Gold Magazine January - February 2014, Issue 34 | Page 55

tourism

Gold: Tourism to Greece was severely affected by the social unrest that accompanied the bailouts and austerity measures.
Fortunately, Cyprus did not experience
such a reaction to the Troika’s decisions.
Have you noticed any effect on tourism
numbers to the island in 2013 and in
those predicted for 2014?
Peter Long: In 2013, passenger numbers
to Cyprus slightly decreased compared to
2012. We believe that this was largely due
to the financial crisis earlier this year. However, Cyprus remains one of our key destinations – we had over 400,000 customers
holiday on the Island in 2013 and expect
that to increase next year.
Gold: Opinion in Cyprus has always
been divided between those who believe
that the island should be aiming to attract high-end visitors and those who
want to increase visitor numbers at any
price. What’s your view?
P.L.: All tourism is good tourism. The
point is to be able to offer all customer
types what they want and Cyprus has the
ability to do that. With its sandy beaches,
clear seas and great people, we believe that
Cyprus has a lot to offer any traveller. If
you're a couple in search of culture and fine
cuisine, or a family looking for relaxation
and safe beaches there is plenty to keep the
little ones happy. There is something for
everyone. It is our strong belief to continue
to offer a wide-range of holidays for every
need throughout our portfolio of brands.
Gold: The UK was once the key source
of visitors to Cyprus but numbers have
been falling for many years. What does
TUI see as the reasons for this?
P.L.: The travel industry is becoming

In Cyprus
there is
something
for everyone

more and more competitive. Countries
worldwide are recognising the importance
of travel and tourism to their economies.
We bring visitors to Cyprus from not only
the UK, but Ireland, Sweden, Norway,
Denmark, Finland, Germany, Netherlands,
Belgium, Austria, Switzerland, Poland
and France as well. As long as the value
proposition is good, in terms of price vs
quality, then people will always want to go
to Cyprus. We believe that, in general, that
is the case on the island. However, prices
do tend to be higher so the industry needs
to be mindful that it doesn’t price itself out
of the market.
Gold: Given the intensely competitive
tourism sector, what would be your advice to Cyprus and those responsible for
the industry if it is to survive and ultimately thrive?
P.L.: Tourism plays, and will continue to
play, a vital role in the economic recovery of
Cyprus. Because of this, the Government of
Cyprus should invest in the country’s main
gateway infrastructure, such as airports and
ports, as well as improving road networks.
This will ensure that tourism remains a key
economic driver. For us to take advantage
of the opportunities, we will need the full
support and assistance of various stakeholders such as the authorities for tourism, our
partners and, of course, the Government.
This will enable us to continue developing
and investing in our offering in Cyprus as
we work with the Government for mutual
benefit. We would also like to highlight that
we have great support from the CTO and
this will help to facilitate further growth.
We would ask that airports show the support to committed long-term partners like
our airlines by creating a level playing field,
ensuring that all airlines are treated the same
way and have the same rates.
Hoteliers should continue to work with us
continue to invest in hotels and improving
the customer experience through innovation
and differentiation. They also need to be
mindful of the competition to ensure that
they continue to provide value. TUI Travel
already offers a wide range of differentiated
product in Cyprus across its major source
markets. Further growth will come from
new differentiated product.

As long as
the value
proposition
is good,
people will
always want
to go to
Cyprus
Gold: In all the markets you service,
which destination would you point to as
a model for those that are trying to provide what today’s travellers want?
P.L.: I would say Rhodes and Kos. They
both have an extensive range of hard differentiated products allowing us to appeal
to all customer segments across all source
markets.

Peter Long

Peter Long joined the Board of TUI Travel PLC on
28 June 2007 as Chief Executive. In November
1996 he was appointed Group Managing Director
of First Choice Holidays PLC and became Chief
Executive in September 1999. Prior to joining
First Choice, he was Chief Executive of Sunworld
Holidays. From February 2001 to June 2005, he
was a non-executive director of RAC plc, and
from April 2006 to July 2009 he was a nonexecutive director of Debenhams plc. He was
appointed as a non-executive director of Rentokil
Initial Plc in 2005 and is currently the Senior
Independent Non-Executive Director. In October
2013, Peter Long was appointed President of the
Family Holiday Association, a UK-based charity
which provides short breaks away from home
for more than 2,000 disadvantaged families.

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