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Tourism Development and Management Plan for Imereti Caves Protected Area

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Tourism Development and Management Plan for Imereti Caves Protected Area TOURISM DEVELOPMENT AND MANAGEMENT PLAN FOR IMERETI CAVES PROTECTED AREA Final Transboundary Joint Secretariat for the Southern Caucasus ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA Contract number: 2008.65.550 / 2013.11.001 Version: Final 12.01.2014 Issue/Version No.: Final Contract No.: 2008.65.550 / 2013.11.001 Date: 7.11.2014 Contact Information: Paula Ruiz Rodrigo Österreichische Bundesforste AG Consulting Pummergasse 10-12 3002 Purkersdorf Austria T: +43 2231 600 5570 F: +43 2231 600 5509 [email protected] www.oebfconsulting.at Authors: Janez Sirse / Lela Khartishvili Financed by: Transboundary Joint Secretariat ASSESSING AND DEVE LOPING THE ECO - TOURISM POTENTIAL OF THE PROTECTED AREAS I N G E O R G I A TOURISM STRATEGY - FINAL CONTENT CONTENT ........................................................................................................................ I ANNEXES ...................................................................................................................... III LIST OF FIGURES ........................................................................................................... IV LIST OF TABLES ..............................................................................................................V ACRONYMS AND ABBREVIATIONS ................................................................................... VII 1 INTRODUCTION .................................................................................................. 8 2 METHODOLOGY .................................................................................................. 9 3 PROFILE OF IMERETI CAVES PROTECTED AREA .................................................... 11 4 BASIC CHARACTERISTICS OF TOURISM IN IMERETI CAVES ................................... 15 4.1 TOURISM VISITS TO IMERETI CAVES .................................................................. 15 4.2 MAIN MARKETS AND PROFILE OF VISITORS TO IMERETI CAVES ............................. 17 5 SWOT AND VALUE CHAIN ANALYSIS OF IMERETI CAVES PROTECTED AREA ............. 21 5.1 SWOT – STRENGTH, WEAKNESSES, OPPORTUNITIES AND THREATS EVALUATION.... 21 5.2 VALUE CHAIN ANALYSIS OF TOURISM IN IMERETI CAVES ..................................... 25 6 TOURISM STAKEHOLDERS IN IMERETI CAVES PROTECTED AREA ........................... 27 7 TOURISM PRODUCTS AND POTENTIALS IN PAS .................................................... 29 8 TOURISM TRENDS AND GUIDING PRINCIPLES IN PROTECTED AREAS ..................... 31 8.1 KEY TOURISM TRENDS ...................................................................................... 31 8.2 TOURISM TRENDS IN PROTECTED AREAS ............................................................ 31 8.3 TOURISM GUIDING PRINCIPLES IN PAS AND KARST CAVES ................................... 33 9 MARKET POTENTIAL FOR IMERETI CAVES PROTECTED AREA .................................. 35 9.1 MARKET SEGMENTATION ................................................................................... 35 9.2 MARKET POTENTIAL FOR IMERETI CAVES ............................................................ 36 10 VISION AND OBJECTIVES OF TOURISM DEVELOPMENT IN IMERETI CAVES PA ......... 37 11 STRATEGIC PRODUCT DEVELOPMENT IN IMERETI CAVES PROTECTED AREA ............ 39 11.1 SBU – STRATEGIC BUSINESS UNIT PRINCIPLE AND TOURISM PRODUCT DEVELOPMENT IN IMERETI CAVES ...................................................................... 39 11.2 STRATEGIC TOURISM PRODUCT STRUCTURE IN IMERETI CAVES PA IN 2013 AND 2020 ............................................................................................................... 44 11.3 DEVELOPMENT AND INVESTMENT PROJECTS ....................................................... 46 11.4 HR – HUMAN RESOURCE, EDUCATION AND TRAININGS ........................................ 48 11.5 IMERETI CAVES PA BUDGET AND REVENES.......................................................... 50 11.6 PROMOTION AND MARKETING ............................................................................ 50 11.6.1 INFORMATION AND PROMOTION MATERIALS ....................................................... 51 11.6.2 PROMOTION, MARKETING AND SALES ................................................................. 52 11.7 ORGANIZATION OF PA’S MANAGEMENT AND STAKEHOLDERS’ COOPERATION .......... 54 11.8 QUALITY STANDARDS AND BRAND DEVELOPMENT ............................................... 55 11.9 REVENUE POLICY .............................................................................................. 56 11.10 SUSTAINABLE TOURISM POLICY ......................................................................... 60 11.11 SAFETY AND SECURITY ..................................................................................... 62 12 ACTION PLAN ................................................................................................... 64 13 EFFECTS OF TOURISM DEVELOPMENT IN IMERETI CAVES ...................................... 69 13.1 ECONOMIC AND SOCIAL EFFECTS ....................................................................... 69 13.2 CHALLENGES AND RESTRICTIONS ...................................................................... 69 13.3 MONITORING OF REALIZATIO OF DEVELOPMENT PLAN ......................................... 70 14 CONCLUSIONS AND RECOMMENDATIONS ............................................................ 71 15 BASIC LITERATURE AND SOURCES ..................................................................... 73 16 ANNEXES ......................................................................................................... 74 ÖSTERREICHISCHE BUNDESFORSTE AG i ASSESSING AND DEVE LOPING THE ECO - TOURISM POTENTIAL OF THE PROTECTED AREAS I N G E O R G I A TOURISM STRATEGY - FINAL ANNEX 1 WORKING MATERIA ABOUT IMERETI CAVES PROTECTED AREA COLLECTED DURING ASSESSMENT PHASE ............................................................................ 74 1 IMERETI CAVES PROTECTED AREA ...................................................................... 75 1.1 BASIC PROFILE OF PROTECTED AREA ................................................................. 75 1.2 ANALYSIS OF IDOLS, COMPETITIORS AND STAKEHOLDERS ................................... 80 1.3 SWOT ANALYSIS FOR PROTECTED AREA .............................................................. 82 1.4 ANALYSIS OF EXISTING AND POTENTIAL TOURIST PRODUCTS............................... 86 ANNEX 2 ILLUSTRATION OF TOURISM EXISTING AND POTENTIAL PRODUCTS FOR IMERETI CAVES AND OKATSE CANYON ............................................................................ 88 ANNEX 3 EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES ..................................................... 97 ANNEX 4 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE TOURISM ............................. 100 ÖSTERREICHISCHE BUNDESFORSTE AG ii ASSESSING AND DEVE LOPING THE ECO - TOURISM POTENTIAL OF THE PROTECTED AREAS I N G E O R G I A TOURISM STRATEGY - FINAL ANNEXES ANNEX 1 WORKING MATERIA ABOUT IMERETI CAVES PROTECTED AREA COLLECTED DURING ASSESSMENT PHASE ............................................................................ 74 ANNEX 2 ILLUSTRATION OF TOURISM EXISTING AND POTENTIAL PRODUCTS FOR IMERETI CAVES AND OKATSE CANYON ............................................................................ 88 ANNEX 3 EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES ..................................................... 97 ANNEX 4 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE TOURISM ............................. 100 ÖSTERREICHISCHE BUNDESFORSTE AG iii ASSESSING AND DEVE LOPING THE ECO - TOURISM POTENTIAL OF THE PROTECTED AREAS I N G E O R G I A TOURISM STRATEGY - FINAL LIST OF FIGURES FIGURE 1: LOCATION OF IMERETI CAVES PROTECTED AREA AND SATAPLIA NATURE RESERVE12 FIGURE 2: PLAN OF PROMETHEUS CAVE ........................................................................... 13 FIGURE 3: TOURISM TRENDS IN PROTECTED AREAS.......................................................... 32 FIGURE 4: LEVEL OF ATTRACTIVENESS AND COMPETITIVENESS OF 11 NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES .............................................. 45 FIGURE 5: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN IMERETI CAVES PROTECTED AREA IN 2013 AND IN 2020TOURISM STRATEGY IMPLEMENTATION MODEL – RESOURCES AND POLICY .................................... 46 ÖSTERREICHISCHE BUNDESFORSTE AG iv ASSESSING AND DEVE LOPING THE ECO - TOURISM POTENTIAL OF THE PROTECTED AREAS I N G E O R G I A TOURISM STRATEGY - FINAL LIST OF TABLES TABLE 1: BASIC INFORMATION OF IMERETI CAVES PROTECTED AREA (STATUS END OF 2013)14 TABLE 2: NUMBER AND STRUCTURE OF EMPLOYEES IN IMERETI CAVES (STATUS MID OF 2014)14 TABLE 3: NUMBER OF VISITORS TO IMERETI CAVES FROM 2009 TILL 2013 .......................... 15 TABLE 4: THE PROPORTION OF DOMESTIC VISITORS TO IMERETI CAVES FROM 2009 TO 201315 TABLE 5: DISTRIBUTION OF VISITORS TO IMERETI CAVES BY MONTHS IN 2013................... 16 TABLE 6: SEASONALITY OF VISITATION TO IMERETI CAVES AND TO PAS IN GEORGIA IN 201316 TABLE 7: INTENSITY OF VISITATION TO IMERETI CAVES AND PAS IN GEORGIA BY MONTHS IN 2013 ........................................................................................................ 17 TABLE 8: MAIN COUNTRIES
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