Larnaca launches tourism drive to counter regional tension

Larnaca is rolling out a broad 2026 tourism drive aimed at boosting the district’s appeal through targeted promotion, local upgrades and greener infrastructure, as Middle East tensions weigh on the sector.

Nana Asmeni Pavlou, director of the Larnaca tourism board (Etap), said the organisation’s strategy had been designed to remain adaptable as conditions continue to shift.

“Our programme remains flexible and dynamic, in order to adapt to current developments and the needs of the tourism sector,” she told to Philenews.

“We must shape it according to developments with a multidimensional range of actions, concerning electronic marketing, the expansion of digital promotion tools, but also the creation of synergies with individuals who have an international presence and appeal,” Asmeni explained.

She added that particular emphasis was being placed on priority markets.

“In parallel with the interventions to upgrade the tourism product, the Larnaca’s Etap is implementing a tourism marketing and international promotion programme in priority markets, among which are the United Kingdom, as well as the countries of Eastern and Central Europe,” she said.

She added that the actions were being carried out in coordination with the deputy ministry of tourism.

At the same time, Etap is trying to counter the negative impression created by regional instability by presenting what Asmeni described as the real image of Cyprus through carefully calibrated digital messaging.

“Due to the geopolitical situation, we are mainly trying, through social media and our electronic means of promotion, to show the real picture with very careful language,” she said.

She added that technology would also play a central role in this year’s campaign, particularly in the digital promotion of cultural heritage and local experiences.

“Through all the actions planned for 2026, Etap Larnaca seeks to further enhance the quality and authenticity of the province’s tourism product, highlighting both the city and its villages as a single and multidimensional destination that combines culture, nature, gastronomy and authentic experiences,” she said.

The action plan spans both Larnaca town and the wider district, with the focus on improving the visitor experience, strengthening local identity and supporting more sustainable tourism development.

In Larnaca, projects include the addition of new sculptures to the Mediterranean Artists’ Park, works at the garden next to the post office, interventions to cover unsightly spots and the creation of a graffiti artwork incorporating historical elements.

Beyond the town, a series of smaller-scale projects is planned in the communities. In Pano Lefkara, works are under way to upgrade the narrow Vasilis Michaelides street, while in Vavla signage leading visitors to the nature trails will be improved.

In Tochni, a stone welcome landmark will be created at the village entrance, while the area behind the Saint Konstantinou and Elenis church will be illuminated.

In Athienou, Etap will contribute to the development of the green area behind the Kallinikeio municipal museum with decorative features inspired by local Venetian embroidery.

In Kalavasos, work is progressing on the restoration and installation of authentic carriages from the old train as part of efforts to highlight the area’s mining heritage.

Etap is also contributing to the completion of the Farm in Ayios Theodoros, which is intended to showcase rural life and local tradition, while support is continuing for the development of the Pervolia lighthouse as a new point of reference for the district.

Accessibility is another part of the strategy. Planned works include improving access at the Kalamourgiki memorial museum in Livadia, along with the implementation of recommendations from an accessibility study covering points of interest in Larnaca.

Etap is also participating in European programmes aimed at promoting more sustainable and socially responsible tourism, including actions linked to accessibility and employment in hospitality.

At the same time, the organisation is joining a new European programme that, according to Asmeni, will train and support hospitality professionals so they can identify and respond to incidents of gender-based violence, particularly among vulnerable groups.

Environmental projects also remain central to the 2026 plan. Etap will continue its greening works along Oroklini beach through the ‘Enriching and Greening the Beaches’ programme, which contributed to Larnaca receiving the Green City of Cyprus 2025 award.

More than 4,500 trees have been planted in the area over the past nine years, including 1,500 in 2025 alone, and further planting is planned this year. The programme will also include themed seating along the coastal walkway.

Elsewhere, tree planting is planned at the Pyla coastal park, a zip wire will be installed to enrich the visitor experience, and a fish-shaped recycling bin will be placed at the Zygi fishing shelter as part of efforts to strengthen environmental awareness.