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Cross-industry clusters are essential for the economic prosperity of a region. However, studies do not address competitive clusters among the airline and tourism industries. Thus, this paper considers the case of both industries in terms of the clusters and synergies formed. This research aim is to provide an understanding of both industries’ protagonists’ involvement in contributing to insights into the establishment of synergies or clusters among the two industries. Cyprus is highly dependent on tourism and airlines because they facilitate connectivity. The research comprises semi-structured interviews with the leading players and organizations of the airline and tourism industries (government bodies, airports, airlines, tour operators and hotels). The results indicate that in a small geographical context, the notion of clusters involves a synergetic relationship among tourism stakeholders. The airlines’ role is essential and affects all stakeholders involved in tourism. Additionally, the research provides new insights into the role of Destination Management Organisations (DMOs) in providing applicable tourism policies that can positively impact effective cooperation among industry partners.

The content of the EU28 Destination Management Organisations’ (DMOs’) official tourism websites is studied to understand how each country is promoting its online position and image, and whether this is compatible with the new forms of neo/post-Fordism consumption. The research incorporates critical discourse analysis (CDA) as a method to analyse the content of the websites for tourism promotion. Today, destinations struggle to portray a unique image in terms of their natural, historical and cultural characteristics and to be ahead of the competition. This paper aims to bring together the 27 EU member states and the United Kingdom’s (EU28) DMOs’ official tourism websites and review their content. The study uses Critical Discourse Analysis (CDA) with the aim of identifying the EU member states’ written web communication with potential visitors and to understand how each country is represented on the web in relation to neo/post-Fordism. The results of the study suggest that the EU28 are positioned online with website content to urge travellers to visit their country and gain constructive experiences within the remits of neo/post-Fordist characteristics. The paper follows an original approach in using CDA of EU28 official website online content in relation to neo/post-Fordist remits of production.

Womens’ entrepreneurial endeavours, particularly in rural areas, have led to establishing Small and Medium-sized Enterprises (SMEs) focused on tourism initiatives, significantly enhancing rural tourism experiences while promoting local culture. Co-creation, a concept extensively studied in the tourism industry, involves the collaborative generation of ideas in production and consumption driven by stakeholders with vested interests in specific products and services. Policy co-creation, in particular, has become a key driver in enhancing a country’s tourism competitiveness through a collaborative and inclusive development approach. Despite the extensive exploration of co-creation in tourism, the role of women entrepreneurs in this process remains underexamined. This study aims to address this gap by identifying and exploring co-creation initiatives that demonstrate how women entrepreneurs contribute to tourism policy and development. Using a qualitative research approach, it is based on thirty (30) semi-structured interviews with key tourism stakeholders, including policymakers, entrepreneurs, tourism professionals, and representatives from relevant organisations. Findings from the interviews underscore the central role of women entrepreneurs in the co-creation of tourism policies, particularly in rural areas. Their entrepreneurial contributions extend beyond economic growth, as they engage in shaping policies that support sustainable tourism and local development. Through their innovative approaches, women entrepreneurs regenerate traditional products by incorporating modern techniques, ensuring their offerings remain relevant and appealing to diverse visitor demographics and evolving market trends. This study further highlights that effective policy frameworks are crucial to enabling and amplifying women’s contributions to tourism development. Policies that support co-creation processes—such as inclusive decision making, funding accessibility, and capacity-building programs—play a transformative role in unlocking the potential of women entrepreneurs or encouraging more women to embark on an entrepreneurial venture within the tourism sector.

In any city, various social groups coexist and need to have a harmonious symbiosis and optimise how people experience the city. The notion of urban planning incorporates positive city development that is active, socially sustainable, and inclusive. This study aims to identify whether the development of the Mediterranean city of Limassol, Cyprus extends to cover the needs of people with disabilities (PwD), residents, and tourists, emphasising physical impairments regarding the facilities and services provided. Limassol, Cyprus is an interesting case because recent developments aim to establish the city as a friendly living space with varied activities and services. Additionally, the city attracts tourists, and such development can be a competitive advantage as a tourism destination. Semi-structured interviews with PwD have been conducted to analyse their views, aiming to identify the extent to which existing infrastructure and services align with an inclusive model within the framework of sustainability, encompassing the notion of an active city. According to the findings, local government via municipal and tourism authorities should consider inclusivity in all aspects when re-developing urban settings by ensuring accessibility for PwD and offering more services that adhere to the requirements of an active, socially sustainable, and inclusive city.

PurposeThe purpose of this research is to emphasize the importance of cybersecurity in the hospitality industry and to propose a particular cybersecurity framework of best practices and techniques to mitigate vulnerabilities and prevent cyberattacks in hotels.Design/methodology/approachExploratory research was conducted through semi-structured interviews with hotel managers. The interview content enables the retrieval of real-case cybersecurity incidents, identifies hotels’ vulnerabilities and suggests a new methodological approach to conduct risk assessment in the hospitality industry to mitigate threats and ensure cybersecurity and data protection.FindingsResearch results show that hotels need to prioritize cybersecurity and limit cyber threats. To achieve this, hotels must develop effective risk assessment methods and mechanisms followed by implementing the necessary technical and organizational measures to mitigate threats and vulnerabilities, prevent malicious cyberattacks and ensure information security.Originality/valueThis research highlights a new methodological approach to perform effective risk assessment in the hospitality industry as well as a framework of cybersecurity methods and techniques to implement effective controls and mitigate cybersecurity risks.

PurposeThe article offers a thorough and insightful examination of the transformative role technology plays in the tourism industry by introducing the articles of the thematic issue.Design/methodology/approachThe discussion approach involves reviewing relevant literature and providing a detailed description of each article in the thematic issue. In particular, the issue consists of a compilation that includes a series of research articles, case studies and theoretical discussions; quantitative and qualitative research enquiries that examine various aspects of tourism technology, such as cybersecurity, digital marketing, smart tourism initiatives, the role of social media and the impact of emerging technologies like artificial intelligence through different perspectives of discussion.FindingsEach article provides useful conclusions that shed light on the various ways that technologies can transform and revolutionize the tourism industry. Technology and tourism have a reciprocal relationship, where technology not only transforms tourism but also shapes it.Originality/valueThis thematic issue contributes and provides new insights into the evolving dynamics of tourism and technology, offering a multidisciplinary perspective that bridges theoretical frameworks and practical applications for industry stakeholders.

PurposeThe thematic issue purposed explored the transformative relationship between tourism and technology from various perspectives.Design/methodology/approachThe thematic issue presents various methodologies that examine each topic. Each topic deals with an important issue of tourism and technology and provides an in-depth understanding of the interrelationship.FindingsThe integration of technology in the tourism sector has significantly transformed several aspects, including customer and supplier behaviour, business operations, destination assessment, safety and education. Emerging technologies, like artificial intelligence, are reshaping the tourism industry by creating new opportunities for innovation and engagement. The industry’s primary challenge is to utilize these technologies wisely, ensuring they do not replace the concept of hospitality or the exceptional services that humans can offer.Originality/valueBy providing diverse methodologies and perspectives, it highlights the multifaceted nature of the relationship between tourism and technology, thereby contributing original insights into how digital innovations are influencing traveller behaviours, destination marketing and operational efficiencies in the sector. The inclusion of case studies and empirical research enriches the discourse, enabling stakeholders such as policymakers, practitioners and researchers to better understand the implications of this transformative relationship and to adopt strategies that force technological advancements for sustainable tourism development.

PurposeCulture is an important motivation force to people within the context of tourism. It provides new opportunities for destinations to promote cultural elements and attract more travellers. This study aims to investigate how the cultural heritage of Cyprus is promoted online and to identify whether the needs of travellers who focus on experiential aspects and prioritise culture can be fulfilled.Design/methodology/approachThe research aim is fulfilled through a critical discourse analysis of selected WebPages concerning representation of the culture of Cyprus within the tourism context.FindingsEighteen websites were included, and the results suggest that Cyprus has Web exposure specifically promoting its cultural heritage. However, the websites have been established with different tourism scopes, with culture comprising just one part of the content. Thus, the development of specialised websites is dedicated exclusively to culture and tourism, and it seems appropriate to attract travellers interested in more educational activities with cultural and historical value. This approach would bring many benefits because this cohort of travellers is in an upper-scale tourist market.Originality/valueThis study is original in nature because it brings together the case of Cyprus, an island destination highly depended on tourism in relation to cultural tourism Web discourse. The promotion of cultural parameters will provide more opportunities for the island and escape from the 3S’s (sea, sun and sand) image to be positioned as a culturally sustainable destination.

Admittedly, tourism stakeholders become more aware of the negative impacts of tourism, and it has become increasingly important to brand and position destinations towards sustainability. The main concern is emphasizing economic, social, and environmental awareness and implementation at the destination level regarding planning and development. This paper identifies the importance of sustainable place branding as part of destination social responsibility in the current global context. The main focus is identifying visitors’ responses as part of sustainable destination marketing. The study conducts a systematic literature review by rigorously selecting 26 related articles from the 106 search results for further analysis. The study results highlight the emergence of sustainable place branding concepts in academic literature, especially after the post-pandemic period. The themes identified in the literature analysis revolve around sustainable place branding in creating unique tourism experiences and engagement that resonates with the visitors’ self-perceptions and expectations of a destination. Sustainable place branding positively impacts destination image, trust, value, and loyalty. Moreover, it can create positive visitor outcomes, such as an intention to revisit because of positive word of mouth. The article concludes with suggestions for future research, emphasizing the need to explore further sustainable place branding and its influence on visitors’ responses in the evolving landscape of global tourism.

Purpose In tourism literature, policy is synonymous with the involvement of the government in terms of planning, developing and organising the destination. In the case of the airline industry, policy is verified by a supranational body, the European Union, which sets outs guidelines for all member states. This paper aims to examine how the tourism policy and planning in Cyprus is formulated in an attempt to understand the strategic response of the airlines in the way they fulfil the aims of the tourism strategy. Design/methodology/approach The primary data are based on the results of 25 semi-structured, in-depth interviews with powerful and elite tourism and airline decision makers in Cyprus. Findings The results of the research suggest that the tourism policy should take into more consideration and develop strategic synergies and have tighter links with airlines companies in terms of planning and policy formation. This will enable the destination and the government to provide more realistic targets in tourism policies especially in islands. The airline network can both increase the number of arrival and diversify the demand all year round and offer more economic opportunities. Originality/value The study addresses two important aspects in terms of tourism development. The first is the policy initiative and the second is the role of the airlines’ for the purpose of tourism. Interrelation between tourism policies and airline developments are rather neglected in the tourism literature. Thus, this study highlights the point that in destination planning especially on islands, the airline decision-makers should participate in the policy making process and set more realistic targets. Additionally, airlines play an important role for destinations reaching numerical targets.