FINAL REPORT - Transboundary Joint Secretariattjs-caucasus.org/wp-content/uploads/2015/04/Final_Report...Issue/Version No.: Final Contract No.: 2008.65.550 / 2013.11.001 Date: 08.01.2015

FINAL REPORT

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 08.01.2015

Issue/Version No.: Final

Contract No.: 2008.65.550 / 2013.11.001

Date: 08.01.2015

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

http://www.oebfconsulting.at/

ASSESS ING AND DEVELO PING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA

F INAL REPORT - F INAL

ÖSTERREICHISCHE BUNDESFORSTE AG i

CONTENT

Acronyms and Abbreviations ............................................................................................ iii

1 Introduction ....................................................................................................... 4

2 Inception phase .................................................................................................. 5

3 Phase I – Assessment of 7 selected Protected Areas in Georgia ................................ 6

3.1 Assessment of 7 selected protected areas .............................................................. 6

3.2 Field visit assessment of 7 selected PAs ................................................................. 6

3.3 Workshop of Assessment – Phase I findings ........................................................... 7

3.4 Phase I report submission .................................................................................... 7

4 Phase 2 – Tourism strategies and guidelines development ....................................... 8

4.1 Strategy for tourism development in protected areas in Georgia ............................... 8

4.1.1 Tourism strategy preparation ............................................................................... 8

4.1.2 Tourism strategy workshop .................................................................................. 8

4.2 Tourism Development and Management Plan for Imereti Caves PA............................ 9

4.3 Guidelines for tourism development planning and tourism management in

protected areas .................................................................................................. 9

4.4 Final project workshop ...................................................................................... 10

5 Possible use of project results in Armenia and Azerbaijan ...................................... 11

6 Conclusions and reccommendations .................................................................... 12

7 ANNEXES ......................................................................................................... 13



ÖSTERREICHISCHE BUNDESFORSTE AG ii

LIST OF ANNEXES

Annex 1. Workshop “Tourism strategy”: Invitation and minutes with list of participants held on 23. October 2014

Annex 2. Power point presentation of proposed Tourism strategy in PAs in Georgia

Annex 3. Workshop “Tourism development and management plan for Imereti caves and Guidelines for tourism development planning and tourism management in PAs”: Invitation and minutes with participants list held on 7. November 2014

Annex 4. Power point presentation of proposed “Tourism development and management plan for Imereti caves PA”

Annex 5. Power point presentation of “Guidelines for tourism planning and tourism management in PAs”

Annex 6. “Tourism development strategy in protected areas in Georgia”

Annex 7. “Tourism development and management plan for Imereti caves PA”

Annex 8. “Guidelines for tourism development planning and tourism management in PAs”



ÖSTERREICHISCHE BUNDESFORSTE AG iii

ACRONYMS AND ABBREVIATIONS

APA Agency for Protected Areas

BKNP Borjomi Kharagauli National Park

CNF Caucasus Nature Fund

GITOA Georgia Incomming Tour Operators Association

GNTA Georgia National Tourism Administration

GTA Georgia Tourism Association

IUCN International Union for Conservation of Nature

KfW Kreditanstallt fuer Wiederaufbau

MoE Ministry of Environment Protection and Natural Resources

NACRES Centre for Biodiversity Conservation and Research

PA Protected Area

TJS Transboundary Joint Secretariat for the Southern Caucasus

UNDP United nations Development Programme

UNEP United Nations Environment Programme

USAID United States Agency for International Development

UNWTO United Nations World Tourism Organization

WB World Bank

WWF World Wildlife Fund



ÖSTERREICHISCHE BUNDESFORSTE AG 4

1 INTRODUCTION

The project „Assessing and development the eco-tourism potential of the protected areas in Georgia” started with its implementation on 28th July 2014. The overall objective of the project is to strengthen the tourism services and tourism revenues for Protected Areas (PAs) in Georgia contributing to further development of the tourism sector in Georgia and to financial sustainability, contributing to anchoring responsible tourism principles into Georgia’s tourism sector and contributing to the image of Georgia as attractive tourist destination.

The Project focussed in providing the following 4 results:

Assessment of PAs potentials for tourism development Strategy for tourism development in PAs based on assessment of potentials and market

potential of PAs in Georgia Guidelines for market oriented strategic development and management of tourism in PAs, and

Sample tourism market oriented development and management plan for Imereti Caves Protected Area

The project was implemented on the basis of the assessment results of the following 7 Protected Areas which were selected by APA:

Mtirala Protected Area

Imereti Caves Protect 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 The project was organized in 3 phases: Inception phase, the 1st phase or assessment phase and the 2nd phase – strategy and strategy guidelines development phase. Within the framework of the project, 3 workshops were conducted: the 1st assessment workshop, 2nd Tourism strategy proposal workshop and 3rd workshop, dealing with Imereti caves strategy proposal and Guidelines for the development and management plans development. Beneficiary, client and main interested stakeholders actively

participated in discussions in each of the workshop-presentations. During the project, an Inception Report, a 1st Phase Report and Final Report were prepared. Besides this three main documents were produced: 1) Strategy for tourism development in Protected Areas in Georgia, 2) Imereti Caves Tourism Development and Management Strategy and 3) Guidelines for Tourism Development and Tourism Management Plans in Protected Areas in Georgia. For completing the services this report was produced as sixth and final report for the assignment.

The project team had outstanding support by APA and TJs in all phases of project implementation during the field work, data collection, project progress discussions and presentations of phase results. The project team is thankful to all: beneficiary, client, many stakeholders that were met during the project implementation, many other institutions and individuals who contributed to the work and project results.




2 INCEPTION PHASE

The project „Assessing and development the eco-tourism potential of the protected areas in Georgia“ started with implementation on 28 July 2014 with introductory meeting of both experts with TJS team leader Mr. Servi Nabuurs and Mrs. Rusudan Chochua. During the first week several working meetings were held, first with the deputy head of APA – Agency

for Protected Areas, Mr Lasha Moistsrapishvili, where expectations of the main project beneficiary were exposed. After then, experts met other important institutions like GNTA – Georgia National Tourism Administration, UNDP, USAID, WWF, GITOA – Georgia Association of Tour operators and Agencies, GTA – Georgia Tourism Association, NACRES - Centre for Biodiversity Conservation and Research, Ecotourism Association of Georgia, twinning project team Strengthening Management of PAs in Georgia, ELKANA – an Association of organic farmers and KfW/GFA. WB and CNF were visited after the field visit.

The project kick-off meeting was held on 1 August 2014 with participation of project beneficiary. The TJS team leader, Mr. Servi Nabuurs, shortly introduced the project and the role of TJS. Afterwards,

the project team leader, Mr. Janez Sirse, presented the project objective, tasks, main results and project implementation plan. Afterwards, the project expert Lela Khartishvili presented a detailed field visits plan, which included visits to all 7 selected PAs in the period from the 5th of August to the 27th of August 2014.

A short inception phase gave the project team insight into the basic problems of the tourism development in the Protected Areas in Georgia and the expectations of the beneficiary and the client. The expert team met the most important institutions and individuals forming a wide and strong basis for the development of the Protected Areas in Georgia. The experts also had the opportunity to collect basic documents, materials and data, and discuss the project plan and prepare the operational work

plan for the project implementation. The first impressions and the agreed work plan were documented in the Inception report.




3 PHASE I – ASSESSMENT OF 7 SELECTED PROTECTED

AREAS IN GEORGIA

The 1st phase provided an assessment and evaluation of the eco-tourism potentials in PAs in Georgia

where natural and other potentials and existing tourism products were analysed, a SWOT analysis was performed and a stakeholder cooperation model was developed in order to establish partnership of PAs, tourism suppliers and local population. Special emphasize has been given also to demand and market situation. The results of this 1st phase enabled in depth discussion with the project beneficiary, the client and the main interested stakeholders. In addition, the project team had the opportunity to improve the project

findings and to achieve consensus on future strategic directions of tourism development in Protected Areas in Georgia. The analysis and findings of the 1st phase were the basis for the Tourism Strategy preparation during the 2nd phase of the project. The methodology used during the 1st phase was based on desk and field research where experts analysed statistical information, collected data and documents and performed field observations

findings while visiting selected PAs.

3.1 Assessment of 7 selected protected areas

For the assessment of the Protected Areas situation in Georgia during the 1st project phase, 7 priority Protected Areas were selected by the APA:

Mtirala PA: Adventure nature park Imereti PA (Prometheus cave natural monument, Sataplia managed reserve and nature reserve, Okatse canyon natural monument): Speleological underground mystery Borjomi-Kharagauli PA: Wilderness & ecosystem adventures Javakheti PA: The sky and ground in one: birds, lakes & land Tbilisi PA: Tbilisi city green & leisure park

Tusheti PA: Well-kept beauty & secret of nature (& culture) Lagodekhi PA: Hiking in endless nature

The selected Protected Areas are located in different regions in Georgia from West to East and North to South. They have different main characteristics and natural assets as shown in the one-line descriptions above. These 7 protected areas represent the 53% of the surface of all Protected Areas and register 75% of all visitors according to 2013 data. All 7 protected areas – except Tusheti, are

open throughout the year although the majority – 82% of visitors arrive from May till October.

3.2 Field visit assessment of 7 selected PAs

The field visits were planned as the framework to introduce discussion with the project beneficiaries and stakeholders and to evaluate the situation in the selected Protected Areas. The field visits

programme was elaborated and coordinated with APA, and the organization of the meetings was supported by APA and TJS staff, the PAs administration and local project expert. Field visits took place from 5th to 27th August. The project team met not only a wide range of stakeholders from the PAs administration such as directors, rangers, instructors, employees in visitors’ centres, but also representatives of municipalities and tourism organizations, tourism suppliers as guest house owners, restaurateurs,

producers of food and souvenirs, tour operators and travel agencies, tour guides, drivers, etc. The discussions were organized on individual basis with PA administration directors and municipality leaders and through brief workshops with different stakeholders related to PAs. Project experts used field visits also for short interviews with individual suppliers, tourist guides and visitors (as ultimate "clients" of the tourism products). In spite of the very short time available for field visits experts made also short visits to some attractive tourist sites in the PAs.

The project team has held meetings and interviews with over 70 persons from the 7 selected PAs and municipalities, tourism agencies and information centres, tourism services and some other stakeholders. Discussions, views, opinions and observations were registered in standardized




questionnaires that enabled expert team to a systematic and proper assessment of the situation, potentials and constraints in the seven PAs.

3.3 Workshop of Assessment – Phase I findings

The project 1st phase comprised the assessment of the activities, and the provision of findings and preliminary conclusions which were presented and discussed on a workshop which took place on the 18th of September of 2014. 26 participants took part, including: chairman and deputy chairman and advisors from APA, managers and representatives of the Protected Areas, tourism specialists from municipalities and representatives of international organizations in Georgia.

After Mr Rati Japaridze, APA Chairman, opened the workshop with a Welcome speech, the Consulting Team Leader Janez Sirše presented a summary of the 1st phase results and responded several questions. In the second part of the workshop, the participants were divided in three groups for discussion and elaboration of three areas: SWOT – strengths, weaknesses, opportunities and threats; Stakeholders and Products based on the findings presented by the project team after the 1st phase. The workshop participants discussed and added their views and proposals for SWOT improvement and selection of the most important strengths, weaknesses, opportunities and threats as well as how to

improve the situation. The intensive work in groups had as result the addition of new stakeholders to the extensive list prepared by the project team and the elaboration of proposals on how to strengthen the cooperation of the PAs administrations and the different stakeholders. The group in charge of the discussion of the tourism products made a proposal on how to improve existing tourism products in PAs, the main hotspots to develop new tourism products in Pas including those connecting PAs in Georgia and with PAs in neighbouring countries – Azerbaijan, Armenia and Turkey and how to develop

those products within the mentioned areas. These proposals and results elaborated by the work groups from the workshop were integrated in the project assessment findings.

3.4 Phase I report submission

1st phase project draft report was prepared and submitted to TJS on October 9th; after improvement and update of the report, the final version was delivered to TJS the 25th of November 2014.




4 PHASE 2 – TOURISM STRATEGIES AND GUIDELINES

DEVELOPMENT

4.1 Strategy for tourism development in protected areas in

Georgia

4.1.1 Tourism strategy preparation

The 2nd phase of the project started with the preparation of a Strategy for Tourism Development in Protected Areas in Georgia. Based on the assessment of potentials for tourism development, the increasing demand and market segmentation, the challenges to meet experiences of visitors with infrastructure and the tourism products and services, a draft document was prepared for its presentation and discussion with the project beneficiary – APA, the client – TJS and the main project

stakeholders. The document consisted in an assessment of findings and proposals, a market analysis, the strategic

vision and the objectives setting, resources and policy requirements for strategy implementation with an estimation of basic economic and social effects in Georgia. The annexes included a set of documents that can be used as explanatory and illustration documents of the strategy and its actions.

The draft document of “Tourism development strategy in Protected Areas in Georgia” was prepared and submitted to TJS on November 28th of 2014. The document is a separate Annex 6 to this Final report.

4.1.2 Tourism strategy workshop

In order to present proposed Strategy for tourism development in Protected Areas in Georgia, to discuss the findings and the proposals and to improve the document a workshop was organized on the 23rd of October of 2014 under TJS premises in Tbilisi. The workshop had 26 attendees, from APA and the selected 7 PAs, GNTA and representatives of international institutions in Georgia dealing with protected areas and tourism. The project team prepared a set of power point presentations in English and in Georgian language.

Additionally, consecutive translation was provided to the participants. The attendees participated actively in the workshop providing questions, comments, proposals and suggestions for the further elaboration of the strategic document. The workshop focused in:

Methodology explanation and elaboration for improving the level of understanding of the workshop participants and allowing its further use

Data collection and analysis, especially the visitors surveys and its motivations to visit PAs

Entrance fees and concession practice and policy Sustainability and carrying capacities and Safety situation and policy in PAs

The participants in the workshop were organized in 4 groups, each of them focused in one of the following topics: Sustainable development, Marketing, Revenue generation and GNTA&APA

cooperation. The extended strategy presentation and its discussion extended itself until the end of the workshop; as a consequence, the planned group work could not be realized. However, TJS offered the participants the possibility of providing their contribution per e-mail during the following weeks. For this purpose, the power point presentations of the proposed tourism strategy and the working

questions for the 4 working groups were sent per e-mail. Nevertheless, no feedback and no additions comments or suggestions have been provided.

The workshop related documents, such as invitation to the workshop, minutes of the workshop and list of participants are attached in Annex 1. The power point presentation of proposed Tourism strategy in PAs in Georgia can be found in Annex 2.




4.2 Tourism Development and Management Plan for Imereti Caves PA

APA selected the Imereti Caves Protected Area for the preparation of a detailed Tourism Development and Management Plan based on its market possibilities. This document will act as sample Plan for other PAs to address their tourism development planning and management. The preparation of the Tourism Development Plan started during the 2nd Phase of the Project with the

field visit to Imereti (19th – 24th October). Along this visit, the project team had the opportunity to hold several meetings with the Imereti caves PA administration, discussing findings from the 1st phase, challenges for a more efficient tourism development and the projects and policies required to achieve the strategic tourism goals. In addition, a detailed discussion was held with Tskaltubo

municipality and the Tourism and Resort Management Centre of Tskaltubo. During the field

work, the consulting team realized several site visits to the interesting spots for further

tourism development.

The document “Tourism Development and Management Plan for Imereti Caves” was prepared based

on the “Strategy for Tourism Development in Protected Areas in Georgia” and considering the later

development of the “Guidelines for Tourism Development Planning and Tourism Management in Protected Areas”. The Imereti Caves PA document, together with the Guidelines, will provide other PAs the necessary tools to deal with tourism development and management. The draft document “Tourism Development and Management Plan for Imereti Caves Protected Area” and the related power point presentation were prepared for the presentation and discussion of the

Plan with the beneficiary on a final project workshop. The draft document was submitted to TJS the 19th of November of 2014. The final version of the document can be found in Annex 7 of this Report.

4.3 Guidelines for tourism development planning and tourism

management in protected areas

The last project output was “Guidelines for Tourism Development Planning and Tourism Management in Protected Areas”. The aim of this document is to propose a standardized methodology in order to

facilitate the elaboration of tourism development strategies and tourism management plans for protected areas. Methodology has been prepared based on the previous project documents: the general strategy for tourism development in protected areas in Georgia and the sample tourism development and tourism management document for Imereti caves PA. The guidelines content has been organized using the “Tourism Development and Management Plan for Imereti Caves PA” structure. All tables, templates, methodological tools used during the preparation of

the Imereti Caves PA document have been included as Annexes, aiming to illustrate with clarity how such a document has been prepared. Each chapter is initiated with the objective of the chapter and main activities, use of methodological tools and ends with a reference to the appropriate Annex containing a sample illustration from Imereti caves PA tourism development plan. In addition, the guidelines point out the need for verification of the methodology, the aims and the planned activities with the beneficiary and the client at the beginning of each project. Further

verification requirements, such as the ones related to the assessment phase findings and the proposed strategic vision, objectives, strategy implementation model and the detailed action plan are also pointed in the guidelines. In this case, a broader audience consisting in the beneficiary, the client, the

main stakeholders, the experts and other interested entities will be required. The purpose of such verification is to present the findings and the proposed results, to discuss about them and to be able to improve findings before the end – final conclusions and recommendations of the project.

The draft of the document “Guidelines for Tourism Development Planning and Tourism Management in Protected Areas” was submitted to TJS on the 28th of November of 2014. The full version of the document can be found in Annex 8.




4.4 Final project workshop

The final workshop took place on the 7th of November of 2014 in the Imereti Caves Conference Center

to present the “Tourism Development and Management Plan for Imereti Caves Protected Area” and the “Guidelines for Tourism Development Planning and Tourism Management in Protected Areas”. The project team prepared power point presentations of both topics in English and in Georgian language which were distributed to participants. From the 22 participants attending, the majority were representatives from Imereti Caves PA, APA and other PAs administrations. The workshop also counted with the presence of other international organisations. The workshop was the frame for a productive discussion related to the following topics:

network of tourism products and trails among several natural monuments at different

locations of Imereti caves PA SBUs and experiences of the visitors classified in 2 different types of products of Imereti caves

and Okatse with Martvili canyon Step by step devolvement of responsibilities from APA to Imereti caves PA administration to

support tourism development

HR development for tourism and hospitality activities Entrance fees, price policy and revenue generation in Imereti caves

Risk assessment and safety policy in Imereti caves PA As presentation with discussion lasted very long “Guidelines” were not presented and discussed and TJS proposal was adopted that the Guidelines document will be sent to participants for review and

comments. The invitation to the workshop, minutes of the workshop and list of participants are attached in Annex 1.3. In the same line, the power point presentation of the proposed “Tourism development and management plan for Imereti caves PA” can be found in Annex 1.4 and the presentation of the “Guidelines” in Annex 5.




5 POSSIBLE USE OF PROJECT RESULTS IN ARMENIA AND

AZERBAIJAN

As one of the project results, the expert team has analysed what findings, results and methods can be

transposed to the neighbouring countries, i.e. Armenia and Azerbaijan. The “Guidelines for tourism development planning and tourism management in protected areas” are quasi entirely applicable to other PAs in Armenia and Azerbaijan. The “Guidelines” is a methodological document with a practical focus aimed to create capacities in tourism development and management plans elaboration based on potential developments, resource and market assessments and the expectations of the visitors during their visits to the Protected Areas. The

document includes as well an implementation model with a proposed action plan. The document counts with a standardized structure and proposes the use of an internationally known and used methodology while providing a set of templates for the work facilitation. Depending on the specific country situation, the guidelines can be modified and adapted. The guidelines will need to be adapted using detailed, specific and up-to-date analyses of specific subjects according to the client’s requirements and data availability.

Partly applicable to Armenia and Azerbaijan are several chapters from two of the documents prepared on project basis: “Strategy for tourism development in protected areas in Georgia” and a sample tourism development and management document “Tourism development and management plan for Imereti caves PA”. The mentioned chapters are listed below:

> The Key tourism trends describing the global trends in tourism. These trends are universal and easily applicable to any country or region. Minor changes should be considered when dealing with regional tourism trends which can have different effects in one or another country;

> The main trends of tourism in PAs are also globally applicable with regional differences; > The guiding principles for tourism development in PAs as well as the principles for

sustainable tourism development are universal. They have been developed by IUCN, UN WTO, UNEP and some other international organizations. Should the national legislation differ, the

different approaches should be considered before applying these guiding principles; > The market assessment and segmentation analysis provides applicable findings and

conclusions that can generally serve also to other countries in terms of tourism market for protected areas;

> SBUs – Strategic Business Units and main experiences expected by visitors in PAs bring applicable results also for the neighbouring countries; SBU is a general method and the SBUs

elaborated in Georgia can be used as well for Armenia and Azerbaijan. > The existing and potential products, SBUs and target market segments that were

elaborated for protected areas in Georgia are applicable to great extent also in Armenia and Azerbaijan

> Proposals for cross-border tourism product development in Georgia is also one of the area of strategic tourism development applicable also to both neighbouring countries

> Entrance and user fee policy, concession practice and policy can also be used in the case

of neighbouring countries to great extent and the same is for > Sustainability and safety policy that was presented for protected areas in Georgia and can be

applied also in Armenia and Azerbaijan. It can be concluded that the general structure and methodology used for the preparation of strategic tourism development products in Georgia is applicable to Armenia and Azerbaijan as well, with minor changes for country specific tourism aspects.




6 CONCLUSIONS AND RECCOMMENDATIONS

The project „Assessing and development the eco-tourism potential of the protected areas in Georgia” started the 28th of July and ended the 9th of November of 2014. During this period, the project team elaborated all planned activities, visited selected protected areas, met with the PAs administrations and tourism stakeholders, delivered phase results, organized the corresponding workshops and discussions and prepared the project documents and reports.

The implementation of the project had a strong support provided by the beneficiary (APA) and the client (TJS) enabling the project team to visit selected PAs and discuss the subject with PAs administrations and relevant stakeholders, to collect documents, information and statistic data and to have workshops and discussions to verify findings and proposed strategic development guidelines. The results of this project give the basis for a balanced and sustainable tourism development in protected areas in Georgia. A detailed tourism development and management plan for Imereti caves

PA has been developed and standardized guidelines for tourism development planning and tourism management in individual protected areas have been provided. It is not only necessary but it is also a must to implement balanced, sustainable tourism development strategy and policy due to the

increasing number of visitors to protected areas and projections that this numbers will grow even faster in the future. The project results were elaborated on the basis of assessment of 7 selected PAs in Georgia but the

majority are applicable to neighbouring countries such as Armenia and Azerbaijan. It was expected that assessment of other PAs would give some new facts, potentials, restrictions, implementation model and policy and possible conclusions to existing ones. The use of the Guidelines will improve the tourism development planning and tourism management and will show to what extent changes are required, based on the specific situation of the selected PA for which a Tourism development plan is developed. The use of the project results in neighbouring countries will also show to what extent the

methodology and some findings are valid and in which parts amendments and improvements are needed.



13

7 ANNEXES

Annex 1. Workshop “Tourism strategy”: Invitation and minutes with list of participants held on 23. October 2014



14

MINUTES OF THE WORKSHOP

TOURISM DEVELOPMENT STRATEGY FOR PROTECTED AREAS IN GEORGIA

Workshop was held in TJS/RECC conference room, Aghmashenebili Ave No. 150 – 7 floor, Tbilisi. It started at 9.30. 26 participants attended to the workshop representing APA: the deputy chairman, PA managers and tourism specialists from all 7 PAs, that were included in the assessment analysis and the preparation of Tourism development strategy for protected areas in Georgia. Several municipalities' representatives and/or their tourism departments and some representatives of international

organizations also attended to the workshop. The list of invitees/participants is attached to the minutes.

The project workshop was opened by Mr Servi Nabuurs, TJS team leader. He shortly presented the objective of the project and the role of the 2nd project workshop where proposals for Strategy will be presented and discussed. He provided technical information about the workshop agenda, schedule and organization.

As the participants of the workshop asked for consecutive translation from English into Georgia, Mrs. Rusudan Chochua, TJS National Coordinator translated the oral presentation of the Project team leader. The presentation of the topic was held by simultaneous projections of power point presentations in English and in Georgian language.

1. Presentation of proposal of »Tourism development strategy for protected areas in Georgia«

Janez Sirše, the project team leader and Lela Khartishivili, the national project expert presented the

findings and proposals for the tourism development strategy of the protected areas in Georgia. The presentation included:

Assessment of the protected area: natural monuments and attractions, HR and stakeholders,

tourism development of PAs, SWOT analysis and existing and potential tourism products and services

Key tourism trends, main ecotourism and adventure market trends, segmentation of target

market and market potential for PAs in Georgia Vision, mission and objectives of tourism development in PAs until 2020 Strategic tourism product development based on SBU – Strategic Business Units approach



15

After the break, the strategy implementation model with resources and policy was presented:

Main Investment and development projects focused to reach development objectives HR needs in APA and PAs administrations for tourism development and management Promotion and marketing

Revenue sources, Entrance fees, Price policy and Concession policy and practice Sustainability policy and measures Safety and security assessment and risk management Economic and social effects of tourism development in PAs

During the presentation and after it, there was place for questions and discussion of the presentation.

The discussion was focused on:

1. To what extent was the assessment of protected areas done and how much were the potentials elaborated in the proposed strategy? It was answered that assessment was limited to / PAs selected by APA and a very detailed assessment was done on the field, with individual meetings and discussions, on workshops and with available documents of / PAs.

Documentation is a gathered in supplementary annex to 1st phase report.

2. Motivations of the visitors, their experiences and proposed tourism product development were discussed. There were several questions related to estimation of the structure of visitors according to motives which was done on the basis of surveys of APA and PAs and on discussions with PAs administrations during field visit. A participant expressed that APA survey questionnaires should be updated and reformulated.

3. Discussion about introduction of entrance fees was eager. There were pros and cons and at

the end general opinion was that entrance fees should be charged case by case where there are quality products and services available and where technical /organizational solutions to collect entrance fees exist.

4. Devolve responsibilities to PAs administration is necessary but should be implemented step by step.

5. Concession policy and practice need to be explained more, based on previous practice of APA in PAs and good practices.

6. Sustainability of tourism development in PAs must be a priority and carrying capacities, international benchmark and management of visitors flows need to be integrated in tourism development strategy.

7. Safety and security management needs full attention and preventive measures as well as

actions plans need to be considered in the strategy. 8. Some participants showed the opinion that economic effects of tourism development in PAs on

tourism, economy and employment on national level are too highly estimated.

2. Group work of Tourism strategy workshop In the second part of workshop group work was planned. Group work of workshop participants should discuss the following 4 areas and topics with a set of questions / challenges:

GNTA & APA 1. How to organize regular coordination & cooperation (GNTA, NACHPG) on national level? 2. GNTA is preparing national tourism development strategy for Goergia (by WB support); how to

assure that this strategy will integrate strategy of tourism in PAs? 3. How and what can be the role of Association of Friends of PAs? Should APA organize a network

of these Associations on national level as Federation? 4. What can APA/PAs expect from GNTA?

5. In which areas to improve/introduce cooperation with GNTA?

PROMOTION & MARKETING 1. What printed material is needed? How to assure enough printed materials? 2. APA & all/individual PAs website as marketing tool; 3. How to approach domestic and international individual visitors of PAs?

4. How to approach domestic and international group visitors of PAs? 5. The significance of Georgian corporate market; cross-marketing, cross product pricing,

sponsorship and donations which companies & institutions to attract 6. Should APA develop PAs membership card?



16

REVENUES, CONCESSIONS, PRICING 1. Entrance fees – YES or NO?

2. Services and user fees? Which services and use? 3. Certification of Products and Services and their providers? 4. Concessions: what to give to concession? Who could be concessioner? What if there is no

interest of concessioners? 5. Prices: multi pricing? Prices in intervals? To what extent to leave PAs administration to decide

about the price?

SUSTAINABILITY AND TOURISM IN PAs 1. Carrying capacities and international benchmarking? 2. What visitation to measure? What pressure on nature, culture and society to measure?

3. Who should measure and analyse tourism & sustainability impact? 4. What measures to undertake to prevent negative impact? 5. How to assure security and safety in PAs? 6. The role of international organizations: to what extent they should support tourism

development?

Because of active discussion about presented topic and because of consecutive translation time and

other obligations of many participants did not allow realizing this part of workshop as planned. Therefore, Mr. S. Nabuurs concluded that workshop participants would receive proposed Tourism development strategy presentation of the workshop and set of all 4 thematic group discussions by e-mail. Participants were asked to give their additional comments and proposals by e-mail in 1 week time. On the 27th October documents were sent to workshop participants and until 7. November no feedback was received.

Mr. S Nabuurs closed workshop thanking to participants for their active participation and informed them about final workshop on 7th of November. Workshop was concluded at 15.00.



17

Tourism strategy workshop List of participants:



18



19



20



21

Annex 2. Power point presentation of proposed Tourism strategy in PAs in Georgia


ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIALOF THE PROTECTED AREAS IN GEORGIAWORKSHOP 2: PROPOSED TOURISM STRATEGY

23. OCTOBER 2014 |TBILISI| JANEZ SIRSE & LELA KHARTISHVILI

STRATEGY OBJECTIVE

PROPOSAL OF FUTURE TOURISM DEVELOPMENT IN

PAs

•The strategy aims to propose futuredevelopment of tourism in protected areasin Georgia based on present situation,potentials and market demand to sustainsustainable use of natural and culturalresources and to optimise income for PAs,local economy and for national economy.

STRATEGIC & MARKET

ORIENTED APPROACH FOR SUSTAINABLE

TOURISM DEVELOPMENT

IN PAs

The strategy of tourism developmentin PAs will help APA to follow strategic,market oriented, sustainable and morestructured approach that is betteradapted to national tourismdevelopment strategy leading to crosssectoral cooperation and sustainabletourism development in PAs.


VISION & MISSION OF TOURISM IN GEORGIA

•The vision of GNTA is to showcase Georgia as anundiscovered unique travel destination to theworld, encourage to explore once and inspire tocome back.

Vision of GNTA

•The mission of GNTA is to ensure sustainabletourism development through positioning Georgiaas a unique travel destination on the internationaltourist map, improving visitor experience andmaximizing their expenditures to significantlycontribute to the national economy by effectivecooperation with strategic partners.

Mission of GNTA

GNTA STRATEGY

Significantly contribute to

national economy

Improve visitor experience

Promote Georgiaas a unique

travel destination


THE TOURISM STRATEGY COMPOSITION IN PAS

ASSESSMENT - RESOURCES

MARKET

VISIONMISSION

OBJECTIVES

TOURISM PRODUCTS

POLICY

EFFECTS

TARGETS 2020

SCENARIOS OF TOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA

6

Spontaneous developmentscenario

with partial or regional interests, interests of private international and domestic capital and tourists’ selfish

interests

Restrictive developmentscenario

with very limited visitation and nature would be considered

primarily as a subject of conservation and protection

Strategically managedsustainable development

scenario

with differentiation and specialization of tourism in

protected areas in Georgia withsome PAs and/or parts of PAsmore and other less open to

visitors and efficientmanagement of tourism flows


VISION OF TOURISM IN PROTECTED AREAS IN GEORGIA

7

•Protected areas in Georgia will be one of the most attractivedestinations and will strengthen the image of Georgia. They will offerto domestic and international visitors unique and genuine experiencein nature, rich biodiversity and wilderness and high quality services.

•Tourism in protected areas will be the driving engine of local andregional development, source of employment and income of localpopulation and significant source of revenues for APA and protectedareas administrations.

VISION

MISSION OF TOURISM IN PROTECTED AREAS IN GEORGIA

8

•To contribute to conservation, protection and management ofnature in protected areas with enabling domestic andinternational visitors to experience authentic biodiversity,wilderness, natural monuments and attractions and culturallandscapes. Tourism in protected areas in Georgia willcontribute to more capability and financial sustainability ofprotected areas management and benefits of local communitiesand local population living in and around protected areas.

MISSION


9 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA

9

OBJECTIVE 1• Increase the numberof visitors & satisfaction

OBJECTIVE 2• Increase revenues from tourism

OBJECTIVE 3• Contribute to the prosperity of localcommunities

OBJECTIVE 6• Develop quality products and services standards

OBJECTIVE 5• Develop tourismcompetences of APA &PAs

OBJECTIVE 4• Increase overall satisfaction of visitors

OBJECTIVE 7• Implement measuresto develop tourism in protected areas

OBJECTIVE 8• Cooperation anddevelopment oftourism network

OBJECTIVE 9• Contribute to the image of Georgia

9 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA

10

• OBJECTIVE 1

• Increase the number of domestic andinternational visitors

• Increase number of visitors from 350.000in 2013 to 1.250.000 in 2020

• Increase the share of international visitorsfrom 29% in 2013 to 40% in 2020

VISITORS

• OBJECTIVE 2

• Increase revenues from tourism andcommercial activities in PAs and increasefinancial sustainability of PAs to performmore efficiently their basic mission:conserve, protect and manage naturalvalues, attractions and heritage and sharethese values with inhabitants and visitors.

• Increase the value of revenues fromtourism 1.023.600 GEL in 2013 to7.500.000 GEL in 2020

• Increase the share of revenues fromtourism from 16% in 2013 to 30% in 2020

REVENUES


OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA

11

• OBJECTIVE 3

• Contribute to the development and welfare oflocal communities and population living in andaround protected areas

• Increase economic strength in localcommunities by activities related to tourism inprotected areas.

• Increase the share of population in localcommunities providing products and services tovisitors of protected areas

• Increase the revenues of local population fromproviding to visitors products and servicesrelated to protected areas

• Strengthen participation of local communitiesand population in activities of protected areasand their commitment to nature and natural values

LOCAL COMMUNITIES

• OBJECTIVE 4

• Increase overall satisfaction of visitors with experiences in PAs

• Increase satisfaction of visitors with products and services and decrease complaints

• Increase the loyalty – the rate of return visitors to PAs

SATISFACTION


12

• OBJECTIVE 5

• Develop tourism competences of APA, PA and other providers products and services related to protected areas

TOURISM COMPETENCES

• OBJECTIVE 6

• Develop and efficient use of visitors' infrastructure and competitive high quality products and services standards for products and services

QUALITY PRODUCTS & SERVICES

• OBJECTIVE 7

• Introduce and implement measuresto develop tourism in protected areas on sustainable principles and practices not to endanger natural and cultural heritage, man-made landscapes and social relations

MEASUREMENT OF TOURISM DEVELOPMENT



13

• OBJECTIVE 8

• Strengthen cooperation and develop tourism network of protected areas in Georgia and in Caucasus

TOURISM NETWORK

• OBJECTIVE 9

• Contribute to the image ofGeorgia and Georgia tourism

• Increase the motif to visit nature and protected areas among potentalvisitors

IMAGE BUILDING

PRODUCTS & EXPERIENCES IN PAS

14

Prevaling experiences • Nature, Sports & Adventure and Culture & Education

New experiences in 2020 • MICE, Fun & Entertainment and Pleasure

Specialization of tourism products in PAs

Name of PA TOTAL

No of

visitors

2013

No of

visitors

2020

2013 2020 2013 2020 2013 2020 2013 2020 2013 2020 2013 2020 2013 2020

Mtirala 37 45 47 15 16 30 10 100 16.358 85.000

Imereti caves 5 63 65 37 27 5 100 145.375 300.000

Borjomi‐Kharagauli 75 70 10 10 15 15 5 100 42.490 100.000

Javakheti 100 85 5 10 100 1.000 45.000

Tbilisi 10 75 40 10 25 30 10 100 20.215 150.000

Tusheti 75 70 15 15 10 15 100 7.663 75.000

Lagodekhi 28 65 58 15 14 20 100 32.318 65.000

Total 2 2 62 60 33 16 5 16 0 0 0 4 100 265.419 820.000

HealthBusiness ‐

MICEPleasure

Fun &

Entertain‐

ment

Nature

experience

Culture &

Education

Sports &

Adventure


PRODUCTS & EXPERIENCES 2013 AND 2020

15

Nature experience

62%

Culture & Education

33%

Sports & Adventures

5%

SBU PA GEORGIA 2013 (in %)

Pleasure2%

Fun & Entertain‐ment

2%

Nature experience

60%

Culture & Education

16%

Sports & Adventure

16%

Business ‐MICE4%

SBU PA GEORGIA 2020 (in %)

STRATEGY IMPLEMENTATION - PROJECTS:

16

PROJECTS Development of tourism infrastructure and offer in Tbilisi PA

Development of tourism infrastructure and offer in Algeti, Kazbegi, Kintrishi and Pshav-Khevsureti PAs

Development of tourism infrastructure and offer in Javakheti PA

Development of sports and adventure Okatse-Martvili park

Extension of existing trails and development of new caves and tourism offer in Imereti caves PA

Georgian national visitors and eco educational center in Tbilisi

Connection of Georgian PAs with tourism trails

Cross border – Caucasus transboundary PAs tourism development and cooperation

Adaptation of visitors centers and administrative buildings in PAs to serve better to the needs of tourism and hospitability



17

PROJECTS Basic infrastructure: Reconstruction of access road to Mtirala and prefeasibility study of alternative access with gondola lift, Parking places, Sign posting of accesses to PAs on main roads

Infrastructure in PAs: water & hygienic facilities, waste management, safety & security and ICT

Tourism & PAs Information infrastructure: joint information services for PAs visitors with GNTA and other institutions, Uniform system of marking trails in Georgia, Marking trails in individual PAs, Nature interpretation boards, Visual identification of rangers to be in service for visitors

Standards (national) for products and services offered and related to PAs

Brand development of PAs in Georgia

Measurement and evaluation of climate healing factors in selected zones in PAs

STRATEGY IMPLEMENTATION - PRODUCTDEVELOPMENT

18

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


STRATEGYIMPLEMENTATION -PRODUCTS & EXPERIENCES

19

SBU: NATURE Back to nature, Feel authentic, Going back to origins,

Experience the peace and tranquillity of the natural environment, Seeing wildlife in its natural habitat, Escaping the urban environment, Experiencing the peace and

tranquillity of the natural environment, Learning about natural environment, Absence of crowd, Rest and relaxation

Typical products: National park visits, hiking/bushwalking, wildlife viewing, guided trail

walk, bird watching, nature photography, meeting local people, nature park visits EXISTING PRODUCTS In PAs

POTENTIAL PRODUCTS in PAs

MARKET TARGET GROUPS

> Walking tours > Hiking tours > Horse riding tours > Snow shoe walking > Wild life observation tours > Bird watching > Botanical tours > Boat tour (in Prometheus

cave) > Jeep tours > Rural tours

> Mountaineering > Soft hiking trails (rocky hiking

area, etc.) > Soft nordic walking trails > Soft cycling > Soft horseback riding trails > Donkey riding tours > Soft trekking > Sightseeing tours > Bird watching tours during

migration periods > Bee keeping tours > Botanical tours > Botanical open air exhibition > Moonlight tours with/without

torches > Nature watch – animal

observation tours > Tours involving elements of

traditional land use systems and practices

> Herbarium tours with healthy herbs

> Mushrooms, berries, chestnuts etc. trails

> Photographic tours > Panoramic view tours > Farm tours experience

traditional life > Experience shepherds life > Safari tours > Animal feeding tours > Geological trails > Family touring > Sunrise & sunset watching

> Hard ecotourists: committed nature visitors

> Soft ecotourists – interested and casual nature visitors

> Special interest visitors (fauna, flora, ethnology,etc.)

> Families > Students > Children > DINKs (dual income-no kids) > Empty nesters > Seniors

Major attractions in destinations around PAs linked to tourism products and SBU in PAs: Botanic Gardens in Batumi, Tbilisi, Kakhetian wineyards and similar


20

SBU: SPORTS & ADVENTURES Feel the adrenalin, Experience the limit of your physical strength,

Self-discovery, Having exciting and adventurous experience, Having new experience, Reputation, Opportunity to meet other people with similar interest, Being able to tell

friends about experience

Typical products: Cycling, Four-wheel driving, Canyoning, Rafting, Kayaking, Sport fishing, Horseback riding, Swimming

EXISTING PRODUCTS In PAs



> Hiking > Horse riding tours > Mountain biking > Bike tours > Four wheel tours > Canyoning > Zip line > Archery

> Demanding hiking trails (rocky hiking area, etc.)

> Demanding nordic walking trails

> Demanding cycling > Demanding horseback riding

trails > Donkey riding tours > Demanding trekking > Sport fishing > Cycle – touring > Rock Climbing > Abseiling (rappelling) > Skating programmes > Recreational zones with water

bikes and boats > Caving for Adrenaline Lovers > Adventure parks > Segway Personal Transporter

(PT) Tours > Ballooning > Paragliding > Sky diving > Swimming > Summer waterboarding, > SUP Tours (Stand Up

Paddling) > Kayaking (river, lakes) > Paintball > Rafting > River tours > River tubing > Bog walking (wetlands) > Sailing tours > GPS Adventure-Tours > Outdoor team adventure game

"Treasure Hunt" > Winter offers: winter walking

tours, cross-country skiing, show-shoeing, ice skating, sledging, ice climbing

> Nature watch: tracks in the snow, to trail the nature

> Sleigh and sled rides > Life- Saving Experience > Sports competitions

> Sports and adventure visitors > Sports and nature associations

& clubs > Students > DINKs (dual income-no kids) > Families > Empty nesters



21

SBU: CULTURE & EDUCATION Deep understanding of local culture and experience of local daily life,

Learn something new, Self-discovery, Meeting new people with similar interest, Opportunity to be with friends and/or relatives, Having new experience, Being able to

tell my friend about my experiences

Typical products: Historical & Archaeological sites, Educational workshops, Meeting local people, Indigenous culture tours, Scientific & research studies, Theme park visits.

EXISTING PRODUCTS In PAs



> Eco- educational programmes > Traditional celebrations and

events (Tushetioba, Borjomioba,etc.)

> Research programmes

> Cultural tours > Forest playgrounds and Nature

Discovery Trail > Learning from the Wilderness

Trails > Multi ethnical tours > Historical sites and trails

(fortresses, monasteries, churches, etc.)

> Archaeological tours > Trails on traditional culture &

art: folklore, music/signing, history, etc.

> Story telling programmes > Myths, legends and history

programmes > Pilgrim tours and religious

events > Research and scientific study

and camps > Art camps > Photo exhibition trails > Photographic courses > Photographic competition

Festival > Junior rangers and young

nature scientists camps > Educational camps -

orientation and survival camps > Learning gastro courses in

connection with nature > Learning experience of

traditional activities in PAs/NPs

> Gardening & other learning experience (traditions and crafts)

> Natural science laboratory programme

> Annual Art Festivals > Ethnological tours > Ethnographical tours > Traditional weddings > Cultural and Ethnological local

festivals > Traditional local farming,

> Culture focused visitors > Nature visitors with strong

cultural interest > Scientists and Researchers > Students > Youth and children > Families > Empty nesters > Seniors

STRATEGY IMPLEMENTATION – DEVOLVE SOME RESPONSIBILITES ON PAS ADMINISTRATION

APA should devolve some responsibilities on PAs administration:

22

• Apply prices (fees and charges for products and services) according to specific situation of a certain PA and market/demand situation within the price interval set by APA for all PAs;

• Negotiate and propose conditions and contracts for group visits organized by TO/TA

Pricing

• Adopt working time and

• Engage seasonal staff for peak situations (mostly weekends or public holidays)

HR mobilization

• Engage private hospitality service provider if PA cannot provide the same service to visitors on the place in the case of sudden damage, break of equipment and similar under the most favourable conditions;

• Negotiate and propose contract for seasonal management of PAs tourism facilities

Hospitality facilities management and use

• For small expenditures related to promotion and marketing, media and TOs/TAs visits and promotional gifts; for immediate repair of damage, break of equipment or similar related to activities for visitors

Dispose of a certain budget


STRATEGY IMPLEMENTATION - HR

23

Capacity building and HR development, education and training programme

PAs HR hospitality permanent staff (3-4 persons)

Tourism-Hospitality manager Tourism promotion/marketing specialist Tourist information specialist

APA HR hospitality permanent staff (6 persons)Tourism – Hospitality head

manager Tourism product, services

and quality standards developer

Accommodation, F&B and other facilities manager

Tourism marketing specialist

Web and E- promoter -marketer (for on-line

marketing tools) Tourist information

specialist

STRATEGY IMPLEMENTATION – PROMOTION & MARKETING

24

Promotion and marketing of PAsshould be coordinated andperformed jointly with GNTA in allphases and activites• Planning promotion activities• Realization (use of logo, fairs, workshops, FAM trips, PR)

• Evaluation of promotional results/effects• Market intelligence (statistical data and market analysis)

APA Information & promotionmaterials• Printed materials (leaflets, image brochure, TO sales manual)

• Electronic information & promotion tools(website, e-newsletter, e-press releases..)

• Photo monographs, guide books, magazines(only buy certain No of copies)

• Products – gadgets & souvenirs (postcards, wall calendar, T shirt,..)


STRATEGY IMPLEMENTATION – PROMOTION & MARKETING

25

APA Marketing tools and activities

APA web site withdemand/inquiry

tool

Tourist fairs and exhibitions -

specialized forecotourism

TO/TA workshops, Travel agents sales

manual and Personal relations

FAM- familiarization trips for media and

journalistsPR – Public Relations

Friends of Georgia Protected Areas

Card

Advertising on bilboards/jumbopanels on main

roads

STRATEGY IMPLEMENTATION – ORGANIZATION OFHOSPITALITY IN APA & PAS

26

with• Tourism – Hospitality head manager• Tourism product, services and quality standards developer • Accommodation, F&B and other facilities manager• Tourism marketing specialist• Web and E- promoter - marketer for on-line marketing tools• Tourist information specialist

FORMATION OF APA HOSPITALITY

TEAM

• Tourism-Hospitality manager• Tourism promotion/marketing specialist • Tourist information specialist

FORMATION OF HOSPITALITY TEAMS IN PAS

ADMINISTRATIONS


STRATEGY IMPLEMENTATION – COOPERATION WITHSTAKEHOLDERS

27

Stakeholders‘ cooperation

ON LOCAL LEVEL

Association of Friends of Protected Area Other tourism and hospitality associations

ON REGIONAL – DESTINATION LEVEL

DMOs – Destination Management Organizations

ON NATIONAL LEVEL

APA, GNTA, NACHPG Federation/Union of Associations of Friends of PA of Georgia

GITOA and other national HORECA associations

STRATEGY IMPLEMENTATION – QUALITY STANDARDS AND CERTIFICATION

28

Quality standards and certification of productsand services related to PA should be introduced for

Accommodation

Food and beverage facilities

Transport

Service providers: guides, sports tours and equipment providers,

Shops

Typical products from PA (herbs, fruit, crafts, souvenirs, etc.)

Quality standards criteria should consider the following elements

Technical quality - standards (the size of the room, bed, restaurant, the quality or equipment, WC and bathroom,

corridors and similar)

Functional quality (places in good order, responsiveness, professional and hospitality of staff, good communication,

accessibility,, information available, etc)

Commitment to environment (use of natural materials, ecologically produced products, traditional habits and culture,

rational use of rare resources)

Knowledge of PA


STRATEGY IMPLEMENTATION – REVENUE POLICY

29

REV

ENU

E PO

LICY • Entrance fees

• Service and user fees and charges• Friends of Georgia Protected Areas Card membership fee• Concession & lease fees• Cross marketing• Sponsorship• Donations• Project revenues• Technical assistance• Volunteering

STRATEGY IMPLEMENTATION – CONCESSION POLICY

30

• Consider to give in concession complete tourism-hospitality operations of PA• Give to concession independent, bigger accommodation capacities owned by APA• Give to concession complete visitors center with a minimum list of services that

need to be performed• Give to concession separate services as a chain in all/nearly all PAs (shops, F&B, etc)• Give in concession camping places and camps for tents, BBQ places, caravans or

mobile houses after defining what are typical campsites in different protected areas• Operate accommodation capacities in mixed use (internally for staff or technical

support and for visitors), small accommodation facilities and F&B restaurants and bars with own staff or with owners/managers and memebrs of Association of Friends in the area based on management/rent contract

Concessions versus own management



5 principles of concession policy

31

CONCESSIONAIRE‘S CAPABILITY

LEGAL VIABILITY

FINANCIAL VIABILITY

ENVIRONMENTAL COMMITMENT

SOCIAL RESPONSIBILITY

STRATEGY IMPLEMENTATION – PRICING POLICY

32

Pricing strategies and policies for entry and user fees:

Multi focus pricing – visitors groups and season• Age• Individuals• Groups• Families• Aim of the visit (recreation or research) • Multi entry or single entry• Packages• Cross products prices• Promotional• Seasons & peak days: summer, weekends, hours

Peak load pricing, Comparable pricing and Cost pricing


STRATEGY IMPLEMENTATION – SUSTAINABILITYPOLICY

33

Carrying capacities and international benchmarking(For Imereti caves No of visitors per 1m of tourist trail in cave/per 1 m of whole length of cave)

No. Name of PA

Georgia

visitors total

Georgia

visitors/

ha/ year

Internationa

Benchmark

Visitors/day

Georgia

visitors/day

/ open

months

Georgia

visitors/day

August

1. Mtirala 16.358 1,04 69 ‐ 8.050 45 105

2. Imereti caves* 145.375 51/4* 1.510 404 761

3. Borjomi‐Kharagauli 42.490 0,50 164 ‐ 2.466 118 292

4. Javakheti 1.000 0,06 41 ‐ 55 4 10

5. Tbilisi 20.215 0,87 330 ‐ 1.030 56 169

6. Tusheti 7.663 0,07 164 ‐ 1.030 64 102

7. Lagodekhi 32.318 1,32 484 ‐ 1.030 90 197

Total 265.419 0,95 860 1.636

Georgia total 350.642 0,67 974 1.980

6,22 ‐ 19,40

1,76 ‐ 12,90

6,06 ‐ 12,90

International

Benchmark

Visitors/ha/

year

0,15 ‐ 17,92

128/26*

1,76 ‐ 78,26

0,92 ‐ 4,16

STRATEGY IMPLEMENTATION – MANAGINGVISITORS FLOWS

34

• ZONING • PRICING AND CHARGES• “HONEYSPOTS“• TRANSPORT - ACCESS MANAGEMENT• TOURIST ROUTES IN PAS• INTERPRETATION AND INFORMATION• CODE OF CONDUCT IN PROTECTED AREAS

MANAGING VISITORS

• REGULATIONS & RESTRICTIONS:• Permanent or temporary closure of some areas• Visitors’ group size• Age or physical conditions of visitors limitations • Length of stay • Visitation schedule

• PERMITS AND SPECIAL REQUIREMENTS:• Special permits for entering certain areas• Visitors’ and/or operators’ qualifications and skills• Technology requirements: special dress, shoes, equipment, etc.

REGULATIONS & PERMITS


STRATEGY IMPLEMENTATION – SUSTAINABILITYMONITORING AND ASSESSMENT

35

MONITORING & ASSESSMENT• Systematic and regular monitoring and evaluation analysis of tourism visitation impact on PAs

• Registration of visitors in PAs based on:- Entrance tickets- Visitor’s registration form - Visitors survey – Interviews

• Short nature impact assessment by nature protection organizations• Short social impact assessment by focus group discussions

STRATEGY IMPLEMENTATION – SAFETY ANDSECURITY POLICY

36

APA and PAs administrations should:• organize a system to allert PAs administration about accidents with a kind of SOS towers and/or with mobile transmitters;

• chargers for mobile phones in PAs• organize rescue team and service with first aid• inform visitors about potential danger and advise them how to be beproperly equiped and dressed, behave or react and how to ask for help


ECONOMIC AND SOCIAL EFFECTS OF TOURISMIN 2020

37

ECONOMIC EFFECTS• Revenue of APA: 7.500.000 GEL – 4,3 Mio $; an increase of 3,67 mio $• Revenues from international visitors to PAs in Georgia: an increase of 55 mio $• Employment: 35.000 new working posts• Increase of local & regional development• Increase of economic welfare• Improved infrastructure

SOCIAL EFFECTS• More opportunities for jobs and development in other sectors because of growing tourism demand and visitation• More cooperation of stakeholders from public and private sector• Better knowledge and more cultural experineces of population• Better knowledge of foreign languages of population• Improved awareness of nature, natural values and natural heritage and PAs• Improved image of Georgia & Better knowledge of nature, culture and history of Georgia

THANK YOU FOR YOUR ATTENTION AND CONTRIBUTION

Thank you for your support and contribution duringassessment and development of tourism strategy document!

დიდი მადლობა!

Project team:Janez Sirse, Team leader & Int‘l expertLela Khartishvili, National expertNina Pecoler, Assistant expert

38


DISCUSSION : QUESTIONS & ANSWERS

39



22

Annex 3. Workshop “Tourism development and management plan for Imereti caves and Guidelines for tourism development planning and

tourism management in PAs”: Invitation and minutes with participants list held on 7. November 2014



23

MINUTES OF THE FINAL WORKSHOP:

TOURISM DEVELOPMENT AND MANAGEMENT PLAN FOR IMERETI PROTECTED AREA

& GUIDELINES FOR TOURISM DEVELOPMENT PLANNING AND TOURISM

MANAGEMENT IN PAs

The workshop started at 12.00 in the Administration Building of the Imereti caves PA, Conference room (Entrance Prometheus cave), Tskaltubo, Village Banoja.

There were 22 participants attending to the workshop representing: APA (including the deputy chairman, PA managers and specialists), Tskaltubo resort DMO (director and specialist) and some representatives of international organizations. The list of invitees/participants is attached to the minutes.

The project final workshop was open by Servi Nabuurs, TJS team leader. He welcomed the participants and emphasized the basic aim of this final workshop, informed participants about previous project activities and presentations and invited participants to actively participate in presentation and discussion. Mr S. Nabuurs provided to participants also some technical information about the workshop agenda, schedule and organization of group work in the second part of the workshop.

3. Presentation of proposals of: »Tourism development and management plan forImereti caves protected area«

Janez Sirše, the project team leader, and Lela Khartishvili presented the proposal for Tourism development and management plan in English and in Georgian (power point presentation and

consecutive translation into Georgian).

The presentation included:

Basic findings of assessment of Imereti caves protected area: natural monuments,

organization, HR and stakeholders, tourism visitation, SWOT and value chain analysis, existing and potential products

Market trends, segmentation of target market and market potential for Imereti caves PA Setting of vision, mission and objectives of tourism development until 2020 Strategic tourism product development based on SBU – Strategic Business Units approach Attractiveness and Competitiveness of selected new tourism products



24

After the break Tourism plan implementation was presented:

30 Investment, tourism products and services and research projects to achieve objectives Organization of Imereti caves PA administration with detailed focus on HR needed for tourism

development and management

Proposal for decentralized management of certain activities Promotion, marketing and sales Price policy, revenues and costs Sustainability policy and measures Safety and security assessment and risk management Action plan with 124 actions focused on 9 specific objectives of tourism development of

Imereti caves.

During the presentation and at the end discussion was held, questions were put and some proposals were done. These can be summarized as follows:

1. Does the Tourism development plan cover only Imereti caves - Prometheus and Sataplia or also Okatse canyon and other natural monuments? The document covers all natural

monuments of Imereti caves PA but during the assessment and with further discussion with

PAs' administration priority development was given to Navenakhevi, Satsurblia and Melauri caves as they are analysed enough to use them for tourism activities; other caves must be still investigated.

2. Motivations, SBUs, visitors’ experiences and tourism product development were explained more in details after some questions.

3. Organization and HR needs must be clearly justified in order to be able to employ new staff;

organization of PA's administration and systematization of positions should be elaborated: this is the subject of management plan of Imereti caves PA that is prepared in twinning project.

4. Concession policy, procurement and management of tourism and hospitality facilities of Imereti caves by own staff of PA’s administration needs more alternatives approaches and proposals for efficient management of tourism facilities.

5. Price policy was discussed with price differentiation and revenue management. 6. Sustainability situation, international comparisons and measures for sustainable tourism

development were discussed. 7. Risk assessment and safety and security measures were discussed and emphasized as

important segment of nature protection and visitors satisfaction. 8. Use of Imereti caves tourism development and management plan for other PAs and use in

neighbouring countries – Armenia and Azerbaijan was addressed by some participants. 9. Proposal was done to translate basic document (as it is nearly finalized and was reviewed by

client already) in Georgian and to send it to beneficiary for review and comments; there would be 2 weeks’ time available for comments by the beneficiary.

As the presentation with discussion (with consecutive translation) lasted longer than planned, the Guidelines for tourism development planning and tourism management in other PAs were not presented but will be sent to the participants for review and comments. Mr. Nabuurs thanked to all participants for the active discussion and to Imereti caves PA for hospitality. He also informed

participants that with final workshop project mission ends. All documents will be finalized and will be available in English and in Georgian. Mr Dimitri Beridze, Deputy Chairman of APA thanked in the name of APA to TJS and experts' team for their support, work, presentation and proposals in developing protected areas in Georgia.

The workshop was concluded at 17.00.



25

Imereti workshop List of participants:



26



27



28



Annex 4. Power point presentation of proposed “Tourism development and management plan for Imereti caves PA”


ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIALOF THE PROTECTED AREAS IN GEORGIAWORKSHOP 3: PROPOSED IMERETI TOURISM PLAN

7. NOVEMBER 2014 |IMERETI CAVES PA| JANEZ SIRSE & LELA KHARTISHVILI

TASK OBJECTIVE

PROPOSAL OF EFFICIENT TOURISM DEVELOPMENT AND MANAGEMENT OF

IMERETI CAVES PA

A SAMPLE DEVELOPMENT

AND MANAGEMENT

PLAN FOR PAs in GEORGIA

General objective of tourismdevelopment of Imereti caves is tooperate as successful model ofbalanced sustainable and tourismoriented protected area in Georgiawith great natural and educationalvalue and economic efficiency and ashighly internationally recognizedtourism attraction.


IMERETI CAVES PA TOURISM DEVELOPMENT & MANAGEMENT PLAN

ASSESSMENT -

RESOURCES

MARKETPOTENTIAL &

SEGMENTATION

VISIONMISSION

OBJECTIVES

TOURISM PRODUCTS &

SERVICES

IMPLEMENTATION MODEL –

RESOURCES & POLICY

ACTION PLAN

TARGETS 2020

WORKING PHASES

4

Assessment phase

Imereti caves and Tourismin PA

SWOT analysisValue chain analysis

StakeholdersProducts and services

Market potential

Targets & objectives setting

VisionMission

General objectiveSpecific objectives

Implementationresources & policy

InvestmentHR & organization

Products and servicesPromotion & marketing

Revenues & pricingSustainability

Safety & SecurityAction plan


VISION OF TOURISM IN IMERETI CAVES PA

5

•Imereti caves protected area will be the leading tourism focusedprotected area in Georgia. They will offer to domestic andinternational visitors unique underground karst natural mysteryand diverse high quality services fulfilling personal experiences ofnature, education, culture and pleasure.

•Tourism in Imereti caves will be one of the pillars of tourism inImereti region, the most significant source of commercialrevenues for APA and one of the most internationally recognizedGeorgian natural attraction.

VISION

MISSION OF TOURISM IN IMERETI CAVES PA

6

• To use natural resources in balanced way topreserve and even increase natural value of Imereticaves and to contribute to financial sustainability ofAPA and protected areas in Georgia and toeconomic development, employment and economicand social welfare of inhabitants in Imereti region.

MISSION


9 OBJECTIVES OF TOURISM IN IMERETI CAVES SPA

7

OBJECTIVE 1• Increase the number of domestic and international visitors

OBJECTIVE 2•Increase revenues from tourism and commercial activities

OBJECTIVE 3• Increase overall satisfaction of visitors

OBJECTIVE 6• Contribute to the development of local communities and stakeholders’ cooperation in Imereti region

OBJECTIVE 5• Develop professional HR team in Imereti caves and provide permanent trainings

OBJECTIVE 4• Restructure and use efficiently visitors' infrastructure and develop new tourism products and services in Imereti cavess

OBJECTIVE 7• Implement sustainable principles and measures and provide services assuring security and safety

OBJECTIVE 8• Emphasize and mediate education and awareness rising about nature and natural values to visitors to Imereti caves

OBJECTIVE 9• Contribute to the image of protected areas and tourism in Georgia

OBJECTIVES OF TOURISM IN IMERETI CAVES PA

8

• OBJECTIVE 1

• Increase the number of domestic andinternational visitors

• Increase number of visitors from 145.000in 2013 to at least 300.000 in 2020

•Increase the share of international visitors from 23% in 2013 to 50% in 2020

VISITORS

• OBJECTIVE 2

• Increase revenues from tourism andcommercial activities

•Increase the revenues from tourism from918.600 GEL in 2013 to 4.500.000 GEL in2020

• Increase the share of revenues from salesof products and services other than fromentry fees.

REVENUES



9

• OBJECTIVE 3

• Increase overall satisfaction of visitors

• Increase satisfaction of visitors and decreasecomplaints

• Increase the length of stay of visitors

• Increase the loyalty – the rate of return visitorsto PAs

SATISFACTION

• OBJECTIVE 4

•Restructure and use efficiently visitors' infrastructure and develop new tourism products and services in Imereti caves

• Complete basic PA's infrastructure•Improve efficiency of use of existing tourism facilities

•Develop and offer new tourism products and services

• Connect/Link Tskaltubo heakth&spa resort and Imereti caves PA

TOURISM INFRASTRUCTURE


10

• OBJECTIVE 5

• Develop professional HR team in Imereti caves and provide permanent trainings

•Organize & mobilize tourism/hospitality staff

•Provide permanent trainings of Imereticaves PA staff

TOURISM COMPETENCES

• OBJECTIVE 6

• Contribute to the development of local communities and stakeholders’ cooperation in Imereti region

•Provide local communities and local population opportunities for business development

•Strengthen knowledge of local population about Imereti caves PA and PAs in Georgia

•Contribute to organization and cooperation of tourism stakeholders in Imereti region

LOCAL COMMUNITIES

• OBJECTIVE 7

• Implement sustainable principles and measures and provide services assuring security and safety

•Strengthen sustainability measures in Imereti caves PA

•Provide comprehensive safety and security measures and action plan

SUSTAINABLEDEVELOPMENT



11

• OBJECTIVE 8

• Emphasize and mediate education and awareness rising about nature and natural values to visitors to Imereti caves

•Increase the knowledge of nature, natural values and PAs among visitors

NATURE EDUCATION

• OBJECTIVE 9

• Contribute to the image of protected areas and tourism in Georgia

• Increase the perception of protected areas in Georgia as tourism destination

IMAGE BUILDING

TOURISMPRODUCTS IN IMERETI CAVES PA

12

Attractions in PA > Sataplia nature reserve with cave, colchic forest, cliff and nature trails and glass view platform

> Prometheus cave with rich biodiversity

> Navenahevi, Satsurblia, Melauri and several other not explored caves

> Okatse canyon

Tourism infrastructure & facilities in PA

ACCOMMODATION FACILITIES > Hotel with 8 room

VISITORS FACILITIES > Visitors center in Sataplia

> Ticket & info center in Sataplia

> Visitors center in Prometheus

> Visitors center in Okatse

> Scenic glass view platform in Sataplia

> Walking and view platform in Okatse canyon

> Parking places in Sataplia, Prometheus and Okatse

> Restrooms in Sataplia and Prometheus and Okatse in or close to Ticket & Visitors center

RESTAURANTS AND SHOPS > Cafes and shops in Visitors centers, at the exit of Sataplia cave and on scenic glass view platform in Sataplia

MUSEUMS > Speleological museum in Sataplia

MEETING FACILITIES > Conference and meeting rooms in Sataplia hote/Visitors center and in Prometheus administration building

ADMINISTRATION BUILDINGS > Administration buildings in Sataplia and Prometheus and joint with visitors center in Okatse


TOURISMPRODUCTS IN IMERETI CAVES PA

13

Tourism products in PA NATURE PROGRAMMES> Sataplia cave visit

> Sataplia rock trail

> Sataplia nature educational trail

> Sataplia colchic forest

> Sataplia Jurassic parc with dinosaur footprints

> Prometheus cave visit

> Boat tour in Prometheus cave

> Okatse nature walking trail

CULTURAL & EDUCATIONAL PROGRAMMES > Nature educational trail in Sataplia

> Speleological museum visit in sataplia

> Speleological research programmes

SPORT & ADVENTURES PROGRAMMES > Canyoning

> Adrenaline view platform in Okatse

> Scenic view platform in Sataplia

HEALTH PROGRAMMES FUN & ENTERTAINMENT > Small train trail in Prometheus

> Wedding in cave

MICE ‐ BUSINESS PROGRAMMES > Meetings in conference facilities

> Wedding in cave

PLEASURE > Meditation in cave

> Shopping

Tourist attractions and products in broader area – destination

Martvili/GochKadili Canyon, Svaneti, Sport park, stadium and sports hall in Tskaltubo Tskaltubo health & spa resort , Clinics and hospitals Bagrati Cathedral, Gelati Academy, Vardzia, Kutaisi State University, Quevri wine production Katskhi pillar Kutaisi and Tskaltubo hotels; TOs/TAs; Universities Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in

Tskaltubo

TOURISM IN IMERETI CAVES IN 2013

14

In Imereti caves, 81% of all visitors come from May till end of September – in 5 months

Domes

tic

Internati

onalTotal

Domes

tic

Internati

onalTotal

Domes

tic

Internati

onalTotal

2009 48.141 1.361 49.502 0 0 0 48.141 1.361 49.502

2010 23.116 322 32.438 0 0 0 23.116 322 32.438

2011 67.815 7.338 75.153 24.558 3.604 28.162 92.373 10.942 103.315

2012 48.598 8.427 57.025 31.044 8.356 39.400 79.642 16.783 96.425

2013 55.832 16.589 72.421 48.225 25.242 73.467 104.057 41.831 145.888

PrometheusSataplia Imereti caves total

Year

Imereti caves PA

Visitors total

Foreign visitors Country 1 Country 2 Country 3 Country 4 Domestic

Visitors Imereti caves 145,888 41,831 Ukraine Israel Poland Russia 104,057 Georgia total 350,642 101,642 249,000


TOURISM IN IMERETI CAVES IN 2013 - MOTIVES

15

Name Families Couples Individual visitors

Researcers/ Scientists

StudentsChildren/ Schools

Total

Sataplia & Prometheus cave

16% 7% 20% 1% 28% 28% 100%

Nam

e

Motiv 1

Motiv 2

Sataplia & Prometheus

caveNature ‐

67%

Education ‐

37%

Nam

e

Individuals

Groups

(TO/TA)

Sataplia & Prometheus

cave30% 70%

TOURISM IN IMERETI CAVES IN 2013 - SATISFACTION

16

Name Satisfaction 1 Satisfaction 2 Satisfaction 3

Prometeus caveNature &

LandscapeTrail Location

Visitors center and

servicesHospitable staff

Buildings ‐

facil ities

Additional tourism

products and services in

PA

Small train and

boatAudio guides Visitors' service

Sataplia caveNature &

LandscapeGlass View point Trail

Visitors center and

servicesHospitable staff

Buildings ‐

facil ities

Additional tourism

products and servicesVisitors' service


17

Name Dissatisfaction 1 Dissatisfaction 2 Dissatisfaction 3 Dissatisfaction 4 Dissatisfaction 5

Visitors center and services

Waiting place (in

entrance) is not

organized and

equipped

catering placeLack of qualified

staff

Not ful ly util ized

visitors center

Public transport

timetable is not

precise & reliable

Additional tourism products and

services

Not sufficient number

of staffToo big groups

Visitors center and servicesFar from main

entranceWC Lack of guides

Additional tourism products and

services

Not sufficient

information about

opening time

No picnic areaCafé does not

function

No play grounds

for children

Trails need

maintenance

Availability of information &

promotion

Tourists are not

informed in advance

about the length of

trai l

Lack of

interpretation

desks

Transport accessibility & ParkingNo regular public

transport

No shelters for

rainy or sunny

days

Parking not

organized

Sign posting on roads Lack of signs

Tourism products and services in

community/destination

Limitted tourist offer

especially for kids

Prometheus

Sataplia

Prometheurs & Sataplia

TOURISM IN IMERETI CAVES IN 2013 -DISSATISFACTION

VALUE CHAIN ANALYSIS

18

SCORE: 1 – very bad, 2 – bad, 3 – average, 4 – good, 5 – very good

INFORMATION

TRAVEL

VISIT

CONSUMPTION

POST SALES


TOURISM MARKET FOR IMERETI CAVES

19

• 50.000 pupils in one generation

• 120.000 students enrolled in universities

• 2.000.000 inhabitants of Kutaisi, Batumi and Tbilisi

DOMESTIC MARKET

• 350.000 mainly international visitors in Tskaltubo resort

• 960.000 leisure tourists on Black Sea

• 10,5 million transitpassangers

INTERNATIONAL MARKET

20

SBU: NATURE Back to nature, Feel authentic, Going back to origins,

Experience the peace and tranquillity of the natural environment, Seeing wildlife in its natural habitat, Escaping the urban environment, Learning about natural environment,

Absence of crowd, Rest and relaxation

Typical products: National park visits, hiking/bushwalking, wildlife viewing, guided trail walk, bird watching, nature photography, meeting local people, nature park visits

EXISTING PRODUCTS POTENTIAL PRODUCTS


> Sataplia cave visit > Sataplia rock trail > Sataplia nature educational

trail > Sataplia colchic forest > Sataplia Jurassic parc with

dinosaur footprints > Prometheus cave visit > Boat tour in Prometheus cave > Okatse nature walking trail

> New caves visit > Nature ecological

walking trail > Nordic walking > Nature & art education

camps > Recreation in nature > Playgroungs in nature > Botanical tours > Geological trails > Historical trail

> Soft ecotourists – interested and casual nature visitors

> Special interest visitors (fauna, flora, ethnology, etc.)

> Families > Students > Children > DINKs (dual income-no kids) > Empty nesters

Major attractions in destinations around Imereti caves linked to SBU:

Svaneti, Katskhi pillar

STRATEGYIMPLEMENTATION- PRODUCTS & EXPERIENCES



21

SBU: CULTURE & EDUCATION Deep understanding of local culture and experience of local daily life,

Learn something new, Self-discovery, Meeting new people with similar interest, Opportunity to be with friends and/or relatives, Having new experience, Being able to tell

my friend about my experiences

Typical products: Historical & Archaeological sites, Educational workshops, Meeting local people, Indigenous culture tours, Scientific & research studies, Theme park visits.

EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS

> Nature educational trail in Sataplia

> Speleological museum visit in sataplia

> Speleological research programmes

> Nature educational camps - orientation and survival camps

> Junior rangers and young nature scientists camps

> Art camps > Research and scientific study and

camps > Natural science laboratory

programme > Learning experience of traditional

activities in PAs/NPs > Ethnological educational tours > Ethnographical educational tours > Traditional local crafts, culture,

events > Photographic courses > Photo exhibition trails > Photographic competition Festival > Story telling programmes > Myths, legends and history

programmes > Quevri & Wine history

> Culture focused visitors > Nature visitors with

strong cultural interest > Scientists and

Researchers > Students > Youth and children > Families > Empty nesters


Bagrati Cathedral, Gelati Academy, Vardzia, Kutaisi State University, Quevri wine production


22

SBU: SPORTS & ADVENTURES Feel the adrenalin, Experience the limit of your physical strength,

Self-discovery, Having exciting and adventurous experience, Having new experience, Reputation, Opportunity to meet other people with similar interest, Being able to tell

friends about experience

Typical products: Cycling, Four-wheel driving, Canyoning, Rafting, Kayaking, Sport fishing, Horseback riding, Swimming

EXISTING PRODUCTS POTENTIAL PRODUCTS


> Canyoning > Adrenaline view platform in

Okatse > Scenic view platform in

Sataplia

> Canyon hiking trails > Rafting in canyon > Adventure tours > Kinckha waterfall > Rock climbing > Ice waterfall climbing > Caving for adrenaline lovers > Speleological tours > Cycling > Adventure parks > Mountain trekking > Zip line > Archery > Paintball > Four wheel tours > Demanding nordic walking

trails > Mountain biking > Horseback riding in

wilderness > Bog walking > Snow shoe walking > Mini goif

> Sports and adventure visitors

> Sports and nature associations & clubs

> Students > DINKs (dual income-no kids)


Martvili/GochKadili Canyon, Svaneti tours Sport park, stadium and sports hall in Tskaltubo


STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES

23

SBU: HEALTH Be healthy, Live longer, Be fit, Look good, Absence of stress

Typical products: Health and medical treatments, Beauty surgery, Health recovery, National park visits, Soft fitness sport activities (Hiking, Cycling, Cross country skiing, Snowshoeing, etc), Climate healing, Cave healing,

EXISTING PRODUCTS

POTENTIAL PRODUCTS MARKET TARGET GROUPS

> Cave healing & spa > Climate health

programmes > Anti-addiction programmes

> Patieints with specific health indications

> Post surgery and medical convalescents

> DINKs (double income – no kids)


Tskaltubo health & spa resort , Clinics and hospitals


24

SBU: PLEASURE Slow down life, Enjoy, Lifestyle

Rest and Relaxation, Absence of crowds, Positive previous experience, Reputation, Having new experiences, Opportunity to be with friends and/with relatives; Being able to tell my

friends about my experiences

Typical products: Wellness & Spa programmes, Gastronomic tours, Wine tours and tasting, Meeting local people, Shopping, Sunbathing

EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS

> Meditation in cave > Shopping

> Shopping: postcards, T shirts, cups, caps,..

> Spiritual programmes > Meditation programmes > Wellness (gong therapy, yoga,..) > Bioenergy trail > Fitness > Sunrise/sunset watching > Sun bath platform > Soft nature walking and hiking

trails > Summer kitchen with typical food > Traditional cooking and tasting > Wine tasting

> Soft ecotourists – casual nature visitors

> Young professionals > Social life and network

searching visitors > DINKs (double income – no

kids) > Empty nesters


Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi



25

SBU: FUN & ENTERTAINMENT Have fun, Feel ″in″, Having exciting experiences, Meeting new people with similar interest, Being able to tell my friends about my experiences, Share my experiences with my friends

Typical products: events and festivals, concerts, partying, shopping, nightlife

EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET

GROUPS

> Small train trail in Prometheus

> Wedding in cave

> Open days of PA > Events and festivals: popular events,

celebrations, anniversary events, etc. > Fun parks for children > Badminton > Volley ball > Basket ball > Entertainment playgrounds > Concerts > Video & movie presentations in visitors’

center in Sataplia > Market places and market days

> Young professionals > Trend setters and

trend followers > Social life and

network seekers > Students > DINKs > Families > Empty nesters


Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in Tskaltubo

ATTRACTIVENESS & COMPETITIVENESS OF NEW PRODUCTS

26


PRODUCTS & EXPERIENCES IN IMERETI CAVES IN2013 & 2020

27

Prevaling experiences 2013 • Nature, Culture & Education

New experiences in 2020 •Sports & adventures, Pleasure

Imereti caves TOTALNo of

visitors

Imereti caves 2013 63 37 100 145.888

Imereti caves 2020 65 27 5 5 100 300.000

HealthBusiness ‐

MICEPleasure

Fun &

Entertain‐

Nature

experience

Culture &

Education

Sports &

Adventure

PRODUCTS & EXPERIENCES IN IMERETI CAVES IN 2013 AND 2020

28

Nature experience

63%

Culture & Education

37%

SBU IMERETI CAVES 2013

Nature experience

64%

Culture & Education

26%

Sport & Adventure

5% Health5%

SBU IMERETI CAVES 2020



29

PROJECTS - 30 PROJECTS- 2.851.600 GEL- 21 New employees

- Basic infrastructure (2)- Transport, Welcome and Information infrastructure (8)- Tourism-hospitality infrastructure (8)- Tourism products and services (8)- Research & development projects (4)

STRATEGY IMPLEMENTATION – ORGANIZATION OF IMERETI CAVES PA ADMINISTRATION

30

Management of PA (head, deputy head and revenue manager & controller)

Nature protection and sustainability (environment specialist, rangers, etc.)

Products and services development (attractions –caves, trails, recreation, pleasure, health, nature camps etc.development)

Marketing and sales (promotion material, marketing, reservations, on site sales, cashiers,etc.)

Hospitality facilities management (hotel and other accommodation, restaurants, cafes, shops,etc.)

Supporting services (maintenance, parking, etc.)


STRATEGY IMPLEMENTATION – HR – TOURISM & HOSPITALITY

31

Revenue manager & controller

Marketing head manager

Corporate marketing specialist

Individual marketing specialist

MICE marketing specialist and protocol

Web and E- promoter - marketer (for on-line marketing tools)

Tourism – Hospitality head manager

Tourism animator and products and services on site promoter

Tourist information specialists

Tour guides

Tourism product, services and quality standards developer Accommodation, F&B and other facilities manager

Accommodation, F&B and other facilities assistant

STRATEGY IMPLEMENTATION – DEVOLVE RESPONSIBILITIES TO IMERETI CAVES PA ADMINISTRATION

32

Employment and HR

management

Tourism and hospitality

facilities use and

management

Revenue and price policy

Cooperation with

local/regional communities and partners

Dispose of certain share

of yearly budget


STRATEGY IMPLEMENTATION – PROMOTION

33

Printed materials• Image brochure• Promotion leaflet for mass distribution• TO sales folder for corporate market• Posters• Roll-ups• Education leaflet for mass distribution• Yearly report & magazine for corporate

market• Photo monography

Electronic promotion tools• Imereti caves web site• Electronic information & promotion

tools (e-newsletter, e-press releases..)• Video & video spots• Radio communication messages• Social media: Facebook, Twitter, Flickr• Electronic information boards and

touch screens

Strong promotion and marketing team in PA administration 10 – 15% of yearly budget of PA for promotion and marketing Logotype of Imereti caves in hierarchy with APA and GNTA logo

STRATEGY IMPLEMENTATION – MARKETING

34

DOMESTIC MARKET• B2B - TOs/TAs• B2B – FAM trips of TOs/TAs• B2B - Hotels & Guest houses• B2G - Schools• B2C – Fairs in Georgia• B2C – Advertising on billboards• B2C – FAM trips of journalists• B2C – CRM in Imereti caves• B2C – Imereti caves website

INTERNATIONAL MARKET• B2B - TOs• B2B – Speleological associations• B2B – FAM trips TOs• B2C – general & special fairs,

exchange, exhibitions• B2C – FAM trips of journalists• B2C – CRM in Imereti caves• B2C – Imereti caves website


STRATEGY IMPLEMENTATION – REVENUE SOURCES

35

• Governmental funding for nature conservation, protection and management

• Entrance fees for visitors• User fees for products and services• Concessions and lease for speleological

healing and wine aging• Packages for visitors• Accommodation in hotel and camps• Meetings (MICE) services and

equipment• Equipment• Food sales in cafes, restaurants and

stores• Merchandise sales• Internet access, WIFI

REVENUE SOURCES

• Membership or alliance cards if Friends of Georgia Protected Areas Card

• Sales or/and licencing of intellectual property

• Parking• Cross product selling• Cross-marketing with bigger companies• Public investment• Private sector initiatives• Technical assistance projects• Sponsorship• Donations• Voluntourism of local population

REVENUE SOURCES

STRATEGY IMPLEMENTATION – ENTRANCE FEE POLICY

36

• PRICE DIFFERENTIATION

•Pupils&Student•Adults•Families

•Retired persons•Multi-entry tickets

•July & August higher prices

PRICE POLICY PRICE DIFFERENTIATION

•12% increase of revenues

REVENUE EFFECT

2013 Jul&Aug

GEL GEL

Pupils&Students 3,5 5

Familes 14 20

Adults 7 10

Avg price 6,16 8,8

Entrance tickets


STRATEGY IMPLEMENTATION – REVENUE & PRICING

37

Sports&Recreation GEL Wellness&Pleasure GEL Shop GEL

Stiks for nordic walking 2 Gong therapy 10 Imereti caves brochure 7

Badminton 4 Bioenergetic guided to 10 Coin ‐ Sataplia dinosau 1

Volley ball 4 Meditation guided in n 10 Postcard 1

Baskett ball (4 basket) 4 Wine tasting 15 T shirt 8

Arching 4 Packages for Tskaltubo 15 Cap 5

Mini golf 4 Calender wall 10

DVD Imereti caves

Packed food

Packed sweets

Souvenirs

STRATEGY IMPLEMENTATION –REVENUE & PRICING

38

Hotel & Accommodatio GEL Cafe & Restaurant GEL Cafe & Restaurant GEL

Hotel half board 70 Coffee 3 Croisson 2

Camp half board 25 Tea 2 Hot dog 3

Conference room ‐ 1 d 100 Water 1 Toast 3

1/2 day 60 Ice tea 2 Sendwich 3

Rent laptop 50 Limonade 2 Boiled egg 2

Rent projector 50 Coca Cola 3 Salad 5

Coffee break 6 Bier 3 Matsone 3

Lunch/Dinner 15 Wine ‐ glass 2 Fruit basket 3

kHachapuri (1/6) 1 Ice cream 2

Daily soup ‐ vegi 4 Pop corn 1

Daily soup ‐ meat 4 Peanuts/Wollnuts 2

French fries 3 Churchela

Crep 4 Small chocolates

Cheese 5

Croisson 2

Hot dog 3

Toast 3

Sendwich 3

Boiled egg 2

Salad 5

Matsone 3

Fruit basket 3

Ice cream 2

Pop corn 1

Peanuts/Wollnuts 2

Churchela


STRATEGY IMPLEMENTATION – REVENUE & COSTS

39

REVENUE ACCOUNT 2013 REVENUE ACCOUNT 2020

Cost item/Rveneus 2013/14 ‐ GEL

Salaries permanent employees 210.000

Salaries seasonal employees 50.000

Costs of operations 90.000

Marketing 0

Toral Costs 350.000

Total Revenues 918.000

Net revenues 568.000

Cost item/Rveneus Optimal ‐ GEL

Salaries permanent employees 550.000

Salaries seasonal employees 75.000

Costs of operations 150.000

Marketing 85.000

Toral Costs 860.000

Total Revenues 4.500.000

Net revenues 3.640.000


40

• Manage complete Imereti caves PA by own management and staff• Give in concession Satsurblia health & spa cave• Give in concession wine ageing in cave and wine tasting

Concessions versus own management


STRATEGY IMPLEMENTATION – COOPERATION WITH STAKEHOLDERS

41

Stakeholders‘ cooperation

ON LOCAL LEVELTOs/TAs, Hotels & Guest houses, Municipalities, Association of Friends of Imereti caves PA, Other tourism and hospitality

associations

ON REGIONAL – DESTINATION LEVEL

TOs/TAs, Tskaltubo resort DMO – Destination Management Organizations; Universities in Kutaisi

ON NATIONAL LEVEL

GNTA Federation/Union of Associations of Friends of PA of Georgia GITOA, TOs/TAs

STRATEGY IMPLEMENTATION – SUSTAINABILITY POLICY

42

IMPROVE VISITORS‘ FLOWS MANAGEMENT

Distribute visitation of school groups throughout the year

Flexible opening time for visitors

Fixed scheduled visits

Electronic booking system accessible via internet

Open for visitors Mondays & Tuesdays

Imereti caves PA Visitors totalVisitors /1m

trail/1m cave

Visitors/day

/ open

months

Visitors/day

August

Imereti caves ‐ Prometheus cave 145.888 51/4* 405 761

Postojna cave ‐ Slovenia 556.000 1.523 3.871

Škocjan UNESCO caves 111.120 37/18 304 1.100

Georgia total 350.642 974 1.980

128/26*


STRATEGY IMPLEMENTATION – ACTION PLAN

43

124 ACTIONS ARE SUPPORTING 9 SPECIFIC OBJECTIVES

• Objective 1: 33 activities to increase the number of domestic and international visitors

• Objective 2: 16 activities to increase revenues from tourism and commercial activities

• Objective 3: 11 activities to increase overall satisfaction of visitors • Objective 4: 10 activities to restructure and use efficiently visitors' infrastructure and develop new tourism products and services

• Objective 5: 11 activities to develop professional HR team in Imereticaves and provide permanent trainings

• Objective 6: 14 activities to contribute to the development of local communities and stakeholders’ cooperation in Imereti region

• Objective 7: 13 activities to implement sustainable principles and measures and provide services assuring security and safety

• Objective 8: 8 activities to emphasize and mediate education and awareness rising about nature and natural values to visitors of Imereti caves

• Objective 9: 8 activities to contribute to the image of protected areas and tourism in Georgia

STRATEGY IMPLEMENTATION – MONITORING & ASSESSMENT

44

SUSTAINABILITY, SATISFACTION AND SAFETY MONITORING, ASSESSMENT & MANAGEMENT

• Systematic and regular monitoring and evaluation of tourism visitation impact on Imereti caves PA

• Registration and analysis of visitors behaviour and satisfaction in PAs• Regular and systematic monitoring and nature impact assessment• Regular social impact assessment on local communities• Further speleological research• Nature impact monitoring system• Carrying capacity assessment of tourist caves• Risk Assessment and management



Thank you for your support and contribution during assessment and development of tourism strategy document!



45


46



Annex 5. Power point presentation of “Guidelines for tourism planning and tourism management in PAs”


ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIALOF THE PROTECTED AREAS IN GEORGIAWORKSHOP 3: GUIDELINES FOR TOURISM PLANNING IN PAS

7. NOVEMBER 2014 |TBILISI| JANEZ SIRSE & LELA KHARTISHVILI

TASK OBJECTIVE

METHODOLOGY FOR EFFICIENT TOURISM DEVELOPMENT PLANNING AND TOURISM

MANAGEMENT IN PAs

PRACTICAL & UNIFORM TOOL

FOR APA & PAs TO DEVELOP AND

MANAGE TOURISM IN PAs

Objective of the document is to giveto APA and to PAs administrationsguidelines - practical tool for tourismplanning and management in PAsdeveloped on the basis of Strategy fortourism development of PAs inGeorgia and sample tourismdevelopment plan for Imereti caves.


GUIDELINES

3

• Task objective and methodology• Assessment• Market evaluation• Vison and objectives setting• Implementation• Monitoring• Conclusions & recommendations• Annexes

CONTENT

GUIDELINES

4

• Description of the task, its objectives,client, beneficiary and expert team;

• Proposition of methodology, approach,methods used, data availability,limitations and phases;

TASK & METHODOLOGY

Discuss withclient and

beneficiarymethodologyand adjust if

necessary


GUIDELINES

5

• Present shortly PA• Analyze tourism development• SWOT Analysis• Value chain analysis• Stakeholders‘ analysis• Tourism products & services• Tourism product potentials

ASESSMENT of PA

GUIDELINES

6

• Key tourism trends• Trends in tourism in protected areas• Tourism demand segmentation• Market potential for PA

MARKET EVALUATION

Discuss on workshop

with client,beneficiary & stakeholdersassessmentand market evaluation


GUIDELINES

7

• Present development scenarios• Set Vision of tourism development• Set Mission of tourism development• Set general objective• Set specific objectives

VISION & OBJECTIVES

GUIDELINES

8

• Tourism product development• SBU – products, experiences, target

markets• Investment• HR and employment• Organization• Promotion, marketing and sales• Revenue and pricing• Budget – revenues and costs• Sustainability & visitors‘ flows

management• Safety & security

IMPLEMENTATION MODEL


GUIDELINES

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• Each specific objective• Set of actions• Who in PA is responsible for actions• Whom to report• When actions start• When actions finish• Possible problems executing actions

IMPLEMENTATION - ACTION PLAN

Discuss on workshop

with client,beneficiary & stakeholders

vision, implementation & action

plan

GUIDELINES

10

• Monitoring and evaluation

• Conclusions• Recommendations

• Annexes

CONCLUSIONS & RECOMMENDATIONS


GUIDELINES

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• Guidelines provide working and analyticaltemplates, form and tables that wereused and tested while preparing „Strategyfor tourism development in protectedareas in Georgia“ and „Tourismdevelopment and management plan forImereti caves PA“

• Templates could be adapted to specificsituation

ANALYTICAL TEMPLATES


Thank you for your support and contribution during our work!



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Annex 6. “Tourism development strategy in protected areas in Georgia”

Annex 7. “Tourism development and management plan for Imereti caves PA”

Annex 8. “Guidelines for tourism development planning and tourism management in PAs”

Documents

FINAL REPORT - Transboundary Joint Secretariattjs-caucasus.org/wp-content/uploads/2015/04/Final_Report...Issue/Version No.: Final Contract No.: 2008.65.550 / 2013.11.001 Date: 08.01.2015