THE PANCYPRIAN Association of Hotel Managers (PASYDIXE) yesterday proposed a plan to revive Cyprus’ ailing tourist industry, which will focus on what they called ‘emergency modernisation’.
Speaking at the organisation’s AGM yesterday, PASIDYXE Chairman Polis Kattis announced the new strategy to assembled hotel managers, to put the Cypriot tourist industry ahead of its regional rivals.
“The primacy of Cyprus over its competitors, such as Egypt and Turkey, is the ultimate goal” he said yesterday.
The seven point strategy will be coordinated by a committee of leading members of the hospitality industry, drawn from 16 organisations on the island. The points will address three areas of development for the hospitality industry; product development, human resources and marketing.
“We must focus our attention on the holiday product, which is our main strategic advantage, and then we must develop our institutions while maintaining fixed prices and emergency modernisation.” Kattis said
He emphasised the need to develop infrastructure to promote the holiday product, saying ” We recognise that a broad and innovative tourist infrastructure will add to the attractiveness of the Cypriot holiday, and by adding cutting edge infrastructure we can target a worldwide interest from the elite.”
Under the PASYDIXE plan, different groups, such as luxury tourists, extreme sports enthusiasts and beach-goers will be enticed by unique facilities. “They key issue is not about selling beds, but having the infrastructure to give tourists experiences.”
One of the roles of the committee will be to offer advice and solutions to the Cyprus Tourism Organisation (CTO) and support their trade and development policy. “We are very positive towards the authorities. With their support” he said “We can maintain a careful pricing and fair wages policy.”
Finally, he mentioned the importance of a more efficient advertising strategy to increase awareness of Cyprus as a holiday destination. “Visibility is extremely important and Cyprus should benefit from more exposure. We should advertise our location and heritage.”
The proposals were well received by the assembled hoteliers, who have seen a dramatic fall in tourism this year. Commerce, Industry and Tourism Minister Antonis Paschalides, welcomed the proposals, which, he said “are generous and targeted and will effectively help our tourism industry in this difficult situation today. He predicted that the global financial crisis would continue to affect tourism in 2010.
“The problems and challenges in tourism will continue to exist even after the crisis and for this reason we have to deal with them on time. We urgently need to enrich our tourist product, upgrade the services offered and strengthen the country’s competitiveness”
Kattis was slightly more upbeat about the prospects however. “We are optimistic about the newly elected board of directors at the CTO, who seem receptive to our suggestions and recommendations. My feeling is that the situation will slightly improve. If everything remains as it is, and we have no further problems, we will have a small increase.”
