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Hebrew-language election billboards erected near Larnaca airport in the Greek Cypriot administration (GCA) have sparked backlash from local media and politicians. Placed by Israeli opposition leader Gadi Eisenkot's party to target Israeli residents and tourists ahead of Israel’s upcoming October elections, the campaign has drawn sharp criticism across the island.
Written in Hebrew and featuring Eisenkot’s photo, the billboards target travelers near Larnaca airport. According to Greek Cypriot MEP Fidias Panayiotou, who shared images of the campaign on social media, signs for departing passengers read, "Israelis, enjoy! You deserve it!", while those heading back to the airport read, "Have fun? Now come back and win!"
Eisenkot's campaign headquarters confirmed the advertisements are part of an official strategy by the Yashar party to reach vacationing Israelis in Greek Cyprus. They also told the Jerusalem Post that the initiative is expected to expand to other countries over the summer.
Panayiotou wrote on X: "This photo was not taken in Israel, but in my country, Cyprus. This is simply not right. We must defend Cyprus's sovereignty."
Panayiotou said the billboards were "concerning and unacceptable" and announced he would introduce legislation to prohibit non-EU countries from running election campaigns in the Greek Cyprus.
Melanie Steliou, a politician with the main opposition AKEL party, also said on social media that she found the placement of the billboards in the GCA unacceptable. "Billboards advertising real estate in Hebrew have become the norm in Cyprus... this image raises legitimate questions about the limits of foreign economic and political influence in the public space of the Republic of Cyprus."
Steliou added: "Would anyone expect to see a campaign billboard for a Cypriot or Greek politician on a motorway in the U.K., Germany, Spain or Ireland?"
Greek Cypriot media outlets also reported public backlash to the billboards on social media, amplifying the reaction from politicians.
The Cyprus Mail reported that Niche Advertising, the company that leased the billboard space, said it did not politically endorse Eisenkot or his party, adding that the space had simply been purchased as a standard commercial booking.
Criticism also spread among Israeli social media users, with some questioning why Eisenkot had taken Israeli political messaging onto an international stage.
In one post, a user wrote: "It's really awful because it bothers them. The fact that there are advertisements in Hebrew in New York, does that seem logical to you to advertise election propaganda there? Do you think that would be welcomed here? And don't say that Israelis live there; that doesn't interest the locals."
Another user wrote, addressing Eisenkot directly: "No, what a mistake. This sign is driving the Cypriots crazy and only fueling the conspiracy that Israel is 'conquering' Cyprus. Eisenkot, if this is under your control, stop it immediately. Take down the sign. It is causing tremendous damage to Israelis and Jews who live here."
The Greek Cyprus is one of the leading holiday destinations for Israelis, who were the island's second-largest group of visitors in 2025. In recent years, Greek Cyprus has seen a growing number of Israeli residents, businesses and tourists, particularly in cities including Limassol and Larnaca, fueling public debate over real estate investment and demographic change.
Reports have also noted an increase in Hebrew-language real estate advertising signage on the island. The two countries have separately deepened political, security and economic ties in recent years, including a trilateral military cooperation agreement with Greece.
Israel holds a general election on Oct. 27, widely seen as a referendum on Prime Minister Benjamin Netanyahu's leadership.
Eisenkot, a former Israeli military chief of staff, has emerged as Netanyahu's principal rival, with a recent Channel 12 poll putting his new party, Yashar, narrowly ahead of Netanyahu's Likud.
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