Farah Shammas: Cyprus on the international events map — from The Jacksons concert to the ‘Sum It Up’ forum

Cyprus deserves to earn its place on the international events map and become a destination that brings together culture, business and hospitality — with the bonus of EU membership. So says Lebanese-born businesswoman Farah Shammas, head of St Raphael Resort and Marina in Limassol, who is also an author and TEDx speaker, in an interview with Kathimerini.

Shammas has set out to reverse the trend: instead of Cypriots traveling abroad for major events, foreigners should come to Cyprus for them. This October she is staging The Jacksons’ concert in Limassol, with Marlon Jackson — Michael Jackson’s brother — while in November she brings the “Sum It Up” forum, dedicated to health, happiness and balance, as eKathimerini reports.

“Cyprus has the potential to become a unique international hub, but I don’t think we should copy the Gulf. We need to create a Cypriot model that brings together business, tourism, culture, entertainment, well-being and hospitality, with the advantages of EU membership,” Shammas tells Kathimerini. She wants the island put on the map “for the right reasons”: “We need to be more ambitious about what Cyprus can become, while remaining proud of what Cyprus already is. I want people to come to Cyprus not only because it is beautiful, but because something important, inspiring and internationally significant happens here.”

The link with Greece is natural, she stresses: “I see Cyprus and Greece as a natural connection, but I believe this connection can be strengthened through culture, business, tourism and entertainment. In the end, I don’t think we should see Greece and Cyprus as two separate markets. There is extraordinary potential when we work together.” According to eKathimerini’s reporting, Shammas aims to grow the “Sum It Up” forum into an international event with a strong Greek and Cypriot presence, and is exploring ways to bring the summit and future events to a wider audience in Greece as well.

But is Cyprus ready for such a challenge? Does it have the necessary infrastructure? “Infrastructure is fundamental. We cannot aspire to host major international concerts, sporting events, conferences and entertainment productions if we don’t have the right venues and supporting infrastructure,” says Shammas, citing bringing The Jacksons to Cyprus in October as an example: “There is extraordinary interest in international entertainment, but organizers have to work creatively around the existing facilities.” She hopes Cyprus will develop a flexible world-class events hub — for concerts, international conferences, awards, exhibitions, sporting events and major productions — that would serve not only the domestic market but help attract events from all over the world.

Shammas, who considers herself “deeply Cypriot” — her family has been part of the island’s tourism industry development for generations; her grandfather founded C.A.T. Group and opened the island’s first private marina, St Raphael Marina, in 1986 — closes with a call for balance: “Preserving our identity doesn’t mean standing still. We need innovation without losing authenticity; development without destroying what makes us attractive; and tourism without sacrificing quality of life.”