don’t see is the
castles, the mountains, the wildlife and flowers, the food, drink
(important this one as many tourist believe that an Islamic country
will not have drink) and most of all I don’t see the people of TRNC. I
must say that I got far more out of 15 minutes walking the streets
of Nicosia last week than I have out of all these, exhibition stands,
tourist literature and advertisements with which I’ve been
bombarded over the last month or so.

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MCM Village Tourism Implementation Strategy Report

This leads me to take up the points so correctly raised by the


smaller tour operators - notably – Ozbek Dedekorkut of Ornek
Tourism at meeting in Nicosia and in Berlin over the last week.

Certainly during the early days of our project in Buyukkonuk we will


be very dependent on the operators. Unless we can persuade the
Tourist industry and the Ministry of the TRNC to change the
direction of their marketing I cannot see that we will get an
enormous amount of help in marketing terms. Does this worry me?
No.

The sort of high yield tourism with which we are involved in the
project and which the small operators are already experienced in
with may not be reflected in the more public advertising so we must
make our own publicity. The ways we do this have already been set
out in my draft report and I would not wish to change them. They
involved the village, the tour operators and possibly the Ministry
and, as they will use the European press, they do not involve a high
cost.

There are ways that we can share costs. Here’s one example.

The operators have great need of good photography which they can
share with clients. The project needs good photography as well but
the pictures should not be subject to many copyright restrictions so
they can’t be used on the net or in brochures etc. As part of the
suggested press visits we should involve a photographer who visits
and takes pictures fro his own publications but agrees that his
pictures will be available to the tourist industry, the Ministry and the
project for publicity purposes. We’ve already asked a number of
photographers to put forward proposals.

I am persuaded that tour operators such as Ornek Tourism are a


key to making this sustainable tourism initiative happen.

This would be done in a number of ways:-

By assisting the tour operators we also assist the project. I would


therefore agree to the proposal that the project financially supports
specialised publicity which the tour operators need to support their
visits. This is particularly important as the publicity materials and
advertising which are produced by the TRNC at this moment do not
reflect this ‘independent’ tour market that we all wish to be involved
with.

This assistance needs to be extended in to the market place with


appropriate funding for trade shows and visits to probably future

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MCM Village Tourism Implementation Strategy Report

clients companies in European markets. TRNC is not an easy sell –


there are a lot of worries both in the travel industry and the public
mind – which can only be dealt with face to face.
We also need to widen the number of markets which we approach.
The reason – as there are so few TRNC companies operating in our
market it is difficult for each of them to deal with more than one
company from each destination. If, for instance, Tour Company A
from the UK wants to bring visitors to TRNC but discovers that Tour
Company B is already working with the same inbound operator then
they won’t come. It’s easier for the inbound operator to act with
one company from the UK, one from Germany, one from France etc
etc

It’s also vital that we get foreign tour operators in to show them
what we have to offer. The project should also be financially
involved in ‘Fam’ trips for operators where we can bring them in
(only for 2 or 3 days) and show TRNC to them. I would like these
Fam trips to operate as soon as possible.

How does this all include the village and the project? Basically the
project will develop with the market. In its early stages we will want
to explain the project to the Press and to the Foreign Tour
Operators. When we have visitors then we will start by visiting the
village and talking to out visitors about village life, crafts etc.

When the Project has developed further the operators will include a
stop for lunch in the village. This will create a market for
restaurants and coffee shops to develop as the B&B scheme does.

What we’ll all aiming for is the next step when the visitors realise
that they want to stay in the village, utilising the new B&B’s and
possibly the Arch House so we then have the village as part of the
TRNC ‘tourism offer’.

Note though this development of a relationship with the tour


operators is not to the exclusion of all other forms of marketing
which we set out in the draft report.

And why do we do it? We develop a relationship with our guests,


they want to return and – most important they continue to pay over
three times as much for this adventurous and independent holiday
than the visitors who just arrive to tan on the beach. This is a good
market.

Julie Scott/John Bell 51

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