The modern image of a Cyprus that combines stability and reliability with economic prospects, innovation, and a high quality of life. With the central message “Stability with Prospects,” the new narrative was presented at a targeted workshop organized by Invest Cyprus with representatives of the Limassol business community on Tuesday, September 15, 2026, at the Parklane Resort & Spa.
The initiative aims to strengthen Cyprus’s international standing as a reliable partner in a complex region, a country building a future-oriented economy and a place where talent meets quality of life. At the same time, it highlights the essential role of the business community, which, through its international activities, partnerships, and successes, contributes daily to shaping the country’s image abroad.
ΣΧΕΤΙΚΑ ΑΡΘΡΑ
Haris Papatheocharous: A photo with his wife from 2015
Pension reform: Aim is to bring it before the Cabinet soon
Speeches at the event were delivered by the Minister of Commerce, Mr. Michalis Damianos, and the President of Invest Cyprus, Mr. Evgenios Evgeniou.
With the strategic positioning “a European hub with a global orientation,” the new narrative highlights how Cyprus is transforming its geographic location, at the crossroads of Europe, the Middle East, and North Africa, into a strategic advantage. As a member state of the European Union in the Eastern Mediterranean, Cyprus is positioned as a reliable European hub for investment, business development, and international cooperation.
The strategic transformation of the economy and institutions, opportunities in sectors such as technology, research and innovation, energy, shipping, financial and professional services—combined with a skilled and multilingual workforce, security, its outward-looking nature, and high quality of life, form the cornerstones of the country’s modern competitive identity.
The Minister of Commerce, Mr. Michalis Damianos, stated that the development of a coherent and comprehensive national branding strategy was a commitment of the Government Program, with the goal of enabling Cyprus to communicate more consistently and confidently who it is, what it offers, and the direction in which it is moving.
“A country’s true image cannot be fabricated; it must be built. Cyprus’s competitive identity is shaped by its institutions, its economy, its credibility, its innovation, and, above all, by its people,” noted Mr. Damianos.
Referring to the role of the business community, he emphasized that the strategy cannot be a one-way communication effort by the state toward the outside world, but requires the participation, experience, and voice of businesses. Through their activities, partnerships, outward-looking approach, innovation, and successes, businesses give real substance to the national narrative.
For his part, the President of Invest Cyprus, Mr. Evgenios Evgeniou, highlighted the importance of the country’s international reputation in attracting investment, businesses, and talent.
“A country’s branding is not merely about what we say about it, but about the experience others gain when they interact with it. That is why the success of this national effort depends not only on our ability to communicate but, above all, on our ability to act with consistency, reliability, and self-confidence,” stated Mr. Evgeniou.
Participants were briefed on the practical integration of the new narrative into their international contacts and outreach activities, with the aim of consistently and factually promoting the country. The focus was on the need for the new narrative to serve as a common frame of reference that can be utilized by those who represent and promote Cyprus internationally.
The new strategic narrative was based on extensive research and consultation, involving 1,100 people from different parts of the world, as well as domestic and international stakeholders. Based on the findings, KREAB, in collaboration with IMR, developed the brand framework, key messages, and specific supporting materials for various sectors of the economy and public policy.
The initiative is being implemented through Invest Cyprus, in collaboration with KREAB and the relevant government agencies. The meeting in Limassol was the second such event following the one in Nicosia, broadening the business community’s participation in the effort to present a consistent, credible, and unified image of Cyprus abroad.
