In a campaign across trade and consumer media, the authority will use the bird to promote activities holidaymakers can enjoy whilst visiting the Cypriot port city.

Flamingo images will be used on advertising materials to lead would-be guests to the organisation’s revamped website, and during July, cut-out figurines of the creatures will be placed at nine locations in the destination to encourage travellers to post photos on social media of themselves posing with the birds.

The initiative will carry the slogan ‘They always come back’, which according to the tourism board will play on both the bird’s “love affair” with Larnaka, as they return to the area each year, and its 60% repeat human visitor figure.

Upon launching the campaign Larnaka Tourism officer Nana Asmeni Pavlou, said: “Just like the flamingos returning year on year to the Larnaca region on their way to and from Europe, the campaign highlights in a fun way why the region receives so many repeat visitors.

"The flamingo is very distinctive and is a unique and interesting way for us to promote our beautiful region.

“We have informed all our trade partners including airlines, tour operators and retailers so that they may in turn encourage travellers to participate by taking photos of themselves at the nine places where cut-out flamingos have been placed.”