In Cyprus the Travel Foundation initiated its programme of activities during 2002.

The Village Routes Project
Cyprus is an important destination for the UK travel industry. One million British tourists visit each year, accounting for 55% of all visitors. The Travel Foundation’s programme of activities in Cyprus, under the title ‘Discover the Real Cyprus’, captures a recognized trend by TF operator partners for more independent excursions for these visitors. The programme aims to regenerate mountain villages in decline and offer a more distinct Cyprus experience for UK holidaymakers.

The issue
The development of the tourism industry in Cyprus meant that many young people moved away from rural villages to work on the coasts. This exodus had a major impact on the rural economy and left behind abandoned villages,
unfarmed land, deserted buildings and elderly populations. These developments defined a need to regenerate the rural economy and bring back life to the abandoned villages and perhaps even some of the young people.

The Project
In 2002 the Travel Foundation and leading tour operators First Choice, Thomas Cook, Thomson/TUI UK, My Travel and Sunvil with the support of the UK government created the ‘Discover the Real Cyprus’ excursion. The
initiative resulted in the development of the village excursion ‘Support Abandoned Villages and Their Environment’ (SAVE). It was soon learned that this excursion could only operate in shoulder seasons due to weather restrictions. This lesson, together with the fact that many British holidaymakers to Cyprus are repeat visitors and some 26% hire cars during
their stay, supported a change of direction and the idea to develop a series of 6 self drive Village Routes.

Drawing on the Experience and Building on the Success of the SAVE project
The success of the SAVE project led to the establishment of the Cyprus Sustainable Tourism Initiative (CSTI) that today continues the development of the village routes for car rental tourists wanting to explore the real Cyprus. CSTI uses the same criteria as the SAVE excursions to develop 6 new self drive routes, and promotes them under the slogan ‘Discover the Real Cyprus – A Self Drive Tour to Create Your Own Adventure’.

The launching of the first route in September 2006 generated a great deal of public interest. Holidaymakers on this route, which covers Central and Western Limassol, can experience the making of organic olive oil at the Olive Park ‘Oleastro’ and find out about the 6ooo years’ history of olive oil making in Cyprus. The self-drive route also takes the visitor to many of the regions wineries, including the Cyprus Wine Museum. Along the way, visitors can sample fresh, locally produced, seasonal food at the many recommended tavernas and visit folk and icon museums, or walk one of the nature trails listed in the guide.

Over 6,600 copies of this popular book have already been distributed in Cyprus, the UK and as far away as New York. Two more village routes will be launched in 2007, one covering the Orini (mountain) Larnaca area and the other covering the Paralimni/Kokkinochoria area on the east coast. As part of the development and promotion of the village routes, CSTI undertakes the
organizing of educational and training workshops for the producers on these routes and the organizing of public events and Producers’ Fairs. These events give the opportunity to village producers who are included on CSTI’s village routes to promote and sell their products.

Making a Difference.
The project is already changing lives in rural villages in Cyprus - and offers unique benefits to the UK travel industry and its customers. More specifically, the Village Routes program:

• Offers a whole new experience of Cyprus to visitors – along with the good feeling of giving something back to the place they love to visit!

• Diversifies the tourism product for Cyprus and offers new business opportunities.
  

• Ensures that traditional livelihoods are sustained and new opportunities are generated for generations to come.
  

• Helps to develop a practical set of guidelines that can be used by stakeholders to establish similar excursions / self-drive routes elsewhere.