Tourism Is Not a Crime: Defending Turkish Cypriots' Right to Promote Their Homeland

Introduction: Challenging the Narrative of “Provocation”

In a recent article titled “New Provocation With Ad Campaign for Turkish-occupied North”, published by To Vima on May 18, 2025, the Greek media outlet casts the Turkish Republic of Northern Cyprus's (TRNC) newly launched tourism initiative, “Island Cyprus,” as a calculated “provocation.” The language used is not neutral reporting but an unmistakably politically charged attempt to delegitimize a lawful and peaceful promotional campaign. To Vima not only refers to the TRNC as a “pseudo-state,” but asserts:

“The latest provocation by the Turkish state in the lucrative tourism/travel sector has focused on the occupied north of the eastern Mediterranean island republic, which Turkey controls militarily since an invasion in July 1974.” Vima

This framing deliberately disregards the autonomy and agency of the Turkish Cypriot people, reducing their constitutional and democratic institutions to a mere extension of Türkiye's foreign policy. It conflates tourism promotion with political antagonism, ignoring that the “Island Cyprus” campaign is centered on cultural exchange, economic development, and peaceful international engagement. Such descriptions not only distort the purpose of the campaign but also perpetuate the systematic silencing of Turkish Cypriot voices in global discourse.

“The latest provocation by the Turkish state in the lucrative tourism/travel sector has focused on the occupied north of the eastern Mediterranean island republic, which Turkey controls militarily since an invasion in July 1974.”

This portrayal is not only biased but also dismissive of the rights and aspirations of the Turkish Cypriot community. It is imperative to address these mischaracterizations and advocate for the legitimate efforts of the TRNC to promote its cultural heritage and economic development.

The “Island Cyprus” Campaign: A Legitimate Endeavor

The “Island Cyprus” campaign, unveiled in Istanbul by Turkish Vice President Cevdet Yılmaz, aims to boost tourism in the TRNC by highlighting its natural beauty, rich history, and cultural heritage. More than just a promotional effort, the campaign is an act of self-representation, a long overdue opportunity for Turkish Cypriots to tell their own story and engage with the global tourism market on equal footing.

Yılmaz emphasized the significance of this initiative as not only a marketing strategy, but a political and cultural assertion of identity. The campaign showcases the TRNC's unique landscapes, ancient heritage sites, and peaceful hospitality, offering a counter-narrative to the hostile mischaracterizations that dominate international discourse. By highlighting what the TRNC has to offer, this campaign reinforces a message of openness, cultural richness, and peaceful engagement, standing in stark contrast to the adversarial tone adopted by its detractors.

“The TRNC Tourism Master Plan and Island Cyprus Campaign, which were introduced today, are concrete indicators of our common vision in this direction.” Cevdet Yılmaz - Vice President Türkiye

Island Cyprus Festival

Turkish Cypriots proudly celebrate their identity, culture and freedom in the Turkish Republic of Northern Cyprus

Addressing the “Pseudo-State” Label

The term “pseudo-state” used by To Vima to describe the TRNC is a derogatory label that undermines the self-determination of the Turkish Cypriot people. The TRNC declared independence in 1983 and has since established its own democratic institutions, including a President, Prime Minister, and a functioning legislature. The use of such dismissive terminology fails to acknowledge the political reality and the will of the Turkish Cypriot population.

The Right to Self-Promotion and Economic Development

The TRNC's efforts to promote tourism are not new. In 2005, advertisements for Northern Cyprus were banned on London buses due to complaints from Greek Cypriot groups. However, the High Court later ruled that the ban was an abuse of power and a breach of freedom of expression:

“It was also a breach of Article 10 of the human rights convention, which protects freedom of expression.”

This precedent underscores the TRNC's right to promote its tourism sector and engage in economic development initiatives without undue interference.

The Impact of Embargoes and Isolation

The TRNC has faced numerous challenges due to international embargoes and lack of recognition. These restrictions have hindered its economic growth and limited its participation in international forums. Despite these obstacles, the TRNC continues to seek avenues for development and engagement with the global community.

The Role of Türkiye

Türkiye has been a steadfast supporter of the TRNC, providing economic aid and political backing. The close relationship between the two entities is rooted in shared history, culture, and strategic interests. Türkiye's support has been instrumental in the TRNC's efforts to break free from isolation and assert its presence on the international stage.

TCE Conclusion: Advocating for Recognition and Equality

The “Island Cyprus” campaign is not a provocation but a rightful assertion of the TRNC's identity and aspirations. It is essential to move beyond biased narratives and recognize the legitimate efforts of the Turkish Cypriot community to promote their homeland, achieve economic development, and seek equal treatment in the international arena.