for developing novel tourism products exclusively for new and undermaximised markets such as China, India and Japan.

But these tourists also have no intention of lying on a sun bed for hours and days on end, and if they are paying the premium to come to Cyprus, naturally they want to be treated like royalty.

[…] If Paphos is going to succeed in adapting its offering for these undermaximised markets, it is also imperative that all steps of the service delivery chain are reviewed.”