spends EUR100, how much of that amount actually stays in the destination.
Likewise, when employing locals, who will spend most of their salaries within the borders, businesses contribute more to the country’s socio-economic development.
Acknowledging the far-reaching effects of tourism, Angelos Loizou, chairman, Cyprus Tourism Organisation, supported the idea of examining the bigger picture that goes well beyond arrival numbers.
As Loizou explained, the island’s tourism has mainly grown by the efforts of the private sector without a clear strategy, the study, however, now gives professionals a tool to assess the widespread impact of the industry and start chalking out a road map that will ensure sustainable development in the long run.
Loizou singled out four cornerstones; supply chain, human capital, energy and, newly joining the list in view of the latest findings, social impact; the latter being the backbone according to the chairman.
“These four pillars are important to look at in order to improve the end results and [maximise] the benefit of the industry,” stressed Loizou.
According to Preston, in order to exploit the full potential of the industry, professionals need to explore ways to keep the highest possible percentage of related spending and expenditure in the island, and, nevertheless, make the most of the money that actually is being spent in the country.
TUI Group is already taking steps in this direction, by encouraging businesses, especially hotels, to offer local products and authentic experiences, that, according to Tom Johnston, senior manager, sustainable product, TUI Group, is very much in demand, thus, benefits both customers and suppliers.
In fact, according to PwC’s findings, in 2013, only 37 percent of the food and beverages bought by the surveyed hotels was reported to have been produced in Cyprus; a trend that has only been brought to the spotlight by Cypriot industry professionals who argued that despite the endeavours of hoteliers and service providers to do business with local producers, tour operators often refuse to raise prices in favour of more authentic experiences citing their customers’ price sensitiveness.
As Johnston noted, while demand for all-inclusive packages remain strong, travellers are increasingly looking for experiences that allow them to connect with the destinations and their communities, and the industry can and should have a say in this by encouraging partners to make the most of local products and talent.
Drawing conclusion from the study and applying the findings can help the country map out an effective tourism strategy for the next 20 years, said Preston, calling on decision-makers to see the big picture and consider the possible impact of their actions.
Loizou urged cross-sector collaborations and invited all professionals to contribute to the common goal.
As Philippos Drousiotis, chairman, Cyprus Sustainable Tourism Initiative, pinpointed, minimum standards for hotels have already been introduced and if all properties adapt these requirements, the island can take a leap towards a sustainable future.
As Drousiotis said, it is now time to take everything that has been on paper and put it into action
