Tourism Master Plan for Borjomi Municipality April 2020 Prepared with the assistance from the United Nations Development Programme (UNDP), funded by the ENPARD programme of the European Union (EU). The information and views expressed are those of the authors and do not necessarily reflect those of UNDP and European Union. Neither the UNDP, the European Union institutions and bodies nor any person acting on their behalf may be held responsible for the use which may be made of the information contained therein. Tourism Master Plan for Borjomi Municipality ----------------------------------------------------------------------------------------------------------------------- TABLE OF CONTENT Table of Content ................................................................................................................................................. 2 Introductory Note ........................................................................................................................................... 1 PART A - Borjomi Now .................................................................................................................................. 2 Context – Favorable Tourism Trends In Georgia .............................................................................................. 3 Tourism In Borjomi: Well Positioned But Underutilized ................................................................................... 6 Overall Assessment of Tourism Systems ...................................................................................................... 28 Assessment of Tourism System ......................................................................................................................... 28 Assessment of Tourism Value Chain ................................................................................................................ 28 Overall Conclusion .......................................................................................................................................... 32 Part B - Borjomi In the Future ..................................................................................................................... 33 “Borjomi 2030” - Tourism Focus And Vision.................................................................................................. 34 Development Models For The Vision ............................................................................................................... 35 Existing Tourist Segments ................................................................................................................................ 38 Borjomi Cluster ................................................................................................................................................ 44 Bakuriani Cluster ............................................................................................................................................. 53 Visitation Goals And Targets ........................................................................................................................... 59 Marketing Goals And Opportunities ................................................................................................................ 61 A New Reality Brought By COVID19 Reality And Required Actions ............................................................... 65 Part C – Development Action Plan ............................................................................................................... 70 Development Programs .................................................................................................................................... 71 ....................................................................................................................................................................... 86 Part D – Monitoring And Evaluation Pla= ................................................................................................... 86 Monitoring and Evaluation Plan ...................................................................................................................... 87 Part E – Business Ideas ................................................................................................................................. 92 Business Ideas .................................................................................................................................................. 93 Part F – Involved Key Stakeholders And References .................................................................................. 97 List Of Involved Key Stakeholders ................................................................................................................... 98 References ...................................................................................................................................................... 101 Part G – Annexes ........................................................................................................................................ 102 Detailed CANVAS Business Models For Selected Business Ideas ................................................................. 103 2 Tourism Master Plan for Borjomi Municipality ----------------------------------------------------------------------------------------------------------------------- INTRODUCTORY NOTE This document has been prepared with the assistance from the EU financed and UNDP implemented project “Improving Rural Development in Georgia” (IRDG) which specifically targets Borjomi municipality, among total of eight municipalities. The objective of the document is to bring to broad consensus and coordination key stakeholders of the municipality on the long-term necessities and priorities of tourism sector development. Drafting of the document was carried out in the period from November 2019 through March 2020. The document was developed through broad participatory involvement of the key stakeholders of the municipality tourism sector, during which numerous face-to-face interviews, as well as strategic workshops were conducted, to reveal existing tourism resources, development potential as well as long-term vision for the future. Comprehensive desk research as well as exploration of the international benchmark resorts and touristic destination was carried out, which identified gaps and weaknesses in the tourism value chain. A long-term vision as well related quantitative objectives were established. Strategic marketing opportunities were identified. This document brings together important programs, implementation of which is important to achieve the established long-term vision. The document also collects business ideas, realization of which by private sector will enrich and diversify touristic offer and add more attraction to the municipality. This document is assumed to become a roadmap for implementation of various programs in the municipality, for the state-financed as well as for donor programs, and should also inspire entrepreneurs to carry out private initiatives. It should be noted that the basic document was prepared before the outbreak of COVID19 pandemic, however due to the pandemic, it became clear that a new reality emerged, which would significantly change baseline in the months to come. The current pandemic generates short-term strategic and urgent necessities as well short-term strategic opportunities for the tourism sector of the municipality, which require instant reaction from the stakeholders in order to maintain the competitiveness of the sector. Therefore, reflecting the possible impacts of the pandemic on tourism as well as outlining due actions to tackle it became necessary. There is one sub-section in this document dedicated to this topic (A New Reality Brought By COVID19 Reality And Required Actions). The corresponding urgent measures for the industry are provided in the action plan - 0. Rapid Response To Pandemic. Due to the event, the timeline for all other planned programs of the action plan were shifted by minimum one year. 1 Tourism Master Plan for Borjomi Municipality ----------------------------------------------------------------------------------------------------------------------- A PART A - BORJOMI NOW 2 Tourism Master Plan for Borjomi Municipality ----------------------------------------------------------------------------------------------------------------------- CONTEXT – FAVORABLE TOURISM TRENDS IN GEORGIA Borjomi is an inexplicable part of tourism in Georgia. Therefore, what happens in the tourism in Georgia hugely affects the volume and nature of tourism in the region. Georgia Is A Hot Tourist Spot In The Region Georgia has shown a remarkable path of tourism growth in the past while. The number of international visitors has been growing with two-digit numbers. In 2018 the total number of visitors in Georgia exceeded 8,7 mln people and 9,3 mln – in 2019. Evolution Of Number Of International Visitors In Georgia (Both Domestic And Foreign) 9,357,964 8,679,544 7,902,509 6,719,975 5,888,709 6,305,635 5,734,898 4,741,346 3,115,527 2011 2012 2013 2014 2015 2016 2017 2018 2019 Source: GNTA. During the past10 months of 2019 (January – October), the total number of visitors exceeded 8 mln (8,2 mln) people, of which about 4,4 mln people were tourist (who stayed overnight). This represents about 6,8 percent growth in number of visitors (year on year) 6,2 percent growth of tourist. Source Markets Change Dramatically Fast Georgia appeals