The Deputy Ministry of Tourism is increasingly using so-called fam trips (familiarisation trips) as a modern and effective instrument to promote Cyprus as a travel destination internationally and to address new visitor groups.

Tour operators, journalists, bloggers and influencers are specifically invited to experience the island in person. During their stay, they visit hotels, attractions and events to get an authentic taste of Cyprus and then share it with their audience via social media, articles and reports.

This concept combines personal experience with digital reach and is considered an innovative approach to strengthen Cyprus' tourist image in the long term. The authentic impressions of the participants create a credible and emotional advertisement that appeals directly to potential travelers.

The draft budget of the Deputy Ministry of Tourism for 2026 provides for extensive measures to implement a strategic marketing and communication plan. The aim is to further expand the uniqueness and recognizability of Cyprus as a travel destination. As part of the presentation of the budget to the Parliament's Finance Committee next Friday, these advertising initiatives will be explained in more detail.

According to the ministry, the focus is on strengthening the island's special identity – by specifically promoting Cyprus' scenic, cultural and hospitality assets.

In addition to the increased use of digital channels, classic advertising will also remain a component of the strategy: participation in international tourism trade fairs and the organisation of fam trips will continue to play a central role.

A total of around 31.99 million euros has been earmarked for advertising measures in 2026. Of this, €6.10 million is spent in connection with Cyprus' Presidency of the Council of the EU in the first half of 2026. Other items include 6.76 million euros for hospitality measures, 27.7 million euros for information campaigns and 3.6 million euros for trade fair and event participation.

In addition, the ministry plans targeted support programmes to improve the quality of tourism offer, including the modernisation of infrastructure and services in all regions of free Cyprus. These grants are mainly aimed at local authorities, tourism businesses and selected areas in order to promote new forms of tourism and support sustainable development.

A total of 13.22 million euros is planned for funding programmes for 2026 – of which 9.38 million euros will come from the economic stimulus programme and 3.84 million euros from national funds.

👉 In short, Cyprus relies on modern, experiential advertising to shape the tourism of the future through personal impressions, digital presence and targeted investments.


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at MFRadio.de - Quality and Reach in Cyprus







Author: MF-Redaktion/Tom Weyermann
Source: <a href="https://in-cyprus.philenews.com/local/deputy-ministry-of-tourism-employs-fam-trips-and-digital-marketing-to-boost-cypruss-unique-identity-abroad/">in-cyprus-philenews.com