TOURISM IN GEORGIA
An Unexploited Opportunity for Economic Development
by Paul B. Henze
by Paul B. Henze
Georgia is Lagging Badly: Georgia lags behind all the other parts of the ex-Soviet Union in exploiting its potential for development of tourism. The Baltic states, Armenia and the Central Asian countries are far ahead of Georgia in this respect. So is Russia. Georgia nevertheless has a more concentrated potential for development of tourism than any other ex-Soviet country. Georgia hosted only 10,000 foreign tourists in 2004. Its neighbor Turkey expects to attract 17 million! If only 1% of these had crossed the border into Georgia, the country would have had 170,000 visitors, gained significant foreign exchange, attracted a host of new friends and gained understanding for its problems. Even the most elementary calculation suggests that Georgia's GDP would grow significantly, perhaps even exponentially, if tourism could be kicked into high gear. Yet it is unlikely that the Government of Georgia has ever commissioned a serious cost/benefit analysis of this critical economic sector. Georgia's failure to capitalize on its tourism potential is a tragedy. But the situation is remediable. Measures to correct it are urgent.
Georgia's Advantages: Georgia has more intrinsic advantages for development of tourism than any other ex-Soviet country. It has a good climate, with terrain ranging from subtropical to Alpine. It has varied topography in a comparatively small space. It has a unique combination of archaeological and historical sites. It is one of the world's most ancient Christian countries with a rich ecclesiastical culture which is still flourishing. It has a tradition of civilized life: art, literature, drama, music, beautiful handicrafts. It has a varied and broadly appealing cuisine and vineyards that produce an endless variety of high-quality wines.
Above all Georgia has a cultured, literate, friendly population. Georgians have maintained strong traditions of hospitality through the centuries. Georgians welcome visitors and know how to make them feel comfortable. They welcome foreigners' interest in their country and are eager to explain their history and culture. Yet despite the warmth and welcoming instincts of the Georgian people, the attitude of the Georgian government to date has been distinguished by a diffident attitude toward tourism, almost as if it expects tourists to flock to Georgia because of its superior culture, archeology, wine, etc. This "they will all want to come here" attitude is a non-starter in today's world, and a death sentence for tourism in Georgia, which is little known outside of a circle of dedicated cognoscenti.
Advantages to Georgia: Tourism is a foreign-exchange earner. Georgia's Mediterranean neighbors to the west, from Spain and Portugal all the way to Turkey, have long been gaining a major share of their income from tourism. Tourism development brings good returns to both domestic and foreign investors. It brings many other economic and social advantages. Facilities and industries serving tourists are non-polluting and do not strain a country's infrastructure. They contribute to economic development and prosperity in numerous ways. Improvements required to facilitate tourism--better roads, dependable power, good communications, a range of good restaurants and hotels, efficient food and beverage industries--benefit the society as a whole. Tourism generates employment on a broad basis. It requires trained service personnel, hotel managers, good transportation facilities, guides and tour leaders. Tourism generates incentives and opportunities for producers of handicrafts, clothing, guidebooks, art and jewelry to market their production. Artists in most countries thrive on tourismC-indeed, most survive because of it. Few things are more powerful in public relations efforts than artists who are known and recognized internationally.
Georgia's Advantages: Georgia has more intrinsic advantages for development of tourism than any other ex-Soviet country. It has a good climate, with terrain ranging from subtropical to Alpine. It has varied topography in a comparatively small space. It has a unique combination of archaeological and historical sites. It is one of the world's most ancient Christian countries with a rich ecclesiastical culture which is still flourishing. It has a tradition of civilized life: art, literature, drama, music, beautiful handicrafts. It has a varied and broadly appealing cuisine and vineyards that produce an endless variety of high-quality wines.
Above all Georgia has a cultured, literate, friendly population. Georgians have maintained strong traditions of hospitality through the centuries. Georgians welcome visitors and know how to make them feel comfortable. They welcome foreigners' interest in their country and are eager to explain their history and culture. Yet despite the warmth and welcoming instincts of the Georgian people, the attitude of the Georgian government to date has been distinguished by a diffident attitude toward tourism, almost as if it expects tourists to flock to Georgia because of its superior culture, archeology, wine, etc. This "they will all want to come here" attitude is a non-starter in today's world, and a death sentence for tourism in Georgia, which is little known outside of a circle of dedicated cognoscenti.
Advantages to Georgia: Tourism is a foreign-exchange earner. Georgia's Mediterranean neighbors to the west, from Spain and Portugal all the way to Turkey, have long been gaining a major share of their income from tourism. Tourism development brings good returns to both domestic and foreign investors. It brings many other economic and social advantages. Facilities and industries serving tourists are non-polluting and do not strain a country's infrastructure. They contribute to economic development and prosperity in numerous ways. Improvements required to facilitate tourism--better roads, dependable power, good communications, a range of good restaurants and hotels, efficient food and beverage industries--benefit the society as a whole. Tourism generates employment on a broad basis. It requires trained service personnel, hotel managers, good transportation facilities, guides and tour leaders. Tourism generates incentives and opportunities for producers of handicrafts, clothing, guidebooks, art and jewelry to market their production. Artists in most countries thrive on tourismC-indeed, most survive because of it. Few things are more powerful in public relations efforts than artists who are known and recognized internationally.
Full publication: TOURISM IN GEORGIA
Note: Paul Henze, who lives in Washington, Virginia, is Vice President of the American Georgian Business Development Council. He is a long-time student of Georgian history and culture and has traveled throughout Georgia since 1991. He visited the country most recently in October 2004.
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