Investigating Marketing Opportunities of a Politically Challenged Island Destination : The Case of North Cyprus

The present study highlights the impact that politics can have on marketing and overall destination competitiveness through the example of North Cyprus. Political stability is an important prerequisite for establishment, growth and survival of a successful tourism industry. The Island Cyprus had some political conflicts in 60's and 70's as a result the Island has been divided de facto into two states after 1974: “Republic of Cyprus” administrated by Greek Cypriots and “Turkish Republic of Northern Cyprus” (North Cyprus) administrated by Turkish Cypriots. South Cyprus is a well developed tourist destination whereas North Cyprus, as a non-recognized country in the world, is facing several problems and challenges in marketing itself as a tourist destination. The aim of this study is to investigate marketing opportunities of a politically challenged island destination. Practical implications and effective destination marketing options are discussed for small island states