Michalis Mitas on promoting Paphos as a tourism destination and how it is strengthening its position on the global map

The position that Paphos is an internationally recognised tourist destination, which combines natural beauty, a rich cultural heritage, authenticity and high-quality services, has been expressed by the new President of the Paphos Tourism Development and Promotion Company (ETAP), Michalis Mitas.

In an interview with InBusinessNews , Mitas highlights the biggest challenges facing Paphos in the tourism sector, as well as ways to strengthen its position on the tourism map.

At the same time, he also refers to the ways in which the hotel industry can strengthen the city's branding and keep tourists in Paphos, as well as the role played by ETAP in the tourism development of the wider Paphos area.

Firstly, we would like you to tell us what you think makes Paphos an ideal tourist destination compared to other European cities, and how important the presence of notable hotel accommodations and an international airport is?

Paphos today is an internationally recognized tourist destination. What makes Paphos an ideal tourist destination for hospitality is the combination of natural beauty, rich cultural heritage, authenticity and high-level services.

Among other things, the destination offers:

• Rich cultural and historical heritage, e.g. UNESCO monuments , such as the Tombs of the Kings and Roman mosaics, connection with the mythology of Aphrodite, goddess of beauty and love, scattered archaeological sites, medieval castles, churches and traditional villages.
• Natural beauty and climate - Rich natural landscape: Blue Flag beaches, Akamas National Park, gorges and vineyards.
• A mild Mediterranean climate that allows tourism all year round.
• Hospitality and tradition. Warm hospitality, local gastronomy and cultural events that offer experiences with identity, traditional settlements and agrotourism infrastructure.
• Quality tourist infrastructure, wide range of accommodation (luxury hotels, boutique resorts, agrotourism houses, etc.), easy access via Pafos International Airport, a high level of service and tourist services.
• A variety of thematic experiences such as an ideal destination for couples, families, nature lovers, culture and gastronomy enthusiasts. Experiences such as hiking, wine tourism, diving, weddings & romantic tourism, cultural, etc.
• Safety and quality of life. It is considered one of the safest and most hospitable destinations in the Mediterranean. a good quality of life and clean environment that enhances the hospitality experience.
• Sustainability and Smart Tourism. Paphos was distinguished as the European Capital of Smart Tourism 2023, due to actions for sustainable, digital and culturally vibrant development.

The challenges

What are the biggest challenges facing Paphos in the tourism sector and how are they being addressed?

There are chronic problems as well as daily challenges that are faced. Some of these are:

• The aging of hotel and urban infrastructure, especially in the hinterland
• The strain on the natural environment and the tendency to alter our cultural identity
• The abandonment and decline of the countryside and consequently the deprivation of experiences and resources coming from the primary sector.
• High operating costs but also high initial investment costs compared to competing destinations.
• The lack of water resources and personnel
• Seasonality (which Paphos has been resisting with very good results).
• The inability to implement necessary infrastructure projects on time
• The reckless and unregulated by the state use of thousands of Airbnb-style short-term rental accommodations.

Other challenges include further improving accessibility (both by air and inland), promoting and publicising the destination, upgrading and enriching the tourism experience offered with an emphasis on cultural heritage and creativity, investing in digitalisation and technological tools, expanding tourism markets, developing tourism and rural experiences, developing sports tourism, and supporting and encouraging the employment of local staff in the tourism industry.

Where do you think Paphos should focus to strengthen its position on the tourism map of Cyprus?

Paphos as a tourist destination should continue its path towards upgrading the quality of services and experiences offered.

It should make leaps in adopting technological tools and media while continuously investing in environmental protection and cultural heritage.

At the same time, it should further strengthen its presence in various tourism source markets. Paphos has every chance of achieving an even higher position on the global tourism map.

Digital transition and cultural heritage

What is the role of digital transition in the tourism sector of Paphos and what steps have been taken in this direction?

Paphos is constantly investing in this direction and the digital transition is now the only way to go. There have been several investments by municipalities, mainly the Municipality of Paphos, but also by entrepreneurs and by us, especially in providing information and highlighting places of interest and monuments, through smart signs, applications and digital tools.

We have just recently completed a relevant study which showed that there are several gaps, especially in SMEs in retail, restaurants and communities. For the year 2025, through the European Cosme program, we are funding 15 companies in terms of digital and green transition.

Recently, we have also focused on the use of artificial intelligence tools, which have helped our organisation reduce production costs and make the team become more productive.

Nevertheless, the state should introduce substantial incentives aimed at the technological upgrade and digital transition of private sector tourism businesses so that they become "smart" in the coming years, while at the same time accelerating the digital transition of the public sector and local authorities.

Paphos is considered a region with a special history and cultural heritage. How is this element incorporated into its tourist character?

Certainly one of Paphos' comparative advantages is its long history and rich cultural heritage.

All of these, the myths, as well as the points of interest and the good image that Paphos has, are communicated to our potential visitors through the National Tourism Organizations, campaigns abroad and in Cyprus, presentations, participation in exhibitions and conferences, and through the use of other tools at our disposal.

At the same time, our commercial partners, tour operators, airlines, tour operators, as well as industry partners such as hoteliers or other accommodation providers, promote this aspect of the destination.

Efforts are being made to continuously upgrade the presence of these cultural heritage sites through technology and the transfer of good practices, mainly from European countries.

What can the hotel industry do to further strengthen the city's branding and keep tourists in the city, preventing them from choosing to stay in another area of Cyprus?

The hotel industry could invest even further in promoting the destination and expanding partnerships with commercial partners.

There are also unique experiences offered in the destination of Paphos, such as hiking tourism, sports tourism, cultural events, etc., but many hoteliers do not promote them sufficiently.

In recent years, however, more and more hoteliers have been promoting experiences outside the hotel and encouraging guests to get to know the destination. This contributes to creating a positive image and strengthening the brand.

Our goal is always to attract visitors with a specific profile, which Paphos can satisfy best.

Do you believe that Paphos can evolve into a year-round tourist destination? And if so, when is it expected that this goal can be achieved?

Paphos is considered a year-round tourist destination since over 40% of licensed beds remain in operation year-round, with a large percentage of Airbnb-type accommodations also being in operation.

At the same time, a large number of catering units and other service providers provide their services year-round.

Our goal is of course to have at least 18,000 beds remain in operation, compared to the 12,000 that remain today. Almost all the conditions are in place in terms of air access, infrastructure and experience.

What remains to be done is to communicate this even more effectively to commercial partners and end visitors.

The state should also offer incentives to keep the units in full operation, as well as offer incentives to commercial partners to increase the availability of airline seats and tourist packages during the November-April period.

Paphos is making a serious effort on this issue and the results are very encouraging.

The role of ETAP

Tell us about the role of ETAP Paphos.

The role of the Paphos Tourism Development and Promotion Company is multidimensional and of strategic importance for the tourism development of the wider Paphos area.

In summary, it includes the following:

Strategic Planning and Programming

Destination Promotion and Promotion

• Management of the official tourism website www.visitpafos.org.cy and digital promotion campaign.
• Participation in international tourism exhibitions, workshops and conferences.
• Production of promotional material (prints, videos, digital content).
• Collaboration with media, influencers and travel agents, etc.

Supporting Tourism Entrepreneurship

• Collaboration with hoteliers, travel agencies, restaurants, producers and experience businesses.
• Promotion of local products and experiences through clusters or networks.
• Organisation of professional seminars and workshops.

Strengthening Local Communities

• Support for agrotourism and rural areas (e.g. guidance for the exploitation of cultural and natural heritage).
• Implementation of cultural and ecotourism programs.
• Actions to improve and upgrade the built environment
• Displaying small communities through thematic routes.

Collaboration with Public and Private Bodies

• Collaboration with Municipalities, Deputy Ministry of Tourism, local bodies, Chambers and organizations for joint actions and policies.
• Participation in European and transnational projects (e.g. for digitalization, green transition, smart tourism).

Destination Management

• Development of tools for monitoring tourist traffic.
• Promotion of quality and responsible tourism.
• Collection and analysis of statistical data for strategic decision-making.

Tell us about your own contribution. What are your plans for the development of the tourism sector in Paphos in the coming years?

We will continue to invest in both the digital and green transition. Environmental protection and good practices in this direction are not only our obligation due to the international trend of visitors, but also an important responsibility for the course of the destination and the quality of life of future generations.

Continuous investments to improve the current situation, the continued upgrading of experiences and services are expected to ensure the development path of the destination.

Also, personally and together with the other members of the Board of Directors and the service team, we will work to further financially protect the organization and contribute to resolving chronic issues of the destination, including:

• The abandonment and decline of the countryside with interventions and suggestions
• The further expansion of ETAP's collaborations with local bodies
• The strengthening the effort to reduce seasonality even further (which Paphos is resisting with very good results).
• Promoting timely implementation of infrastructure projects
• The air connection between Paphos and Germany, Lebanon, Egypt and other countries
• Strengthening public transport and connecting urban areas with the hinterland
• The strengthening of specific segments of the market such as wedding tourism, sports tourism, etc.
• Exerting pressure to stop the reckless and unregulated provision of thousands of short-term Airbnb-style rental accomodation.

(Source: InBusinessNews)