The Municipality of Paralimni–Deryneia has initiated the development of a new tourism identity, aiming to position Protaras among the most attractive destinations in Europe.
To this end, the municipality has commissioned internationally renowned branding expert Peter Economides to develop a comprehensive branding strategy for the area, seeking to transition from traditional tourism promotion to a cohesive identity and development model.
The first results of the initial phase of the strategic planning were recently presented to sponsors and members of the Municipal Council, with the presentation focusing primarily on the next steps required to build a strong and sustainable tourism brand.
According to the municipality, the plan aims to establish Protaras — and the wider area — as one of the most appealing destinations in the Mediterranean and Europe, with a strong emphasis on differentiation and international competitiveness.
Protaras: A new destination narrative
During the first phase of the study, a systematic mapping of the area’s comparative advantages was conducted and incorporated into the core narrative of the new brand. At the heart of this narrative remain the sun and the sea — timeless pillars of Protaras’ tourism identity — now enriched with new themes that enhance the destination’s differentiation.
These include the region’s history and culture, gastronomy, wellness tourism, as well as special interest segments such as sports and diving tourism. This approach aligns with the global trend toward multi-thematic destinations that aim to extend the tourism season and attract higher-value visitors.
As part of the presentation, Peter Economides revealed the destination’s new overarching name and identity, which will serve as the foundation for the development of its visual identity and design applications. The full unveiling of the new brand is expected at a dedicated event involving key tourism stakeholders and members of the Cabinet, underscoring the initiative’s national significance.
From promotion to strategic development
The Mayor of Paralimni–Deryneia, Giorgos Nicoletto, emphasized that the municipality is pioneering at a national level, being the first local authority in Cyprus to systematically develop a comprehensive strategic branding framework based on international best practices. As he noted, the initiative goes beyond communication and promotion, functioning as a long-term development policy tool.
According to the mayor, the strategy aims to support the sustainable prosperity of the local community while strengthening the destination’s international competitiveness. This approach links branding with economic development, residents’ quality of life, and the preservation of local identity — key pillars of modern destination management strategies.
Why Economides was chosen
The selection of Peter Economides was deliberate, given his extensive experience in shaping identities for countries, organizations, and globally recognized corporations. Among other projects, he has contributed to the creation and repositioning of brands such as Apple and Pepsi, while also advising governments and organizations on nation branding strategies.
The involvement of an internationally recognized strategic advisor is expected to bring expertise and outward-looking perspective to the initiative, enhancing the municipality’s ability to develop a brand with a clear identity and global resonance.
Next steps
The next phase of the project includes the development of the visual identity, communication applications, and brand activation strategy that will define how Protaras is presented in international markets. At the same time, actions are expected to be specified that will connect branding with the visitor experience and sustainable tourism development.
Through this new strategy, the Municipality of Paralimni–Deryneia seeks to transform tourism identity into a growth driver, aiming not only to boost Protaras’ visibility but also to secure its long-term positioning on the European tourism map.
