Developing Tourism Strategies for the Mtskheta-Mtianeti and Samtskhe-Javakheti regions as well as assisting the Georgia National Tourism Administration (GNTA) with the preparation of a National-level Strategy
- Client: World Bank
- Partners: Georgia National Tourism Administration (GNTA), Ministry of Economy and Sustainable Development, Government of Georgia
- Project Duration: July 2014 – May 2015
Project Description
International Tourism is one of the fastest growing economic and export sectors in Georgia and has become a key generator for jobs. To increase spending per visitor, the World Bank Regional Development Project assisted Georgia in developing a series of strategies to ensure better planning, development, management and marketing of the country’s many rich natural and cultural resources. Solimar was contracted to provide consultancy services for the creation of Tourism Development Strategies for the Mtskheta-Mtianeti and Samtskhe-Javakheti regions, and support the Georgia National Tourism Administration (GNTA) to create a National Tourism Strategy for Georgia through on-the-job training. The purpose of the regional and national strategies is to improve the competitiveness of the destination for tourism using a value chain approach—including the development of new products, tourism routes/circuits and experiences that emphasize the natural and cultural resources of the country. Based on the analysis conducted through several on-the-ground assessments and stakeholder consultations, Solimar assisted the GNTA to formulate a vision, value proposition, forecasts and an action agenda for successful tourism development.
Major Activities
- Extensive background research and value chain analysis of the two regions (Mtskheta-Mtianeti and Samtskhe-Javakheti) that included desk research, review of past studies, interviews and group meetings with public and private sector stakeholders, and site visits to assess the tourism potential and products within the two regions
- Creation and presentation of tourism sector development strategies that includes vision, strategies, baseline and target values, new products and services within the regions, quick-win investments, and infrastructure needs for the two regions
- Consultative workshops and hands-on training with the Georgia National Tourism Administration working group team to develop their vision and action plan for the national tourism strategy and prep GNTA staff to host press events
- Strategic advice and feedback with local stakeholders on the development of the individual national strategy chapters (specifically Tourism Products and Marketing & Promotion)—and compilation of all chapters into one cohesive document
Results
- Tourism Development Strategies for the Mtskheta-Mtianeti and Samtskhe-Javakheti regions to help the destinations become more competitive and attractive for local and foreign investors resulting in economic growth for the regions
- Collaborative development of a cohesive National Tourism Strategy to increase the overall competitiveness of the country as well as increase awareness and interest in tourism among the private sector, public sector and donor communities
