Recommendations for Conceptual Framework of the Tourism Alliance in Georgia: Final Report

The Georgian National Tourism Administration (GNTA) was established in 2010 with support from the World Bank, and it developed the "Georgia Tourism Strategy 2015-2025" to increase the value and importance of tourism in the country. The strategy aims to increase international annual tourism revenues from less than $2 billion USD in 2015 to more than $5.5 billion USD by 2025. To achieve this goal, the strategy includes increasing the length of time tourists spend in the country on average by 1 day per visitor, increasing the amount spent on a per visitor basis, and increasing the number of visitors overall. The strategy is already paying dividends, with Georgia experiencing a significant increase in tourism visits over the past few years, particularly overland visits from neighboring and regional countries. However, to elevate Georgia to a high-class and priority destination, much work needs to be done in both the public and private sectors. Building and creating the necessary infrastructure to be competitive with other countries is critical. This includes not only airports, roads, bridges, and buildings but also a knowledgeable, skilled, and trained workforce. The full and coordinated engagement of Georgia's private sector owners and operators of tourism infrastructure and services is necessary to support the Georgian national tourism strategy. Travel and tourism can be defined in two broad sectors: business and leisure travel. While both sectors use similar infrastructure, they require different approaches when it comes to the product delivered, price categories offered, and marketing. Business travelers are highly sought after due to their higher average spends per visit. Trade shows and business conferences drive significant economic impact for a country and regions due to the broad use of services associated with major events. In Georgia, the GNTA has 14 different departments tasked with important facets of tourism development. However, private sector stakeholders are critical to the delivery of quality tourism services and should be engaged. Private sector stakeholders have valuable information and insights that can help the government make better-informed decisions. By leveraging the private sector, the government can make the most of national budget investments in tourism promotion and development through better coordination and encouragement of private sector investment, in line with the national tourism strategy. There are numerous trade and professional associations in Georgia that represent the private sector, including the Georgia Tourism Association, Georgian Wine Tourism Association, and Incoming Tour Operators Association. These associations are relatively small but do represent a particular segment of the tourism industry. They have valuable information and insights that can help the government make better-informed decisions and can contribute to the development and growth of tourism in the country. The government of Georgia has recognized the importance of tourism in increasing the country's economy and providing jobs and careers for its citizens. The Georgian National Tourism Administration (GNTA) has developed a strategy to increase international annual tourism revenues from less than $2 billion USD in 2015 to more than $5.5 billion USD by 2025. To achieve this goal, the strategy includes increasing the length of time tourists spend in the country on average by 1 day per visitor, increasing the amount spent on a per visitor basis, and increasing the number of visitors overall. The GNTA has 14 different departments tasked with important facets of tourism development, including a Convention and Exhibition Bureau of Georgia, Quality Development Department, Department of Tourism Service Provider, and Department of International Tourism Promotion. However, private sector stakeholders are critical to the delivery of quality tourism services and should be engaged. Private sector stakeholders have valuable information and insights that can help the government make better-informed decisions. The government of Georgia can make the most of national budget investments in tourism promotion and development through better coordination and encouragement of private sector investment, in line with the national tourism strategy. This can be achieved by leveraging the private sector, engaging private sector stakeholders, and making use of their valuable information and insights. By working together, the government and private sector can contribute to the development and growth of tourism in the country and increase the country's economy and provide jobs and careers for its citizens.