Airlines, airports and tourism operators are joining forces to target seasonality and look for ways to boost passenger traffic beyond the traditional peak months.
The Tourism Seasonality Summit in Rimini, Italy was part of this joint effort. This specialised conference is co-organised by the tourism organisation/ destination marketing platform Low Season Traveller and the Routes organisation, which operates as a B2B platform for airports, airlines and tourism authorities. Particular emphasis was placed on boosting demand during periods with lower demand, so-called shoulder season, while the gradual expansion of the travel season and the creation of travel habits throughout the year emerged as significant opportunities for the sustainable development of destinations.
The Cypriot strategy beyond sun and sea
In the context of the Summit, Hermes Airports presented Cyprus' approach to addressing seasonality, with an emphasis on expanding the tourism product beyond the traditional "sun and sea" model.
Developing experiences that can attract visitors throughout the year, such as inland tourism, gastronomy, sports events and conference tourism, is an important part of the effort to boost demand during the off- peak months. The Cyprus experience highlights the importance of collaboration between airports, airlines and tourism operators to create new travel opportunities and enhance connectivity throughout the year. According to data presented at the Summit, winter traffic now represents more than a quarter of Cyprus' total passenger traffic.
Network Resilience and Artificial Intelligence
At the same time, the Summit highlighted the need for greater flexibility in airline networks as seasonal demand patterns become less predictable. In this environment, the role of Artificial Intelligence (AI) emerged as crucial. Data analysis through AI now allows for the timely identification of new travel niche segments, helping operators respond more effectively to the changing needs of travelers and attract visitors throughout the year.
However, as the discussion highlighted, technology is only part of the solution. Understanding traveler behavior and creating authentic and engaging experiences remain key factors in growing tourism year-round.
This article first appeared, in Greek, in the most recent edition of Hermes Airports' online newsletter, Flight Mode. Click here to view it.
