assessing and developing the eco- tourism potential...
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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
28
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
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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
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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
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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
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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 %)
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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
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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)
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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
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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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VISITORS MOTIVATIONFOR ARRIVALS IN 7 PAS IN 2013
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VISITORS MOTIVATION FOR ARRIVALS IN 7 PAS IN 2013 AND 2020
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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
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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
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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
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DISCUSSION : QUESTIONS & ANSWERS
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