Objective

During the two years of the pandemic, the Ministry of Tourism of Cyprus has been working on the deployment of its new tourism strategy in the framework of its 2020-2030 plan. The development of several labels, the emphasis on the sustainable aspect of its tourism and the growing inclusion of rural areas in the tourism offer are the main guidelines. The objective of the event organized in Paris after two years in virtual was to promote this tourism reorientation to special interest tour operators.

Approach

GroupExpression suggested to organize an exclusive dinner for the main tour operators of special interests (hiking, gold, diving, culture, agrotourism, high-end tourism etc.) but also general tour operators loyal to the destination. An exchange with journalists of the professional press was organized beforehand to maximize the impact of the event.
lechotouristique.com/article/chypre-veut-reconquerir-le-marche-francais-avec-un-nouveau-visage
tourmag.com/La-nouvelle-Chypre-est-arrivee_a113327.html

ROI
18 tour operators attending
2 articles in the trade press