CULTURAL TOURISM AS A MEANS FOR SUSTAINABILITY IN A MASS TOURISM DESTINATION: THE CASE OF CYPRUS BY: CHRYSO PANAYIDOU COLLEGE OF TOURISM AND HOTEL MANAGEMENT AND BRISTOL UNIVERSITY OF THE WEST OF ENGLAND

INTRODUCTION Mass tourism has become an agent of economic change but also of environmental degradation Cultural tourism can assist destinations to diversify their tourism product in a sustainable approach

OBJECTIVES To assess the problem of mass tourism in Cyprus To establish whether cultural tourism in Cyprus can be used to secure a sustainable environment To recommend strategies for the development of cultural tourism

MASS TOURISM IN CYPRUS 1960s - First efforts to develop tourism 1980s - Established as a 3 ‘S’ tourism destination Dependence on tourism Tourism development: high economic returns and uncontrolled expansion of the tourism industry

CULTURAL TOURISM AS A MEANS FOR SUSTAINABILITY IN CYPRUS Plans for new tourism forms Cultural tourism potential Sustainable tourism development has not been achieved in practice

IMPLICATIONS FOR CYPRUS Diversification of the tourism product should be in accordance with the destination resources Safeguard against over diversification Sustainable development should be integrated at all levels, involving the local community

CONCLUSION Policies to overcome the mass market industry Develop cultural tourism in a sustainable approach