Ayia Napa in Cyprus

Table of Contents

ABSTRACT3

INTRODUCTION4

LITERATURE REVIEW5

METHODOLOGY8

Qualitative secondary Research8

Case Study9

Promotion of Ayia Napa9

REFLECTION11

CONCLUSION13

TIME TABLE14

REFERENCES17

Abstract

In Cyprus focused on limiting the development of mass tourism on the coast, with 'the highest attention being paid to the protection and enhancement of the environment'. These include a variety of financial incentives to encourage hotel and other tourism-related development in the hinterland and the controlled development of luxury hotels in selected coastal areas. Cyprus has also undergone an extensive expansion of its water supply, electric grid and introduction of solar panel technology to cope with the growing demands, which the tourist industry places on these utilities.This research makes use of the marketing promotion case of Ayia Napa. Ayia Napa is an attractive tourist resort. The research focuses on the marketing activities of this resort. At the same time marketing policy re-focused on attracting the higher spending, 'quality' tourists, the purpose being to increase the value, rather than the scale of the tourism. In an attempt to reduce the density of tourism to Cyprus.

Ayia Napa in Cyprus

Introduction

Cyprus is the third largest island in the Mediterranean Sea, situated in a prime position for the tourism industry to thrive. "Tourism is arguably the most important industry in Cyprus. Its activities affect Cypriot society in many different ways and impact greatly upon the social, economic and cultural life of the island." (www.wttc.org)These impacts on economic, social and environmental aspects of the country are not solely positive, and it is therefore necessary to study the negative effects that tourism has on these areas.

The challenges facing the tourism industry in Cyprus have not gone unrecognised by the authorities. In mid-1980s, when it became evident that the development of tourism was becoming, in a sense, too successful, measures were introduced to re-focus the direction and scale of tourism development away from the burgeoning coastal resorts. In particular, policies were introduced which aimed to encourage tourism development in the traditional beach resorts, backed up by marketing strategies designed to attract more diverse, middle to upper income tourists (www.cyprusembassy.net)

Since then, successive plans and policies have sought, albeit with limited success, to achieve a more balanced approach to tourism, implicit objectives being to slow the growth in tourism; to improve and diversify the tourism product; to attract higher-spending tourists; to reduce the impacts of seasonality; and, to spread the benefits of tourism around the island. Over the last decade, the principal vehicle for achieving these objectives has been the development of Beach resorts.

Literature Review

Cyprus has also undergone an extensive expansion of its water supply, electric grid and introduction of solar panel technology to cope with the growing demands, which the tourist industry places on these utilities. Cyprus' Coastal Zone Management policies attempt to protect the expansive coastlines of the island. One of Cyprus' major policies for the current tourism schedule is its award winning Agrotourism program, which brings tourists to the countryside instead of over populating Cyprus' sun and sea attractions. It has been most effective in smoothing out the seasonality pattern of Cyprus ...