Rising sustainability standards: the Cyprus Sustainable Tourism Initiative

Abstract

This paper aims to examine the rising sustainability standards on the island of Cyprus and more specifically the Cyprus Sustainable Tourism Initiative and how this organization helped to make the case for sustainable development. The study adopted a qualitative approach using interviews to collect data from primary research. Although Cyprus is a well-developed tourism destination, its sustainability standards have lagged behind. Tour operators initially encouraged the hospitality industry to commit to sustainability standards and the majority of the industry has done so. Yet there is still a gap between theory and practice and the industry needs to step up its efforts. The study was time limited and the coronavirus disease 2019 (COVID-19) pandemic posed difficulties in terms of accessing interviewees and conducing the interviews. The study reveals the current state of sustainability standards in Cyprus and the effort needed to address the future challenges. Sustainability is not a catch word but a way to offset the negative implications of human activity. Tourism and hospitality is an important economic activity and needs to play its role in protecting and improving environmental and social standards. This is the first study to focus on sustainability standards in the hospitality industry in relation to the Cyprus Sustainable Tourism Initiative (CSTI).