The Cyprus reBranding Myth

For decades, Cyprus has been branded as a destination synonymous with sun, beaches, and idyllic vacations. When people hear "Cyprus," they envision sun-soaked shores, crystal-clear waters, and a relaxing holiday. But in recent years, various professionals, industries, even politicians have voiced concerns about this image, calling for a rebranding of Cyprus to reflect more than just tourism.

Business professionals want to position Cyprus as a business-friendly jurisdiction, promoting its legal, tax and financial services. Tech companies envision Cyprus as a burgeoning tech hub, where innovation and digital transformation thrive. Food producers champion halloumi as a national product deserving global recognition. Universities highlight the 100s of students we can accommodate. These sectors all argue that Cyprus is more than just a sunny holiday destination.

However, while these industries may seek to expand the image of Cyprus, there’s one undeniable fact: the core of our brand remains “sunshine.”

Cyprus’s Core Identity: Sun, Beaches, and Tourism

The foundation of Cyprus's economy is deeply rooted in tourism. The appeal of sunshine and beaches attracts millions of visitors each year, generating billions in revenue. This tourism economy doesn’t just benefit hotels and restaurants; it ripples and multiplies across industries like real estate, transportation, retail, food, and yes, professional services.

Many of the businesses now calling for a broader brand image ‘re-design’ have profited from the growth in tourism for years. Without a constant influx of visitors - many of whom later become residents, investors, or businesspeople - industries such as law, accounting, real estate, education and technology would likely not be experiencing the same levels of growth.

It’s hard to imagine Cyprus as a serious player in global business without its tourism appeal. In other words, the “sunshine” brand is the magnet that draws the attention of potential clients in other sectors.

The ‘Sub-Brands’ of Cyprus

Cyprus’s identity as a sun-drenched holiday spot isn’t just beneficial for the hospitality sector. It also acts as the springboard for other industries to develop what can be called “sub-brands.”

For example, professional services firms want to market Cyprus as a “business-friendly” environment, leveraging its tax benefits and regulatory framework. But what’s the appeal of doing business here versus any other jurisdiction? It’s not just about tax rates—it’s the lifestyle. We can attract foreign clients by promoting Cyprus as a sunny place to do business, combining business related advantages with a warm, welcoming climate.

Tech firms can advertise Cyprus as a place to innovate, highlighting that employees can code by day and relax by the beach in the evening. Food producers, particularly in agriculture, can market halloumi as a fresh, sun-soaked delicacy from the Mediterranean. Every sector benefits from the broader appeal that the “sunshine” brand provides.

Why a Rebranding Attempt Would Fail

Some professionals argue that Cyprus should shed its “sun and sand” image and rebrand as a multifaceted island nation with various strengths. Others suggest that we must do something to get rid of that ‘Tax Haven/money laundering’ scar. Yes, we made mistakes, we paid for them (still do), and in my humble opinion, Brands are not fixed by apologizing but by Promising. The problem with such arguments is that it misses some core principle of Branding: good feelings, clarity, simplicity. A brand should be simple, compelling, and easy to understand.

Imagine trying to promote Cyprus as a tech hub, a legal hub, a food exporter, an investment centre, an education destination, and a vacation spot—all at once. It would become confusing and disjointed. As the saying goes, if you try to be everything to everyone, you end up being nothing to anyone.

A successful brand can’t incorporate every element from each sector, make everyone happy, and be a success. Think of it like trying to design a horse with advice from a committee—you’d end up with something that looks more like a camel. All the elements of the brief are there, but the end result is actually ugly.

Cyprus’s unique selling proposition is its sunny climate, and everything else builds from that. Attempting to replace or overcomplicate that message would dilute its effectiveness. The focus should instead be on building complementary narratives within this broader identity.

Sub-Brands Must Align with the Core Brand

Rather than attempting a total rebranding, industries need to align their messaging with the core Cyprus brand: Sunshine. Business pros can promote Cyprus as a “sunny place to do business,” emphasizing the benefits of combining work with leisure. Tech companies can highlight how the laid-back, sun-soaked environment is ideal for fostering creativity and work-life balance. Agricultural and culinary sectors can continue to capitalize on the idea that products like halloumi are rooted in Cyprus’s natural bounty, grown under Mediterranean sun.

All of these sub-brands gain traction because of the overarching brand appeal. When we think of Italy, we think of culture, food, design and lifestyle—rooted in the idea of “la dolce vita.” Cyprus should embrace its sunshine brand in the same way.

Embrace the Sunshine Brand

The Cyprus brand, at its core, will always be about sunshine. This isn’t a weakness—it’s our strength. Every other industry, from law to tech to agriculture, real estate to education, benefit from the magnetic pull of our sunny shores. Instead of fighting to redefine the Cyprus brand, we should work to enhance it. Every sector should find its place within the broader framework of “sunshine” rather than attempting to compete with, alter, or surpass it.

The Cyprus brand we have now isn’t an illusion, but a simple single truth. Sunshine is what drives our economy, attracts visitors, and supports the growth of all other industries. The challenge now is for each sector to adapt their messaging to fit within this undeniable reality, leveraging the island’s natural assets rather than trying to rewrite them.

A Brand is not a new logo, a wise slogan, a beautiful ad, an appealing image, a perfect recipe. A brand is the trust, the feelings, the warmth you feel when you see it.

Our brand is the sunshine.

Get over it.

Nikos Christoforou, Head of marketing and business communications – Totalserve Group