Cyprus named a model for tourism recovery after losing the Russian market — study

Cyprus has been named one of the leading examples of how a tourism destination can withstand the loss of a key market, according to a new TOURISE and Oxford Economics report, «Resilience in a World That Cannot Be Reset».

The authors analysed destinations’ responses to 85 tourism crises over the past 25 years and identified market diversification as one of the strongest drivers of economic growth. The report presents Cyprus as a clear example.

Before 2022, Russia accounted for more than 27 % of all tourist arrivals to the island. Following Russia’s invasion of Ukraine and the ensuing sanctions, the flow fell sharply: by 2025, Russia’s share of total arrivals had dropped to 1 %.

The shortfall was offset by other European markets through targeted marketing campaigns and improved air connectivity. The share of tourists from Poland rose from 2 % before the crisis to 9 % in 2025, while Cyprus also expanded its presence in Central and Northern European markets.

This strategy brought the island a record number of visitors in 2024: arrivals exceeded pre-pandemic levels.

The report’s conclusion is that for destinations such as Cyprus, diversification is not only a way to increase tourist flows but also insurance against the next crisis in an unstable global environment.