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The Mediterranean basin may need to shift its marketing focus into niche markets like cultural and religious tourism as its appeal as a sunny holiday destination diminishes.
Cyprus has a tourism intake of more than 2 million each year, attracted by its almost year-round sunshine and stunning beaches. The sector represents about 11 percent of its economy. But its key selling point, the sun, could be a malady if forecasts on changing weather patterns prove to be correct.
Industry stakeholders and scientists have launched a dialogue on how the tourism sector fits in to the changing weather landscape. That could include shifting marketing focus into niche markets like cultural and religious tourism.