fully planned communications strategy, designed to both strengthen and re-position the Cyprus "brand" as an attractive and accessible destination that meets the needs of specific target groups, with a reputation for friendliness, quality and good service. In this respect, the CTO is working in close co-operation with private sector organizations and local tourism initiatives, to ensure that a coherent message is adhered to. The CTO is encouraging a wide range of advertising and promotional initiatives, for example through co-financing. The other side of the coin of this communications strategy is of course to listen to the views and opinions of visitors. The CTO is embarking on a range of surveys and market research initiatives to help build a clear picture of the needs of the island's actual and potential visitors, and ensure that the development strategy adheres closely to customer demand.
Sports tourism Cyprus first began to realize its potential as a destination for sports tourism at the time of the Greek Olympics in 2004, when a number of participants chose Cyprus as a suitable location for training and preparation. Cyprus has already seized the opportunity to turn this into a long term attraction, and world-class facilities, particularly for target sports such as football, swimming, cycling and athletics are already in development, which have the potential to put Cyprus firmly on the world map as an important venue for international events. Regulations on the development of private golf courses have already been reviewed with the intention that a number of attractive new facilities will be given the go-ahead.
enable the private development of tourism in restored buildings, as well as supporting the growth of tourismrelated enterprises such as local craft industries. Agro tourism is playing a crucial role in supporting the sustainability of many rural communities.
Cultural tourism The CTO is backing the development of new museums, visitor centers and improved access to the country's wealth of historical and archaeological sites, in order to promote awareness,
as well as ensuring the preservation of national treasures.
Environmental tourism This is represented by a two-prong strategy addressing both the need to protect the island's ecology as well as encouraging the development of environmental tourism initiatives, such as cycling holidays, camping sites, nature trails and environmental centers.Since joining the European Blue Flag scheme in 1995, some 52 beaches in Cyprus have been awarded the blue flag for
Marinas and nautical tourism
This strategy is a marked departure from the way in which Cyprus developed as a sea and sand destination during the 1980's, and recognizes the changing tastes of visitors, not least from Russia.
The government has allowed for the development of three major marina complexes, which are being undertaken by private development companies after a tendering process. The new facilities will provide popular new attractions for visitors as well as being Michaelides comments: "The CTO the focal point of additional private launched its current strategic plan in sector investment. 2003 with concrete objectives for 2010, with the crucial aim of focusing our goals on the quality of tourists gro tourism rather than on their quantity."
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The Plan for the Development of Rural Tourism attracted EU funding to Panos Englezos, Chairman, Cyprus Tourism Organization
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