Turkey has launched a new tourism initiative under the “Island Cyprus” brand for the occupied territories of Northern Cyprus, sparking strong responses from Greek Cypriots and the international community.
The unveiling of the “Island Cyprus” tourism brand occurred in Istanbul, featuring Ersin Tatar, the leader of the so-called Turkish Republic of Northern Cyprus (TRNC), recognized only by Ankara, who proclaimed tourism as vital for Cyprus’s future. This campaign aims to bolster Turkish influence in a region marked by geopolitical tensions and historical disputes.
Tatar highlighted significant growth in Northern Cyprus’s tourism sector despite isolation, citing a surge in flights from five or six per week to 600 per month and over 500,000 visitors from Turkey. “Visitors to our region consistently leave satisfied,” he affirmed, underscoring Ankara’s support in promoting the so-called TRNC as a global tourist destination.
Emphasizing a commitment to a two-state policy, Tatar stressed the Turkish military presence on the island as crucial for its security. “Our presence hinges on the Turkish army’s role as a deterrent force,” he stated, firmly rejecting any prospects of reunification with the Republic of Cyprus.
Turkey’s Vice President Cevdet Yılmaz said Ankara wants TRNC to reach a much stronger position in tourism: “Last year, Türkiye had a tourism income exceeding $61 billion. We hosted more than 62 million guests in our country. The TRNC Tourism Master Plan and Island Cyprus Campaign, which were introduced today, are concrete indicators of our common vision in this direction.”
He highlighted the TRNC’s natural beauty, rich history, cultural heritage, and cuisine, noting that the Island Cyprus campaign aims to promote these assets to a wider audience and reposition the country with its unique island identity.
He pointed out that millions in Turkey have yet to visit the TRNC, adding that the Island Cyprus campaign will ignite interest and encourage more to explore the island’s beauty.
Ankara’s decision to market the occupied territories under the “Island Cyprus” brand is viewed by many as an effort to legitimize the occupation and reinforce the separatist regime.
This campaign, following the footsteps of “Turkaegean”, aims to position the occupied territories as an “alternative” tourism destination, disregarding UN resolutions and international consensus.
The term “Turkaegean” was originally applied in 2021, seeking to establish the term as part of Turkey’s tourism branding efforts. Greece challenged the move in February 2023, arguing that the trademark infringed on its rights and sought to appropriate a culturally significant region.
Earlier this year, the European Union Intellectual Property Office (EUIPO) canceled Turkey’s application for the “Turkaegean” trademark, marking a legal victory for Greece. The decision, announced on January 10, 2025, followed objections raised by Greece’s Ministry of Development and the Industrial Property Organization (OBI).
“Island Cyprus” seeks to promote the pseudo-state’s natural and cultural treasures globally, signaling clear political intentions by framing the occupied region as an independent tourist hotspot. Ankara’s move aims to solidify its tourism influence in the Eastern Mediterranean despite objections from the Republic of Cyprus and international bodies.
