International Center for Caucasus Tourism Georgia ̶ Marvelous Land of Tourism Researches and Reports Tbilisi 2016 [Type text] [Type text] [Type text] The Authors are Members of International Center for Caucasus Tourism (ICCT) Georgia Mzia Kokhia, Valentina Merabishvili and Eka Kakhiani Researches and reports were performed in the frame of EU funded Project “Tourism paths of the Black Sea Region” BSB-TOUR (2014-2016) ICCT “Tourism Paths of the Black Sea Region” BSB-TOUR 2016 INTERNATIONAL CENTER FOR CAUCASUS TOURISM --------------------------------------------------------------------------------------------------------------------------- www.icct.ge [email protected] +995 599502336 7, Murman Lebanidze str. 0119,Tbilisi, Georgia EuropeAid ID : GE-2010-DQH-1301703061 Membership: International Rural Tourism Association, the Netherlands Global Environment Facilities. GEF-CSO ICCT is a non-governmental, non-for-profit organization, was founded by the group of experts working in the spheres as rural tourism, environmental protection, nature conservation, vocational and adults education are. Comprehensive activities are devoted to study of sustainable tourism situation in Georgia and Caucasus as well as related destinations researches, youth involvement in environment protection campaigns, vocational and adults education directed to youth engagement, editing and publication of manuals and catalogues, etc. ICCT has 7 years of experience in promoting harmonic interact of biodiversity and sustainable management of forests through implementing projects concerned with Sustainable Rural Tourism, Environmental Protection and Educational Programs, thus promoting priority sectors of GEF. https://www.facebook.com/pages/International-Center-for-Caucasus-Tourism/1414661915444917?ref=hl From the very beginning, the priority of ICCT activities and researches has become poverty alleviation through poor population involvement in Sustainable Rural Tourism (SRT).Experts of ICCT - the members of Rural Tourism International Association (Amsterdam, the Netherlands) are conducting training “International Standards of Hospitality in Rural Areas” in various regions of Georgia and partners’ countries in the frame of the projects implemented. ICCT is permanently providing selected by local municipalities in various regions of Georgia the representatives of rural population with SRT and Train-in the trainers Courses. We are coaching future trainers and entrepreneurs (the successful ones are awarded ICCT Certificates) and at the same time help them to open Sustainable Rural Tourism Resource Center where they could be busied with the same activities. The same training were included into EU BSB CBC Project activities (7 countries, 9 organizations) We are the single NGO in Georgia and maybe in Youth Caucasus focused upon SRT advocacy in rural areas for to involve local stakeholders and future entrepreneurs in SME on the basis of capacity building though ICCT training, seminars, workshops, best practices share, exhibitions, festivals, photo and art competitions, etc. ICCT is also the follower of UNWTO Program ST-EP (Sustainable Tourism Eliminating Poverty) on the basis of it we have establish Youth Debate Club https://www.facebook.com/groups/402281569919885/?fref=ts ICCT follows UNESCO Forums with Slogan “Green Skills for work and Life after 2015” In the partnership with 7 countries we’re implementing Projects in the frame of BSB CBS and EaPTC supported by EU and GIZ EU Project. Tourism paths in the Black Sea Region” BSB TOUR. (2014-2016) ICCT actively participates in EaPTC programs: From 25, September, 2015 we are in EaPTC two projects with Armenian colleagues: “Addressing common challenges in youth employment through cross-border tourism development” (2015-2016) “Biking and rural combined cross-border tourism, as innovative approach for promoting cross-border cooperation” (2015 – 2017) Recently ICCT has applied for EaPTC Azerbaijan-Georgia Cross Border Corporation Program. ICCT Welcomes Partners Worldwide! Thank you for cooperation in the future. ICCT “Tourism Paths of the Black Sea Region” BSB-TOUR 2016 Joint Operational Programme “Black Sea Basin 2007-2013” Joint Managing Authority and Joint Technical Secretariat The Black Sea Basin Programme is co-financed by the European Union through the European Neighborhood and Partnership Instrument and the Instrument for Pre-Accession Assistance This publication has been produced with the assistance of the European Union. The contents of this publication are the sole responsibility of the Joint Managing Authority and the Joint Technical Secretariat of the Joint Operational Programme “Black Sea Basin 2007-2013” and can in no way reflect the views of the European Union. Report edited by: International Center for Caucasus Tourism Residential Address: 7, M. Lebanidze Str., 0119, Tbilisi, Georgia [email protected] www.icct.ge Tel.: +995 599 502 336 Use of Material is Authorized and Provided Source is Acknowledged ICBN 978-9941-0-8907-7 ICCT “Tourism Paths of the Black Sea Region” BSB-TOUR 2016 CONTENT Preface ………………………..…………………………………………….…7 Chapter 1. Current Situation in the Tourism Sector of Georgia...………..…10 Chapter 2. Georgian Tourism Industry Overview……………………….…..44 Chapter 3.Vocational Tourist Education for Youth Involvement in Sustainable Rural Tourism to Reduce Poverty and Prevent Emigration in the Black Sea Region………………………….….57 Chapter 4. The Black Sea Sustainable Rural Tourism Program………...…63 Chapter 5. Tourism as a Key Factor for Sustainable Development of the Black Sea Region………..……..…….……………………….……68 Chapter 6. Sustainable Management of Tourism Business: Hotels, Restaurants, Travel Agents and Cruise …………..…………..…74 Chapter 7. Traditional Georgian Products, Production, Promotion and Tasting…….…………………………………………………...….…85 Chapter 8. The Main Trends of Tourism Sectors in Georgia..……………. 112 Chapter 9. Tourism - As the Principal Sphere for Economy Growth and Intercultural Relations in Georgia ……………….……………..125 Chapter 10. Hospitality and Restaurants, Hospitality and Restaurant Management – an International Prospect............................…...134 Chapter 11. New Technologies and Their Effect on the Modern Promotion of the Rural and Cultural Tourism Opportunities in Georgia..151 Chapter 12. Sustainable Rural Tourism and Environment Preservation: Negative and Positive Impacts…………………………………..167 Chapter 13. Education as a guarantee for tourism development……………186 Chapter 14.The World of Wine: How to Taste & Select a Quality Bottle of Wine………….…………………………………………194 Chapter 15. Nine Reasons to Visit Georgia Now CNN………………………220 ICCT “Tourism Paths of the Black Sea Region” BSB-TOUR 2016 Preface Tourism has become a growing phenomenon with the increasing ease and decreasing expense of traveling abroad. For both developed and less developed countries alike, tourism is fast becoming a billion dollar business and one of the leading forms of foreign exchange earnings. Tourism leads to improved infrastructure and services, as well as the creation of numerous employment opportunities in the host countries. There are, however, many drawbacks and negative side effects generated by the tourism industry. This input provides a snap shoot of the development potential of the sector as well as the development issues and constraints that impede its growth in most places in the region. Tourism is a big industry based on many small businesses. If we want tourism to contribute to biodiversity conservation and sustainable development, tourism must then be a profitable enterprise, providing substantial economic benefits to the people involved in the different facets of this complex activity. Even in the case of ecotourism or rural community tourism, the process must be characterized by being a good business. While significant major players offer large numbers of popular packages, even in mass destinations the small businesses are the bedrock of visitors' experiences. The importance of small businesses to nature tourism in rural areas of developing countries cannot be overstated. There are, however, many drawbacks and negative side effects generated by the tourism industry. This input provides a snap shoot of the development potential of the sector as well as the development issues and constraints that impede its growth in most places in the region. Tourism is a big industry based on many small businesses. If we want tourism to contribute to biodiversity conservation and sustainable development, tourism must then be a profitable enterprise, providing substantial economic benefits to the people involved in the different facets of this complex activity. Even in the case of ecotourism or rural community tourism, the process must be characterized by being a good business. While significant major players offer large numbers of popular packages, even in mass destinations the small businesses are the bedrock of visitors' experiences. The importance of small businesses to nature tourism in rural areas of developing countries cannot be overstated. There are, however, many drawbacks and negative side effects generated by the tourism industry. This input provides a snap shoot of the development potential of the sector as well as the development issues and constraints that impede its growth in most places in the region. Tourism is a big industry based on many small businesses. If we want tourism to contribute to biodiversity conservation and sustainable development, tourism must then be a profitable enterprise, providing substantial economic