The message that extending the tourist season is a big gamble, which requires significant investments in infrastructure and promotion to achieve, has been sent by the Executive Director of Tsokkos Hotels, Chryso Tsokkou, while also emphasising that increasing arrivals should not be the only goal, so that we do not end up, as she suggests, with overtourism phenomena.
In an interview in the August issue of IN Business magazine, Tsokkou points out that "arrivals are one thing and occupancy rates are another, total revenues for the country are another and turnover is another, and profitability for hotel businesses is something even more different," indicating in this regard that an in-depth analysis of CySTAT's data should begin.
This is something that, as she explains, will help identify Cyprus' weaknesses as a destination and improve what needs to be improved.
Noting that the tourism sector is one of the most important in the Cypriot economy and something everyone describes as a lifeblood, Chryso Tsokkou expresses the feeling of hoteliers that decision-making centres often take it for granted.
"Whether it is the implementation of green taxation or the huge delays in approvals for photovoltaics or more recently with the issue of desalination, there is a feeling that the sector is not receiving the treatment it should," she says.
2024 was one of the best years in terms of tourism, with arrivals exceeding 4 million and revenues reaching €3.2 billion. How did you hoteliers experience this and how is the rest of 2025 predicted to play out?
Under the circumstances, 2024 was a comparatively good year, as it was for most tourist destinations internationally, since travel skyrocketed after the pandemic, so we won our fair share of the pie.
However, arrivals are one thing, occupancy is another. Total revenue for the country is another, turnover is another, and profitability for hotel businesses is another.
CySTAT's data paints a general picture, which we must finally start analysing in depth, which will help us identify our weaknesses as a destination and improve things. So, yes, 2024 was a good year for us, but full of challenges.
Tourism is a very sensitive sector, as it is greatly influenced by external factors. We want it to remain resilient in Cyprus and sufficiently shielded against any developments.
Our country has all the guarantees to establish itself as a destination that offers a comprehensive, quality and sustainable tourism experience to visitors and to become the diamond of the Mediterranean.
Our tourism is a national issue of major importance and must be treated as such, since its benefits are multiple and create a chain reaction.
What was the contribution of hoteliers in attracting record numbers of tourist arrivals? How do you promote your hotels abroad?
The promotion of Cyprus and our hotels abroad is multidimensional and is carried out both through travel agents with traditional practices and through joint promotional activities.
Additionally, we constantly take our own related actions, which perform particularly well, considering the high rate of repeat visitors to our hotels.
What markets do your hotel guests come from and what category do they fall into? Has the Russian market gap been filled?
As for the Russian market, with many difficulties, this gap was largely filled through growth from our first market - the English one - and through an increase in arrivals from new markets, mainly in Eastern Europe, such as Romania, Serbia, Poland, Slovakia, the Czech Republic and Armenia, but also from the Scandinavian countries.
What percentage of your bookings come from Cypriot and foreign tour operators , how many from individual bookings and how many are repeat customers?
Since we are an island, so-called charter flights are necessary for visitors to come.
So, the largest percentage of bookings comes through tour operators, but we are also observing a gradual increase in individual tourists. Also, a large percentage of those staying in our hotels are Cypriots.
Our goal is to be open year-round and we are already doing so in some of our hotels.
In general, we are trying to achieve a gradual expansion of the operation of our hotel units, at least to nine months. Extending the tourist season is a big gamble, which to be achieved, requires significant investments in infrastructure and promotion.
Friendly destination
What are the main trends in the tourism/hotel industry and how are customer preferences shaped? What are your hotel customers looking for now?
Tourists today are more mature and more demanding. They want value for their money and that is what we must give them, whether it concerns the services they receive in hotels or the broader infrastructure of the country. They are looking for experiences, they want to get to know the local culture and the authenticity of a country.
As a destination, we have advantages that Cypriots take for granted, but which are very important for foreigners, hence the repeat visitors. We are a child and family-friendly destination, our seas are shallow, and the water is warm.
Also, distances are close and we generally have good infrastructure. However, there is room for improvement. Furthermore, to date there has been no - and we hope there will be no - concern for basic needs and critical services, such as water and electricity.
What actions should be taken by hoteliers in collaboration with tourism stakeholders , in order to maintain this positive image and, why not, further increase arrivals? How do you invest in your hotels?
The most important thing is a common compass, so that we can all act together in a coordinated manner to promote our country as a tourist destination. However, increasing arrivals should not be the only goal, so that we do not end up with overtourism.
We must set quality criteria for target markets and for the individual characteristics of the tourists we seek to attract.
Various studies have been conducted over time. The key is to evaluate them and decide which of all the suggestions we want to achieve and how.
We take it for granted
The hotel industry faces challenges arising from factors such as geopolitical developments, increased energy costs, competition from Airbnb -type accommodations , staff shortages, etc. How do they affect you and how do you deal with them?
The tourism sector is one of the most important in the Cypriot economy. Everyone calls it lifeblood; however, we often feel that decision-making centres take it for granted.
Whether it is the implementation of green taxation or the huge delays in approvals for photovoltaics or more recently with the issue of desalination, there is a feeling that the sector is not receiving the treatment it deserves.
Responsibilities of the state
The challenges are confirmation that arrival and revenue numbers alone do not tell the full picture. These are challenges that are largely beyond our control and all we can do is manage the consequences.
This is where we call on the State to help us with issues that fall within its scope of control, such as the perennial problem of staffing, energy costs, and tourist flows to the occupied territories.
As hoteliers, we have proven over time our willingness to cooperate and have a common approach.
Also, climate change concerns us, which is why flexibility and adaptation are vital for the sustainable development of our tourism.
What to expect
What are your predictions for 2026? Do you already have a picture of what lies ahead?
This year, despite the challenges, will be better or at least as good as last year in terms of arrivals, although as I mentioned before, we should not only count on these.
Regarding 2026, there is moderate optimism, however, we constantly see how sensitive the sector is to various exogenous developments and how much it can be affected by events that are beyond our control.
Tsokkos Hotels & Resorts
- Year of establishment: 1981
- Founders: Andreas Tsokkos, current president and Anastasia Tsokkou, current CEO
- Number of units: 27 hotels and hotel apartments in seaside locations
- Areas: Protaras (60%), Ayia Napa (30%), Paphos (10%)
- Beds: 10,000
- Visitors per year: 200,000+
- Staff: 2,000+ people
