Paralimni-Deryneia municipality launches Protaras Riviera tourism rebranding strategy

The Municipality of Paralimni-Deryneia has officially launched a new tourism rebranding campaign titled Protaras Riviera. The strategy was developed by international brand consultant Peter Economides to promote the region as a year-round Mediterranean destination. The initiative covers the areas of Protaras, Kapparis, Pernera, Paralimni, Deryneia, Frenaros, and Acheritou under a unified promotional narrative. Mayor Giorgos Nikolettos stated that this is the first municipal strategy in Cyprus to use a long-term, participatory approach. The plan aims to highlight local history, gastronomy, diving tourism, and cultural heritage beyond the traditional coastal image. Additionally, the municipality plans to host workshops for local business owners and service staff to ensure a consistent hospitality experience. Critics have expressed concerns regarding potential price increases associated with the rebrand, comparing it to other international 'Riviera' destinations. The project aims to integrate inland agricultural and cultural sites with existing coastal tourism infrastructure.