Approaches to promote local travel when facing undertourism: a case of Cyprus

In light of recent events the tourism industry has faced many challenges. Travel companies and government bodies across the world started to react to overtourism with recommendations for less busy areas and quieter seasons. If overtourism identifies destinations that are suffering under the pressure of so many visitors, the word "undertourism" identifies just the opposite. Many countries, like Cyprus, have now started to put a break on overtourism and less frequently visited destinations are now placing themselves as an alternative for tourists around the world.