ASSESSING AND DEVELOPING THE ECO- TOURISM POTENTIAL …tjs-caucasus.org/wp-content/uploads/2015/03/Annex-5... · 2015. 3. 9. · TUSHETI PA LAGODEKHI PA BASIC DATA ABOUT 7 PROTECTED

03/11/2014

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ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIALOF THE PROTECTED AREAS IN GEORGIAWORKSHOP 1: ASSESSMENT ANALYSIS

18. SEPTEMBER 2014 |TBILISI| JANEZ SIRSE & LELA KHARTISHVILI

PROJECT OBJECTIVE AND ASSESSMENT PHASE

ASSESSING AND DEVELOPING

THE ECOTOURISM

POTENTIAL OF THE PROTECTED

AREAS IN GEORGIA

STRENGTHEN THE TOURISM

SERVICES AND TOURISM

REVENUES FOR PROTECTED AREA

CONTRIBUTING TO FURTHER

DEVELOPMENT OF THE TOURISM

SECTOR

CONTRIBUTING TO FINANCIAL

SUSTAINABILITY

CONTRIBUTING TO ANCHORING RESPONSIBLE

TOURISM PRINCIPLES

CONTRIBUTING TO THE IMAGE OF GEORGIA AS ATTRACTIVE

TOURIST DESTINATION

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ASSESSMENT / FIRST PHASE

ORGANIZATION AND

FUNCTIONING

ECO-TOURISMNATURAL AND

OTHERPOTENTIALS

TOURISM PRODUCTS

DEMAND AND MARKET

POTENTIAL

STAKEHOLDER COOPERATION

MODEL

SWOT ANALYSIS

ASSESSMENT AND EVALUATION OF PAS

PROTECTED AREAS IN GEORGIA

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PROTECTED AREAS IN GEORGIA

GEORGIA HAVE 68 PROTECTED AREAS IN 5 CATEGORIES DEFINED BY IUCN 14 strict nature

reserves (140.672 hectares),

24 natural monuments (790 hectares),

10 national parks (277.432 hectares),

18 managed nature reserves (66.000 hectares)

2 protected landscapes (37.708 hectares);

IN THE YEAR 2013, GEORGIA HAD 68

PROTECTED AREAS IN 5 CATEGORIES DEFINED BY IUCN

100 YEARS LONG TRADITION OF

PROTECTION OF NATURE

the first overall protected area was

Lagodekhi Strict nature reserve dating back to

1912

PROTECTED NATURE REPRESENTS 520.273 HECTARES – 7,5% OF

WHOLE GEORGIAN TERRITORY

WITH NEW PROTECTED AREAS

GEORGIA WILL PROTECT MORE THAN 20% OF ITS SURFACE

NEW PAs: SVANETI, RACHA-LECHKHUMI,

SAMEGRELO AND EXTENSION OF SOME AREAS IN KAZBEGHI,

ALGETI AND MARIAMJVARI

SYSTEM OF PROTECTED AREAS IN GEORGIA

For this study, 7 pilot protected

areas were selected:

Mtirala protected area

Imereti protected area (Prometeus

cave natural monument, Sataplia

managed reserve and nature reserve,

Okatse canyon natural monument)

Borjomi-Kharagauli protected area

Javakheti protected area

Tbilisi protected area

Tusheti protected area

Lagodekhi protected area

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PROFILE OF 7 PROTECTED AREAS IN GEORGIA

Adventure nature park

Speleological underground mystery

Wilderness & eco system adventures

The sky and ground in one: birds, lakes & land

Tbilisi city green & biking park

Well kept beauty & secret of nature

Hiking in endless nature

MTIRALA PA

IMERETI PA(Prometeus cave natural monument, Sataplia

managed reserve and nature reserve,

Okatse canyon natural monument)

BORJOMI-KHARAGAULI PA

JAVAKHETI PA

TBILISI PA

TUSHETI PA

LAGODEKHI PA

BASIC DATA ABOUT 7 PROTECTED AREAS - 2013

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From 1.327.000 mio GEL there is contribution of CNF with 37,1% and revenues from tourism with 4,7%;

No. Name of PA Surface (ha) Budget (GEL)Employees

totalVisitors total

Open for

visits

1. Mtirala 15.698 n/a 19 16.358 I-XII

2. Imereti caves 505 n/a 52 145.375 I-XII

3. Borjomi-Kharagauli 85.083 500.000 73 42.490 I-XII

4. Javakheti 16.209 n/a 9 1.000 III-X

5. Tbilisi 23218 n/a 41 20.215 I-XII

6. Tusheti 113.660 427.000 35 7.663 VI-IX

7. Lagodekhi 24.451 400.000 24 32.318 I-XII

Total 278.824 1.327.000 253 265.419

Georgia total 520.273 492 350.641

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BASIC PROFILE OF 7 PROTECTED AREAS - HR

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HR - employees in 7 project assessed protected areas in Georgia in 2014

No. Name of PA

Employe-

es total

Manage-

mentOffice

Environm

ent

protectio

n

Product

dvlp

Marketing

/Visitors

service

RangersTour

guidesOthers

1. Mtirala 19 2 7 1 0 1 10 0

2. Imereti caves 52 2 32 2 2 18 11 12

3. Borjomi-Kharagauli 73 1 9 2 2 56 7

4. Javakheti 9 1 2 6 0

5. Tbilisi 41 1 14 2 1 26 0

6. Tusheti 31 1 6 0 2 24 0

7. Lagodekhi 23 1 7 0 1 15 0

Total 248 9 77 7 0 9 155 11 19

Additional need of HR 23 0 13 4 2 6 0 2 0

BASIC PROFILE OF 7 PROTECTED AREAS - TRAININGS

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OTHER TRAINING NEEDS

• FOREIGN LANGUAGES

• LEGISLATION & REGULATIONS

• PROCUREMENT

• ACCOUNTANCY

• PROJECT PREPARING & WRITING, ADMINISTRATION

• TRAININGS FOR RANGERS

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TOURISM INFRASTRUCTURE IN PAS IN GEORGIA

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INFRASTRUCTURE IN PROTECTED AREAS

Mainly new and spatious PAs administration buildings with partly use for tourism

Mainly new and spatious visitors centers in PAs

Mainly new tourism capacities in PAs (hotels, guesthauses, resturants and meeting facilities)

Shelters, tents, sleeping bags available

Camping places and places for rest partly organized

Variety of walking, hiking, horse riding and biking trails

Few market places with specific local products

Few typical events

Very good ICT support with WIFI and mobile phones to rent

APA web site and tourism maps of PAs

Reasonable AWD car park

MAIN TOURISM RELATED STAKEHOLDERS IN PAS IN GEORGIA

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• GUESTHOUSE OWNERS

• TOURISM FACILITIES (ACCOMMODATION, F&B,..)OWNERS

• GUIDES AND HORSE OWNERS

• TOUR OPERATORS / TRAVEL AGENCIES

• TOURIST INFORMATION CENTRES

• CULTURAL ORGANISATIONS (MUSEUMS, GALLERIES, ART SHOPS, ETC.)

• MONASTERIES

• GUIDE ASSOCIATIONS

• ASSOCIATIONS OF PA FRIENDS

•TOURISM/CULTURE RELATED ASSOCIATIONS

LOCAL POPULATION •

LOCAL MUNICIPALITIES •

SPORT NATIONAL AND INTERNATIONAL •FEDERATIONS AND CLUBS

LOCAL, REGIONAL, NATIONAL NGOS •

LOCAL / REGIONAL UNIVERSITIES AND SCHOOLS, •EDUCATIONAL CENTRES

TOURISM RELATED PRIVATE COMPANIES •

(I.E. BORJOMI WATER, ETC.)

TBC BANK, CARTU BANK, PROCREDIT) BANKS •BANK, ETC.)

WWF, WB) INTERNATIONAL ORGANISATIONS •(UNWTO, UNDP, CNF, KFW, ETC.)

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MAIN ACHIEVEMENTS

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•More protected nature according to international standards

FAST AND EFFICIENTLY DEVELOPING SYSTEM OF PAS

•Nature well protected and managedAPA & PAS ARE COMMITTED TO NATURE CONSERVATION MANAGEMENT AND

NATURE PROMOTION

•Well staffed and trained HR for basicactivites in PAs

SATISFYING HR SITUATION IN PAS REGARDING THE BASIC MISSION

•Available stable financing basic activitesof PAs

SATISFYING MAIN FINANCIAL SOURCES FOR PAS ACTIVITES REGARDING

THE BASIC MISSION

•Good conditions for work and tourismsupport

MAINLY NEW AND SPATIOUS ADMINISTRATION & VISITORS BUILDINGS

PAS

•Basis for cooperation with stakeholdersestablished

IDENTIFIED MAIN STAKEHOLDERS OF PAS IN RESPECT TO TOURISM

DEVELOPMENT

MAIN CHALLENGES - 1

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Not fully utilized administration and visitors

buildings• LACK OF/POOR TOURISM SERVICES; WORSE ECONOMICS OF PAs

No HR for development, management & marketing

of tourism• LOW REVENUES FROM TOURISM IN PAS

Low interest, knowledge and experiences of PAs

staff for tourism

• LACK OF/POOR TOURISM SERVICES; HIGHER DISSATISFACTION OF VISITORS

Not enough efficient trainings & education

• POOR/BAD KNOWLEDGE OF PAS IN GEORGIA AND PAS AND GOOD PRACTICES IN FOREIGN COUNTRIES

Centralized system of PAs to APA

• LACK OF INNITIATIVES AND ENTREPRENEURSHIP OF PAS MANAGEMENT & STAFF

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MAIN CHALLENGES - 2

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No destination tourism management &

cooperation – DMOs

• NO DESTINATION TOURISM DEVELOPMENT AND MARKETING STRATEGYWITH EFFICIENT SYNERGY AND ACTION

Weak cooperation of PAs with stakeholders related

to tourism in the area

• LACK OF/POOR TOURISM PRODUCTS AND SERVICES RELATED TO PAS AND NEIGHBOURHOOD

No clear, uniform and efficient concession or

franchise system to „lease-rent“ PAs tourism infrastructure to private

sector

• POOR MANAGEMENT, POOR SERVICES AND CLOSED TOURISM FACILITIES THAT PAS OWE

Not enough coordinated promotion and marketing with GNTA, airports, borders

crossing points

• NOT ENOUGH EFFICIENT IMAGE BUILDING, PROMOTION AND MARKETING OF PAS IN JOINT ACTIONS

TOURISM TRENDS AND PRINCIPLES IN PROTECTED AREAS

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TOURISM TRENDS IN PROTECTED AREAS – I.

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Tourists seek authentic experiences

The average level of formal educational is rising globally

People are living longer

There are differences between the interests of men & women

People are travelling longdistances for real attractions

PROTECTING OR RESTORING A COMMUNITY’S OR AREGION’S CULTURAL AND NATURAL HERITAGE –NO TURISTIFICATION!

APPRECIATIVE ACTIVITIES IN PAS, SEEKING LIFE-ENRICHING TRAVEL EXPERIENCE, INVOLVINGLEARNING-WHILE-TRAVELLING,¸AND GENERALLYIN LEARNING ACTIVITIES - WILDLIFE VIEWING,ATTENDING FESTIVALS, CULTURE AND NATURESTUDY

ELDERLY PEOPLE MAINTAIN, OR EVEN EXTEND,THEIR INTEREST IN WALKING, NATURE STUDY,FLY-FISHING OR WILDLIFE OBSERVATION; BETTERACCESSIBILITY; MORE DISPOSABLE INCOME ANDWILLING TO PAY FOR HIGHER LEVELS OFINTERPRETATION, GUIDING AND OTHER SERVICES

MEN TEND TO BE MORE INTERESTED IN PHYSICALCHALLENGING ACTIVITIES, AND WOMEN TEND TOBE INTERESTED IN MORE APPRECIATIVEACTIVITIES, SUCH AS NATURE AND CULTURESTUDIES AND ECOTOURISM

MORE DEMAND FOR TRAVEL IN PAS

TOURISM TRENDS IN PROTECTED AREAS – II.

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Changes in the distribution of leisure time

Importance of service quality

Visitors want to get involved andbeing a part of the communities they visit

Rising incomes

Internet

Security and safety expectation of visitors

Adopting “green consumer” life styles

MORE BUT SHORTER TRIPS PER YEAR; ADAPTATION OF PRODUCTSAND SERVICES TO TOURISTS WITH LIMITED TIME WITH HIGHERQUALITY, AND SPECIALIZED RECREATIONOPPORTUNITIES

VISITORS EXPECT GUIDES TO BE KNOWLEDGEABLE AND GOODCOMMUNICATORS, MORE INTERPRETATIVE MATERIALS (BOOKS,BROCHURES, MAPS, DISPLAY DESKS AND INFO E-POINTS)

RESTORATION OF COMMUNITY LIFE, HABITS, TRADITION, EVENTS…

FURTHER INCREASE IN RECREATION PRESSURES UPON ALLPROTECTED AREAS, EVEN REMOTE ONES, AND OF DEMAND FORHIGHER QUALITY SERVICE

INCREASED DEMAND FOR TRIPS TO A WIDER VARIETY OFLOCATIONS; PROVIDE CURRENT, SOPHISTICATED INFORMATIONDIRECTLY TO VISITORS, AT VERY LOW COST

A NEED FOR EXPLAINATION OF THE LOCAL SITUATION TOPOTENTIAL VISITORS, AND RESPOND TO VISITOR SAFETY DEMANDS

PEOPLE ARE INCREASINGLY AWARE OF THE NEED FOR LOW IMPACTTOURISM WHICH DOES NOT HARM THE ENVIRONMENT AND CAN BEOFFERED BY PROTECTED AREAS

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ECOTOURISM IN PROTECTED AREAS

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ECOTOURISM

FORM OF TOURISM THAT FOSTERS LEARNING EXPERIENCES AND APPROPRIATION OF THE NATURAL ENVIRONMENT, OR SOME COMPONENTS THEREOF, WITHIN ITS ASSOCIATED CULTURAL CONTEXT. IT HAS THE APPEARANCE OF BEING ENVIRONMENTALLY AND SOCIO-CULTURALLY SUSTAINABLE, IN LINE WITH BEST PRACTICE THRESHOLDS, AND PREFERABLY IN A WAY THAT ENHANCES THE NATURAL AND CULTURAL RESOURCE BASE OF THE DESTINATION AND PROMOTES THE VIABILITY OF THE OPERATION

RESPONSIBLE TRAVEL TO NATURE AREAS THAT CONSERVES THE ENVIRONMENT AND SUSTAINS THE WELL-BEING OF LOCAL PEOPLE

ECOTOURISM IN PROTECTED AREAS

THREE PILARS OF

ECOTOURISM

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ENVIRONMENTAL AND SOCIO-CULTURAL COMPATIBILITY

WITH INVOLVEMENT OF LOCAL PEOPLE IN TOURISM RELATED DECISIONS IN CONSERVATION AND ECONOMIC PLANNING AND

OPERATIONS

CREATION OF ECONOMIC BENEFITS FOR NATURE

CONSERVATION AND FOR WELL-BEING OF LOCAL PEOPLE

PROMOTION OF ENVIRONMENTAL AWARENESS

AND ACCEPTANCE OF NATURE CONSERVATION AS A TOOL FOR SUSTAINABLE DEVELOPMENT,

RESOURCE USE AND LAND MANAGEMENT

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ADVENTURE TOURISM – I.

SELF DISCOVERY, AUTHENTIC EXPERIENCE

WITH A DESIRE TO GO BACK TO ORIGINS,

BASICS TO EXPERIENCE A REAL THING

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THREE CATEGORIES

OF

ADVENDUTRE TOURISM

PHYSICAL ACTIVITIES

IN A DESTINATION

NATURE TOURISM –ECOTOURISM EXPERIENCES

CULTURAL TOURISM

EXPERIENCES

HARD ADVENTURE TOURISTS

ARE LOOKING FOR MORE PHYSICAL ACTIVITES

SOFT ADVENTURE TOURISTS ARE LOOKING FOR CULINARY EXPERIENCES, AGRITOURISM, ARCHEOLOGICAL SITES AND

WILDLIFE EXPERIENCE

ADVENTURE TOURISM – II.

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ADVENTURE TOURIST

CONTRIBUTE SUBSTANTIALLY TOLOCAL ECONOMIES – COMMUNITIES:

65% OF THEIR EXPENDITURES IS

DONE IN DESTINATIONS

(PACKAGE TOURISTS ONLY 15%) ADVENTURE

TOURISM SUPPORT SIGNIFICANTLY

COMMUNITY BASED TOURISM –

ECOTOURISM

ADVENTURE TOURISTS ARE

USUALLY THE FIRST RETOURNING BACK TO DESTINATIONS

AFTER CRISIS, ACCIDENTS,

CATASTROPHES

ADVENTURE TOURISTS AS WELL AS ECOTOURISTS ARE THE BEST

ADVOCATES AND DEFENDERS OF DESTINATIONS, CULTURE AND

NATURAL ENVIRONMENT

THE MARKET POTENTIAL OF ADVENTURE

TOURISM IN EUROPE AND USA AMOUNTS

TO 89 BILLION $ WITH HIGHEST

GROWTH RATES -17% PER YEAR

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GUIDING TOURISM PRINCIPLES IN PROTECTED AREAS

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Matrix of tourism compatibility and profiles of ecotourists according to category and management purpose of protected areas.

IUCN category

Short description Tourism as objective 1)

Ecotourist profile 2)

Hard Soft Mixed

I. Strict nature reserve&wilderness:

I.a Strict nature reserve - - - -

I.b Wilderness area 2 yes - -

II.. National park 1 yes yes -

III. Natural monument 1 yes yes -

IV. Habitats managed area 3 yes yes -

V. Protected landscape 1 - yes yes

VI. Managed resource protected area 3 - yes - 1. Type of objective for specific category of protected area (scientific, education, protection, sustainable use,

maintenance of cultural attributes and tourism & recreation): 1 – primary objective; 2 – Secondary objective; 3 – Potentially applicable objective; - not applicable

2. Ecotourist profiles: Hard ecotourists; Soft ecotourist; Mixed structured ecotourists;

BASIC CHARACTERISTICS OF TOURISM IN PROTECTED AREAS IN GEORGIA

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TURIST VISITS TO PROTECTED AREAS IN GEORGIA– I.

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ACCORDING TO APA STATISTICS OF VISITS TO PAS IN 2013 WERE

350.642 VISITORS

29% WERE FROM ABROAD

MAIN SEASON IS FROM MAY TILL OCTOBER WHEN 81% OF

ALL VISITS ARE REALIZED

IN THE YEARS FROM 2010 TO 2013 INCREASE OF TOTAL

VISITORS TO ALL PAS IN GEORGIA MORE THAN 3 TIMES AND FOR FOREIGN VISITORS

NEARLY 5 TIMES

7 SELECTED PAS REPRESENT 75% OF ALL VISITORS TO PAS IN

GEORGIA

(53% OF ALL PAS SURFACE)

INCREASE OF VISITORS TO THESE PAS WAS EVEN HIGHER: MORE THAN 3 TIMES IN TOTAL AND MORE THAN 6

TIMES FOR FOREIGN VISITORS

APA AND INDIVIDUAL PROTECTED AREAS IN GEORGIA HAVE MADE

IMPRESSIVE DEVELOPMENT

OF INFRASTRUCTURE, SERVICES AND ALSO

PROMOTION OF PROTECTED AREAS OIN

LAST 10 YEARS. THIS LED TO GREAT INCREASE OF

VISITATION TO PAS

TURIST VISITS TO PROTECTED AREAS IN GEORGIA-II.

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Number of visitors to protected areas in Georgia from 2007 till 2013

Total Foreign Total Foreign Total Foreign

Mtirala - - 15.350 889 16.358 4.098

Imereti caves - - 23.438 322 145.375 33.485

Borjomi-Kharagauli 3.714 1.851 15.472 4.313 42.490 15.999

Javakheti - - - - 1.000 100

Tbilisi - - 8.950 - 20.215 1.070

Tusheti 900 - 6.185 3.011 7.663 4.577

Lagodekhi - - 15.117 1.858 32.318 5.322

Total 4.614 1.851 84.512 10.393 265.419 64.651

GEORGIA total 7.714 2.151 126.509 21.294 350.642 101.642

Source: APA - Agency for protected areas

20132007 2010

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TURIST VISITS TO PROTECTED AREAS IN GEORGIA-III

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Visitors in 7 project assessed protected areas in Georgia in 2013

No. Name of PAVisitors

total

Foreign

visitorsCuntry 1 Country 2 Country 3 Country 4

Domestic

visitors

1. Mtirala 16.358 4.098 Ukraine Poland Russia Azerbaijan 12.260

2. Imereti caves 145.375 33.485 Ukraine Israel Poland Russia 111.890

3. Borjomi-Kharagauli 42.490 15.999 Israel Poland Germany Baltic countries 26.491

4. Javakheti 1.000 100 Belgium Ukraine Poland Baltic countries 900

5. Tbilisi 20.215 1.070 19.145

6. Tusheti 7.663 4.577 Israel Poland Germany Czech republic 3.086

7. Lagodekhi 32.318 5.322 Germany Poland Azerbaijan 26.996

Total 265.419 64.651 200.768

Georgia total 350.642 101.642 Israel Azerbaijan Ukraine Russia 249.000

TURISM ECONOMICS IN PROTECTED AREAS IN GEORGIA

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TOURISM ACTIVITIES CONTRIBUTED TO OVERALL BUDGET OF APA AND PAS

IN 2012 ALREADY 6%

MAINLY WITH ENTRANCE FEES IN IMERETI CAVES, OFFERING MODEST ACCOMMODATION, RENTING TENTS, SLEEPING BAGS AND SOME OTHER

SMALL EQUIPMENT, GUIDING TOURS, CONCESSION FEES, ETC.

NO ANALYSIS AND ESTIMATIONS HOW MUCH

VISITS TO PAS CONTRIBUTE TO LOCAL

ECONOMIES

AND LOCAL POPULATION WHERE INFRASTRUCTURE AND SERVICES

WERE DEVELOPED

BASED ON OUR OBSERVATION DURING FIELD VISITS THESE

ECONOMIC EFFECTS ON LOCAL ECONOMY SURPASS

THOSE TO PAS

WITH OFFERING THE FOLLOWING SERVICES: ACCOMMODATION, FOOD &

BEVERAGE, SHOPS, TRANSPORT, GUIDING, TRADITIONAL CRAFTS,

AGRICULTURE, ETC

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INTENSITY OF VISITATION TO PROTECTED AREAS

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No. Name of PAVisitors total

Open

months

Visitors

August

Visitors/day/

open months

Visitors/day

August

1. Mtirala 16.358 12 3.263 45 105

2. Imereti caves 145.375 12 23.578 404 761

3. Borjomi-Kharagauli 42.490 12 9.054 118 292

4. Javakheti 1.000 8 500 4 16

5. Tbilisi 20.215 12 5.254 56 169

6. Tusheti 7.663 4 3.167 64 102

7. Lagodekhi 32.318 12 6.092 90 197

Total 265.419 10,3 50.908 860 1.642

Georgia total 350.642 12 61.391 974 1.980

On average, there are 4 visitors on 1000 hectares ( 4 per 10 km2) of all protectedareas in Georgia per day in the most visited month – August;

Imereti caves register the highest intensity of visitors per day in August but the figures are still bellow acceptable treshold.

SATISFACTION/DISSATISFACTION OF VISITORS OF7 PROTECTED AREAS

30

No. Name of PA Satisfaction 1 Satisfaction 2 Satisfaction 3 Disatisfaction 1 Disatisfaction 2 Disatisfaction 3

1. Mtirala

Short distance from

Batumi and good

alternative to escape in

rainy days

Nice restaurantNew established zip

l ine

Road condi tion,

sometimes overcrowded

with tourists and no

parki ng place

Guide sevice Few walking trails

2. Imereti cavesDistinguished

landscape Good location No scheduled tours Guide service Catering service

3. Borjomi-Kharagauli Biodiversi ty Trails Landscapes No cateri ng service Proper cottage/hotel Tra il marking

4. Javakheti Birds Lakes

New destination for

domestic vi sitors and

wel l matched with

Vardzia

Services (guesthouse,

cateri ng)No informaiton Language problem

5. TbilisiShort distance from

Tbil is iPanoramas Untouched nature No infrustructure No informaiton

6. Tusheti Nature Hospitality Unique architecture Water problemTrai ls are not marked

properly

Information boards

and waste

7. Lagodekhi Hiking to vis it waterfal l Biodavers ityInfrustructure,

especial ly catteri ng

Informaiton, s ign

boardsWaste

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MAIN ACHIEVEMENTS

31

• PAs are improving image, becoming visitors friendly offering basic services

INCREASING INVESTMENT IN TOURISM FACILITIES AND SERVICES IN PAS

• Increasing financial sustainability of APA and PAsSIGNIFICANT INCREASE OF VISITATION TO

PAS AND REVENUE GENERATION

• More local entrepreneurs, suppliers and increase of revenues and level of living of local population

PAS HAVE SIGNIFICANT EFFECT ON ECONOMIC AND SOCIAL DEVELOPMENT OF LOCAL

ECONOMIES AND POPULATION

• Increasing visitation to PAs in Georgia and improving image

RESULTS OF PROMOTION OF GEORGIAN PAS ON TOURIST MARKETS BRING RESULTS

• Negative effects of visitation to PAs under controlVISITATION TO PAS STILL WITHIN THE LIMITS OF ACCEPTABILITY AND CARRYING

CAPACITIES

MAIN CHALLENGES

32

Access to PAs: signalization on main roads; bad road to PAs, no

organized transport to PAs, available parking space

• HIGHER DISSATISFACTION OF VISITORS, LESS VISITORS, MORE DAMAGE TO THE NATURE

Trails in PAs not or not properlymarked; Lack of nature

interpretaion boards• HIGHER DISSATISFACTION OF VISITORS; MORE AD HOC SHORTCUT TRAILS IN THE NATURE

Visitors services missing or lowquality: accommodation, catering,

guiding• HIGHER DISSATISFACTION OF VISITORS; LESS VISITORS, LESS REVENUES

Waste management •MORE DAMAGE TO THE NATURE

No standardized statisticalsystem of quantitative andqualitative measurement of

visitation to PAs

• NUMBER OF VISITS TO PAS IN GEORGIA IS SIGNIFICANTLY UNDERESTIMATED. NO RELIABLE VISITORS SURVEY.

No breakthrough to Europeanmarket

•LOWER AWARENESS/VISITATION OF PAS AND TOURISM OF GEORGIA FROM EUROPE

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SWOT ANALYSIS OF PROTECTED AREAS IN GEORGIA

33

1. TRANSPORT / ACCESSIBILITY

2. NATURAL & CULTURAL ASSETS

3. INFRASTRUCTURE

4. TOURISM DEVELOPMENT

5. COOPERATION

STRENGTH

OPPORTUNITIES

WEAKNESSES

THREATS

SWOT ANALYSIS OF PAS IN GEORGIA –1. TRANSPORT

34

STRENGTH

• GOOD LOCATION, CROSSROAD OF THREE COUNTRIES

• MAINLY ALL NPS ARE CLOSE TO THE MAIN ROAD

• MAINLY ALL NP ARE CLOSE TO THE AIRPORTS (TBILISI, KUTAISI, BATUMI)

• COMBINATION OF CAUCASUS AND THE BLACK SEA

• GREAT SILK ROAD PASSED SEVERAL REGIONS IN GEORGIA CONNECTED TO THE NP AREA

• MAINLY EASY ACCESS TO THE PARK ENTRANCES (EXCEPT MTIRALA NP AND TUSHETI PA)

• EASY ACCESS FROM CITIES

(TBILISI, BATUMI AND KUTAISI)

WEAKNESSES

• BAD ROAD CONDITIONS TO MTIRALA NP AND TUSHETI PA

• LACK OF PARKING PLACES

• BAD ROAD SIGNING SYSTEM FOR PAS

• NO PUBLIC TRANSPORT TO THE PAS

• VERY POOR ACCESSIBILITY FOR DISABLED PEOPLE

OPPORTUNITIES

• RENOVATION OF ROADS TO THE PAS

• LAUNCH OF RAILWAY CONNECTING GEORGIA AND TURKEY

• DEVELOPMENT OF PUBLIC TRANSPORT TO THE PAS

• DEVELOPMENT OF ACCESSIBILITY FOR DISABLED PEOPLE (FOR WHEELCHAIR USERS, ELDERLY, BABY STROLLERS,ETC.)

• GOOD MAINTENANCE OF THE ROADS WITHIN PAS

THREATS

• SAFETY IN PAS, ROADS IN DIFFERENT SEASONS

TRANSPORT / ACCESSIBILITY

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OPPORTUNITIES & THREATS IN PAS IN GEORGIA

35

SWOT ANALYSIS OF PAS IN GEORGIA –2. NATURAL & CULTURAL ASSETS

STRENGTH

• PICTURESQUE, WILD / UNTOUCHED NATURE

• DISTINGUISHED LANDSCAPE (CANYONS, VOLCANIC LAKES, PLATEAUS, RIVERS, ARCHITECTURE AND TRADITIONAL BUILDINGS, ETC.)

• GREAT BIODIVERSITY, ESPECIALLY FOR MIGRATORY BIRDS AND ENDEMIC FLOWERS

• CLEAN ENVIRONMENT

• MILD CLIMATE (EXCEPT VASHLOVANI DURING SUMMER PERIOD WHEN IT IS VERY HOT)

• COOL PLACES IN PAS IN SUMMER

WEAKNESSES

• SEASONALITY; LIMITED SEASON (MAINLY FROM MAY TILL OCTOBER)

• DEGRADATION OF TRADITIONAL ARCHITECTURE

• POOR WASTE MANAGEMENT IN PAS

OPPORTUNITIES

• IMPROVEMENT OF THE MONITORING SYSTEM

• SUSTAINABLE MANAGEMENT OF ENVIRONMENTAL IMPACTS

• POTENTIAL RESOURCES IN PAS FOR TOURISM AND RECREATION DEVELOPMENT

THREATS

• DEGRADATION OF NATURAL & CULTURAL ASSETS DUE TO EXCESSIVE USE

• NO OR POOR IMPLEMENTATION OF ZONING IN PAS

• INVASIVE ALIEN SPECIES

• NOT SUFFICIENT MONITORING SYSTEM

NATURAL & CULTURAL ASSETS

36

SWOT ANALYSIS OF PAS IN GEORGIA –3. INFRASTRUCTURE

STRENGTH

• GOOD INFRASTRUCTURE OF VISITORS CENTER (MAINLY WITH PARK PRESENTATIONS, CONFERENCE ROOMS AND ADMINISTRATION OFFICES)

• MAINLY GOOD INFRASTRUCTURE OF SHELTERS AND CAMPING SITES

WEAKNESSES

• VISITOR CENTERS AND PAS ADMINISTRATION BUILDINGS ARE NOT FULLY UTILIZED

• WATER AND ELECTRICITY SUPPLY CHALLENGES IN SOME PAS

• POOR OR NO INFRASTRUCTURE FOR DISABLED PERSONS

• LACK OF FIRST AID SERVICE

• NO SIGN BOARDS

• NO OR LACK OF RESTROOMS

• NO VISITOR CENTER AND PROPER ADMINISTRATION BUILDING FOR TBILISI NP

OPPORTUNITIES

• SOLAR SYSTEM INSTALLATION ON OLD AND NEW INFRASTRUCTURE

• ADDITIONAL SIGNS OR INTERPRETATION DESKS INSTALLATION IN DIFFERENT LANGUAGES

• DEVELOPMENT OF RECREATIONAL FACILITIES

• DEVELOPMENT OF BIKE RENTAL SITES

• INVOLVEMENT OF LOCAL PEOPLE IN TOURISM INFRASTRUCTURE REHABILITATION PROCESSES

THREATS

• LACK OF RESOURCES FOR MAINTENANCE

• SAFETY STANDARDS IMPLEMENTATION FOR SPORT/ ADVENTURE ACTIVITIES

INFRASTRUCTURE

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37

SWOT ANALYSIS OF PAS IN GEORGIA –4. TOURISM DEVELOPMENT

STRENGTH

• DEVELOPED HIKING AND HORSEBACK RIDING TRAILS

• DEVELOPED SOME TOURIST PRODUCTS IN PAS

WEAKNESSES

• VERY POOR OR NO SIGNALIZATION

• LACK OF PROMOTIONAL MATERIAL AND TOURIST PRODUCTS FOR SALE

• NO SCHEDULED TOURS

• LACK OF ANIMATION AND INTERPRETATION OF SITES

NOT DIVERSIFIED TOURISM PRODUCTS

• LIMITED PLACES TO REST, PICNICS, OVERNIGHT IN PAS

• LIMITED KNOWLEDGE OF FOREIGN LANGUAGES IN VISITORS CENTERS

OPPORTUNITIES

• SPECIALIZATION OF TOURISM DEVELOPMENT IN DIFFERENT PAS

• DEVELOPMENT OF COMPLEX TOURISM RECRATIONAL TRAILS, PRODUCT AND SERVICES

• BRAND DEVELOPMENT OF PAS AND MARKETING CAMPAIGNS; POSITIONING

• DEVELOPMENT OF QUALITY LABELS & ECO LABELS: STANDARDS DEVELOPMENT

• VISITOR STATISTICS AND GUEST ANALYSES FOR IMPROVEMENT SERVICES AND MARKETING

THREATS

• LACK OF TOURISM AWARENESS

• LACK OF ENTREPRENEURSHIP IN TOURISM

• OVERCROWDED AREAS DUE TO LACK OF VISITOR MONITORING

• ILLEGAL LOGGING

• ILLEGAL HUNTING

• NON-SUSTAINABLE FISHING

TOURISM DEVELOPMENT

38

SWOT ANALYSIS OF PAS IN GEORGIA –5. COOPERATION

STRENGTH

• HOSPITABLE PEOPLE WITH INTERESTING ORGANIC FARMING

•LOCAL POPULATION AROUND PAS HAVE POSITIVE ATTITUDE TO TOURISM DEVELOPMENT

•INTERNATIONAL FUNDS ARE INTERESTED TO CONTRIBUTE TO THE REGIONAL DEVELOPMENT

WEAKNESSES• LACK OF HUMAN RESOURCES (TOURIST GUIDES, MARKETING, TOURIST SPECIALISTS, ETC.)

• HIGH FLUCTUATION OF PA PERSONNEL

• LACK OF MARKETING SKILLS

• CENTRALIZED MANAGEMENT (REGIONAL ADMINISTRATORS ARE LIMITED WITH RESOURCES AND DECISION MAKING)

• SPONTANEOUS INVOLVEMENT OF LOCAL POPULATION IN PAS • • LACK OF PRODUCTION TRADITIONAL PRODUCT, SOUVENIRS – LINKAGE WITH USP

• LOW EXCHANGE OF BEST PRACTICES AMONG PAS AND ABROAD

OPPORTUNITIES

• DECENTRALIZATION OF MANAGEMENT IN PAS

• DEVELOPMENT OF CONNECTING TRAILS AMONG PAS IN GEORGIA

• CROSS-BORDER COOPERATION WITH PAS IN NEIGHBOURING CAUCASUS COUNTRIES

• DEVELOPMENT OF CONCESSION AND FRANCHISE POLICY FOR PAS

• DEVELOPMENT OF PPP IN JOINT INVESTMENT

• COOPERATION WITH LOCAL ECONOMIES • COOPERATION WITH ECOTOURISM ORGANIZATIONS FOR DEVELOPMENT OF “GREEN WAYS”; DEVELOPMENT OF FRIEND OF PAS ASSOCIATIONS

THREATS• WASTE MANAGEMENT CHALLENGES

• CONFLICTS BETWEEN LOCAL POPULATIONAND VISITORS DUE TO LOW SENSIBILITY AND RESPECT TOWARDS LOCAL TRADITIONS

• MIGRATION OF THE POPULATION

• THE PASSIVE ATTITUDE OF LOCAL POPULATION AND LITTLE INTEREST TOWARDS THE TOURISM DEVELOPMENT IN SOME REGIONS

• ECOLOGICAL DAMAGE DUE TO LACK OF COOPERATION IN DEVELOPMENT PLANNING

COOPERATION

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SWOT FOR SURROUNDING AREAS OF PAS IN GEORGIA

39

STRENGTH

• AIRPORTS (TBILISI, KUTAISI AND BATUMI) ARE CLOSE TO TOURIST DESTINATIONS AND PAS

• UNESCO HERITAGE SITES CLOSE TO THE PAS

• RICH AND DIVERSE CULTURAL HERITAGE, CRAFTS TRADITION

• NEW INVESTMENTS IN SEVERAL REGIONS

• STRONG BRAND OF WINE TOURISM PRODUCTS

• DIVERSITY OF TOURISM OFFERS

• GOOD COOPERATION WITH INTERNATIONAL TO/TA

• GOOD COOPERATION WITH INTERNATIONAL

ORGANIZATIONS

WEAKNESSES

• POOR CONDITIONS OF SOME REGIONAL /LOCAL ROADS

• LACK OF ROAD & TOURISM SIGNALIZATION

• POOR PUBLIC TRANSPORT SERVICE

• POOR WASTE MANAGEMENT AND MONITORING SYSTEM

• LACK OF TOURISM INFRST AND QUALITY STANDARDS

• LACK OF TOURISM SKILLED PROFESSIONALS, LIMITED PROFICIENCY IN FOREIGN LANGUAGES

• LACK OF TOURIST MARKETING AND PROMOTION

LOW INTEGRATION OF LOCAL POPULATION & NGOs IN TOURISM DEVELOPMENT

OPPORTUNITIES

• DEVELOPMENT OF RAILWAY CONNECTING

GEORGIA AND TURKEY

• INTEGRATION OF CULTURE IN TOURISM AND EXPERIENCE ECONOMY

• IMPROVEMENT OF IMAGE OF GEORGIA AS TOURIST DESTINATION

• STRENGTHEN THE MANAGEMENT OF SMES

• OFFERING VOCATIONAL EDUCATION AND TRAININGS WITHIN COMMUNITIES

• INTERNATIONAL INVESTORS ATTRACTION

THREATS

• DEGRADATION OF NATURAL & CULTURAL ASSETS DUE TO

LACK OF APPROPRIATE POLICY

• LACK OF SUSTAIN SITES MANAGEMENT

• LACK OF TOURISM AWARENESS

• POLITICAL INSTABILITY IN THE REGION AND BROADER AREA

• MIGRATION OF THE POPULATION

• THE PASSIVE ATTITUDE OF LOCAL POPULATION AND LITTLE INTEREST TOWARD THE TOURISM ECONOMY

PAs

BROADER AREA

MAIN STRENGTHS & WEAKNESSES

40

• TOURISM DEVELOPMENT IN PAS NOT SUPPORTED BY ORGANIZATION AND POLICY

• LACK OF PROFESSIONAL HOSPITALITY HR, TRAININGS AND STUDY VISITS

• LACK OF SIGN POSTING, PARKING AND ACCESS ROADS

• LACK OF COOPERATION WITH TOURISM STAKEHOLDERS AND ORGANIZATIONSON NATIONAL AND REGIONAL/LOCAL LEVEL

• LACK OF VISION AND STRATEGIC TARGETS OF PAS

• LACK OF UNIFORM MARKING SYSTEM AND PROMOTION/MARKETING OF PAS

• LACK OF QUALITY STANDARDS/BRANDS

• CENTRALIZED SYSTEM OF PAS DEVELOPMENT AND MANAGEMENT

• VERY RICH, UNTOUCHED NATURE, WILDERNESS, BIODIVERSITY, LANDSCAPES

• PAS ARE CLOSE TO MAIN ROADS, AIRPORTS AND BIGGER CITIES;

• PAS ACCESSIBLE NEARLY ALL YEAR;

• PAS HAVE GOOD ADMINISTRATIVE AND VISITORS‘ INFRASTRUCTURE

• ATTRACTIVE VISITORS TRAILS

• RESPECT OF INTERNATIONAL STANDARDS IN NATURE CONSERVATION

• STRONG COMMITMENT OF APA AND PAS ADMINISTRATION TO NATURE CONSERVATION AND MANAGEMENT

STRENGTHS

WEAKNESSES

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MAIN OPPORTUNITIES & THREATS

41

• NO CARRYING CAPACITIES ESTIMATIONS AND NEARLY NO MONITORING

• WASTE MANAGEMENT

• LACK OF SPATIAL PLANNING AND ZONING

• LACK OF PROTECTION OF CULTURAL HERITAGE AND CULTURAL LANDSCAPES

• REDUCTION OF FINANCIAL RESOURCE FROM INTERNATIONAL ORGANIZATIONS

• SECURITY AND SAFETY IN NARROW AND BROAD TERM

• DEGRADATION OF NATURE AND NATURAL CATASTROPHES

• FASTER DEVELOPMENT OF COMPETITORS IN NEIGHBOURING COUNTRIES

• INCREASING DEMAND AND ABOVE AVERAGE GROWTH RATES OF ECO AND ADVENTURE TOURISM

• CROSS BORDER AND JOINT CAUCASUS DEVELOPMENT OF PAS

• FAST DEVELOPING TOURISM AND INCREASING TOURISM IMAGE OF GEORGIA

• RICH CULTURE, CULTURAL HERITAGE, HISTORY AND TRADITION;

• INTEREST OF LOCAL COMMUNITIES AND PEOPLE FOR TOURISM DEVELOPMENT

• HOSPITALITY OF GEORGIANS

• USE OF ICT AND ENERGY RENEWABLE TECHNOLOGY

OPPORTUNITIES

THREATS

TURISM MARKET POTENTIAL FOR PROTECTED AREAS IN GEORGIA

42

03/11/2014

22

TURISM MARKET POTENTIAL FOR PROTECTED AREAS IN GEORGIA – FOREIGN MARKET

43

Tourists 38,29%

Excursionists

39,64%

Tranzit 22,06%

In 2013 Georgia registered 5.392.000

international arrivals:

On Tbilisi, Kutaisi and Batumi airports

landed 585.700 passengers

TURISM MARKET POTENTIAL FOR PROTECTED AREAS IN GEORGIA – DOMESTIC MARKET

44

SPENDING LEISURE TIME IN NATURE IS BECOMING A

TREND AMONG YOUNG GEORGIANS

ACCORDING TO SOME ESTIMATIONS MORE THAN 300.000 GEORGIANS LIVE IN DIASPORA

GEORGIA IS YOUNG COUNTRY – AVERAGE AGE IS 39 YEARS – MEN 36,6 YEARS

4.936.000 INHABITANTS LIVE IN GEORGIA BY ESTIMATION FOR 2013; HALF OF THIS POPULATION LIVES IN CITIES

DOMESTIC DEMAND IS VERY IMPORTANT FOR PROTECTED AREAS

03/11/2014

23

TURISM MARKET POTENTIAL FOR 7 PROTECTED AREAS IN GEORGIA

45

Market potential for 7 protected areas in Georgia in 2014

No. Name of PA

No of

inhabitants

in the area

No of

visitors in

the area

No of

visitors in

PA in 2013

TOTAL RANK

1. Mtirala 400.000 960.200 16.400 1.376.600 2

2. Imereti caves 200.600 193.200 145.400 539.200 3

3. Borjomi-Kharagauli 14.500 92.400 42.500 149.400 4

4. Javakheti 96.000 1.000 1.000 98.000 7

5. Tbilisi 1.500.000 1.050.000 20.200 2.570.200 1

6. Tusheti 29.800 86.100 7.700 123.600 5

7. Lagodekhi 50.000 35.000 32.300 117.300 6

Total 2.290.900 2.417.900 265.500 4.974.300

PROFILE OF EUROPEAN TOURISTS

46

EUROPEAN OUTBOUND MARKET ACCOUNTS NEARLY 600 MILLION INTERNATIONAL TRAVELS TO FOREIGN COUNTRIES; APPROXIMATELY 25% OUTSIDE EUROPE TO OTHER CONTINENTS

SEVEN IN TEN PEOPLE IN EUROPE WENT AWAY FOR AT LEAST ONE NIGHT IN 2013.

OF ALL WHO TRAVELLED HALF WERE AWAY FOR A PERIOD OF 4-13 NIGHTS. HALF WENT FOR A SHORTER PERIOD, WHILE A QUARTER TRAVELLED FOR TWO WEEKS OR MORE

NEARLY HALF PEOPLE STAYED IN PAID ACCOMMODATION WITH MORE THAN 20 GUESTS, WHILE A SIMILAR PROPORTION STAYED WITH FRIENDS OR RELATIVES

BOOKING THE VARIOUS PARTS OF A HOLIDAY SEPARATELY – INDIVIDUAL TOURS REMAINS MORE POPULAR AMONG EUROPEANS THAN A PACKAGE HOLIDAY

THE INTERNET IS BY FAR THE MOST COMMON WAY OF BOOKING A HOLIDAY, AND ITS USE FOR THIS PURPOSE IS STILL GROWING

A MAJORITY – 56% OF TRAVELLERS TAKE PERSONAL RECOMMENDATIONS INTO ACCOUNT WHEN PLANNING THEIR HOLIDAY

03/11/2014

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PROFILE OF EUROPEAN TOURISTS

47

Sun/beach was the most popular

reason for going on holiday in 2013

- 46% of respondents

30% say that nature

(landscapes, mountains, etc.)

was one of the main reasons they

went on holiday in 2013

A quarter of respondents - 25%

mention culture as one of their

main reasons for taking a holiday

Sports was a main reason for

holiday trip for 14% of Europeans

Main reasons among Europeans for going on

holiday in 2013

EUROPEAN TOURISTS – NATURE, CULTURE AND SPORTS AS MAIN REASON FOR TRAVEL – TOP 13 COUNTRIES (%)

48

03/11/2014

25

EUROPEAN TOURISTS - LOYALTY

49

46% HOLIDAY MAKERS SAY THAT THE NATURAL

FEATURES OF A HOLIDAY DESTINATION WOULD

PERSUADE THEM TO GO BACK FOR ANOTHER HOLIDAY

NATURAL FEATURES IS THE MOST IMPORTANT FOR

GOING BACK TO THE SAME DESTINATION BY

TRAVELLERS FROM CZECH REPUBLIC - 61%, THE

NETHERLANDS - 56% AND AUSTRIA - 51%.

TRAVELLERS WITH A HIGHER LEVEL OF EDUCATION ARE MORE LIKELY TO GO BACK

TO THE SAME DESTINATION FOR A HOLIDAY BECAUSE

OF ITS NATURAL FEATURES - 50%

THE QUALITY OF ACCOMMODATION IS THE NEXT MOST SIGNIFICANT FACTOR -33%, FOLLOWED BY

• CULTURAL AND HISTORICAL ATTRACTIONS - 30%,

• GENERAL LEVEL OF PRICES -26%,

• THE QUALITY OF THE ACTIVITIES OR SERVICES AVAILABLE - 24%

• AND HOW TOURISTS ARE WELCOMED - 23%

WOULD MAKE THEM GO BACK TO THE SAME PLACE

EUROPEAN TOURISTS -LOYALTY

50

Reasons for going back to

the same place for a

holiday by motifs and

selected countries (in %)

03/11/2014

26

MAIN MARKETS FOR PAS IN GEORGIA

51

VERY IMPORTANT DOMESTIC MARKET:

FAMILIES, YOUNG PEOPLE EXPLORING THE NATURE AND CULTURE, YOUNG PEOPLE LOOKING FOR ADVENTURES; SCHOOL

CHILDREN FOR EDUCATION; PEOPLE

LIVING IN BIGGER CITIES; GEORGIAN DIASPORA

INCREASING IMPORTANCE OF INTERNATIONAL

MARKET:

HARD AND SOFT ECOTOURISTS, HARD AND

SOFT ADVENTURE TOURISTS,

HOLIDAYMAKERS AT THE SEASIDE OR/AND IN THE

COUNTRY; CRUISE TOURISTS;

INTERNATIONAL BUSINESS VISITORS AND

INTERNATIONAL MISSIONS TO GEORGIA;

NICHE MARKETS (DOMESTIC AND INTERNATIONAL:

SCIENTISTS, RESEARCHERS,

TEACHERS, SPELEOLOGISTS,

PARTICIPANTS AT SPORTS EVENT & COMPETITIONS,

BIRD WATCHERS, …

TRADITIONAL INTERNATIONAL

MARKETS:

RUSSIA, TURKEY, AZERBAIJAN,

ARMENIA, ISRAEL

EU – EUROPEAN MARKETS:

ESPECIALLY NATURE & CULTURE

MORE ORIENTED COUNTRIES

OVERSEAS MARKETS:

USA, AUSTRALIA

MARKET POTENTIAL FOR

TOURISM DEVELOPMENT IN PAS IN GEORGIA

IS BIG

TOURISM PRODUCT DEVELOPMENT AND SPECIALIZATION IN PROTECTED AREAS IN GEORGIA

52

03/11/2014

27

MAIN MOTIFS FOR ECO AND ADVENTURE TOURISTTRAVEL

53

• Experiencing the peace and tranquillity of the natural environment

• Seeing wildlife in its natural habitat

• Being close to nature

• Escaping the urban environment

• Learning about the natural environment

• Absence of crowds

• Rest and relaxation

• Having new experience

• Being physically active

• Positive previous experience

• Reputation

• Self-discovery

• Going back to origins, basics

• Having exciting and adventurous experiences

• Meeting new people with similar interests

• Opportunity to be with friends and/or relatives

• Visiting as many ecotourism destinations as possible

• Being able to tell my friends about my experiences

PREFFERED ACTIVITIES DURING ECOTRIP

54

• National park visits

• Hiking/bushwalking

• Wildlife viewing

• Guided trail walks

• Historical sites/museums

• Birdwatching

• Nature photography

• Swimming

• Meeting local people

• Indigenous culture tours

• Scientific study

• Cycling

• Four-wheel driving

• Canyoning

• Rafting

• Kayaking

• Fishing

• Shopping

• Sunbathing on the beach

• Horseback riding

• Theme park visits

• Hunting

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SBU –STRATEGIC BUSINESS UNITS

55

SBU is guding principle for

development of a cluster of

tourism products/activites

that lead to satisfaction of

main motif when visiting a

certain tourism destination.

Respecting this principle lead

to tourism product

specialization, unique image

od tourism destination and

visitors satisfaction.

3

how the travel makes me feel

PLEASURE

slow down life, enjoy, lifestyle

wellness& SPA wine& culinary

FUN &

ENTERTAINMENT

have fun, feel ”in”

nightlife festivals

(experiencing) NATURE

back to nature, feel authentic

mountain tourism rural tourism lake/river tours

learn something new,,

feel intellectual

(exploring and learning) CULTURE&EDUCATION

country culture folklore monasteries

SPORT & ADVENTURE

feel the adrenalin,

experience the limit of your physical

strength

hiking biking skiing rafting

BUSINESS

be successful,

meet important

people

MAIN TOURIST EXPERIENCES by PAs

SBU

SBU

___ % on

___ % dv

___ %on

___ %dv

___ %on

___ %dv

___ % on

___ % dv

___ %on

___ %dv

___ %on

___ %dv

HEALTH

be healthy,

live long, be fit, look good

___ %on

___ %dv medical treatments dentists beauty surgeries

products/ activities

products/activitie

s

MICE

TOURISM PRODUCTS IN PROTECTED AREAS IN GEORGIA

56

EXISTING TOURST PRODUCTS IN PAs

• Walking and hiking tours •Horse riding tours•Picnic areas

•Bird watching

•Botanic tours

•Rural tours•Transit jeep tours

•Mountain biking tours

•Eco- educational programmes•Botanical tours•Bike tours

•Snow shoeing

•Canyoning

•Zip line•Boat tour (in Promethea cave)

03/11/2014

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POTENTIAL TURISM PRODUCTS IN PAS IN GEORGIA

57

NA

TU

RE

PR

OG

RA

MM

ES

• NATURE PROGRAMMES• Herbarium tours

• Sightseeing and photoplatforms Bee keeping tours

• Botanical tours• Wild life observation tours

• Tours involving elements of traditional land use systems

• Educational Trails

• Landscape photography• Farm tours including handy

crafts and product tasting • Best panoramic view tours• Experience shepherds life• Farm tourism products• Volunteer work camps

• Learning experience of traditional activities in PAs

• Learning experience-gastro courses in connection with nature

• Gardening & learning experience

SP

OR

T P

RO

GR

AM

MES

• SPORT PROGRAMMES• New hiking and biking trails

• New horseback riding trails• Jeep tours

• Trekking trails

• Sport fishing

• Cycle – touring

• Skating programmes

• Recreational zones with water bikes and boats

• Mountain biking

• Downhill trails• Family touring & adventure tours (bike parks)• Caving

• Swimming areas

• River tours

• Cross-country skiing, sledding I

NC

EN

TIV

E P

RO

GR

AM

MES

• INCENTIVE PROGRAMMES • Team building programmes• Meetings & Incentives programmes• Fairs & Events programmes

EV

EN

T P

RO

GR

AM

MES

• EVENT PROGRAMMES

• Annual Opening Festival• Friends of NP Festival• Annual art festival (art

demonstration and selling products)

• Market place• High-quality, locally-made

and branded products

• Open days of PAs• A day of PAs in Georgia• Cultural & ethnological

local events• Relegious events

IC

T &

SA

LES

• ICT & SALES

• Internet corners & cafes• Mobile phones to rent• Gps guides to rent• Audio guides to rent

• Videos• Postcards & stamps• Brochures• Guide books

• Typical product/souvenirs• Snaks and refreshing

drinks

MAIN MOTIFS/EXPECTED EXPERIENCES FOR VISITSOF 7 PROTECTED AREAS

58

No. Name of PA

Pleasure

Fun &

Entertain-

ment

Nature

experience

Culture &

Education

Sports &

AdventureHealth

Business -

MICETOTAL

1. Mtirala NP 65 10 25 100%

2. Imereti caves PA 20 70 10 100%

3. Borjomi-Kharagauli NP 75 10 15 100%

4. Javakheti NP 100 100%

5. Tbilisi NP 75 25 100%

6. Tusheti NP 75 15 10 100%

7. Lagodekhi NP 65 15 20 100%

Average 11 73 10 6 100%

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30

VISITORS MOTIVATIONFOR ARRIVALS IN 7 PAS IN 2013

59

VISITORS MOTIVATION FOR ARRIVALS IN 7 PAS IN 2013 AND 2020

60

03/11/2014

31

STRATEGIC PRODUCT DEVELOPMENT DIRECTION

61

TOURISM PRODUCTS AND SERVICES

SHOULD CONNECT PAS IN GEORGIA,

CROSS BORDER

PAS AND CAUCASUS

PRODUCTS AND SERVICES RELATED TO PAS CAN/SHOULD BE LINKED TO TOURISM OFFER IN THE DESTINATION (CULTURE, HISTORY, SUN&SEA, GASTRONOMY, MICE, …)

TOURISM PRODUCTS AND SERVICES RELATED TO PAS NEED QUALITY STANDARDS AND CERTIFICATION/LICENCING

PAS ARE NOT TO DEVELOP TOURISM INFRASTRUCTURE FACILITIES:HOTELS, RESTAURANTS, CONFERENCE CENTERS, SPORT CENTERS, WATER AND OTHER PARKS, ETC – THIS IS FOR PRIVATE BUSINESS

TOURISM PRODUCT SPECIALIZATION NEED TO RESPECT MARKET/DEMAND POTENTIAL AND COMPLEMENTARY SET OF ACTIVITES MATCHING VISITORS EXPECTED UNIQUE EXPERIENCE (SBU PRINCIPLE)

TOURISM PRODUCT DEVELOPMENT NEED FURTHER EXPANSION, DIVERSIFICATION AND SPECIALIZATION

SOME PROPOSALS FOR SHORT TERM ACTIONS – I.

Disposable resources and facilities , achieved results and increasing demand requires

actions to improve tourism exploitation in PAs:

62

• FORMATION OF HOSPITALITY DEPARTMENT IN APA with tasks:

• Tourism marketing plan development and realization

• Tourism product development and coordination

• Tourism facilities (accommodation, F&B, shops,..) of PAs management

• Tourism information, promotion and marketing (independently and with GNTA, TICs and DMOs)

• Sales promotion as ground operator – TO/TA for PAs

• Tourism/PAs related stakeholders and associations (Friends of PAs, Ecotourism,..) coordination

• CAPACITY BUILDING OF HOSPITALITY DEPARTMENT IN APA

• (trainings, study visits, twinning, mentoring - coaching)

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SOME PROPOSALS FOR SHORT TERM ACTIONS – II.

63

• STAFFING OF PAS ADMINISTRATION WITH TOURISM SPECIALISTS – PRODUCT, MARKETING, HOSPITALITY – GUEST RELATIONS, TOURIST GUIDES

•IMPROVED USE OF AVAILABLE SPACE IN ADMINISTRATITIVE AND VISITORS BUILDING FOR TOURISM/VISITORS PURPOSES

•SUPPORT TO DEVELOPMENT OF ASSOCIATION OF FRIENDS OF PAS – CLEAR MISSION, ROLE AND ACTIVITES

•SUPPORT AND COOPERATE WITH OTHER ASSOCIATIOS, DMOs, TICs, GNTA, APCH

• PREPARATION OF PROJECTS/ACTIVITIES FOCUSED ON WASTE MANAGEMENT, HYGIENIC STANDARDS, SIGN POSTING, INFORMATION AND MARKING SISTEM, BASIC COMFORT OF VISITORS, STAKEHOLDERS COOPERATION

• OPEN PA FOR INFORMATION, EDUCATZION AND VISITORS - INFORMATION BOOTHS, ACCESSES, DOORS

•CAPACITY BUILDING OF TOURISM STAFF IN PAS

•PREPARATION OF STEP BY STEP DECENTRALIZATION OF PAS MANAGEMENT – STARTING IN THE FIELD OF TOURISM

NEXT PROJECT STEPS

64

TOURISM DEVELOPMENT STRATEGY IN PAS IN GEORGIA WITH STRONG EMPHASIZE ON MARKETING

GUIDELINES FOR TOURISM DEVELOPMENT, INVESTMENT AND MANAGEMENT IN PAS IN GEORGIA

SAMPLE TOURISM DEVELOPMENT, INVESTMENT AND MANAGEMENT PLAN FOR IMERETI PA

03/11/2014

33

THANK YOU FOR YOUR ATTENTION AND CONTRIBUTION

We thank to APA team and PAs administration managers for their supportin organization of field visits, discussions and their contribution in gettingto know PAs, their work, results and problems. We appreciate very muchthe openess and hospitality of people we met and talked to.

We also thank international organizations and their representatives forsharing their knowledge and experiences.

Finally, we thank TJS for their support in logistic, organization and projectimplementation.

THANK YOU!

Project team:Janez Sirse, Team leader & Int‘l expertLela Khartishvili, National expertNina Pecoler, Assistant expert

65

DISCUSSION : QUESTIONS & ANSWERS

66