The “Island Cyprus” branding was introduced in Istanbul by Turkish Cypriot leader Ersin Tatar, who emphasized tourism as the future of Cyprus. The campaign aims to strengthen Turkish influence in a geopolitically sensitive region.

Tatar highlighted growth in the Turkish Cypriot tourism sector, with flights increasing from five-six weekly to 600 per month and visitors from Turkey exceeding 500,000. He stressed Turkey’s support, asserting that the Turkish military presence is vital for the region’s security and rejecting any reunification talks.

Many see this campaign as an attempt to legitimize the occupation and bolster separatism, disregarding UN resolutions and international consensus. Turkish Vice President Fuat Oktay confirmed Turkey’s continued backing, citing tourism revenues projected to surpass $61 billion in 2024 and linking “Island Cyprus” to Turkey’s broader regional tourism strategy.

Overall, “Island Cyprus” seeks to promote the natural and cultural assets of the Turkish-occupied area internationally, aiming to establish long-term Turkish influence in the Eastern Mediterranean despite opposition from the Cypriot government and global organizations.