The Paralimni-Deryneia municipality has introduced a comprehensive tourism rebranding strategy called “Protaras Riviera” aimed at establishing the area as a recognisable Mediterranean destination throughout the year. Developed by international brand strategist Peter Economides, the plan promotes a unified narrative encompassing Protaras, Kapparis, Pernera, Paralimni, Deryneia, Frenaros, and Acheritou. It seeks to enhance the visitor experience by linking coastal and inland attractions, combined with workshops for local businesses and municipal employees to ensure consistent hospitality standards.

Mayor Giorgos Nikolettos emphasized that this is the first municipality-wide strategic approach on the island, designed to enrich the region’s strong identity through tradition, culture, gastronomy, and archaeological sites. Early initiatives include installing a landmark at Xistarka peninsula to highlight Europe’s first sunrise and placing boat-shaped open lending libraries on popular beaches.

The campaign also targets residents to strengthen their connection with the area while leveraging social media to create “Instagrammable spots.” Promotional efforts highlight a broad range of experiences beyond sun-and-sea tourism to attract visitors throughout the year and foster sustainable tourism growth beyond summer months.