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STRATEGY FOR TOURISM DEVELOPMENT IN PROTECTED

AREAS IN GEORGIA

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 26.03.2015

Issue/Version No.: Final

Contract No.: 2008.65.550 / 2013.11.001

Date: 26.03.2015

Authors: Janez Sirse/Lela Kharstishvili

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

Financed by: Transboundary Joint Secretariat/APA

http://www.oebfconsulting.at/

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

TOURISM STRATEGY - F INAL

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CONTENT

ANNEXES ....................................................................................................................... iii

LIST OF FIGURES ............................................................................................................ iv

LIST OF TABLES .............................................................................................................. v

ACRONYMS AND ABBREVIATIONS ..................................................................................... vi

1 INTRODUCTION .................................................................................................. 8

2 METHODLOGY .................................................................................................. 10

3 PROTECTED AREAS AND PROFILE OF SELECTED 7 PAS IN GEORGIA ....................... 12

4 BASIC CHARACTERISTICS OF TOURISM IN PROTECTED AREAS IN GEORGIA ............ 16 4.1 TOURISM VISITS TO THE PROTECTED AREAS ....................................................... 16

4.2 INTENSITY OF TOURISM VISITS IN PROTECTED AREAS ......................................... 18

4.3 PROMOTION AND MARKETING OF TOURISM IN PROTECTED AREAS ........................ 19

4.4 ECONOMIC DIMENSION OF TOURISM IN THE PROTECTED AREAS ........................... 21

4.5 SAFETY SITUATION OF THE PAS IN GEORGIA....................................................... 22

5 SWOT EVALUATION OF SELECTED PAS ................................................................ 23

6 TOURISM STAKEHOLDERS IN PROTECTED AREAS ................................................. 24

7 TOURISM PRODUCTS AND POTENTIALS IN PAS .................................................... 26

8 TOURISM TRENDS AND GUIDING PRINCIPLES IN PROTECTED AREAS ..................... 28 8.1 KEY TOURISM TRENDS ...................................................................................... 28

8.2 TOURISM TRENDS IN PROTECTED AREAS ............................................................ 29

8.3 TOURISM GUIDING PRINCIPLES IN PAS .............................................................. 33

9 MARKET POTENTIAL FOR ECOTOURISM DEVELOPMENT IN PROTECTED AREAS IN

GEORGIA ......................................................................................................... 35 9.1 MARKET SEGMENTATION ................................................................................... 35

9.2 MARKET POTENTIAL TO VISIT PAS IN GEORGIA ................................................... 38

10 SCENARIOS AND VISION OF TOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA ......................................................................................................... 41

10.1 SCENARIOS OF TOURISM DEVELOPMENT IN THE PROTECTED AREAS ...................... 41

10.2 VISION, MISSION AND OBJECTIVES OF TOURISM DEVELOPMENT IN PAS ................ 42

11 STRATEGIC PRODUCT DEVELOPMENT IN THE PROTECTED AREAS IN GEORGIA ........ 45 11.1 SBU – STRATEGIC BUSINESS UNIT PRINCIPLE FOR TOURISM PRODUCTS

DEVELOPMENT ................................................................................................. 45

11.2 TOURISM PRODUCT DEVELOPMENT AND SPECIALIZATION IN PAS .......................... 46

11.3 TOURISM PRODUCT STRUCTURE IN PAS IN GEORGIA IN 2013 AND 2020 ................ 52

12 TOURISM STRATEGY IMPLEMENTATION MODEL .................................................... 54 12.1 DEVELOPMENT AND INVESTMENT PROJECTS ....................................................... 54

12.2 HR – HUMAN RESOURCE, EDUCATION AND TRAININGS ........................................ 56

12.3 PROMOTION AND MARKETING ............................................................................ 57

12.3.1 INFORMATION AND PROMOTION MATERIALS AND CUSTOMER RELATIONS .............. 58

12.3.2 PROMOTION, MARKETING AND SALES ................................................................. 59

12.3.3 BRAND DEVELOPMENT OF PAS IN GEORGIA ......................................................... 61

12.4 TOURISM DEVELOPMENT POLICY ........................................................................ 63

12.4.1 ORGANIZATION OF PAS MANAGEMENT AND STAKEHOLDERS’ COOPERATION .......... 63

12.4.2 QUALITY STANDARDS AND CERTIFICATION ......................................................... 66



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12.4.3 REVENUE POLICY AND CONCESSIONS ................................................................. 67

12.4.4 SUSTAINABLE TOURISM POLICY ......................................................................... 70

12.4.5 SAFETY AND SECURITY ..................................................................................... 73

13 SOME CONSIDERATIONS FOR FUTURE TOURISM DEVELOPMENT OF SELECTED PROTECTED AREAS ........................................................................................... 75

13.1 BORJOMI KHARAGAULI NATIONAL PARK - WILDERNESS & ECOSYSTEM

ADVENTURES ................................................................................................... 75

13.2 JAVAKHETI PROTECTED AREA - THE SKY AND GROUND IN ONE: BIRDS, LAKES & LAND .............................................................................................................. 77

13.3 LAGODEKHI PROTECTED AREA - HIKING IN ENDLESS NATURE ............................... 79

13.4 MTIRALA PROTECTED AREA – ADVENTURE NATURE PARK ..................................... 81

13.5 TBILISI PROTECTED AREA - TBILISI CITY GREEN & LEISURE PARK ......................... 83

13.6 TUSHETI PROTECTED AREA - WELL-KEPT BEAUTY & SECRET OF NATURE ................ 85

14 EVALUATION OF EFFECTS OF STRATEGIC TOURISM DEVELOPMENT ........................ 88 14.1 ECONOMIC AND SOCIAL EFFECTS ....................................................................... 88

14.2 CHALLENGES AND RESTRICTIONS ...................................................................... 88

15 CONCLUSIONS AND RECOMMENDATIONS ............................................................ 90

16 BASIC LITERATURE AND SOURCES ..................................................................... 93

17 ANNEXES ......................................................................................................... 94



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ANNEXES

ANNEX 1 GNTA PARTICIPATION ON INTERNATIONAL TOURISM FAIRS IN 2014 ...................... 94

ANNEX 2 DETAILED SWOT ANYLSIS OF PROTECTED AREAS IN GEORGIA IN 2014 .................. 95

ANNEX 3 DMO – DESTINATION MANAGEMENT ORGANISATION MODEL ............................... 100

ANNEX 4 ILLUSTRATION OF SOME TOURIST PRODUCTS RELATED TO MAIN SBU S IN PROTECTED AREAS ......................................................................................... 103

ANNEX 5 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE TOURISM ............................. 114

ANNEX 6 SOME EXAMPLES OF QUALITY STANDARDS, CERTIFICATION AND ORGANIZATION OF FRIENDS OF PAS ................................................................ 122



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LIST OF FIGURES

FIGURE 1: MAP OF EXISTING AND PLANNED PROTECTED AREAS IN GEORGIA BY THE END OF 2014 ........................................................................................................ 12

FIGURE 2: AN ATTEMPT TO POSITION SELECTED PROTECTED AREAS .................................. 13

FIGURE 3: MAIN MOTIVES AND ACTIVITIES WHEN VISITING PAS IN GEORGIA FROM MARCH – OCTOBER 2013 .......................................................................................... 17

FIGURE 4: EVALUATION OF TOURISM FEATURES IN PROTECTED AREAS BY GEORGIAN INCOMING TOUR OPERATORS (STATUS MID 2014) ........................................ 20

FIGURE 5: THE MOST EXPOSED AND IMPORTANT SWOT ELEMENTS IN PAS IN GEORGIA ....... 23

FIGURE 6: IDENTIFICATION OF MAIN TOURISM RELATED STAKEHOLDERS IN PAS IN GEORGIA .................................................................................................. 25

FIGURE 7: ACTIVITIES OF ECO-TOURIST DURING ECOTRIP ................................................ 26

FIGURE 8: IDENTIFICATION OF EXISTING TOURISM PRODUCTS AND SERVICES IN SELECTED PAS IN GEORGIA (STATUS MID YEAR 2014)................................... 27

FIGURE 9: TOURISM TRENDS IN PROTECTED AREAS.......................................................... 30

FIGURE 10: THREE PILLARS OF ECOTOURISM ................................................................... 33

FIGURE 11: MATRIX OF TOURISM COMPATIBILITY AND PROFILES OF ECO-TOURISTS ACCORDING TO CATEGORY AND MANAGEMENT PURPOSE OF PAS .................... 34

FIGURE 12: BASIC SEGMENTATION OF TOURIST MARKET .................................................. 35

FIGURE 13: MAIN MOTIVES FOR ECOTOURISM TRIPS ........................................................ 36

FIGURE 14: MATRIX OF TYPES OF NATURE TOURISTS AND THEIR MAIN CHARACTERISTICS ... 37

FIGURE 15: DISTRIBUTION OF INTERNATIONAL ARRIVALS TO GOERGIA BY MAIN CATEGORIES OF VISITORS AND TYPE OF DESTINATION VISITED DURING THEIR STAY IN GEORGIA IN 2013 ................................................................ 38

FIGURE 16: EXISTING AND POTENTIAL MARKET SEGMENTS IN PROTECTED AREAS IN

GEORGIA .................................................................................................. 40

FIGURE 17: POSSIBLE SCENARIOS OF TOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA .................................................................................................. 42

FIGURE 18: TEN SPECIFIC OBJECTIVES OF STRATEGIC TOURISM DEVELOPMENT IN PROTECTED AREAS .................................................................................... 43

FIGURE 19: SBUS – STRATEGIC BUSINESS UNITS AND EXPECTED EXPERIENCES OF VISITORS IN PAS IN GEORGIA ................................................................................... 46

FIGURE 20: SBU NATURE ................................................................................................ 47

FIGURE 21: SBU SPORT AND ADVENTURE ........................................................................ 48

FIGURE 22: SBU CULTURE & EDUCATION ......................................................................... 49

FIGURE 23: SBU PLEASURE ............................................................................................. 50

FIGURE 24: SBU BUSINESS – MICE.................................................................................. 50

FIGURE 25: SBU HEALTH ................................................................................................ 51

FIGURE 26: SBU FUN & ENTERTAINMENT ......................................................................... 51

FIGURE 27: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN PAS IN GEORGIA IN 2013 AND IN 2020 ........................................ 53

FIGURE 28: BASIC PHASES IN BRAND DEVELOPMENT ........................................................ 62

FIGURE 29: KEY ELEMENTS OF BRAND MANAGEMENT ........................................................ 62

FIGURE 30: BASIC PRINCIPLES FOR THE ASSOCIATIONS OF FRIEDS OF PA .......................... 65



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FIGURE 31: ELEMENTS OF QUALITY STANDARDS .............................................................. 67

FIGURE 32: COMPARATIVE REVIEW OF DIFFERENT CRITERIA OF INTENSITY OF VISITATION IN SELECTED GEORGIA PAS WITH PAS IN SEVERAL EUROPEAN COUNTRIES ..... 71

FIGURE 33: SHORTENED SWOT ANALYSIS OF JAVAKHETI PROTECTED AREA ........................ 78

FIGURE 34: SHORTENED SWOT ANALYSIS OF LAGODEKHI PROTECTED AREA ....................... 80

FIGURE 35: SHORTENED SWOT ANALYSIS OF TBILISI PROTECTED AREA ............................. 84

FIGURE 36: SHORTENED SWOT ANALYSIS OF TUSHETI PROTECTED AREA ........................... 87

LIST OF TABLES

TABLE 1: BASIC INFORMATION OF SELECTED PROTECTED AREA (STATUS END OF 2013) ...... 14

TABLE 2: NUMBER AND STRUCTURE OF EMPLOYEES IN SELECTED PAS (STATUS END OF 2013) ...................................................................................................... 14

TABLE 3: NUMBER OF VISITORS TO PROTECTED AREAS IN GEORGIA 2007 – OCTOBER 2014 ........................................................................................................ 16

TABLE 4: MAIN COUNTRIES OF ORIGIN OF FOREIGN VISITORS TO PROTECTED AREAS IN

GEORGIA IN 2013 ...................................................................................... 17

TABLE 5: MAIN OBSERVATIONS OF VISITORS ABOUT POSITIVE AND NEGATIVE EXPERIENCES WHILE VISITING PAS ............................................................. 18

TABLE 6: INTENSITY OF VISITS TO PROTECTED AREAS IN GEORGIA BASED ON DATA FOR 2013 .................................................................................................. 18

TABLE 7: COMPARATIVE FIGURES OF RELATIVE VISITATION OF SELECTED PAS IN

GEORGIA IN 2013 WITH SIMILAR PROTECTED AREAS IN SOME TOURISM DEVELOPED COUNTRIES ............................................................................. 19

TABLE 8: THE STRUCTURE OF BUDGET AND REVENUES FROM TOURISM IN PROTECTED AREAS IN GEORGIA IN 2013 (IN GEL) .......................................................... 21

TABLE 9: EVALUATION OF POTENTIAL DEMAND TO VISIT SELECTED PROTECTED AREAS IN GEORGIA .................................................................................................. 39

TABLE 10: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY

EXPECT IN PAS IN GEORGIA IN 2013 AND IN 2020 ........................................ 52



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ACRONYMS AND ABBREVIATIONS

ABTA Association of British Travel Agents

APA Agency for Protected Areas

ATOL Air Travel Organizers’ Licencing in UK

BKNP Borjomi Kharagauli National Park

BTA Batumi Tourism Agency

CBD Convention on Biodiversity

CBT Community Based Tourism

CNF Caucasus Nature Fund

DMC Destinantion Management Company

DMO Destination Management Organization

ETDC EcoTourism Development Centre

FAM Familiarization trips for TOs/TAs and/or journalists

GCAA Georgia Civil Aviation Agency

GFA GFA Consulting Group GmbH

GITOA Georgia Incomming Tour Operators Association

GNTA Georgia National Tourism Administration

GTA Georgia Tourism Association

HR Human resource

IUCN International Union for Conservation of Nature

KfW Kreditanstallt fuer Wiederaufbau

MICE Meetings, Incentives, Congresses, Events

MoE Ministry of Environment Protection and Natural Resources

NACRES Centre for Biodiversity Conservation and Research

NACHPG National Agency for Cultural Heritage Preservation of Georgia

NGO Non - Governmental Organization

NP National Park

ONS Office for National Statistics of the UK

PA Protected Area

PSA Passenger Shipping Association

SBU Strategic Business Unit

SSPA Support Programme for Protected Areas in the Caucasus

TA Tourist agency

TIC Tourist Information Center

TJS Transboundary Joint Secretariat for the Southern Caucasus

TO Tour operator

UNDP United nations Development Programme



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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



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1 INTRODUCTION

The project „Assessing and development the eco-tourism potential of the Protected Areas in Georgia” has as one of the main tasks to prepare a market-oriented Tourism Development Strategy for Protected Areas in Georgia. The overall objective of the project-strategy is to strengthen the tourism services and tourism revenues for the Protected Areas in Georgia while contributing to a further development of the overall tourism sector in Georgia. The Strategy will improve as well the financial sustainability, contributing to anchor responsible tourism principles into Georgia’s tourism

sector and to create a more attractive image of Georgia as tourist destination. The tourism development strategy for Protected Areas in Georgia was prepared as a response to the increasing number of visitors to the Protected Areas, positive and negative effects of these visits, expectations of local communities and population to benefit from tourism development and the need from APA and the Administrations of increasing the financial sustainability of the PAs with more commercial activities mostly related to tourism. This Tourism Development Strategy provides APA

guidelines for systematic, controlled and synergic development of the tourism activities in Protected Areas, following the long term vision and main objectives as well as respecting the limitations that nature protection imposes to commercial activities in PAs. Strategically guided tourism development in

the Georgian PAs should bring benefits administration, local communities and population and should spread the awareness of nature and its heritage among domestic and international visitors. The proposed strategy will provide APA guidelines for tourism development in PAs which are

compatible with the vision, mission and main activities of GNTA which reflect the strategic tourism development orientation in the country. The vision of GNTA, as stated on their website, is to showcase Georgia as an undiscovered unique travel destination of the world, encourage exploring the area and inspire to come back. Its mission is to ensure a sustainable tourism development through positioning Georgia as a unique travel destination on the international tourist map, improving visitors experience and maximizing their expenditures to significantly contribute to the national economy by effective

cooperation with strategic partners. GNTA is at present preparing a National Tourism Strategy of Georgia with a strong support of the WB. Within this National Tourism Strategy, strategic proposals for tourism activities in PAs should be incorporated from the point of view of products development, marketing, organization and cooperation and policy. During the elaboration of this document, the project experts have discussed with GNTA high officials and WB experts the further development of tourism activities in PAs, strategic

development proposals and possibilities of cooperation between APA and GNTA. Furthermore, representatives of GNTA and WB were also attending to this project workshops. The strategy of tourism in PAs should therefore enable a better cross-sectorial cooperation with GNTA, developing undiscovered unique nature in PAs as travel destination; contributing to the national economy with employment and revenues, to the welfare of local populations and communities and to strengthen sustainable tourism in Georgia.

Assessment of tourism development in Protected Areas in Georgia, their potentials, resources and capacities to be mobilized for further development showed significant results already achieved and also challenges to be addressed in order to avoid deficiencies and obstacles. There are some very important and visible achievements of APA in the PAs:

> Fast and efficient development of the PAs system, leading to a more protected nature

according to international standards; > APA & PAs are committed to nature conservation, management and nature promotion; > Increasing trend in tourism facilities and services investments in PAs. As a result, the PAs are

improving their image, and increasing the number of visitors while offering basic services;

> Significant increase of visitation to PAs and revenue generation leading to an increase of the financial sustainability of APA and PAs;

> PAs have a significant effect on economic and social development in local communities due to

the increase of local entrepreneurs, suppliers and revenues. As a consequence, an increase of standard of living is produced in the local population.

> Visitation to PAs still within the limits of acceptability and carrying capacities. Negative effects of visitation to PAs are under control.




APA and PAs are facing some challenges that could bring significant results on short term, while the strategy will bring guidelines for long term development of tourism in Protected Areas in Georgia.

These challenges are: > Not fully and efficiently used administration and visitors buildings; > Lack of HR for tourism management and marketing staff in PAs administration. Low interest,

knowledge and experiences of PAs staff for tourism; > No clear, uniform and efficient concession or franchise system to „lease-rent“ PAs tourism

infrastructure to private sector; > Weak cooperation of the PAs with tourism related stakeholders in the area. Lack of Destination

Tourism Management &Cooperation – DMOs; > Not enough coordination in promotion and marketing with GNTA; > Access to PAs: signalization on main roads, poor road to PAs, no organized transport to PAs,

available parking space; weak net of trails in PAs or incorrect signalization; lack of nature interpretation boards; visitors services missing or low quality: accommodation, catering, guiding;

> Waste management problems; > No standardized statistical system of quantitative and qualitative measurement of visitation to

PAs; number of visits to PAs in Georgia is significantly underestimated. No reliable visitors'

surveys;

> No clear strategy and policy for tourism development in PAs and no organization support; Centralized system of PAs to APA with lack of initiatives and entrepreneurship of PAs management & staff.

The Market potential of tourism development in PAs in Georgia is big. The domestic market has a remarkable importance: families, young people exploring the nature and culture or looking for

adventures, school children for education1, people living in bigger cities, Georgian diaspora; increasing importance of international market: hard and soft eco-tourists, hard and soft adventure tourists, holidaymakers at the seaside or/and in the country, cruise tourists; international business visitors and international missions to Georgia; niche markets (domestic and international): scientists, researchers, teachers, speleologists, participants at sports event & competitions, bird watchers, etc. Geographically traditional international markets represent a good potential for further

expansion and should be targeted with promotion campaigns and products: Russia, Turkey, Azerbaijan, Armenia, Israel, EU – European markets: especially in terms of nature & culture more oriented countries such as Benelux, Baltic countries, Germany, Austria, Czech republic, Slovakia and Poland, and overseas markets such as USA, Australia.

The strategy focuses on the horizon 2020. It is structured in chapters analysing the present situation,

organization and cooperation with stakeholders and assessing the development potentials. The strategy counts with a detailed presentation of the current market situation and demand segments. The document brings the vision, mission and main objectives of the beneficiaries and elaborates a strategic tourism product development based on a marketing concept. The following chapter describes the strategy implementation model with main projects and investment, HR needs, marketing, policy measures and sustainability implementation policy. The document ends with an estimation of economic and social effects of the strategy, limitations and challenges regarding the implementation

of the strategy. Strategy document has several annexes bringing further explanations to findings and good practices from various fields of tourism development in PAs from tourism developed countries. The “Strategy of tourism development in Protected Areas in Georgia” is, as any other document, based on determinate conditions and estimations as well as internal and external factors with a range of different effects produced during the implementation time. Therefore, monitoring of implementation of the strategy gives also the guidelines of how (when and where) to adopt the strategy or

implementation policy framework to keep the proper direction leading to the long term vision. 1These different domestic visitors offer good opportunities for eco-education and awareness raising on nature protection; this is one

of the core tasks of APA and Protected Areas.




2 METHODLOGY

Implementation of the project and preparation of the “Strategy of tourism development in Protected Areas in Georgia” was done in few phases. A short inception phase gave the project team insight into basic problems of tourism development of Protected Areas in Georgia and expectations of the beneficiary and the client. The expert team met the most important stakeholders forming a wide and strong coalition for development of Protected Areas in Georgia. At this stage experts collected basic documents, materials and data, discussed the project plan and prepared an operational work plan for

the project implementation that will meet objectives and allow the achievement of the final results. A detailed field visit programme of experts was prepared in order to enable the team to assess the situation and potentials also from the field. The 1st phase provided an assessment and evaluation of the eco-tourism potentials in the selected PAs where natural and other potentials and existing tourism products have been analysed. In addition, SWOT analyses have been performed and a stakeholder cooperation model has been discussed in

order to establish partnership between PAs, tourism suppliers and the local population. Special emphasize has been given also to demand and market situation.

For the assessment of the Protected Areas situation in Georgia, 7 priority Protected Areas 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 field visits of project experts to selected PAs were planned and organized together with APA, TJS and PAs administration. The field work took place from the 5th to the 27thof August 2014. The project team met representatives of the PAs administrations, directors, rangers, instructors, employees in visitors’ centres, 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. Discussions were organized on individual basis with the PA

administration directors and municipality leaders and with organized workshops with different stakeholders related to PAs. The project experts used field visits also for short interviews with individual suppliers, tourist guides and even visitors. In spite of the very short time available for field visits, the experts made also short visits to some attractive tourist sites in the PAs. There were over 70 persons from 7 selected PAs and municipalities, tourism agencies and information centres, tourism services and some other stakeholders.

The experts’ observations and findings from the field visits were combined and improved with available documents related to PAs as well as with documents and literature covering this subject and collected from various sources. The project team used some standardized methods in this assessment phase as individual discussions/interviews, workshops, desk research and team work with standardized questionnaires and forms that enabled the compilation and generalization of findings and the subsequent preparation of conclusions, proposals and recommendations.

Assessment analysis and findings with some preliminary conclusions were presented and discussed on the workshop on 18th September 2014. 26 participants attended, including: chairman and deputy chairman and advisors from APA, managers and representatives of Protected Areas, tourism

specialists from municipalities and representatives of international organizations in Georgia. The workshop participants discussed and added their views and proposals for SWOT improvement and prioritizing of most important strengths, weaknesses, opportunities and threats. The stakeholders

groups got new stakeholders to the already long list prepared by the project team and ideas how to strengthen the cooperation of PAs administrations and stakeholders were given. Discussion about the tourism products gave a proposal on how to improve the existing tourism products in PAs and where and how to develop new tourism products in PAs. Based on the assessment analysis and the 1st workshop results, the project team elaborated a tourism strategy structure and proposals for a future development of tourism in PAs in Georgia. In this phase




additional information was collected and discussions, consultations and cooperation continued with APA, GNTA, NACHPG, Road department of Ministry of Infrastructure, GITOA, tour operators and some

other organizations and individuals. Extensive desk research was carried out looking for good practices in tourism product development, management and monitoring tourism flows, promotion and marketing, etc.

A draft of the document “Strategy of tourism development in Protected Areas in Georgia” was prepared and presented on a workshop which took place on the 23rd October 2014. Participants form APA, all 7 assessed Protected Areas and international organizations agreed with strategic tourism development vision and objectives, with provided implementation model and policy and gave some comments regarding institutional possibilities to implement managerial and marketing proposals to perform commercial activities by PAs administration and gave some proposals for further elaboration.

These proposals were based on revenue generation and concession practice and policy, entrance fees and price policy, organization of hospitality teams in APA and PAs administrations and about sustainability and safety measures in Protected Areas. These and some other suggestions received during preparation of sample tourism development and the management plan for Imereti Caves Protected Area were integrated in this tourism development

strategy document.

The structure of the document reflects an assessment of existing situation and development potentials, key trends in tourism and especially in ecotourism, market analysis, market segmentation and potential demand to visit Protected Areas in Georgia, presentation of development scenarios, vision and objectives and implementation model. The implementation model provides a tourism product development based on SBU – Strategic Business Units methodology, major investment

projects, HR development and organization of APA and PAs administrations to perform tourism-hospitality tasks and policy measures: quality standards and brand development, revenue and price policy, concession policy and practice, sustainability measures and management of visitors’ flows, and safety policy. The document ends with an evaluation of economic and social effects of tourism development in Protected Areas in PAs in Georgia and with conclusions and recommendations. The annex provides detailed information from assessment phase, a list of specific international fairs

and exhibitions, tour operators and international organizations as well as photographic illustration of potential tourism products.




3 PROTECTED AREAS AND PROFILE OF SELECTED 7 PAS

IN GEORGIA

Georgia has more than 100 years long tradition of protection of nature and its richness. The first

overall Protected Area was Lagodekhi Strict nature reserve dating back to the year 1912. By the end of 1991 there were 15 strict nature reserves in Georgia covering 2.4% of country’s surface. At the end of 2014, Georgia counts 87 Protected Areas with different categories according to IUCN criteria: 14 strict nature reserves (140.672 hectares), 11 national parks (352,459.219 hectares), 41 natural monuments (2,258 hectares), 19 managed nature reserves (70,392.783 hectares) and 2 protected landscapes (34,708 hectares). Protected nature represents 600,490 hectares – 8.62% of

whole Georgian territory. Georgia’s legislation allows also the establishment of multiple use areas for the development of economic activities in line with environmental protection principles and use of renewable energy resources – at present there are no Protected Areas in this category but in some cases like Pshav-Khevsureti PA the buffer zone is mentioned as a multipurpose use area.

FIGURE 1: MAP OF EXISTING AND PLANNED PROTECTED AREAS IN GEORGIA BY THE END OF 2014

The internationally comparable and standardized protection of nature started in Georgia at the end of 20th century following IUCN categorization. Borjomi-Kharagauli national park (BKNP) was the first Protected Area proclaimed using international standards in 1995. From 2007 BKNP was certified by PAN Parks2 as the only Protected Areas from Georgia.

2PAN Parks went bankrupt in May 2014; the European Wilderness Society will honour all Ex-PanParks certifications for at least two

more years. The parks can then renew their wilderness certification according to the new European Wilderness Quality

Standards.




The last proclaimed Protected Area is Pshav-Khevsureti PAs on the North of Georgia. Georgia is planning to protect also several other areas such as Central Caucasus PAs, Trialeti PAs, Mariamjvari

PAs and to extend some areas in Kazbeghi, Algeti and Mariamjvari. With these new and the extended Protected Areas, Georgia will cover around 20% of its surface under nature protection regime.

Selected Protected Areas have some different basic characteristics that can be described as below.

FIGURE 2: AN ATTEMPT TO POSITION SELECTED PROTECTED AREAS

These 7 Protected Areas represent the 53% of the surface of all PAs and register 75% of all visitors

according to 2013 data. The total budget for all Protected Areas was 6,215,696 GEL (about 3,5mio $) in 2013, composed of state budget share (62%), CNF co-financing (12%) and revenues from tourism (16%). Tourism revenues are increasing very fast and represent a big share in the total budget since Sataplia and Prometheus caves are charging fees for visitation. Thus, approximately 670 $ per km² is spent for Protected Areas which is still 3 times less than in tourism developed countries (IUCN, 2002, p. 119). The 7 Protected Areas selected receive 56% of total APA’s budget and provide the main part of the tourism contribution – 90% of all tourism revenues.

All Protected Areas – except Tusheti, are open throughout the entire year although the majority – 82% - of visitors arrive from May till October.

Most of the Protected Areas have achieved very good basic working conditions in the last 10 years. The administration facilities of the PAs are new and spacious enabling efficient administrative work, conferences and meetings and visitors’ services. Also visitor’s centres are mainly new and spacious. In

some cases they are efficiently used but in many other cases they offer possibilities for improvement and more efficient use. Mainly close to administration buildings or visitors centres, tourism capacities of PAs were built: hotels, guesthouses, restaurants and meeting facilities which are not used (closed) or not efficiently used and there are still some new accommodation and F&B capacities under construction.

• 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

• Lagodekhi PA

HIKING IN ENDLESS NATURE




PAs administrations have a reasonable AWD car park available and a very good ICT support with WIFI

and mobile phones to rent. The Protected Areas have also shelters, tents, sleeping bags, camping places and places for rest within

their offer to visitors, but according to the opinion of the visitors, they are scarce and the quality of these services is not satisfactory. The Protected Areas count with a variety of walking, hiking, horse riding and biking trails, few market places with specific local products and few typical events. For promotion, APA has a web site and tourism maps of PAs. Representatives of the Protected Areas

attend also important international tourism fairs and exchanges together with GNTA or alone and on specialized thematic fairs as individual entities.

TABLE 1: BASIC INFORMATION OF SELECTED PROTECTED AREA (STATUS END OF 2013)

No. Name of PA Total surface

(ha)

Budget

(GEL)

Employees

total

Visitors

total

Open for

visits

1. Mtirala 15,698 217,936 19 16,358 I-XII

2. Imereti caves 505 1,460,197 42 145,888 I-XII

3. Borjomi-Kharagauli 85,083 648,025 75 42,490 I-XII

4. Javakheti 16,209 60,563 8 1,000 III-X

5. Tbilisi 23,218 307,100 41 20,215 I-XII

6. Tusheti 113,660 367,592 35 7,663 VI-IX

7. Lagodekhi 24,451 391,756 24 32,318 I-XII

Total 278,824 3,453,168 244 265,932

Georgia total 520,273 6,215,696 492 350,641 Source: APA and information from Pas

Note: Data for Imereti caves include Prometheus and Sataplia caves. The total number of employees in the 7 PAs is 244 persons (51% of all employees) and the big

majority of them are occupied with the basic mission of PAs: nature conservation, protection, maintenance and management. Only 20 persons (8%) are working with visitors in visitor centres and

as guides, while management and office staff accounts 34% of all employees.

TABLE 2: NUMBER AND STRUCTURE OF EMPLOYEES IN SELECTED PAS (STATUS END OF 2013)

No

.

Nam

e o

f P

A

Em

plo

yees

tota

l

Man

ag

em

en

t

Off

ice s

taff

En

vir

on

men

t

pro

tecti

on

Pro

du

ct

dvlp

Marketi

ng

/

Vis

ito

rs

servic

e

Ran

gers

To

ur g

uid

es

Oth

ers

1. Mtirala 19 2 5 1 0 1 10 0

2. Imereti caves 42 3 12 2 2 10 13

3. Borjomi-Kharagauli 75 1 9 2 2 55 6

4. Javakheti 8 1 2 5 0

5. Tbilisi 41 1 12 2 1 25

6. Tusheti 35 1 6 0 2 24 0 2

7. Lagodekhi 24 1 7 0 1 15

Total 244 10 53 7 0 9 144 13 8

Additional needed of HR 23 0 13 4 2 6 0 2 0 Source: Information from PAs

The PAs are generally understaffed as they need nearly 10% of additional employees, mainly for work

in the offices and with visitors.




The assessment showed a need for education and trainings in the fields of management, marketing and brand development in hospitality services and in foreign languages, legislation & regulations,

procurement, accountancy, project preparing& writing, administration and trainings for rangers. Beside trainings, study visits abroad would be very useful to know possible models for development, competitors and trends in conservation and tourism management.

Compared with conclusions of Pro Park study3 recreation and tourism training topics rank in our case and in Eastern Europe, very high, but the trainings provided do not support these needs properly. Provided trainings are mainly focused on management of Protected Areas and conservation and biodiversity management and satisfy only 10-30% of all needs. Tourism, recreation, awareness rising, finance and HR trainings are very seldom delivered to PA staff in all Eastern European countries 3Assessment of Capacity development needs of Protected Areas Staff in Eastern Europe, 2014




4 BASIC CHARACTERISTICS OF TOURISM IN PROTECTED

AREAS IN GEORGIA

4.1 Tourism visits to the Protected Areas

The history of statistical evidence of visitation to Georgia Protected Areas is rather short, is still under development and does not give precise, reliable data of real visits to the Protected Areas. Having in mind this developing statistical system, real problems on how to register visitation to wide areas of PAs with several entries and findings from our field mission, we can say that APA figures about tourist

visits are significantly underestimated. APA and the Protected Areas have made an impressive development of infrastructures, services and also promotion of the Protected Areas. This led to a great increase of visitation of the PAs. According to APA statistics of visits to PAs, in the last year (2013) 350,642 persons visited the PAs, and 29% of them were foreigners (source APA). The main season is from May till October when 81% of all visits are realized. Visitors mostly frequent Sataplia and Prometeus Caves in Imereti – 145,375 visitors

(41% of all visitors of PAs in Georgia) followed by Kazbegi PA – 47,533 visitors, Borjomi-Kharagauli PA

– 42,490 and Lagodekhi – 32,318 visitors in 2013. The current statistics for the first 10 months of 2014 show visitors’ arrivals to the 7 Protected Areas are increasing, especially those corresponding to international visitors. Nearly all selected PAs increased during the first 10 months of 2014 the number of visitors compared to the whole year 2013 and it is expected that total increase in 2014 will be close to 20% compared to the previous year.

TABLE 3: NUMBER OF VISITORS TO PROTECTED AREAS IN GEORGIA 2007 – OCTOBER 2014

Total Foreign Total Foreign Total Foreign Total Foreign

Mtirala - - 15,350 889 16,358 4,098 22,142 6,126

Imereti caves - - 23,438 322 145,375 33,485 152,065 51,846

Borjomi-Kharagauli 3,714 1,851 15,472 4,313 42,490 15,999 46,840 16,909

Javakheti - - - - 1,000 100 2,241 1,569

Tbilisi - - 8,950 - 20,215 1,070 7,910 1,835

Tusheti 900 - 6,185 3,011 7,663 4,577 9,786 5,362

Lagodekhi - - 15,117 1,858 32,318 5,322 37,064 7,583

Total 4,614 1,851 84,512 10,393 265,419 64,651 277,791 91,223

Georgia total 7,714 2,151 126,509 21,294 350,642 101,642

20132007 2010 January - October 2014

Source: APA – Agency for Protected Areas, 2014 During the last three years (from 2010 to 2013) the total number of visitors to the PAs nearly

triplicate and in terms of foreign visitors nearly quintuplicate. Our 7 selected PAs represent 75% of all visitors to PAs in Georgia and is worth to mention that the increase of visitors to these PAs was even higher: more than 3 times in total and more than 6 times for foreign visitors. Especially significant is an increase of foreign visitors which share rose to nearly 30% of total number visitors, with highest shares in BKNP (38%) and Tusheti (60%). An extraordinary increase was experienced especially in Imereti Caves - Sataplia and Prometheus and more than average also in Borjomi Kharagauli NP.




TABLE 4: MAIN COUNTRIES OF ORIGIN OF FOREIGN VISITORS TO PROTECTED AREAS IN GEORGIA IN 2013

No

.

Name of

PA

Visitors

total

Foreign

visitors Country 1 Country 2 Country 3 Country 4

Domestic

Visitors

1. Mtirala 16,358 4,098 Poland Ukraine Russia Germany 12,260

2. Imereti Caves

145,375 33,485 Ukraine Israel Poland Russia 111,890

3. Borjomi-Kharagauli

42,490 15,999 Israel Poland Germany Baltic

Countries 26,491

4. Javakheti 1,000 100 Belgium Ukraine Poland Baltic

Countries 900

5. Tbilisi 20,215 1,070 19,145

6. Tusheti 7,663 4,577 Israel Poland Germany Czech

Republic 3,086

7. Lagodekhi 32,318 5,322 Germany Poland Azerbaijan 26,996

Total 265,419 64,651 200,768

Georgia

total 350,642 101,642 249,000

Source: APA and information from PAs, 2014 Main foreign markets are neighbouring countries, East European and Baltic countries, Israel and Germany.

APA analysis of a visitors’ survey in the period from March to October 2013 shows the following characteristics of PAs visitors.

Source: Calculated on the basis of APA survey data, 2014

FIGURE 3: MAIN MOTIVES AND ACTIVITIES WHEN VISITING PAS IN GEORGIA FROM MARCH – OCTOBER 2013

Based on a basic visitors survey about their view of the PAs, the quality of services is on standard level and high, prices oscillate from acceptable to high, and expect more complete services, better infrastructures and transportation possibilities. Internet is by far the most used information source

about the Protected Areas (64% of respondents), followed by magazines (17%). Furthermore over three quarters of visitors (77%) travelled with friends.

Nature&Biodiversity

72%

Cultural Heritage

27%

Scientific&Researc

h 1%

Hiking 65%

Car Rentals 17%

Mixed activities

17%

Horse riding 1%




TABLE 5: MAIN OBSERVATIONS OF VISITORS ABOUT POSITIVE AND NEGATIVE EXPERIENCES WHILE VISITING PAS

No. Name of

PA

Satisfaction

1

Satisfaction

2

Satisfaction

3

Dissatis-

faction 1

Dissatis-

faction 2

Dissatis-

faction 3

1. Mtirala

Short

distance from Batumi and good

Nice

restaurant

New established zip line

Road condition, sometimes overcrowded with tourists

Guide service Few walking

trails

2. Imereti caves

Distinguished landscape

Good location No scheduled tours

Guide service Catering service


Biodiversity Trails Landscapes No catering service

Proper cottage/hotel

Trail marking

4. Javakheti Birds Lakes

New destination for domestic visitors

Service (guesthouse,

catering)

No information

Language problem

5. Tbilisi Short

distance from Tbilisi

Panoramas Untouched nature

No infrastructure

No information

6. Tusheti Nature Hospitality Unique

architecture

Water

problem

Trails are not

marked

Information boards and waste

7. Lagodekhi Hiking to visit waterfall

Biodiversity Infrastructure

especially catering

Information sign boards

Waste

Source: Information from PAs, 2014 Visitors also provided several comments and recommendations:

> Improvement of roads maintenance, better access to PAs, trails in PAs > Improvement of waste collection and toilet facilities > Organization of rest and picnic places and recreation areas

> Improvement of maps, signing system, promotion and PR material > Regular updating of web pages and introduction of reservation system for visitors > Free services for pupils and children.

4.2 Intensity of tourism visits in Protected Areas

There is no systematic monitoring of visitation intensity and effects of this visitation. Merely some partial activities are performed in Imereti caves and in some Protected Areas where pilot carrying capacities were discussed. The general opinion of the administrations and also of some international organizations is that the number of visitors is still far below the carrying capacity level. The table below shows the number of daily visitors per PA in all open months and specially in August, as peak season month in Georgia. The average for all PAs is 4 visitors per 1,000 hectares (4 per 10

km2). The highest daily concentration occurs in Imereti caves where 761 visitors per day in August, followed by BKNP and Lagodekhi PA. In August, during the highest concentration period Imereti caves received 15 visitors per 1,000 hectares, Lagodekhi 8 visitors, Mtirala and Tbilisi PA 7 visitors, BKNP 4 and Tusheti 1 visitor per 1,000 hectares.

TABLE 6: INTENSITY OF VISITS TO PROTECTED AREAS IN GEORGIA BASED ON DATA FOR 2013

No. Name of PA Visitors

total Open

months Visitors in

August Visitors/day/ open months

Visitors/day/ August

1. Mtirala 16,358 12 3,263 45 105

2. Imereti caves 145,375 12 23,578 404 761


42,490 12 9,054 118 292

4. Javakheti 1,000 8 500 4 16

5. Tbilisi 20,215 12 5,254 56 169

6. Tusheti 7,663 4 3,167 64 102

7. Lagodekhi 32,318 12 6,092 90 197

Total 265,419 10,3 50,908 860 1,642

Georgia total 350,642 12 974 1,980




Source: Calculated on the basis of APA and PAs data obtained during the field visits, 2014

We compared with the tourist visitation in several Protected Areas in Europe – Austria, Slovenia, Croatia, Scandinavian and Baltic countries as to get relative intensity of visitation in PAs with similarities in terms of basic natural characteristics and location to PAs in Georgia. We compared the number of visitors per unit of surface in each Protected Area except in the case of caves, where the number of visitors was calculated by the length of visitors trail. No comparison can be accepted

without taking into account specific situation, conditions, etc.

TABLE 7: COMPARATIVE FIGURES OF RELATIVE VISITATION OF SELECTED PAS IN GEORGIA IN 2013 WITH SIMILAR PROTECTED AREAS IN SOME TOURISM DEVELOPED COUNTRIES

No. Name of PAGeorgia visitors

total

Georgia

visitors/ ha/

year

Internationa

Benchmark

Visitors/day

1. Mtirala 16,358 1.04 69 - 8.050

2. Imereti caves* 145,375 51/4* 1,510

3. Borjomi-Kharagauli 42,490 0.50 164 - 2.466

4. Javakheti 1,000 0.06 41 - 55

5. Tbilisi 20,215 0.87 330 - 1.030

6. Tusheti 7,663 0.07 164 - 1.030

7. Lagodekhi 32,318 1.32 484 - 1.030

Total 265,419 0.95

Georgia total 350,642 0.67

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

*No of visitors is calculated for 1m of visitors' trail/1m total length of the cave

Source: APA and various analysis of carrying capacities and statistics of Protected Areas, 2014

We must state at this point, that from the tourism sustainability point of view, the peak intensity provides more relevant information about the possible threats to the nature than the average number for the whole year. Additionally, it is also important to consider and analyse separately the visitation

intensity for same day visitors and tourists with overnight stay. Same day visitors are namely a much bigger threat to sustainability in PAs than overnight visitors.

4.3 Promotion and marketing of tourism in Protected Areas

GNTA – Georgia National Tourism Administration is the central national agency for Georgian tourism promotion on international and domestic markets. Its budget for 2014 is 10,400,000 GEL and covers the production of promotion materials, out-door campaigns, TV and internet advertising, participation on travel fairs and FAM trips of TOs/TAs and journalists. GNTA plans to attend to a total 19

international travel fairs in 2014, among them 12 in Europe, 2 in neighbouring countries and 5 in Far and Middle East countries. GNTA organizes fair presentations on a stand of Georgia, which GNTA shares with tour operators. The full list of the tourism fairs that GNTA attended in 2014 is provided in in Annex 1. On-going promotional and PR campaigns in 2014 have been focused on the following countries: Ukraine, Poland, Azerbaijan, Germany, Netherlands, Austria, Belarus, Russia, Hungary and Georgia (on Tbilisi and Batumi airports). On average GNTA spends 2.5 GEL per international tourist and same day visitor (excluding transit passengers) which is in line with recommendations of UNWTO.

According to the Georgian Civil Aviation Agency (GCAA) there are 24 foreign and one national airline companies offering regular flights from Georgia: Turkish Airlines, Georgian Airways, Ukraine International Airlines, WizzAir, Pegasus, Belavia, S7, Lufthansa, Austrian Airlines, Qatar Airways, Fly Georgia, Air Astana, Fly Dubai, LOT, Air Baltic, Ata Airlines, Siberian Airlines, Azerbaijan Airlines, Al Naser Airlines, ISRAIR, Air Onix, Atlas jet, Travel Service, etc. Turkish Airlines is the dominant air company with the 19% of market share. Georgian Airways is on the second place followed by

Pegasus, Ukraine International Airlines and others.




GNTA estimates that the majority of international visitors are individuals organizing their trip by themselves. The share of organized visitors that arrived in organization of TOs/TAs does not exceed

30% of total visitors. Georgian tour operators access international tourism market through their foreign partner

companies/agencies. They operate like ground operators in Georgia for foreign TOs/TAs. Diverse tour products as well as tailor made tours are offered at international travel exhibitions and are also available on companies’ web sites. The direct contacts and linkages to foreign travellers are limited. Foreign tourists come to Georgia mostly in groups of 15 to 20 people and stay from 5-7 days. 50% of them choose combined tours with Armenia or Azerbaijan. Tailor made packages are offered for group of three to five persons. Visits and tours to Protected Areas represent in these Georgian TOs/TAs about 10-15% of their overall business. The average price per day is from 100-150 $ including

overnight half board and transport. Any of the TO sees the possibility of specializing exclusively in offering Protected Areas tours. The most popular and sold visit to PAs is the visit to Imereti – Sataplia and Prometeus Caves, followed by Kazbegi and Borjomi-Kharagauli NP and Tusheti. TOs organize adventure tours, jeep tours, wilderness visits, hiking tours and visits to some events. It is very usual that Protected Areas are not

explicitly mentioned in tour programmes but are described only as a nature, wild nature and

adventure or similar sites. Tour guides of tour operators rarely possess appropriate knowledge of the Protected Areas, their values and the attractions of the nature they are visiting. The evaluation of TOs of tourism characteristics in Protected Areas is very critical (see the figure below).All features except natural environment and landscapes and to some extent guest houses received very low notes.

FEATURE Note

(1 to 10) FEATURE

Note

(1 to 10)

Guesthouses/B&B and Services 8 Tourism Information Service 5

Catering facilities* 4 Transport Services 5

Human Resources 4 Environment and Landscape 10

Shopping Offer 0 Internal Signs and

Interpretation 4

Navigation and Sign** - Cleanliness, Hygienic Services

and Toilets 5

Source: Evaluation based on interviews with selected TOs

* Mostly not available in PAs

** Not tested enough yet

FIGURE 4: EVALUATION OF TOURISM FEATURES IN PROTECTED AREAS BY GEORGIAN INCOMING TOUR OPERATORS (STATUS MID 2014)

APA has a very limited budget for promotion, around 150,000 GEL, which represents only 2.4% of the total APA budget or 0.43 GEL per visitor or 5 GEL per international visitor. When we compare this amount to the revenues obtained from tourism in Protected Areas, it is reflected that the budget for promotion is higher than expected – 12.5% of all tourism revenues from visitation of PAs. APA produces a good collection of basic information for all and separately for each PA together with their map in uniform corporate design. APA attends to some important international fairs: Berlin (ITB), FITUR (Spain) and WTM (UK) together with GNTA and separately in exposition halls dedicated to

nature and adventure lovers. As for local/regional fairs, APA annually participates on CTF (Tbilisi) and on Batumi Expo.

APA organizes each year “awareness raising” campaigns within the domestic market: eco-educational

courses- seminars, meetings with students, events such as Green Calendar Events - planting of trees open lessons, eco-tours, eco-camps, cleaning the waste, etc.

The visits to Protected Areas are based mainly on individual travel arrangements. APA estimates that PA visitors from tours organized by TOs/TAs do not exceed the 15% of the total number of visitors to Protected Areas. Internet offers information about places to visit, accommodation and basic services. On the other hand, international airline connections and budget air carriers stimulate additionally individual travels to Georgia.




APA coordinates promotional activities with GNTA but there is still a room for improvement of this cooperation that will bring both partners benefit: to GNTA attractive tourism offer and strong image

element and to APA professional promotion and more market exposure. This cooperation could be strengthened in the field of production of promotional materials (for example using Georgian tourism logo on promotional materials of APA), attendance on some specific regional fairs (for example in

Baltic countries) and FAM trips of TOs/TAs and journalists especially from APA target markets.

4.4 Economic dimension of tourism in the Protected Areas

Economic incomes from tourist activities are estimated to be the 16% of the overall APA’s and PAs budget in 2013. The highest percentage of revenues is are coming from Imereti Caves Protected Area

– 90% of tourism revenues in all PAs. On average, the revenue per visitor in all Protected Areas in Georgia is 3 GEL. Imereti Caves’ revenue doubles that amount – 6 GEL/visitor. Given that, if we deduct tourism revenues from Imereti Caves and calculate the average revenues per visitor in all other PAs in Georgia we obtain an average revenue per visitor of only 0.30 GEL/visitor. The revenues from tourism in Protected Areas in Georgia have been increasing very fast during the last years. In 2007 they were only 34,427 GEL and in 2010 they reached 107,095 GEL. In 2013 the

amount increased already to 1,007,670 GEL while in 2014 APA expects to register more than 1.3 million GEL from tourism.

TABLE 8: THE STRUCTURE OF BUDGET AND REVENUES FROM TOURISM IN PROTECTED AREAS IN GEORGIA IN 2013 (IN GEL)

No. Name of PA Budget totalBudget by

APA

% in

total

Budget by

CNF

% in

total

Budget/

Revenues by

tourism

% in total

1. Mtirala 217,936 156,758 72% 55,963 26% 5,215 2%

2. Imereti caves 1,460,197 541,213 37% 0 0% 918,984 63%

3. Borjomi-Kharagauli 648,025 544,550 84% 103,475 16% 33,249 5%

4. Javakheti 60,563 60,563 100% 0 0% 0 0%

5. Tbilisi 307,100 307,100 100% 0 0% 0 0%

6. Tusheti 367,592 299,165 81% 68,426 19% 4,975 1%

7. Lagodekhi 391,756 244,197 62% 147,559 38% 24,327 6%

Total 3,453,168 2,153,546 62% 375,424 11% 986,750 29%

APA TOTAL 6,215,696 4,438,337 71% 753,759 12% 1,023,600 16%

Source: APA - Agency for Protected areas

Revenues from tourism are an important share in APA’s budget and this share will increase in the future based on more visitors, greater variety of products and services offered to visitors and efficient management of tourism facilities in PAs.

At present, about the 90% of all tourism revenues in all PAs corresponds to entrance fees in Imereti Caves. The rest represents revenues from concessions of tourism facilities given to other legal entities in order to run and manage them. The concession policy and practice is not long in APA and has positive and negative results. PAs give in concession souvenir shops, cafes, accommodation facilities (hotels, camps) and picnic places. Interest comes from local businessmen or even from Association of Friends of PA. There are only a few successful cases but they are practically not significant for more

efficient tourism development neither for revenues. Most of the tourism capacities and facilities are small, need renovations, are dispersed on vast territory; season for visiting PAs is short, etc. PAs administrations do not have tourism staff, knowledge and experiences to work in tourism.

During the assessment phase we studied also a concession model of NACHPG that has shown good results. Compared to PAs, cultural sites have much bigger number of visitors and more stable and balanced seasonal distribution but their approach was systematic, interdisciplinary, mobilizing local

staff, clearly defining products and performing intensive market research. After then, lawyers prepared rules, legal act, procedures and agreements/contracts (more information and documents can be provided if necessary). There are no analyses or estimations about how visits to PAs contribute to the local economies where infrastructure and services were developed: accommodation, food & beverage, shops, transportation,




guiding, traditional crafts, agriculture, etc. Based on our observation during field visit these economic effects on local economy surpass those to PAs.

These results go along with institutional strengthening of Protected Area Department in MoE in 2007/2008 and becoming Agency for Protected Areas in 2012. 5 years’ action and 10 years’

investment plans were prepared in 2009, development of tourism services for visitors and designing uniform logo of PAs in Georgia. APA has established also strong cooperation with international donor organizations that contribute substantial resources for nature protection and development of PAs in Georgia.

4.5 Safety situation of the PAs in Georgia

The assessment of risks and danger for visitors in the Protected Areas is not complete or consistent. In many cases, the assessment was completed several years ago; it was not complete (only included some trails), and it was an internal document for PAs administration. Luckily, for the time being there were no serious accidents in PAs. The major incidents were: visitors getting lost, with legs insured, minor health issues in caves, and some car accidents due to the wrong system of trails, which does not respect recommendations and rules of PAs, or sometimes just based on fortuitous events caused

by bad weather conditions. The Protected Areas are not well equipped with alert systems. They mainly use the country “112 service”, give instructions to visitors on interpretation boards or flyers about this service and provide emergency phone numbers of PAs administration on some boards and flyers. In Tusheti, photo traps have been installed on some places to observe the situation. PAs administrations are equipped with

first aid set, some have transportation means but generally there are not enough or should be located in ranger stations. In Omalo, a small emergency medical centre will start functioning in 2015. Education activities and trainings of the PAs administration staff assure basic knowledge of first aid. All rangers have passed trainings of first aid and in some cases also other staff. With increasing number of visitors there is a need for additional knowledge and trainings regarding safety, first aid and customer relations. There are no safety specialists in PAs to deal with safety problems, instead, PAs

administrations cooperate with local police, fire brigades and the “112 service”. The overall safety situation in PAs is relatively good: many PAs have not used their first aid equipment, there have not been serious accidents yet and the “112 service” is functioning well. Still, it

is obvious that the PAs administrations are aware of the potential danger and that professional assessments should be done and safety control should take place regularly. Improvements with introduction of safety measures are underway, like that in Omalo which introduced an emergency

centre or in Adjara where a joint coordinating body – steering committee of representatives of municipalities and tourism - will work with them.




STRENGTHS

• Very rich, untouched nature, wilderness, biodiversity, landscapes

• PAs are close to main roads, airports and bigger cities except some PAs

• PAs are mainly accessible nearly all year except Tusheti and Javakheti which are not accessible in winter

• PAs have new and spacious administrative and visitors‘ centres

• Attractive visitors trails

• Respect of international standards in nature conservation

• Strong commitment of APA and PAs administration to nature conservation and management

WEAKNESSES

• Lack of administrative and visitor infrastructure

• Tourism development in PAs is not supported by organization and policy

• Lack of devolved responsibility to the PAs administrations

• Lack of an eco-tourism strategy

• Lack of professional hospitality HR, trainings and study visits

• Low salaries of PAs staff

• Lack of sign posting, parkings and access roads

• Lack of cooperation with tourism stakeholders and organizations on national and regional/local level

• Lack of merchandising and market for the local products (souvenir shops etc.)

• Lack of vision and strategic targets of the PAs

• Lack of uniform marking system and promotion/marketing of PAs

• Lack of quality standards/brands

• Lack of personal safety policies, strategies, emergency service

• Centralized system of PAs development and management

5 SWOT EVALUATION OF SELECTED PAS

During the field visits SWOT discussion and identification was held in each PA with different stakeholders. These findings were completed from available documents and by expert knowledge and experiences as well as with participants on the workshop. Finally, using the SWOT analysis of each PA a general synthesis realised for all visited PAs to get an overall SWOT analysis which could be extrapolated to all PAs in Georgia. The detailed SWOT analysis is presented in Annex 2.

Source: PAs data obtained during the field visits and workshop, 2014

FIGURE 5: THE MOST EXPOSED AND IMPORTANT SWOT ELEMENTS IN PAS IN GEORGIA

OPPORTUNITIES

• Increasing demand and above average growth rates of eco and adventure tourism

• Cross border and joint Caucasus development of PAs

• Fast developing tourism and increasing tourism image of Georgia

• Rich culture, cultural heritage, history and tradition;

• Potential for new attractive visitor trails

• Potential of diversifying development of a new tourism products

• Interest of local communities and people for tourism development

• Hospitality of Georgians

• Use of ICT and energy renewable technology

THREATS

• Lack of carrying capacities estimations and nearly no monitoring

• Waste management

• Lack of spatial planning and zoning

• Lack of protection of cultural heritage and cultural landscapes

• Reduction of financial resource from international organizations

• Security and safety in narrow and broad term; not clear perception on markets that Georgia is a safe country

• Degradation of nature and natural catastrophes

• Degradation of nature in terms of climate change

• Faster development of competitors in neighbouring countries




6 TOURISM STAKEHOLDERS IN PROTECTED AREAS

The Protected Areas and APA have a main mission related to nature conservation, protection and management. With an increasing interest and visitation of domestic people and international travellers, the need of offering organized visits and travels in the PAs increased together with a need of more services offered and an increase of their quality. The aim of these services – trails, observation platforms, interpretation desks, accommodation, picnic places etc. was to control the possible negative impacts on the nature and to satisfy the expectations of the visitors.

The increased visitation affected also to inhabitants of local communities and several others to develop and offer other facilities and services for these visitors either within the PAs boundaries or in the neighbourhood. The more people, suppliers, institutions and general stakeholders are involved, the greater is the need for organized communication, some rules and standards and cooperation. In tourism, the organizational structure is developed from national to local level, with national tourism

organizations – like GNTA. On a regional/destination level there are DMOs – Destination Management Organizations, while on a local level there are some DMO offices and TICs. On national level APA would be one of the important partners of GNTA, while on destination level PAs should be part of

DMOs. A presentation of the DMO – Destination Management Model is in Annex 3. This structure is not yet developed in Georgia. Therefore, the Protected Areas are searching some other possibilities to establish cooperation with several stakeholders and new associations and other

forms. During the assessment phase of the project, we identified the most important tourism related stakeholders of the PAs. For an efficient coordination of stakeholders we will elaborate some models that will take into account the existing situation and the desired future organization.

MAIN TOURISM STAKEHOLDERS OF SELECTED PROTECTED AREAS

PA MAIN STAKEHOLDERS Guesthouse owners/managers Restaurants, cafes, etc. owners/managers Other tourism facilities owners/managers

Tour operators & Travel agencies Horse riding service providers

Tourism, recreation, sports and other services providers

Tour guides Tourist information centres / organisations Transport companies and drivers

Crafts and tourism souvenir producers Farmers and farmers cooperatives Shops Local markets Rangers

CULTURAL AND OTHER ORGANISATIONS Cultural organisations (museums, galleries, art shops, etc.)

Monasteries

TOURISM ORGANISATIONS &

ASSOCIATIONS

GNTA & DMOs

GTA, GITOA Associations of PA Friends Guide Associations

Mountain guides associations, who has certified guides

Association of young campaigns (Scouts…)

Speleological association Ecotourism association Tourism/culture related associations




MAIN TOURISM STAKEHOLDERS OF SELECTED PROTECTED AREAS

NGOS, AGENCIES, CENTRES, CLUBS National and regional NGO related to tourism,

nature protection, sustainable development National and International Sport federations and

clubs National Agency for cultural heritage protection Health and safety (Urgent) care centres Agency of standardizations and metrology

EDUCATIONAL ORGANISATIONS Local / regional universities and schools, educational centres

Research organizations related to tourism

LOCAL COMMUNITY Local population

Local Municipalities

DONORS, PRIVATE BUSINESSES, INTERNATIONAL ORGANISATIONS

Big private tourism related companies (i.e. Borjomi Water, etc.)

PAs partners - donors (TBC Bank, CARTU Bank,

ProCredit Bank, etc.)

International organisations (WWF, WB, UNWTO, UNDP, CNF, KfW, etc.)

Source: Information of PAs from field visits, workshops and various documents

FIGURE 6: IDENTIFICATION OF MAIN TOURISM RELATED STAKEHOLDERS IN PAS IN GEORGIA

Stakeholder groups have different expectations and views of the tourism in the Protected Areas. Local municipalities and societies see opportunities for local businesses, employment, improvement of quality of life, earning foreign currency and redistribution of income; additionally they expect the promotion of conservation of natural and cultural heritage, sustain cultural identity, provide education opportunities, health benefits and greater understanding, awareness and appreciation of nature.

Tourism brings also better access to services and enhances respect for local traditional, cultural values, local events and self-esteem. The Protected Areas Management expects from tourism promotion of conservation and heritage appreciation, generation of revenues for their operations, creation of employment and income, development of long term sustainable economic activities, building alliances with local communities

and population, management of resources, fostering research, creation of positive experiences and

generating satisfied and loyal visitors. On the other hand, the tourism operators, products and service providers expect to run their business with profit, exploit market potentials, develop products and services to target markets, expect loyal visitors and support visitors and assist them to understand nature, natural values and natural heritage.

Last but not least, the tourists expect to enhance personal experiences, feel personal accomplishment, improve health, participate in social experiences, meet other people, exploit family history, tradition, bonding, group team building, reaffirm cultural values, promote nature conservation and preservation and spend good time.




7 TOURISM PRODUCTS AND POTENTIALS IN PAS

The Protected Areas and APA have developed several tourism products and services so far, some with substantial support of international project and organizations. PAs offer to the visitors: information in visitor centres, maps and information materials, rangers and guides. Visitor centres offer also expositions, interpretation desks, and in some cases accommodation, snacks and drinks, shops and meeting rooms with equipment. Some PAs have also small hotels or rooms and restaurants.

The PAs have developed for their visitors walking, hiking and horse riding trails, some more adventures services like biking trails, canyoning and zip-line. Trails are marked, some have interpretation desks and guiding is organized. PAs offer also shelters, tents and sleeping bags for visitors. The increase in number of visitors and general demand, leads to an increased need of more products and services in the PAs. The visitor services development should follow some principles that take into

account first nature of Protected Areas, expected experience of visitors, motives and behaviour patterns of visitors and intensity of market demand.

Based on motives main activities performed during the eco-trip in nature are analysed and are grouped as follows:


FIGURE 7: ACTIVITIES OF ECO-TOURIST DURING ECOTRIP

The Protected Areas should consider this while developing their tourism products and services for specific groups. It is also worth to note that eco-tourists mainly care about safety (crime, hygiene), friendliness of locals, authentic culture and lifestyle, quality of food, prices and quality of accommodation. Matters of less importance for them are: existence of package tours, presence of world class and known attractions and quality of infrastructure (roads, health centres etc.)

During the assessment phase and in further discussions with the Protected Areas Administrations we have identified main tourism products or groups of products and services in the PAs and in

surrounding area – destination. They offer mainly nature experiences with soft activities, nature and culture interpretation, educational programmes and recreation activities. Only lately, some more hard adventure tourism products were developed like zip line, canyoning and mountain biking to attract

also more sports oriented visitors. Generally, tourism products and services are well accepted by the market, but do not meet all needs and expectations of the visitors and do not have a standardized quality. Only the Imereti Caves

Protected Area offers several tourism products – visits to caves and nature park and register significant revenues from tourism. Other Protected Areas develop tourism products and services but do not promote them actively, and do not sell these products and services but look for concessionaires or other type of management of these products. Most often, private companies or other entities use trails and other facilities of the PAs for their businesses without any financial compensation for the PAs Administrations.





FIGURE 8: IDENTIFICATION OF EXISTING TOURISM PRODUCTS AND SERVICES IN SELECTED PAS IN GEORGIA (STATUS MID YEAR 2014)

During the assessment phase and at the workshop we identified a wide range of potential tourism

products that the PAs in Georgia could develop to meet experiences and expectations of their visitors.

For many of the tourism products in PAs, we prepared a photographic illustration in Annex 4. The list of potential tourism products reflects many opportunities to the PAs administrations, public and private stakeholders and others for their development. For the strategic concept of tourism development we grouped existing and potential products and services according to SBUs – Strategic Business Units and added target market demand in Chapter 11.

• Walking and hiking tours (mild to moderate adventures)

• Horse riding tours

• Picnic areas

• Bird watching

• Botanic tours

• Rural tours

• Jeep tours

• Mountain biking

• Eco- educational programmes

• Botanical tours

• Bike tours

• Snow shoeing

• Canyoning

• Zip line

• Boat tour (in Prometheus cave)

Existing tourist products in PA

• Walking and hiking trails

• Horseback riding trails

• Cultural tours

• Rural tours

• Ski tours

• Local markets tours (Lagodekhi)

• Camp sites

Existing main tourist products in broader area – destination




8 TOURISM TRENDS AND GUIDING PRINCIPLES IN

PROTECTED AREAS

8.1 Key tourism trends

International think-thank groups are constantly analysing major trends in tourism – called also mega

trends. They reflect current and expected changes in consumers’ behaviour, development of tourism supply, technology and organization of tourism suppliers. Tailor-Made Experiences One of the key trends for the next years is expected to be tour operators expanding their tailor-made holiday offerings in response to growing consumer demand for more flexible itineraries but still with all

the security and benefits of a package. With global travel becoming more common, consumers are

looking for more individual holiday experiences that their friends/family might not have done. Additionally, as holidaymakers become more widely travelled, they may have a clearer idea of what

kind of sights and activities interest them and want to ensure that they get the most value out of their

holidays by doing and seeing the things that really appeal. While tailor-made tours used to be just for the luxury end of the market there are now many tour operators offering more affordable options due to the growth in popularity of this kind of holiday. The rise of multi-centre holidays where holidaymakers may combine two or more destinations in their trip are also growing in popularity and fuelling the trend for tailor-made holidays. This is particularly the case for longer haul holidays where travellers look to make the most out of their journeys but is also increasingly popular for breaks in Europe.

In Search of Adventure The fast pace of modern life has given rise to an increase in the number of adventure travellers, for whom two weeks on a beach holds little appeal. According to ABTA research 5% of consumers are expected to take an adventure or challenge holiday in next years. Whether its hot air ballooning in Turkey or white water rafting in Northern Spain, tour operators are offering more options to cater for holidaymakers’ growing sense of adventure. Travellers going on an adventure holiday are advised to

ensure that they take out the correct insurance to cover any activities as many policies require adventure sports cover to be taken out as an additional extra. Value Consumers will continue to seek value for money from their holidays, rather than cutting back on going away. The ONS statistics show that the holiday market has been relatively resilient during the

downturn; however, consumers are undoubtedly looking at ways to make their money stretch further. One trend expected in the next years is for consumers to book earlier to secure good value deals for their holidays. ABTA research shows that a third (34%) of consumers booked their holiday further in advance compared to the previous years. The top reason cited for booking further in advance was to secure better deals/cheaper prices (68%).

We expect all-inclusive holidays to experience strong demand in next years, building on their success in 2012. The all-inclusive market has been a major beneficiary of the downturn and looks set to see further increases in demand for all-inclusive holidays, particularly amongst the family market who value the control over budget they allow. Package holidays The trend for an increase in package holiday bookings is expected to continue. The trend is likely to be

fuelled by consumers valuing the security and cost effectiveness that package holidays provide, particularly in the current economic climate. Research shows safe and secure accommodation, financial protection, ATOL protection and ABTA membership are at the top of people’s booking essentials and packages can offer all of these, plus an easy booking process and great value for money. At the same time the package holiday market has also evolved to offer greater choice and sophistication to holidaymakers as well as more tailor made itineraries.




Luxury – return of the big holiday The luxury market has performed remarkably well in recent years. It is expected to be a particularly

good years for luxury tour operators with some tour operators predicting that those who have held back on a big, long-haul holiday in recent years will take that trip in next years.

Train, Coach and Cruise According to the Passenger Shipping Association (PSA) it’s expected that more UK passengers than ever before will have taken an ocean cruise holiday, with the figure rising to 1.72 million – 20,000 passengers more than 2011. As a sign of continued confidence, nearly $5 billion has been invested globally by the industry in six new ships in 2012 and a further $3.2 million is being spent on an additional six ships due to enter service next year. The PSA is predicting a further 2% increase in UK cruises in 2013 to 1.76 million passengers.

Age group trends ABTA research shows that younger travellers are taking more holidays. Those aged 15-24 took on average almost five breaks in the UK or overseas in the past 12 months compared to an average of four holidays during the same period a year ago. 25-34 year olds took an 8 average of 4.5 holidays in the UK and overseas compared to four a year ago. Across all age groups the average number of

holidays taken abroad and at home was 3.5 breaks. In total those aged 15-34 take more holidays

abroad than any other age group. Short breaks, particularly to music festivals, are particularly popular amongst younger travellers, with 15% of those aged 15-24 planning a trip of this kind.

8.2 Tourism trends in Protected Areas

There is no such thing as the “average Protected Area visitor”. In reality, markets comprise many segments, each of which has somewhat different characteristics, expectations, activity participation and spending patterns. Marketing exploits these visitor segments by comparing and matching them with the biophysical and cultural attributes of the park, and then sensitively promoting appropriate Protected Area attributes to the target segment. This reduces adverse impacts on the Protected Area, increases the economic benefits and makes it more likely than visitors are satisfied.

Well-managed tourism can assist in protecting or restoring a community’s or a region’s cultural and natural heritage. Protected Areas have an important part to play in respect of the built heritage. Many Protected Areas contain significant historic, archaeological resources. Tourism can provide income to help in the upkeep or repair of such important buildings and landscape features.

The local heritage is also evident in local traditions. Tourists sometimes seek authentic experiences. It may therefore be possible to encourage the local community to maintain or re-establish important

cultural festivals, traditions or events, and even to undertake the restoration of heritage buildings. They will enrich the tourism experience within or near Protected Areas, thereby inducing tourists to stay longer and spend more. Exposure to cultural diversity can help modify tourist behavior, change use patterns and create advocates for conservation among tourist community. Moreover local communities may benefit when local traditions and values are maintained, and when they are encouraged to take greater pride in their communities or regions.

The growth of interest in sustainable tourism and ecotourism reflects a rising tide of social concern about the quality of the natural environment and the effects of tourism. Activities closely associated with experiencing natural environments are very popular. Some trends complement each other. Some operate at global level, some at the local level. Many represent collisions in powerful, but countervailing values and attitudes. Thus, trends discussed and presented below can interact in various ways.




FIGURE 9: TOURISM TRENDS IN PROTECTED AREAS

More individual and authentic travel experiences Consumers will demand more individual and authentic travel experiences in future and will rely more than ever on technology to plan and enjoy their trips. Consumers will continue to focus on their personal financial situation, holiday prices and value for money offers while the image and stability of destinations will also have a strong impact. Consumers will take advantage of modern technology to adapt their travel behaviour, especially how they use information and buy travel products and

services. People will rely more on personal information and recommendations available on commercial and social websites, and will use mobile technology to access travel products and services both before and during their trips. Experts believed that important changes in travel demand and supply will emerge. One trend will be that consumers will seek new and more authentic experiences, they predicted. More people would turn their backs on artificial ‘travel worlds’ and instead seek authentic

holiday destinations and experiences with more interaction with local communities, for example.

Rising educational levels and demand for travel The average level of formal educational attainment is rising globally, for both males and females. Higher education levels are strongly correlated with demand for outdoor recreation activities, and lead to change in the patterns of recreation and tourism in Protected Areas. As a result, there is a general trend towards appreciative activities, with more travelers seeking life-

enriching travel experience. There is growth in general interest tourism that involves learning-while-travelling, in specific learning travel programmes (e.g. educational tours), and generally in learning activities, such as wildlife viewing, attending festivals, cultural appreciation and nature study. The natural and cultural resources found in Protected Areas, lend themselves to such forms of tourism. And thus groups most interested in visiting Protected Areas, such as eco-tourists, tend to be more highly educated than tourist in general.

Tourism of this kind requires explanatory materials (e.g. guides, booklets, mobile presentations, etc.), interpretive facilities (e.g. in visitor centers) and interpretive guiding (e.g. eco-tours). It increases the

expectations of service quality in Protected Areas, and raises political pressure for greater protection of cultural and natural heritage. It can also help generate a greater personal commitment to park protection – something that Protected Area managers should foster and tap into. Ageing population

Advances in health care mean that people are living longer. Over the last century, there has been a significant increase in the proportion of people over the age 60 (6,9% in 1900, 8,1% in 1950, 10% in 2000). This proportion is expected to increase even more dramatically over the next century.

More individual and authentic travel

experiences

Rising educational levels and demand for

travel Ageing population

Accessible travel for all

Changing roles of women

Changes in the distribution of leisure

time

Importance of service quality

Changing leisure patterns

Advances in global communications and

information technology

Proliferation of travel options

Personal security and safety

Increasing social and environmental

concerns




Older individuals are staying healthier longer. Although physical capacity decreases with age, older people are increasingly able to lead healthy, physically active lives. So, while the demand for such

activities as downhill skiing or mountain climbing decreases with age, elderly people maintain, or even extend, their interest in other outdoor activities, such as walking, nature study, fly-fishing or wildlife observation. A reduced demand for camping sites is offset by a greater demand for more comfortable

lodge accommodation. Older visitors present some challenges for Protected Area planning and management. There will be a need for more accessible toilets and for trails with lesser gradient; also for greater provision for people with disabilities. On the other hand, older visitors represent an opportunity. They tend to be more interested in the kinds of experience offered by Protected Areas, have more disposable income, and are this more willing to pay for higher levels of interpretation, guiding and other services. Park

managers should develop an understanding of the needs of this older population, or risk losing the involvement and support of an influential group. Accessible travel for all Millions of people around the world want to travel, have the time and money to do so but are forced to stay at home because of insufficient facilities. With improved accessibility, however, the €100 billion

travel and tourism market for people with disabilities or physical restrictions could develop strongly. In

Europe alone, there are 80 million people with disabilities. When including travel companions, the potential size of the “accessible tourism” market is estimated at 133 million people. Worldwide, the number is estimated at between 600 million and 900 million, out of a total world population of more than seven billion. These figures mean that roughly 10% of the population needs “barrier-free” or “accessible” travel. One underestimated fact is that with demographic ageing in Europe and other developed countries the proportion of elderly people with mobility restrictions, disabilities or other

limitations such as reduced sight or hearing will inevitably increase. The proportion of people over 65 with long-term health problems and disabilities already lies at 42% for women and 30% for men, for example. Changing roles of women In many countries, there has been a revolution in the role of women, and the process continues. More and more, men and women are adopting each other’s characteristic role in the workplace and in the

household. Women are becoming more prominent, even numerically dominant, in the paid workforce. And women make a greater demand for recreation and tourism opportunities. Indeed, it is often women who determinate the choice of travel destination.

There are differences between the interests of men and women at the individual activity level. While there are, of course, many expectations, men tend to be more interested in physical challenging

activities, and women tend to be interested in more appreciative activities, such as nature and culture studies and ecotourism. Many women are interested in Protected Area recreation opportunities. It is important for Protected Area managers to understand that the role of women in park travel is strongly influenced by their life stage. Thus single, young women are not generally strong users of Protected Areas, but women with young children often choose parks as a good places for child-centred leisure. Older, retired women, especially those travelling with their partners, show strong interest in

the activities which involve visiting Protected Areas. Changes in the distribution of leisure time There are important and sometimes conflicting trends in the amounts, distribution and availability of leisure time, a very complex area to understand. For many people, leisure time in increasing due to shorter working week, increases in the automation of housework and other factors. Yet leisure time is decreasing for others; for example working women who retain household responsibilities. Growth of

single parent families increases the leisure time of the absent parent, yet reduces that of the responsible parent. Often young people need to work to support their education, or expand their

purchasing power, so they have less leisure time. Of relevance to park visitation is the re-appointment of time for vacations. Short, fast trips (particularly 2 to 4 day weekend trips) account 80% of vacation travel in the USA. Therefore many

parks now need to allow for short visits by tourists with limited time, which call for higher quality service, and specialized recreation opportunities. In much of Europe, by contrast, leisure time involves longer paid vacations and shorter working weeks. European countries are very important generator of park visitation all over the world.




Importance of service quality Tourists are increasingly demanding high quality recreational opportunities and the services that

support them. Those who receive quality service during their stay normal working week expect to be offered this by their leisure providers as well. They expect guides to be knowledgeable and good communicators. They want their hosts to make them feel welcome, comfortable and part of the

communities they visit. Increased ecotourism means greater demand for specialized recreation and accommodation, all with a focus in quality. Most park agencies do not have service quality goals, or monitoring programmes, making their programmes appear unresponsive and primitive. Protected Area managers and the private sector need to deliver quality visitor services. The challenges for managers include ensuring they have service quality goals, programmes to deliver high quality service and monitoring programmes in place. Importantly these sophisticated consumers recognize

quality service and are willing to pay handsomely for it. Changing leisure patterns At first sight, one might expect gains in leisure time to occur in all countries that experience economic development, increased income, ageing population and the shifting roles of men and women. However, the experience of the more developed countries suggests than in fact some significant

losses in leisure time may occur during the working period of life. But, there is big increase in leisure

time due to earlier retirement and longer life spans. Older, retired people are also able to travel for longer periods each year. Rising incomes in North America, Europe, Australia and some parts of Asia in particular are driving up the volume of domestic tourism, and of outbound traffic from these countries. If this continues, there is likely to be a further general increase in recreation pressures upon all Protected Areas, even remote ones, and of demand for higher quality service.

Advances in global communications and information technology Among wealthier societies at any rate, many people are now getting access to a huge volume of information in Protected Areas and travel options through the Internet and other communication technologies. The Internet leads to increased demand for trips to a wider variety of locations, and enables park agencies to provide current, sophisticated information directly to visitors, at very low cost. Since images on the Internet can create expectations about a particular Protected Area, Protected Area managers and tourism operators need to be aware of what is being communicated,

and to be ready to meet the expectations that have been raised. Technology may have far-reaching consequences. For example, local hotels, resorts and so forth can cross-market their web sites with those of nearby Protected Areas, and so increase the number of

short visits by business travelers. And visitors themselves can help promote awareness of Protected Areas by providing web cam information about the park to the world while experiencing the park.

Proliferation of travel options As the world’s fleets of passenger aircraft and cruise ships expand, visitors can travel more efficiently, quickly and further afield. The proliferation of long-haul air travel has revolutionized the global park visitation, with people seeking out World Heritage Sites, national parks and other Protected Areas. Indeed, the very existence of Protected Area, particularly of a national park, is often a lure for tourists. This trend will continue and in general Protected Area managers should prepare for move

visitors from around the world. While they will present a challenge in terms of language, culture or knowledge and preconceptions of the Protected Area, they also represent a good source of income, employment, and a means to convey cultural and ecological values to a wider world. Personal security and safety Perception of safety is nearly as important as the reality. Many Protected Areas have been badly affected by unrealistic security concerns created by misleading media reports. Managers must expect

some naïve visitors who are not prepared for dangers that occur in many natural environments. Protected Area manager should be aware of safety expectation of visitors, explain the local situation to

potential visitors, and respond to visitor safety demands. It is important to take security seriously and to tell people exactly what the situation is. Failure to do so can lead to complicated and expensive results, since it is becoming more common for park visitors to take legal action against park management for safety-related injury, or damage to personal property.

Increasing social and environmental concerns People express concern about social injustices and environmental problems. They are increasingly aware of the need for low impact tourism which does not harm the environment. They are themselves moving form consumptive to less consumptive activities, often adopting “green consumer” life styles.




Protected Areas are well placed to take advantage of this trend as they embody the values that such travellers hold.

Tourists are attracted to destinations that have a positive reputation, and are actively avoiding destination that have social or environmental problems. There are also international schemes for recognising the adoption of high environmental standards in tourism provision, such as the Green

Globe 21 scheme. It is important that managers work to preserve Protected Area values, seek high standards from their tourism partners, and so help ensure that the appeal of the Protected Areas to visitors is maintained. Thus a high quality resource can sustain high quality tourism, thereby making, in effect, a virtuous circle.

8.3 Tourism guiding principles in PAs

Tourism and recreation in Protected Areas are highly attractive to more and more visitors, and represent an economic opportunity for improved nature protection and for increased well-being of local population. Tourism represents at the same time also a threat to Protected Areas due to several possible negative effects. Economic and tourism activities in Protected Areas are strictly forbidden in some IUCN categories of Protected Areas and in some allowed under certain regulations and principles. When we speak about tourism development in Protected Areas we generally talk about

ecotourism – responsible travel to nature areas that conserves the environment and sustains the well-being of local people. The terminology recognizes some forms of tourism related to ecotourism like: responsible tourism, sustainable tourism nature based tourism, adventure tourism, pro poor tourism, etc. The closest to ecotourism is community based tourism for conservation and development.

There are 3 pillars of ecotourism including environmental and socio-cultural compatibility, creation of economic benefits and promotion of environmental awareness.

FIGURE 10: THREE PILLARS OF ECOTOURISM

In spite of the fact that we speak about nature protection and use of natural resources of highest values we have to take into considerations when we talk about tourism development also cultural resources, cultural heritage, cultural landscapes, traditional crafts and some other cultural aspects in

natural Protected Areas and its surroundings. Cultural resources offer another significant added value for tourism development in Protected Areas.

Promotion of environmental awareness

environmental awareness and acceptance of nature conservation as a tool for sustainable development, resource use and land management

Creation of economic benefits

for nature conservation and for well-being of local people

Environmental and socio-cultural compatibility

with involvement of local people in tourism related decisions in conservation and economic planning and operations




Therefore, definition of ecotourism is extended saying that ecotourism is a form of tourism that fosters learning experiences and appropriation of the natural environment, or some components

thereof, within its associated cultural context. It has the appearance of being environmentally and socio-culturally sustainable, in line with best practice thresholds, and preferably in a way that enhances the natural and cultural resource base of the destination and promotes the viability of the

operation. (Weaver & Lawton, 2001). General scheme of category of Protected Area and applicable tourism visitation in some categories was developed on the level and purpose of protection, primary management objectives and basic profiles of eco-tourists visiting Protected Areas. Besides 2 specific eco-tourist groups: hard eco-tourists with strong environment commitment individual visitation, soft eco-tourists with weak environment commitment, multipurpose and group travel there was identified also third mixed –

structured group of eco-tourists who have the characteristics of both groups – strong environment commitment, social networking and multipurpose travel.

IUCN

category Short description

Tourism as objective 1)

eco-tourist profile 2)

Hard Soft Mixed

I. Strict nature reserve & wilderness:

I.a Strict nature reserve - - - -

I.b Wilderness area 2 yes - -

II. National park 1 yes yes -

III. Natural monument 1 yes yes -

IV. Habitats managed area 3 yes yes -

V. Protected landscape 1 - yes yes

VI. Managed resource Protected Area 3 - yes - 1. Type of objective for specific category of Protected Area (scientific, education, protection, sustainable use, maintenance of

cultural attributes and tourism & recreation): 1 – primary objective; 2 – Secondary objective; 3 – Potentially applicable

objective; - not applicable

2. eco-tourist profiles: Hard eco-tourists; Soft eco-tourist; Mixed structured eco-tourists;

Source: Figure is combined from different IUCN and Weaver & Lawton 2001 documents and organized for the purpose of this study.

FIGURE 11: MATRIX OF TOURISM COMPATIBILITY AND PROFILES OF ECO-TOURISTS ACCORDING TO CATEGORY AND MANAGEMENT PURPOSE OF PAS

Natural parks and Protected Areas are in all countries one of the major attractions for visitors, either

hard and soft eco-tourists, nature lovers, day visitors or special focused visitors with educational, scientific and research motifs. They can be from the country or from abroad. The same happens in Georgia.

Sustainable tourism development in Protected Areas is a must for PAs administrations. It does not mean only to respect legal acts such as what and where is allowed in nature but also includes respect in the nature of all main stakeholders – planners and developers of tourism in PAs, providers of products and services and tourists. Finally, it is very important to manage and monitor visitors’ flows. Carrying capacities - rather sophisticated method was developed to measure to what extent visitors flow in PAs are still acceptable not causing damage and negative effects. Estimation of carrying

capacities is intensive research work and it takes some time to prepare reliable study with recommendations. Still, there are international comparative studies and figures that can be used to answer the question if the visitation to any specific PA in Georgia has reached the point when restrictions to visitation should be imposed. On the other hand, tourism projects in PAs should be accompanied by environmental impact assessments in order to avoid possible negative effect on nature in PAs.




9 MARKET POTENTIAL FOR ECOTOURISM DEVELOPMENT

IN PROTECTED AREAS IN GEORGIA

9.1 Market segmentation

Domestic demand for visiting PAs is predominant and important also for the future. In Georgia the 70% of the visits is originated by the domestic market. Back to nature, discover nature, experience nature is very popular among young Georgians. They like soft and more intensive - adventure activities that PAs in Georgia are providing. Families with children travel to nature sites and PAs to

spend a day or short holidays. Schools take children to PAs or to their visitors’ centres to learn about nature, biodiversity, the need to conserve and protect nature, how to behave in nature and what can we learn from the nature. PAs represent to this segment of domestic demand important educational centre. Some companies are looking for team building programmes in PAs to strengthen corporate affiliation and team work. These trends are especially evident in cities with big population. The foreign market is getting more and more important for Georgia PAs. It represented nearly 30%

of all visits to PAs in 2013 and was increasing even faster than visits from domestic market. It is worth

to mention that the share of foreign visitors is much higher in tourist season months from May till October. The main origin foreign markets for PAs are: Israel, Azerbaijan, Ukraine, Poland, Russia and Germany. The visitors to natural sites and to Protected Areas have different demographic, social and economic characteristics, expectations and behaviour. Thus, it is very important to know as much as possible

target groups that are interested to visit PAs. Usually we differentiate tourist market on some basic categories.

FIGURE 12: BASIC SEGMENTATION OF TOURIST MARKET

According to different internationally known surveys, nature, mountains and landscape are one of the

strongest motives for travellers. Why they search for nature, what do they want to experience and

what are more detailed motives for ecotourism travel is shown in the following chart.

Place of origin

domestic and foreign

Motives for travel

leisure, sports, business, health, education,etc.

Lenght of stay

one day visitors and overnight tourists

Intensity of tourist activities

hard, soft, indoor, outdoor, etc.

Demographic characteristics

man, woman, single, families, students, children…

Organization of travel

organized travel by TO/TA or individuals




FIGURE 13: MAIN MOTIVES FOR ECOTOURISM TRIPS

According to the intensity of activities during their ecotourism trips, visitors form 3 main groups:

Hard eco-tourists with strong environmental commitment, enhancing sustainability, have specialized and longer trips, want to be physically active with little available/offered services, emphasize personal experience and make own trip arrangements.

Soft eco-tourist have moderate environment commitment, weak enhancement of

sustainability, have multipurpose trips, have short and physically passive trips to Protected Areas, expect services, emphasize interpretation of nature and use intermediaries like TO/TA.

Mixed – structured eco-tourists have a combination of strong environmental commitment,

enhancing sustainability, want to be physically active, expect services and desire social interaction; they have also multipurpose trips, are in large groups, use intermediaries like TO/TA and emphasize interpretation of nature. (Weaver & Lewton, 2001)

We can derive from this segmentation a conclusion that there is a segment of visitors who travel purposely to PAs, want to experience nature and realize their expectations by themselves but they are less numerous as other 2 groups of eco-tourists. Other bigger group are multi-purpose travellers who travel for leisure, are on multi-sites/countries touring, are on business trip and during that travel they visit also natural site or PA. Mixed-structured group is potentially very interesting and it is even bigger than a group of soft eco-tourists. They are more nature committed, want more physical activities but

enjoy also comfort, socializing, travel organized and in groups and want interpretation – want to learn.

TYPE MAIN

INTEREST

IMPORTANCE

OF INTACT NATURE

DEMAND ON GUIDES

STANDARD

OF COMFORT

QUATITY

OF DEMAND

Committed

nature visitors

Experiencing

nature, special interests

Very important Special

knowledge of ecology

Low Low

Interested nature visitors

Experiencing nature, ecological inter-

relationship

Important Good knowledge of ecology

Low to High Moderate

Casual nature

visitors

Easily accessible,

obvious nature attractions

Less important Unspecific

knowledge of ecology

Moderate to

High

High

MO

TIV

ES

FO

R

EC

OTO

UR

IS

M T

RIP

S •Experiencing the peace and tranquillity of the natural environment

•Seeing wildlife in its natural habitat

•Being close to nature

•Escaping the urban environment

•Learning about the natural environment

•Absence of crowds

•Rest and relaxation

•Having new experience

•Being physically active

•Positive previous experience

•Reputation

•Self-discovery

•Having exciting and adventurous experiences

•Meeting new people with similar interests

•Opportunity to be with friends and/or relatives

•Visiting as many ecotourism destinations as possible

•Being able to tell my friends about my experiences




TYPE MAIN

INTEREST

IMPORTANCE OF INTACT

NATURE

DEMAND ON

GUIDES

STANDARD OF

COMFORT

QUATITY OF

DEMAND

Sports and

adventure visitors

Focus on

activities

Nature as a

backdrop

Area and

technical knowledge

Low Moderate

to High

Nature visitors with cultural interest

Natural and cultural experiences

Important Good ecological and very good cultural knowledge

Low Moderate

Source: Adopted from various documents

FIGURE 14: MATRIX OF TYPES OF NATURE TOURISTS AND THEIR MAIN CHARACTERISTICS

It is also interesting to see some statements common to all these three groups of eco-tourists: > Nature has an inherent value over and above its usefulness to humans

> Ecotourism businesses should be subject to effective accreditation and monitoring, meaning development of some standards and brand

> Ecotourism should contribute to the benefit of local communities > Ecotourism businesses should contribute to conservation and management of nature > Mass tourism and use of mechanical means of activities are not in line with

ecotourism > Eco-tourists would not travel to a country where the government was allowing/engaging in a

destruction of their natural environment on a significant scale. Eco-tourist plan their travel three to four months ahead, travel in pairs (50%) and in family (20%); hard eco-tourist stay on average 9 days on trip, while soft and mixed eco-tourist groups stay 5 days. They choose accommodation facilities in this order of importance:

> Hotel/motel > Eco-lodge

> Guest House > Camping > Bed and breakfast > Lodge/inn > Private residence

> Farm stay/ranch

> Backpackers accommodation > Recreational vehicle and > Home stay.

Additionally to segmentation based on attitudes towards nature and activities in nature we use also standard segmentation based on social demographic characteristics of tourists. These groups are:

> Children from 8 – 17 years already attending school

> Youngsters / students: 18 – 26 years old, with average or above-average household income, travelling abroad at least once in 2 years

> Working couples with no children (DINKs – double income – no kids): 25 – 50 years old, with average or above-average household income, travelling abroad at least once in 2 years

> Couples with small (up to 15 years old) children (families): 25 – 40 years old, with average or above-average household income, travelling abroad at least once in 2 years

> Older couples no living with their children (empty nesters) 45 – 65 years old, with average or above-average household income, travelling abroad at least once in 2 years

> Seniors – from 60 years on




9.2 Market potential to visit PAs in Georgia

Tourism demand to visit Protected Areas in Georgia is composed by majority (70%) of domestic and

important share (30%) of international visitors. Domestic demand is very important for Protected Areas. In each country it represents a stable, permanent source of demand of different groups – eco-tourists, adventurists, families, children, students, researchers, etc. In Georgia the share of domestic visitors is at present 70% - the big majority of all visits to PAs. There are 4,936,000 inhabitants live in Georgia by estimation for 2013; half of this population lives in cities. Georgia is young country, average age of Georgians is 39

years; men’s average age is only 36.6 years. According to some estimation more than 300.000 Georgians live in diaspora. Spending leisure time in nature is supposed to be a trend among young Georgians. There are no specific statistics about domestic tourism while statistical analyses of international visitors give some interesting information and indicators.

International visitors are registered by statistical office and analysed by GNTA. In 2013 Georgia registered 5,392,000 international arrivals of tourists, same day visitors and transit travellers.

Source: GNTA Tourism industry report 2013

FIGURE 15: DISTRIBUTION OF INTERNATIONAL ARRIVALS TO GOERGIA BY MAIN CATEGORIES OF VISITORS AND TYPE OF DESTINATION VISITED DURING THEIR STAY IN GEORGIA IN 2013




The main visited destinations in Georgia in 2013 are nature based followed by culture, according to GNTA surveys.

On Tbilisi, Kutaisi and Batumi airports landed a total number of 585,700 passengers in the year 2013. At main border crossings international arrivals to Georgia were in 2013: Sarpi (Turkey) 1,605,666,

Kazbegi (Russia) 701,302, Tsiteli Khidi - Lagodekhi (Azerbaijan) 851,202, Sudakhlo (Armenia) 922,891 and Ninotsminda (Armenia) 209,920 persons. These arrivals by motor vehicles are an important source of transit passengers for some Protected Areas that are situated close to these borders (Lagodekhi, Mtirala, Javakheti, Kazbegi, and Tbilisi PAs). PAs in Georgia show that there is a stable demand to visit PAs from domestic and foreign markets. Statistically registered 350.000 visitors to PAs in 2013, which need to be increased because of not

sufficient statistical coverage to approximately 450,000 visitors represent already important demand for Georgia PAs especially when we consider official yearly increase of this demand by more than 30%. This yearly increase is even higher when we count only foreign visitors. Share of foreign visitors was on average 30% in 2013 but in tourist season months from May – October this share was significantly higher.

Based on statistical information about inhabitants, number of domestic and foreign visitors in some

areas and visitors in Protected Areas we evaluated potential demand for selected PAs. From the table below we see that the biggest market potential belongs to Tbilisi PA followed by Mtirala PA. The potential for BKNP would also increase with more comfortable access to the main road from Black Sea to Tbilisi. Big potential has also Imereti Caves PA, which could have even more visits if we take into account transit passengers and the Tskaltubo health resort rehabilitation. According to the statistics of the Road Direction of the Ministry of Transport over 10.5 million transit passengers use the main

transit road from Black Sea to Tbilisi at Kutaisi. Tskaltubo health resort will have after rehabilitation and renovation more than 4,000 beds. Health and spa resorts operate all year round and have the rate of occupancy on average 90%. Only from this potential market Imereti Caves could double the number of visitors till 2020 with balanced distribution throughout the year. Considering the transit passengers market potential would increase also for Lagodekhi and Javakheti PAs. Tusheti is in this case the PA with lowest market potential which imposes also the development of this PA avoiding hard adventure activities and mass visitation. This development direction of Tusheti PA is underlined also

by the fact that the area is accessible only 5 months a year.

TABLE 9: EVALUATION OF POTENTIAL DEMAND TO VISIT SELECTED PROTECTED AREAS IN GEORGIA

No. Name of PA No of

inhabitants in the area

No of

visitors in the area

No of

visitors per PA in 2013

Total Rank

1. Mtirala 400,000 960,200 16,400 1,376,600 2

2. Imereti caves 200,600 196,200 145,400 539,200 3


14,500 92,400 42,500 149,400 4

4. Javakheti 96,000 1,000 1,000 98,000 7

5. Tbilisi 1,500,000 1,050,000 20,200 2,570,200 1

6. Tusheti 29,800 86,100 7,700 123,600 5

7. Lagodekhi 50,000 35,000 32,300 117,300 6

Total 2,290,900 2,417,900 265,500 4,974,300 Source: Statistical office, GNTA, APA and own calculations

The potential tourism demand shows that Tbilisi PA has the most favourable situation to open the

Protected Area to visitors and develop tourism products and services. This PA is followed by Mtirala PA and Imereti Caves PA where the last has already significant tourism character and achieved results. These PAs can benefit the most from this potential tourism demand, can register a significant increase of the number of visitors to their PAs and can also face serious problems related to the intensive use of natural resources which could endanger sustainable balanced situation.




Furthermore, based on the existing demand and on different studies we would expose the following market segments that would represent the majority of the visitors of the Protected Areas in Georgian

the future.

FIGURE 16: EXISTING AND POTENTIAL MARKET SEGMENTS IN PROTECTED AREAS IN GEORGIA

DOMESTIC DEMAND

Youngsters, families with children, schools, companies

FOREIGN MARKET

Israel, Azerbaijan, Ukraine, Poland,

Russia and Germany

MOTIVES FOR

ECOTOURISM TRIPS

Being close to nature, learning about the natural environment, relaxation, being physically active

INTENSITY OF

ACTIVITIES

Hard ecotourists, soft ecoutourists,

mixed structure ecotourists




10 SCENARIOS AND VISION OF TOURISM DEVELOPMENT

IN PROTECTED AREAS IN GEORGIA

10.1 Scenarios of tourism development in the Protected Areas

The tourism development in the Protected Areas in Georgia is very intensive. It brings recognition of natural attractions of Georgia, but also a pressure to develop new infrastructure, products and services, to offer more information and interpretation about nature, biodiversity, wilderness and also cultural heritage as well as to manage better challenges of increasing visitation such as bad access

roads to PAs, problems with water, electricity or IT, or problems with waste management. Thus APA and PAs administrations are all the time balancing their primary activities related to nature conservation, protection and management, and activities that should meet the demand and expected experiences of visitors. This relates also to budget and its allocation. Visitation of Protected Areas in Georgia will be only increasing in the following years and there is the need to approach the tourism development in PAs with a clear strategy and policy. Time horizon for

this strategy, objectives and activities is 2020. It is far enough to set strategic goals but also short

enough to be practical proposing activities and policy, as the situation requires immediate reaction. According to APA’s extension plans for the existing PAs and the intention to declare new PAs in Georgia, the protected lands will cover over the 20% total territory of the country. This is long term goal and its realization depends on many factors – environmental assessment, planning, management set up and finally formal approval and available financial resources to conserve and manage these

areas efficiently. We expect that until 2020 the surface under natural protection regime could double the present surface, reaching the 15% of the all the territory of Georgia. This implies a substantial increase of the budget for Protected Areas – from 6.2 million GEL in 2013 to 12.4 million GEL, if the same amount is allocated per km². If this amount increases the spending per km² (1,000 $/km²) of the Protected

Areas, and comparing to the spending in tourism developed countries, the budget should rise to 18.6 million GEL. How will this increase of the Protected Areas surface in Georgia influence the tourism visitation? We expect that this will only slightly increase the overall international demand but will mainly increase the

number of PAs visited during one trip of an international visitor to Georgia. Regarding to domestic demand, we can expect an important increase as there will be more Protected Areas and they will be

closer to the residence places of domestic visitors. More Protected Areas will also increase the environmental awareness among Georgians, what will have positive effects on the visits increase to Protected Areas. This strategy proposes a differentiation and specialization of the tourism in the Protected Areas in Georgia. In this case, it has to be recognized that some Protected Areas and/or parts of Protected Areas will be more open to visitors and others less. This is a natural consequence of the character of

the nature and attractions each Protected Area can offer. On the other side, such approach is required also by market potential and visitors whose expectations are to be satisfied. The proposed strategy is fully committed to the sustainable development principles of the ecotourism. Therefore, strong emphasis is given to tourism flows management with different measures. We have to accept the fact that the ecotourism demand in Protected Areas in Georgia and the Caucasus will be increasing. Consequently the tourism development should be strategically guided and managed to remain within

the limits without causing negative impacts on the natural and social environment.




FIGURE 17: POSSIBLE SCENARIOS OF TOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA

If we do not accept this tourism development scenario, this can lead to a spontaneous

development with partial or regional interests, interests of private international and domestic capital, tourists’ selfish interests, etc. The effects of this can have as a consequence negative effects for all stakeholders and at the end also for visitors. Another scenario can be restrictive in respect to the tourism development. In this case, the visits to the Protected Areas would be limited and the nature would be considered only as a subject of conservation and protection and not as the universal value for the humanity, accessible to people

under specific conditions. Such scenario would limit the opportunities of growing for the local population and regions and would lead to a decrease of the PAs neighbouring population with negative impacts also for the nature. The restrictive approach would decrease the PAs administrations potentials to finance nature conservation and management activities what always leads to insufficient funding from public sources. And finally, with a restrictive educational scenario, the role of the Protected Areas would be significantly limited together with awareness rising of the importance of

nature for human life and welfare.

10.2 Vision, mission and objectives of tourism development in PAs

The future tourism development in Protected Areas can follow the following vision, mission and objectives:

Spontaneous development scenario

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

interests

Restrictive development scenario

with very limited visitation and nature would be

considered primarily as a subject of conservation and

protection

Strategically managed sustainable development

scenario

with differentiation and specialization of tourism in Protected Areas in Georgia with some PAs and/or parts of PAs more and other less

open to visitors and efficient management of tourism flows

•To contribute to the conservation, protection and management of nature in the PAs enabling domestic and international visitors to experience authentic biodiversity, wilderness, natural monuments and attractions and cultural landscapes. The Tourism in the PAs will contribute to strength the financial sustainability of the Protected Areas management and the benefits for the local communities and population living in and around the Protected Areas.

MISSION

• Protected Areas in Georgia will be one of the most attractive destinations and will strengthen the image of Georgia. They will offer domestic and international visitors a unique and genuine experience in their nature, rich biodiversity, wilderness and high quality services.

• Tourism in the PAs will be the driving engine of the local and regional development, as source of employment and income of local population and significant source of revenues for APA and Protected Areas administrations.

VISION




FIGURE 18: TEN SPECIFIC OBJECTIVES OF STRATEGIC TOURISM DEVELOPMENT IN PROTECTED AREAS

Objective 1: Increase the number of domestic and international visitors and their satisfaction with overall experience in Protected Areas

Increase number of visitors from 350,000 in 2013 to 1,250,000 in 2020 Increase the share of international visitors from 29% in 2013 to 40% in 2020

Objective 2: Increase revenues from tourism and commercial activities in PAs and increase financial sustainability of the PAs to perform more efficiently their basic mission: conserve, protect and manage

natural values, attractions and heritage and share these values with inhabitants and visitors. Increase the value of revenues from tourism 1,023,600 GEL in 2013 to 7,500,000 GEL in 2020 Increase the share of revenues from tourism from 16% in 2013 to 30%in 2020

Objective 3: Increase the overall satisfaction of the visitors with their experiences in PAs

Increase satisfaction of visitors with products and services and decrease complaints Increase the loyalty – the rate of return visitors to PAs

Objective 4: Contribute to the development and welfare of the local communities and population

living in and around Protected Areas Increase the economic strength of the local communities by activities related to tourism in

Protected Areas Increase the share of the population in local communities providing products and services to

visitors of the Protected Areas Increase the revenues of the local population by providing to visitors specialised products and

services Strengthen the participation of the local communities and population in activities of Protected

Areas and their commitment to nature and natural values

OBJECTIVE 1

• Increase the number of visitors & satisfaction

OBJECTIVE 2

• Increase revenues from tourism

OBJECTIVE 3

• Contribute to the prosperity of local communities

OBJECTIVE 6

• Develop quality products and services standards

OBJECTIVE 5

• Develop tourism competences of APA & PAs

OBJECTIVE 4

• Increase overall satisfaction of visitors

OBJECTIVE 7

• Implement measures to develop tourism in Protected Areas

OBJECTIVE 8

• Cooperation and development of tourism network

OBJECTIVE 9

• Increase awareness and education about PAs

OBJECTIVE 10

• Contribute to the image of Georgia

• The strategy of tourism development in the Georgian PAs emphasizes sound environment, protect the recreational quality of natural and man-made landscapes integrating nature, culture and human environment. It promotes competitive quality tourism business and create satisfactory conditions for visitors and inhabitants.

OBJECTIVES




Objective 5: Develop the competences of the APA, PA and other providers of products and services related to Protected Areas

Objective 6: Development and efficient use of the visitors' infrastructures and competitive high quality products and services standards for products and services

Objective 7: Introduce and implement measurements to develop tourism in Protected Areas based on sustainable principles and practices avoiding the endangerment of natural and cultural heritage, man-made landscapes and social relations Objective 8: Strengthen the cooperation and develop a network of Protected Areas in Georgia and in the Caucasus

Objective 9: Increase the awareness and the education of the PAs

Increase the awareness and education about Protected Areas, natural and cultural heritage

Objective 10: Contribute to the image of Georgia and its tourism Increase the motives to visit nature and Protected Areas among potential visitors.




11 STRATEGIC PRODUCT DEVELOPMENT IN THE

PROTECTED AREAS IN GEORGIA

11.1 SBU – Strategic Business Unit principle for tourism products

development

The development of strategies is based on one principal task: the evaluation of the attractiveness of

strategic business units (SBUs) for the destination or company. The result of that, provides the direction for future products and services development, investments and mobilization of other resources. The idea of SBU (evaluation) is the prioritization of strategic developments as a ground for investment programs, product development as well as marketing. The traditional development strategies and plans are based on so-called products derived from geographical /topographical features. A definition of Strategic Business Units (SBUs) based on core motivations/experiences for

visitors would like to fulfil is developed in addition to the geographical/topographical based one. The reasons for that are first that the new definition is more easily connected to branding which is one of the important responsibilities for the future. Second, the travellers have today a high degree of experience and pay more attention to what they consume and how they experience the product

“journey”; more than the geographic location in general the experience is priority. This has pushed tourism industry to stop concentrating only on the product and its characteristics but on what the visitors look for, what kind of experience, how it is perceived (emotionally) and the gap between what

they want to see and feel and what they really see and feel. Experiences make the difference in today’s tourism industry. The personal fulfilment of experiences is the core of what people are looking for. In consequence, the motivation-based approach is applied. “With the growth in demand for ‘experiential’ holidays, the experience initially defines the shortlist of destination rather than the destination itself (e.g. sailing, climbing, wildlife-viewing, hiking, painting, cookery courses, exploring new places and cultures).This differs from the traditional approach for

deciding on a holiday destination, which was characterized by a focus on the destination’s physical assets (e.g. scenery, beach, attractions, etc.).”4Thus, the choice today is heavily influenced by how people feel about a place, perceptions of the place and the sense of place. SBU is becoming the guiding principle for development of a cluster of tourism products/activates that lead to satisfaction of main motivations and fulfilment of expectations while visiting a certain tourism

destination. Respecting this principle leads to tourism product specialization, a unique image of

tourism destinations and visitors satisfaction and loyalty. We have identified seven different SBUs while evaluating the tourism situation and potentials in PAs in Georgia which are or could become important in the future. Today, the most important SBUs are nature and sports & adventure, to small extent also education & culture. These SBUs will be dominant also in the future, while the others can become more or less important in some PAs. Each SBU can

contain several tourism products. The development of tourism products focused on dominant SBU will help developing a unique brand for a specific PA, meet the expectations of visitors of that PA and achieve their satisfaction and loyalty while optimizing benefits for the PAs and the local communities at the same time.

4ETC – European Travel Commission: Handbook on tourism destination branding, 2009, p. xxvii




Source: Adopted based on ETC – European Travel Commission: Handbook on tourism destination branding, 2009

FIGURE 19: SBUS – STRATEGIC BUSINESS UNITS AND EXPECTED EXPERIENCES OF VISITORS IN PAS IN GEORGIA

11.2 Tourism product development and specialization in PAs

The product development in the Protected Areas should follow market trends and existing and expecting demand. The products and services should contribute to achieve the visitors’ expected

experiences, should support building unique image of PA and should contribute to balanced and sustainable development of PA and local community. Therefore, we propose to consider a development of tourism products and services based on SBU principles. We grouped existing tourism products according to main SBU that prevail in PAs: nature, culture & education, sports & adventure and as well as others that should form a cluster with main

SBU: health, pleasure, MICE and fun and entertainment. We can imagine that additionally to basic SBU nature – pleasure with food & wine on natural basis and wellness in the nature can be developed. We could add MICE programmes for team building and other related activities to the SBU of sports and adventure. Or as we have strong SBU culture and education in PAs and we could develop a supporting tourism product from fun and entertainment as we want to attract pupils to PAs and give them knowledge about the value of nature.

SBU concept leads to a specialization of the product development in one prevailing SBU, focusing on

expected experiences of visitors and selection of target groups of visitors that are not conflicting. We give detailed review of possible tourism products and services development within SBU groups and based on potentials of PAs in Georgia.




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 > 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 > Wild life observation 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 eco-tourists:

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

Major attractions in destinations around PAs linked to tourism products and SBU in PAs:

Botanic Gardens in Batumi, Tbilisi, Kakhetian vineyards and similar

FIGURE 20: SBU NATURE




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


POTENTIAL PRODUCTS in PAs MARKET TARGET GROUPS

> Hiking > Horse riding tours

> Mountain biking > Bike tours > Four wheel tours > Canyoning > Zip line

> Archery > Snowshoeing

> 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, sledding, ice climbing

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

> Life- Saving Experience

> Sports competitions

> Sports and adventure visitors

> Sports and nature associations & clubs

> Students > DINKs (dual income-no

kids)

> Families > Empty nesters


Sport parks, stadiums, adventure parks, summer or winter tourism sports resorts, etc.

FIGURE 21: SBU SPORT AND ADVENTURE

http://www.visitestonia.com/en/sup-stand-up-paddling

http://www.visitestonia.com/en/outdoor-team-adventure-game-treasure-hunt

http://www.visitestonia.com/en/outdoor-team-adventure-game-treasure-hunt




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.



> Eco- educational programmes

> Traditional celebrations and events (Tushetioba, Borjomoba,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, crafts, culture

practices

> Famous personalities sites and trails > National day of PAs > Open days of PAs

> Culture focused visitors

> Nature visitors with strong cultural interest

> Scientists and Researchers

> Students > Youth and children

> Families > Empty nesters


Bagrati Cathedral, Gelati Academy, Mtskheta, Alaverdi Monastery, Nekresi & Gremi Monastery, Vardzia, Tbilisi University, other universities and research centres, Quevri wine production

FIGURE 22: SBU CULTURE & EDUCATION




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 on the beach



> Soft nature walking and hiking trails

> Gastronomic evenings & wine tasting

> Picnicking

> Summer kitchen with typical food > Traditional cooking and tasting > Gastronomic trails > Wine roads > Product tasting (cheese, honey, wine,

chacha, etc…)

> Wellness (sauna, baths, massage and in

nature) > Beauty treatments, etc. > Fitness > Spiritual programmes > Meditation programmes

> Soft eco-tourists – casual nature visitors

> Young professionals > Social life and

network searching

visitors

> DINKs (double income – no kids)

> Students > Empty nesters


Wellness & Spa centres, Fit clubs and academies, Gastronomic centres, wine cellars, wine routes and wine tasting houses, etc.

FIGURE 23: SBU PLEASURE

SBU: BUSINESS - MICE Be successful, Having new experience, Reputation

Meeting people with similar interests, Being able to tell my friends about my

experiences

Typical products: Conferences, Congresses, fairs and exhibitions, team buildings


POTENTIAL PRODUCTS in PAs


> Incentive programmes > Team building programmes

> Meeting facilities renting

> Team building programmes > Nature/Mountain summits

> Meetings & Incentives programmes

> Fairs & Exhibitions > Nature workshops > Science & Research

Symposiums > Visits to PAs

> MICE participants > MICE organizers

> International and Domestic Corporations

> Trade and Professional Associations



Batumi convention hotels and centers, Tbilisi convention hotels and centers, Kutaisi hotels

FIGURE 24: SBU BUSINESS – MICE




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

environment, Absence of crowd,

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 In

PAs

POTENTIAL PRODUCTS in

PAs


> Springs and other natural resources for health& medical purposes

> Climate health resorts and programmes

> Beauty clinics > Cave healing & spa > Health maternity

treatments, rejuvenation etc.)

> Quit smoking / Health

week programmes > Anti-addiction programmes > Sports & fitness guided

programmes

> Post-surgery and medical convalescents


> Empty nesters


Tskaltubo health resort, Borjomi health resort, Clinics and hospitals

FIGURE 25: SBU HEALTH

FIGURE 26: SBU FUN & ENTERTAINMENT

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



> Traditional celebrations and

events (Mariaoba, Tushetioba, Borjomoba, etc.)

> Theme parks visits > Events and festivals: popular

events, celebrations, anniversary events, etc.

> National day of Protected Areas > Open days of PAs > Friends’ of PAs festivals > Fun parks for children

> Entertainment playgrounds > Concerts

> Market places and market days

> Young professionals > Trend setters and trend

followers > Social life and network

seekers > Students > DINKs > Families

> Empty nesters


Batumi summer resort, Tbilisi night life, Tbilisi Zoo, Casinos, Festivals and concerts in big cities, Shopping malls, Aqua parks




11.3 Tourism product structure in PAs in Georgia in 2013 and 2020

Based on the evaluation of the existing tourism products and services in the selected PAs and motivations of the visitors we have grouped the products in the SBU according to the experiences offered to the visitors. Today, Protected Areas offer mainly nature experiences – 62%. Big share have culture and education – 33% but mainly due to school groups and very small share have products that would satisfy sports and adventure visitors – only 5%. Protected Areas do not offer products for those

who look for pleasure like wellness and relaxation, neither products for health or MICE although there were few attempts in some PAs to offer team building programmes for companies. The future development of tourism in Protected Areas will bring more diverse offer of products and services in order to attract and satisfy more and new groups of visitors. There are more sports and adventure facilities entering in tourism offer of PAs, e.g.: Imereti Caves are developing healing

programme in a cave, some entertainment programmes especially for families and children should be developed and more MICE products will be offered. The main experience in PAs in Georgia in 2020 will still be nature with its diversity, wilderness and

beauty – 61%, sports and adventures and culture and education will both represent 16%, MICE will be around 4% followed by fun and entertainment – 2% and health 1% of all visitors to PAs looking for specific experiences. There are possibilities to develop also products and services that would target on

visitors looking for pleasure – wellness and relaxation especially in BKNP and Tusheti but more research should be done about healing climate and nature effects.

TABLE 10: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN PAS IN GEORGIA IN 2013 AND IN 2020

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 63 65 37 27 5 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 62 61 33 16 5 16 0 1 0 4 100 265,419 820,000

HealthBusiness -

MICEPleasure

Fun &

Entertain-

ment

Nature

experience

Culture &

Education

Sports &

Adventure

Source: Calculated on the basis of APA guest surveys, Information from PAs administrations and own estimations




Source: Data from Table 10

FIGURE 27: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN PAS IN GEORGIA IN 2013 AND IN 2020

Fun & Entertain-ment

0%

Nature 62%

Culture & Education

33%

Sports& Adventure

5%

SBU NP GEORGIA 2013 (in %)

Health

1%

0% Fun &

Entertain-ment 2%

Nature

experience 61%

Culture&

Education 16%

Sports&

Adventures 16%

Business -

MICE 4%

SBU NP GEORGIA 2020 (in %)




12 TOURISM STRATEGY IMPLEMENTATION MODEL

12.1 Development and investment projects

The development of Tourism Activities in Protected Areas is connected to a wide range of projects from basic infrastructure with costly investment to soft programmes that are mainly developed by professional expert work, experiences, education and trainings. There are 4 groups of these projects

and when we look at them closer; we see that APA and PAs administrations are fully responsible to develop only the second group: Transport, Welcome and Information infrastructure in PAs. Basic infrastructure is on the favour of the PAs to make them accessible and enjoyable for visitors with basic infrastructure but these projects are in the interest of public bodies on local and national level. Thus, financing of these projects should be mainly from relevant public bodies. Tourism Hospitality infrastructure and Visitors’ Service – Programmes are mainly in the interest of private bodies.

Therefore, these projects should be mainly financed and managed by private capital. In spite of these considerations APA and PAs administrations must be deeply involved in the process of planning and developing all projects not only from the point of view of impact assessment but also from the point of view of sustainability and nature friendly investment and project development, meeting expectations

of local people and visitors. APA and PAs administrations are also fully entitled to share the benefit of economic activities in and in a certain area around PAs when visitor products and services are PAs related.

The strategy of tourism development in Protected Areas in Georgia should focus on the following major projects and investment in the period to 2020 for which PAs, municipalities, regions or the state is in charge to realize for successful tourism development in PAs:

Development of

infrastructure in Tbilisi Protected Area

Construction and equipment of administrative building with visitors

information corner (visitors center should be in the central Georgian national visitors and eco-educational center in Tbilisi), preparation of management and tourism development plans, development of eco-tourist trails, construction of shelters and picnic areas and capacity

building of the employees of the PA administrations.

Development of

infrastructure in Algeti, Kazbegi, Kintrishi and

Pshav-Khevsureti Protected Areas

Construction and equipment of administrative buildings, demarcation of

boundaries of PAs, elaboration of high standard management and tourism development plans, development of eco-tourist trails,

construction of shelters and picnic areas, as well as establishing of bio- monitoring system and capacity building of the employees of the PA administrations.

Development of infrastructure in Javakheti

Protected Area

Full funtioning of new visitors center and administrative building, elaboration of management and tourism development plans,

development of eco-tourist trails and bird watching sites, construction of picnic areas and capacity building of the employees of the PA administrations.

Development of joint sports and adventure Okatse-Martvili park

Potentially with own administration and management, operational visitors center in Okatse and further development of tourist sports and adventure programmes

Georgian national visitors and eco educational center in Tbilisi

Georgian national visitors and eco educational center in Tbilisi with all Georgian PAs presentation

Cross border – Caucasus

transboundary PAs development and

cooperation

Javakheti – Lake Arpi (Armenia)

Machakhela (Georgia) – Camili (Turkey)

Lagodekhi - Zakatala (Azerbaijan)

HR development Capacity building and HR development, education and training programme

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

Monitoring of tourism visitation

Monitoring and evaluation of tourism visitation impact on PAs




• Improvement of access road to Mtirala (posibility of alternative access with gondola lift should be considered)

• Parking places

• Sign posting of accesses to PAs on main roads

BASIC INFRASTRUCTURE

• Adaptation of visitors centers and administrative buildings in PAs to serve better the needs of tourism and hospitality (like TO/TA corner, shops, cafes, safes, Internet - WIFI corners, Mobile applications and guides rentals, etc.)

• Establishment of joint information services for PAs visitors with GNTA and other institutions (tourist resorts, museums,etc).

• Transport means: cars, jeeps, etc.

• Access to PAs and selected facilities for disabled visitors

• Uniform system of marking trails in Georgia

• Marking trails in individual PAs

• Nature Interpretation boards

• Visual identification of rangers that they are in service for visitors

• Water and sanitary facilities

• Waste collection and management facilities and services

• Safety facilities and services

WELCOME & INFORMATION INFRASTRUCTURE IN PAs

• Standardization of accommodation facilities owned by PAs

• Hostel in Tusheti

• Camping places and picnic areas

• Huts, Shelters

• Camping places

• Picnic areas

• Places to rest

TOURISM – HOSPITALITY INFRASTRUCTURE

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

• Reconstruction, maintenance and improvement of trails

• Extension of trails and tourism products in areas with intensive visitation

• Bird watching trails, platforms and towers with binoculars

• Wildlife watching trails, platforms and towers with binoculars

• Photographic platforms/towers

• Sports and adventure products: Canyoning, Rafting in canyons (Mtirala, Okatse), Hanging bridge in Okatse canyon, Gochkadili canyon (Martvili) tourism development

• Short trails and short thematic trails in PAs

• Family oriented services: shelters, short trails, theme trails, Children focused educational trails, playgrounds, theme parks, Children corner in visitors centres, Animation programmes for children

• Products and services adopted and available for disabled people

• MICE offer of meetings, events and incentive facilities and services

• Events organized by APA and PAs: National day of PAs in Georgia event – annual event , Open days/Start of the season of PAs event, Thematic events as per season, region and tradition

• Development connecting tourism trails in PAs in Georgia:

° Mtirala - Kintrishi

° Tusheti - Khevsureti – Kazbegi

TOURISM PRODUCTS AND SERVICES IN PAs in GEORGIA

Tourism strategy implementation in PAs need to focus also on the following projects and investment improving primarily their tourism facilities, products and services:




12.2 HR – Human resource, education and trainings

The assessment of the Protected Areas and their tourism performance reflected a big lack of professional hospitality staff, management of the already existing tourism facilities and products and provision of basic services. Increasing the tourism visitation of the Protected Areas will only expose more this lack of staff and the need for hospitality professionals. In order to solve this problem and meet further tourism development requirements we estimate the need of the following HR in APA and individual Protected Area administrations:

> APA HR hospitality permanent staff (6 persons): o Tourism – Hospitality head manager- responsible to monitor tourism

development strategy implementation, marketing plans and realization, organization of work of tourism - hospitality staff in APA, cooperation with other organizations like GNTA, Association of Friend of PAs, organize promotion and marketing activities abroad and in Georgia, work with tourism corporate market (TO/TA, MICE, Associations, etc.), organize and coordinate

work of tourism-hospitality staff in PAs and responsible for results from tourism activities;

o Tourism product, services and quality standards developer – responsible for tourism products and services development, maintenance of these products, their proper use, development of quality standards for these products, elaboration of products and services certification plan, dissemination

of standards to other products and service providers in and around PAs; o Accommodation, F&B and other facilities manager–responsible for

operation of capacities and facilities with own staff, monitoring operations of capacities and facilities on management contracts and concessions;

o Tourism marketing specialist – responsible for promotion and marketing on individual and organized markets, development and use of promotion materials, realization of promotion and marketing tools and distribution

channels, implement and evaluate promotion and marketing activities abroad and in Georgia, brand development, visitors relations (Q & A, complains) and visitors statistics and guest survey analysis;

o Web and E- promoter - marketer (for on-line marketing tools) – responsible for development of electronic promotion and communication tools, their use, updating and direct marketing with e-tools

o Tourist information specialist – responsible for collection of relevant

information, management of these information (classification, data base organization, distribution for promotion and marketing use) and to deliver information to customers directly or indirectly

APA should additionally have part time and seasonal staff especially in tourist information services. They could be students trained for information management and delivery and available for mainly

summer season and for information service on fairs and exhibitions. Besides, some seasonal tourism-hospitality facility managers could also be contracted to run some facilities (accommodation, F&B, shops, etc.) maybe in combination with PAs administrations and Association of Friends of PAs. > PAs HR hospitality permanent staff (3-4 persons):

o Tourism-Hospitality manager – responsible for organization of work of hospitality staff in PAs administration, tourism products and services development, responsible for

operation of capacities and facilities with monitoring, cooperation with tourism related organizations and stakeholders, tourism corporate market (TO/TA, MICE, Associations, etc.), evaluation of visitors satisfaction;

o Tourism promotion/marketing specialist - responsible for promotion and marketing on regional Georgian markets, proposals for development and use of regional promotion materials, realization of promotion and marketing tools and distribution channels, cooperation with TICs in region, visitors relations (Q & A, complaints) and visitors

statistics and guest survey; o Tourist information specialist – responsible for collection of relevant information,

management of these information (classification, data base organization, distribution for promotion and marketing use), to provide these information to APA hospitality staff and to deliver information to customers directly or indirectly




PAs administrations should also have trained seasonal staff for tourist information services in the peak-summer season. Seasonal staff includes also tourist guides for guiding in Protected Areas. There

is also the need of including animators (mainly for children). This entire seasonal staff could be formed by students, who are normally available during the peak season while the information specialists could be engaged also for tourism fairs and exhibitions. Seasonally can also be employed managers of some

visitors’ facilities (small accommodation and F&B facilities, shops, parking places, etc.) which could be organized together with APA and Association of Friends of PAs. In order to strengthen the commitment of the HR in the Protected Areas and to introduce more motivation for innovative, entrepreneurial and customer oriented work HR policy should incorporate:

> Recruitment policy stressing the personal qualities needed to pursue a career in this service industry;

> Recognition that payment of low wages undermines the objective of providing a quality product;

> Improvement of the working conditions of staff; > Provision of lifelong personal development programmes; > Development of career paths and professional recognition in co-operation with training bodies

and vocational educational establishments;

> The acquisition of transferable skills across the sector;

> Reduction of seasonality by extending the season and attracting new categories of tourists; > Provision of non-monetary incentives as for example public acknowledgement and awards,

study visits abroad, free training courses, etc. Efficient work in hospitality requires permanent education and trainings – lifelong learning. We indicate some of themes for trainings to be delivered to tourism and hospitality staff in APA and PAs

administration and service providers: > Hosting and welcoming visitors (hospitality) > Information management and delivering information > Marketing and sales > Corporate marketing and support to TO/TA > Use of e-promotion media > Tourism product development

> Team work and stakeholders cooperation > Management of tourism facilities (basic) > Tourism Guides training > Rangers training about hospitality and delivering information (basic)

> Foreign languages > Hospitality and tourism trainings for service providers to implement certification and licencing

Basic about PA and nature protection The needs and expectations of visitors, to be welcoming and tolerant Tourism as business and employment opportunity Specific knowledge trainings for guides, drivers.

Several training courses could be developed by the Universities in close cooperation with trade association, professionals and practitioners. Involvement of Universities is important in the case of

implementing certification of tourism professionals and service providers for their work with/in PAs. Trainings should be practice oriented with presentation of good practices and site visits. Very good results in HR development are also provided by study visits of other PAs in Georgia and especially to similar PAs abroad.

12.3 Promotion and marketing

Promotion and marketing is essential for an increase of visitation of Protected Areas and go along with awareness rising about the nature, its values and heritage. With promotion PAs must also increase awareness about the nature, with marketing PAs must increase visitation and revenues from visitors. APA and PAs administrations should develop marketing strategy and operational plans. They should perform promotion and marketing according to marketing plan by their own resources approved by

and in coordination with Ministry of Environment. But it is important that APA and GNTA perform also joined promotion and marketing activities whereby either APA joins GNTA or both agree on some special activities interested for both agencies. In this context, cooperation with NACHPG would be also important and very useful.




GNTA is now developing national tourism strategy and there is much room for appropriate positioning

of PAs in the document from the point of view of product development, policy support and promotion. Cooperation with GNTA would imply:

> Use of Georgia tourism logo on promotional and marketing materials of APA > APA and PAs participation on tourism fairs organized by GNTA with PAs desk, materials and

information person > Presence of APA and PAs on information stands on airports in Georgia > Stronger presence of PAs in GNTA promotional materials > Use of GNTA FAM trips of media and TOs/TAs to visit also PAs > Use of market intelligence information of GNTA for APA & PAs administration marketing

planning and performing > GNTA’s support for marketing activities on APA & PAs target markets > Active participation of APA and PAs administrations in DMOs development and functioning > Joint awareness rising activities (about nature, clean environment, use of natural and cultural

resources, etc.)

12.3.1 Information and promotion materials and customer relations

APA has produced a valuable and informative set of materials presenting all PAs in Georgia with a map and the same style and size materials for each PA with uniform corporate identity. These information materials with maps are widely used and get out of stock very fast. There is a permanent need for more materials in PAs visitors’ centres and in TICs which anyhow do not get enough promotional materials from PAs. It is obvious that Protected Areas need more information and promotion materials

– some for mass distribution and some special printed materials which could also be sold to interested visitors. When planning the production of information and promotion materials it should be seriously considered that majority of visitors to PAs are individuals getting information from internet and social media. Therefore, printing and free distribution of materials should be rather limited. For visitors’ group market Travel agents’ sales manual is the basic promotion and marketing tool besides personal

contacts, FAM trips and specialized workshops with TOs/TAs on target markets. We propose a list of printed materials

> Image brochure of all PAs (for selected-limited distribution)

> Short 2 page leaflet of all PAs (for mass distribution) > Travel agents sales manual (for organized market – TOs/TAs) > Map of all PAs (for mass distribution)

> Leaflet of each individual PA (for mass distribution) > Map of each individual PA (maybe as entry ticket to PAs) > Special hiking, trekking and other trails maps (for selling) > Posters (for selected-limited distribution to TOs/TAs, schools, etc.) > Roll-ups (for selected-limited use on temporary, ad-hoc presentations) > Awareness raising and education leaflets with code of conduct in PAs (for mass distribution)

> Quarterly APA newspaper for external and internal communication (for corporate and institutional market)

> Thematic books or brochures on Plants and animals; Guidebooks for each Protected Areas (these materials can/will be sold to visitors; see also below)

Electronic information & promotion means

> Web site of APA and all PAs and each PA individually

> Video of all PAs

> Short videos of each PA individually > Video spots for all PAs and each PA separately > Radio messages and communication > All printed materials available also on web site in e-form > Social media: Facebook, Twitter, LinkedIn and Flickr

It is important to underline that website must be constantly updated, fast and clear response to questions and inquiries, and social media permanently administered/interactive communicated.




Photo monographs, guide books, magazines and photo collection & archives are important image and promotion materials. All are rather expensive and need professional work sometimes also lasting

longer time until appearing on the shelves of bookstores. These materials are to be prepared together with publishing and editing companies, professional photographers and writers and APA should only buy a certain quantity of items, the rest remains with publishing companies for sale. It would be good

to consider and publish guide books with known international publishing companies. Very interesting are photographic competitions (international) with professionals and amateurs. It increases the interest for PAs and raises awareness of nature and natural heritage. At the same time, this is very good promotion on domestic and international market.

Products – gadgets & souvenirs are promotional materials and sales products. There could be a

wide range of such products. APA could organize tender to collect ideas, proposals and model of such products. After evaluation and selection products with APA_PAs logo could be available in visitors’ centres and shops bringing benefit to producers and APA. Some examples of such products are:

> T – shirts > Caps > Cups

> Badges

> ScarFs > Postcards > Logos tickers > Calendars (wall and table) > Local products > Raincoats

> Hiking stoics > Thermo bottles, etc.

Customer relations are an important part of the visitors experience and satisfaction. It starts with the first contact with the reality. As long as the visitor reads promotion materials – printed and electronic he is building his expectations and picture of complex tourist product that materials are promising. At the moment when visitor arrives on the location his expectations meet the reality – it is so called "the

hour of truth". Will the reality exceed visitor’s expectations or will it ruin the beautiful picture and high expectations - of visitor himself, his family, friend or relatives or the whole group visitor is traveling with?

This hour of truth starts with signals on the road – information and direction boards, with parking place, with signposting, trails marking, interpretation boards, staff in visitors’ centre, guides, guest

houses etc. and with answers on many questions visitors have during the trip. It is obvious that tourism is a highly human sensitive activity with many relations that could improve or spoil experience of a visitor. There are many stakeholders involved in tourism offer and relations, therefore all are responsible to provide promised experience to visitors. They all need trainings and so called orchestration to sound like symphonic orchestra.

12.3.2 Promotion, Marketing and Sales

The individual tourist market represents the majority of international visitors – 85% or even more are individuals, organizing their trip by themselves: obtaining information mainly from internet (not only web site of APA but also from web sites of TOs/TAs, Sports & Adventures associations and social media), and also from fairs, relatives or friends and magazines. Hard eco-tourists learn about PAs, they plan their visit using professional brochures, guide books, articles and similar sources. They

organize part of their trip still at home and the other part after arriving to their destination.

Electronic media are getting more and more important and influential and are a must in efficient marketing. Tourist fairs and exhibitions are still important channels for promotion and marketing. Some big international fairs like ITB, FITUR, BIT, WTM or MITT are a must and APA should attend them on GNTA

stand. APA and Georgia PAs should attend also some other international fairs on GNTA stand especially on PAs target markets (Baltic countries, Poland, Israel, neighbouring countries: Armenia, Azerbaijan, Turkey – they are listed in Annex 3). But there are also some other specialized fairs and exhibitions in some European countries specialized in nature, sports and adventure like F:R:E:E in




Munich, ARGUS Bike Festival in Vienna, Outdoor in London, Specialized bird watching fairs in PO Delta Park in Italy and Rutland Water Nature reserve in England, etc. More comprehensive list of

specialized fairs is in Annex 5. Participation on fairs is not only promotion but it is marketing – sales. To make efficient use of

presentations on fairs products and services of PAs and basic services of other providers (transport, accommodation, F&B) with prices should be available in printed and electronic form, travel agents sales manual for TOs/TAs and professional skilled information-sales staff. FAM- familiarization trips of journalists and media is another promotion and marketing channel for individual market. Good selection of professional media and known journalist or writer is needed in relation with target countries. FIJET – International Federation of Tourist Journalists and Writers and

country chapters can help in elaborating this task. Group tourist market consists of corporate market (big companies and institutions, Trade and professional associations, Clubs, Organizers of events, etc.) in the country and abroad and individual visitors travelling in groups organized by TOs/TAs mainly from abroad.

Image brochure, Travel agents sales manual, TO/TA workshops and Personal relations are

the basic marketing tools for group market. While image brochure has more representative value when addressing corporate market – management of big companies and institutions Travel agents sales manual has direct marketing-sales focus. Its main aim is to provide TOs/TAs all basic information about partial tourism products and services that they can use in developing tourist packages for visitors to Protected Areas. APA should prepare this manual in order to give the international TOs/TAs a complete overview about how to visit PAs in Georgia in groups with support of

professional international tour organizers and local ground operators. These international TOs/TAs will find then local Georgian TOs/TAs as ground operators to manage ground travel of their groups. More detailed review of international nature and adventure focused TOs showed that Georgian PAs are already now in their catalogues and sold on international market. To have more possibilities to address international TOs directly by APA or PAs administration we gave in Annex 5 several names and web sites of TOs. This type of TOs can also be invited to FAM trips to Georgia and PAs by APA and/or together with GNTA.

The travel agents' sales manual should include factsheets about APA and the Protected Areas, short descriptions with maps, contacts information, tourism products and services (accommodation, F&B, trails, equipment to rent, available), short description with contact of local/regional tourism

stakeholders offering tourism and tourism related products and services (accommodation, F&B, transport, ground TO/TA), calendar of main events, basic information about the country (surface,

population, political system, economic figures, currency) and useful information (embassies, police, emergency, airports, railway and bus stations, air carriers, weather etc.). It is important to count with reliable and updated information, information about concrete products and services and useful information. The prices for products and services are tentative only and are usually printed on a separate sheet and inserted in manual when needed. We propose to see some samples on the following web site: http://www.slovenia.info/pictures/publication_language/2014/TAM_ANG_2014_web__pub.pdf.

We have identified also some Georgian TOs that offer nature and adventure and operate also in the Protected Areas. According to estimations, they brought more than 50% of all international group visitors to PAs in 2013. These Georgian TOs are:

> Caucasus Travel > Explore Georgia > Concord Travel

> GeorgiCa Travel > Georgian Discovery Tours

> Visit Georgia > Eco-Tour and > Wonderland > Kaukasus Reisen

APA and PAs should work more closely with GITOA and TOs/TAs with incentive visits to PAs, informing them about new developments, new products, improved services, etc. It would be also very useful to offer trainings to TO/TA guides so they could give relevant information about PAs to visitors.

http://www.slovenia.info/pictures/publication_language/2014/TAM_ANG_2014_web__pub.pdf




Incentive visits to PAs would be also very useful for management of big companies and institutions. PAs can offer programmes for management meetings in their conference facilities in visitors’ centres

in natural environment, team building programmes, visits to PAs for business partners of these companies, etc.

There is still one important communication and marketing tool – PR – Public Relations. PR officers prepare information and distribute them to general or specific target audience: media, TOs/TAs, corporate market, political/administrative community, business community, international PAs community and also to local – internal community of PAs in Georgia. Very efficient promotion tool can be visitors’ card which supports promotion, increase awareness rising, increase visitation and loyalty and contribute to revenues of PAs. APA could develop Friends of

Georgia Protected Areas Card – a membership card with yearly membership fee and promotional gift for domestic and international market. Advertising is another promotion and marketing tool giving the most effects in the case of mass products and services. It is also expensive and has to be intensive using printed and electronic channels. In the case of PAs there is no need for such campaigns except for awareness raising and

strongly financially supported by sponsors. Still, there would be efficient outdoor advertising on the

main transit roads with billboards – jumbo panels in the case of some Protected Areas close to these roads (for example in the case of the following Protected Areas Mtirala, Imereti caves, Lagodekhi, Vashlovani, Javakheti). Even in this case, cooperation with big companies and institutions to co-finance these advertising – in fact it is cross-marketing, would be in favour of APA and PAs. Reservation or booking engine on APA’s web site would not bring satisfactory results as PAs have very

limited accommodation capacities. More useful would be simple demand/inquiry tool on APA web site where administrator and information specialist in APA would provide answers or even confirm reservations on demand.

12.3.3 Brand development of PAs in Georgia

The development of the marketing strategy for APA and PAs must be based on quality facilities,

products and services. Nowadays, there is not relevant discussion about the quality of products and services. At present, all tourism product and service providers and all destinations look for excellence in quality. Excellence in quality is the only possibility to achieve the satisfaction of the visitors and reach adequate prices. Therefore, there are quality standards and trainings to be achieved, since there

are quality competitions, awards, and other actions locally and nationwide. Handbooks are prepared to describe these standards, symbols and visual identification systems are developed to expose good, better, excellent products and services and differentiate providers and destinations.

Based on quality standards and other attributes of the Protected Areas the highest level of market image positioning and differentiation of PAs in Georgia is brand development. It is a task of marketing strategy and requires long development, testing and implementation process. Therefore, we give only few considerations about brand development of Protected Areas in Georgia.

OBJECTIVE CONTENT

Differentiate the destination from

its competitors;

Geographical location (Caucasus), Natural resources

(biodiversity and wilderness in worldwide dimension), Crossroad of cultures, religions... Historical facts and legends: 8000 years of wine, Jason and golden fleece, first human being

Increase awareness and

recognition, and therefore memorability of PAs over time amongst potential visitors;

Strengthening the competitive advantages; developing new

PAs; introduction of high standards of tourism facilities and monitor quality and safety; ensure the provision of human resource education and training; development of tourism products, services and facilities that have potential to attract tourists; increased awareness about PAs and nature in Georgia and about benefits of tourism for local communities and country economy.




OBJECTIVE CONTENT

Create a positive image for the PAs that makes people responsive to the APAs and GNTAs marketing

messages and therefore raise the possibility to visit PAs;

Define marketing and communication strategy; Creativity and uniqueness in process of creation promotion and marketing messages for integral communication/marketing activities;

creative use of communication / marketing tools and channels.

Give the PAs strong and compelling

brand identity

Define the personality, culture (values), physical evidences of

PAs, consumer (visitor) experience, reflections of consumer (visitor), relationship (PA-visitor) and provide identification of local population with brand identity.

Source: Adopted from Handbook on Tourism Destination Branding (2009)

FIGURE 28: BASIC PHASES IN BRAND DEVELOPMENT

Following the authors of many handbooks on tourism branding, the brand management is a key to successful brand identity. The key elements of brand management are:

FIGURE 29: KEY ELEMENTS OF BRAND MANAGEMENT

Brand leadership must come from the very top: certainly from APA’s chief executive a brand

manager needs to be appointed, with overall responsibility for the PAs brand.

A Brand steering group including APA staff and key stakeholders should be established. Its job is to

support the brand manager in driving the brand forward, maintaining its momentum, monitoring its

impact, and deciding when to refresh the brand or rebrand.

Internal market campaign is required to enable APA and PAs administration staff, stakeholders and

residents to understand both the importance and content of the brand. Before launching a new brand

it is important that all staff fully understand, support and promote the new brand.

A brand manager5 should serve as connection to local population and not only to APA’s top

management. Residents can be enthusiastic exemplars of the brand in the way they treat visitors.

5 The proposed marketing specialist at central level would be the best person to assume the role of brand manager (§12.2)

Brand leadership

Brand steering group

Internal market campaign

Brand manager

Brand champions and brand advocates

Training

Constant care and communication




Most people are proud of where they live and are likely to communicate this to visitors. If they feel

that the APA and PAs administrations are appropriately promoting their region community, they are

more likely to be supportive of the brand.

Brand champions and brand advocates are influential people who command widespread respect

within a broad community. Their role is to win the “heart and minds” of stakeholders, persuade them

of the value and purpose of the destination brand, and encourage them to use the brand in their own

marketing communications.

Training is important for APA and PAs administration staff, stakeholders, brand champions and brand

advocates, so that they know how to apply the brand in their own organizations and marketing

communications. The Brand toolkit should form the basis of these seminars.

Brand needs constant care and communication to remain relevant and comprehensible to

stakeholders. This requires constant monitoring of the brand’s impact through customer feedback,

research and market intelligence.

12.4 Tourism development policy

12.4.1 Organization of PAs management and stakeholders’ cooperation

Georgia has a centralized system of nature conservation, protection and management. APA – the

Agency of Protected Areas was established as a legal entity under public law in the Ministry of Environment and Natural Resources Protection of Georgia and started operations in February 2008.The Agency’s primary responsibility is to manage Georgia’s strict nature reserves, national parks, natural monuments, managed reserves, protected landscapes, biosphere reserves, world heritage sites and wetland sites of international importance. The objective of the Agency is to improve the management of Protected Areas, ensure functionality of territorial administrations, to supervise the process of following legally established regulations and to plan, create and develop new Protected

Areas. Protected Areas administrations are an organizational part of APA, work as territorial administrations of APA and are not independent. This centralized organization has a strong advantage especially as we consider fast developing nature conservation, the need for uniform nature protection and

management policy, building unique image of Protected Areas in Georgia and efficient synergic management. This advantage is obvious also from the point of view of the lack of professional

leadership and management knowledge and experiences to run PAs. There are also disadvantages of centralized system resulting mainly in long procedures and slow decision making processes that affect primarily more advanced and active PAs with more initiatives. APA is at present not organized to support tourism development in PAs. Neither are PAs administrations equipped for these new tasks. All are suffering big lack of professionals in hospitality

operations. Tourism development in Protected Areas is one of the most exposed priorities of APA and protection areas' policy. International organizations supporting APA and nature protection are also contributing to the increase of tourism in PAs in Georgia. Thus, support to tourism development in APA and in PAs administrations need professional staff and less centralized management of tourism operations. There is central development and a marketing strategy and policies, central promotion, organization model of cooperation with stakeholders and operational guidelines but hospitality operations in PAs need a certain level of flexibility. They can be introduced step by step – piloting in

those PAs that are more exposed to visitors' demand and are leaders of tourism development in PAs.

In order to meet the requirements of tourism development APA should form hospitality team with following profiles (their tasks are shortly described in HR section 12.2):

> 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




APA should have additionally part time and seasonal staff especially for tourist information services and for seasonal tourism-hospitality facility operations.

Hospitality teams in PAs administrations should also be formed depending on the extents of tourism intensity with following profiles:

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

Efficient tourism and hospitality management in PAs will require devolving of responsibilities from APA to PAs administrations in step by step transmission. This could be piloting process focused first to PAs from which APA expects the biggest results in tourism. Decisions and responsibility of PAs

administration could be first limited to: > Apply prices according to specific situation of certain PA and market/demand situation within

the price interval set by APA for all PAs > Engage seasonal staff for peak situations that appear usually for weekends or public holidays > Negotiate and propose conditions and contracts for group visits > Negotiate and propose contract for seasonal management of PAs tourism facilities if

concessions are not successful

> 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

> Cooperation and joint events and promotion activities in local communities > A certain budget for small expenditures related to media and TOs/TAs visits and promotional

gifts

> A certain budget for immediate repair of damage, break of equipment or similar related to activities for visitors.

Tourism is complex economic and social activity with cooperation of many stakeholders on national, regional and local level in order to provide tourism products and services and satisfy the needs, requirements and expectations of visitors – to enable the visitors experiencing more than they expected. If this level of satisfaction is reached, the loyalty of the visitors will increase and they will be

advocates – ambassadors of the tourism destination. On national level APA needs to cooperate and coordinate the tourism activities with GNTA – Georgia National Tourism Administration. The tourism development strategy for the PAs must obtain an

important position and appropriate consideration within the national tourism strategy as nature is one of the most attractive segment of tourism image and offer in Georgia. Promotion and marketing must

be coordinated and APA should use GNTA’s promotion channels as well as GNTA should support specific and targeted promotion activities of APA. Both agencies should also work together in the field of awareness rising of the importance of tourism, nature and hospitality in the country. A strong cooperation is required also with NACHPG - National Agency for Cultural Heritage Preservation of Georgia. Nature and culture are jointly main the main motivations for significant segments of visitors to PAs. Under the leading role of GNTA these agencies and some key

stakeholders should form a national tourism development and promotion board. On the regional – destination level GNTA should proceed with the establishment of DMOs – Destination Management Organizations where PAs should be one of important stakeholders. On the local level, some municipalities have tourism departments or sections; some other municipalities establish municipality centre for promoting tourism development or centre for giving

place to municipality resorts and tourism. It is encouraging to see the establishment of these centres as they indicate the role which tourism will play on the local level where PAs are one of generators of

economic and social development. On this level, GNTA has numerous TICs which can intensify the information services and the promotion of the PAs. The Association of Friends of Protected Areas is a local initiative supported by APA and PAs

administrations. Some Protected Areas in Georgia have initiated the establishment of Association Friends of PA with an aim to develop and offer some products and services for visitors instead of PAs administration and to support fundraising for PAs related activities. This would enable PAs to get additional financial resources indirectly for tourism products and services development as they cannot perform commercial activities. Associations’ members having interest in developing tourism products and services in close relations with PAs and are located in or around the area of PAs.




The friends of national parks/Protected Areas are usually non-profit organizations that gather personal

and institutional members to strengthen nature conservation, to increase the awareness of nature, its protection and behaviour in the nature, to organize education and awareness raising activities and to support local population and communities. Main financial resources are membership fee, donations

and projects funding. In the case of Georgia, Associations of Friends have some additional functions and activities adapted to the specific situation in the country. There is no uniform structure of Friends of PAs association in Georgia with mission, targets, activities and funding. The IUCN project (2010) “Facilitation of public participation in PA management - Georgian example” discussed and supported the organization of Protected Areas Friends’ Associations in Georgia as pilot actions in Tusheti, Lagodekhi and Vashlovani PAs. Associations were established as

foundations or non-governmental organizations in 2009. The main objectives of the organization are: Support PA administration functioning and management, biodiversity conservation, protection and popularization; ecotourism development; stakeholder involvement in the management of Protected Areas and support their social-economic welfare through grant projects, private donations and membership fees. PA Friends Associations have internet and Facebook pages.

The Support Programme for Protected Areas in the Caucasus-SSPA project made an assessment of the

activities of all 3 associations and their functioning system and based on results of these 3 associations some other PAs in Georgia would like to implement this model in their area. Thus, it

would be reasonable to further develop this model to represent an efficient cooperation model for PAs especially when GNTA has not defined yet when DMOs will be established. To develop uniform structure of Protected Areas Friends’ Association in Georgia basic principles should be discussed and agreed; some of them are already included in 3 pilot associations.

FIGURE 30: BASIC PRINCIPLES FOR THE ASSOCIATIONS OF FRIEDS OF PA

Main activities of the Association of Friends of PA should be: > Participation in implementation in nature conservation, biodiversity, landscape, wildlife, > Enhancing economic development, capacities and involvement of local population (in and

around PAs) in providing tourism products and services > Support to implement quality standards and certification of tourism products and services

related to PAs > Support to introduce and implement Friends of Georgia PAs card

> Conducting education and training for local stakeholders

Mission: support nature protection and sustainable development, support and strengthen economic activities for the benefit of local population and communities, fundraising and awareness rising, education and trainings related to PAs.

Legal status: non-profit organization

Membership: membership of companies, institutions and individuals on volunteer basis that are in and around PAs and are directly related to PAs activities

Financing: membership fee for different level of members, donations and project activities

Management and supervision: Associations are managed by executive manager, managing board (of for example 3 members – from PA and main business operators) to support and monitor the work of executive manager and Assembly with all members of Associations.

Federation/Union of Associations of Friends of PA of Georgia will be a network of Associations of Friends of PA on national level.




> Supporting development of traditional crafts, events, cooking recipes, culture and legends > Organization of events

> Awareness rising and promotion of nature values, heritage and PAs. APA and PAs administrations should support development and cooperate also with other associations

like: providers of accommodation (hotels, guesthouses, B&B, camps etc.), providers of F&B (restaurants, cafes etc.), providers of transport (drivers, rent-a-cars, taxis), tour guide and rangers associations, local producers and others. Associations are primarily occupied with development of products and services and their quality thus contributing to overall satisfaction of visitors of Protected Areas.

12.4.2 Quality standards and certification

There are many tourism products and services as well as factors that Protected Areas cannot change (like weather) and affect to visitors’ experiences. In order to manage and provide products and services that visitors expect during the trip in Protected Area APA and PAs can develop quality standards for at least main offer in and around PA (maybe in a circle of 10 kilometres) as well as for those providers that are entering PAs (for example offering transport). Based on such standards APA and PAs administration certify providers of products and services - they are the so called certified PA’s

tourism providers, offering and guaranteeing a certain level of quality. Certification is on a volunteer basis, tourism product and service providers apply to APA for certification and pay for assessment and basic identification/promotion of certified quality (outdoor plate, framed paper certificate and identification badge) a certain amount. The certificate can be valid for a period of 2 years (for example) and evaluation and monitoring on the field could be organized together with Association of Friends of PA.

Quality standards and certification could 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.) Introduction of quality standards and certification would bring to APA and PAs improvement of quality of products and services related to PAs which is the basis for better experiences of visitors and for PAs

brand development. Standards also enable monitoring of quality, reliable promotion and possibility for further improvement of quality. APA would get also another source of revenues. Product and service providers will get knowledge and standards for improvement of their offer, more satisfied visitors,

more promotion by APA, better recognition on the market and more revenues. This would also strengthen affiliation of tourism stakeholders to PAs.




FIGURE 31: ELEMENTS OF QUALITY STANDARDS

The evaluation of products and services is done on the basis of transparent procedures, with evaluation questionnaires and awarded recipients of certificates are registered in a register book. Certified products and services providers should be awarded on regional yearly public events

organized by APA and PAs administration with promotion and public acknowledgment of providers with certified quality standards. APA should also state these providers on web site in brochures and other

information materials and tools. Some examples of certification and Friends of PAs organizations are in Annex 6.

12.4.3 Revenue policy and concessions

The Protected Areas need funds and public finances from the state budget in order to carry out activities related to conservation, protection and management of nature, but those are not sufficient in any country. The state agencies for nature protection and Protected Areas administrations must therefore look for additional financial resources where revenues from commercial – mainly tourism related activities, which are contributing more and more to the overall budgets of PAs. The share of revenues from tourism reaches (on average) up to 25% of total budget of PAs in developed countries.

The sources of the income for the total budget of the Protected Areas are different – public, private and commercial sources (adopted from IUCN 2002, p 121). The main potential sources are:

> Governmental funding (mandatory or discretionary) > Entrance fees > Recreation services - user fees, special events and special services

> Concessions and lease

> Accommodation > Equipment rental > Food sales (restaurants and stores) > Merchandise sales (equipment, clothing, souvenirs) > Donations, foreign aid and technical assistance > Licensing of intellectual property > Sale or rental of image rights

> Parking > Cross-marketing

TECHNICAL QUALITY standards- the size of the

room, bed, restaurant, the quality or equipment,

WC and bathroom, corridors and similar)

FUNCTIONAL QUALITY inner places and outside

in good order, responsiveness, professional and

hospitality of staff, good communication,

accessibility on general and for disabled persons, products well designed

and packed, 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




> Public investment > Private sector initiatives

> Sponsorship > Donations > Volunteerism (which is in fact cost reducing and not revenue generating)

The Protected Areas in Georgia have a mixed system of budget financing and revenues generation using nearly all upper stated form. Besides governmental share, contribution of CNF and some other international donors, revenues are generated from entrance fees, user fees and donations. Entrance fee has pros and cons. Nature should be accessible to everybody as it is public good is the main argument of those opposing to introduction of entrance fee, while on the other side this nature

in PAs offers with visitors infrastructure services and experience that give the reason to be charged. Imposing entrance fee raises also technical problems when PAs have many entrances. Anyhow, entrance fee should be well explained - justified to visitors, the use of revenues from entrance fees should be clearly explained and it would be wise to get for entrance fee something useful as postcard, general map with basic information about PA and rules in PAs, badge of PA or maybe small bag of tea from herb collected in PA.

Service and user fees and charges to visitors: > Recreation fees when using recreation products and services > Fees for the use of special infrastructure in PA – road, bridge, parking places, viewing

platform, binoculars, etc. > User fees for the use of camping sites, picnic areas and facilities, shelter use, internet access,

WIFI,

> Concession fee as a share of revenues provided by concessionaires to PA visitors > Merchandise sales when selling maps, brochures, products, souvenirs, etc. > Food sales in restaurants and stores > Accommodation for using shelters, huts, roofed accommodation managed by PAs > Fees for renting MICE facilities and equipment > Fees for renting ICT equipment > Licences and permits for private operators to run business in Protected Areas

> Taxes for cars, > Tourist tax in accommodation of private providers > Environmental tax as special purpose tax > Membership or alliance cards

> Lease and rent fees for the use equipment of PAs > Voluntary donations of visitors especially for events organized in visitors centres

In promotion we proposed Friends of Georgia Protected Areas Card to be used for promotion as it can be used also for revenue generation. The target groups for this card are products and services providers in PAs, domestic and international visitors (also potential). Besides commercial character of this card, we mentioned promotion but it has also a character of affiliation and support to PAs in Georgia. Card should be sold for a certain amount (for example 10 GEL) for which visitors get free entry to two PAs, owner of card gets also once a year Newsletter of Georgian PAs and/or news via e-

mail, they have discounts on products sold by PA, they are invited to open days of PAs. Tourism products and service providers get for a card one training for free about values of nature and hospitality in PAs for example, once a year Newsletter of Georgian PAs, invitation to participate with their exposure of open days of PAs. Direct effect of card is when it is used as promotion and given to donors and sponsors, VIPs, as an award on competitions, etc. Pricing strategies and policies used in Protected Areas for entry and user fees:

> Peak load pricing used for different times as peak season – usually summer time, peak days – usually weekends

> Comparable pricing – comparing prices of similar Protected Areas mainly as competitors > Cost pricing – prices are set on the basis of costs per unit with estimation of expected number

of visitors > Multi-tiered pricing – where prices are set for different groups of visitors and different season

– residency, age, individuals, groups, aim of the visit (recreation or research), multi entry or single entry, etc.

This last strategy is supposed to provide the best results as to the single rather high entry or user fees




Concession policy and practice depend on the role of the public and private and sector in PAs management. Public sector role in tourism in Protected Areas differs from the one of private sector.

Public administration – central or local of a certain Protected Area has to take care primarily about: > Environmental protection > Infrastructure building and maintenance (roads, energy, ICT, sanitation)

> Trails, camping places, shelters, observation platforms, etc. > Security and safety > Monitoring of impacts and evaluation of quality > Managing access and visitors flows > Information (visitors’ centres, nature interpretation) > Conflict resolution

Private sector’s role is to provide accommodation and food, transportation, information, media (books, videos, etc.) guiding, site promotion and advertising, products (equipment, clothes, souvenirs) and personal services, etc. The private sector provides products and services that tourists need and enjoy while visiting Protected Areas and ensure comfortable stay in or in close neighbourhood of Protected Areas.

Tourism in Protected Areas obviously involves many different products and services for visitors which

are provided by public and/or private institutions or persons. It is not very common that only one sector provides all products and services. In practice we have mixed relations – public ownership and public and private operations and private ownership and private operations. APA can give in concession accommodation facilities, restaurants, shops, tour guiding, trekking, horse trekking, safaris, sport programmes and equipment, even parking places. Before deciding to give a

certain facility in concession, APA should consider his capacities and resources to implement it and compare it to the revenues generated from the management by its own resources. It is also important to identify the possible interest of the private sector, NGOs or local community organization for concessions and their strength. There are 5 principles of the concession policy that need to be respected before its implementation. First is concessionaire qualification with financial capacity, tourism experience,

educational level and language ability. The second principle to be considered is the legal responsibility with length of contract, and non-payment of the fee, facility ownership, environment damage, fines and contract non-fulfilment. The third one is financial responsibility with financial insurance mechanisms, concession – user fee, Income requirements and maintenance/repair reservations.

Environmental responsibility is the next section with infrastructure development, monitoring plan, use of scarce resources, alternative energy use and waste management and risk analysis. The last

principle is the social responsibility which reflects the attitude towards local communities and population: capacity building, local employment, community assessment and revenue sharing and local business involvement. Protected Areas in Georgia are providing also tourism products and services like accommodation, food, meeting rooms and equipment, shops in their building (in visitors centres or separately). They also offer accommodation in shelters, bungalows, tents, they rent tents and sleeping bags, they rent

equipment etc. The variety of products and services differ from PA to PA. The Protected Areas administrations have also different experiences with their own operations and concessions in tourism. Generally, there are not satisfactory results. The PAs administrations as well as APA do not have staff for hospitality operations and tourism, while the concession policy was not developed clear enough and with only few practical cases. Recommended concession policy for Protected Areas in Georgia would be:

> Operate accommodation capacities in mixed use (internally for staff or technical support and for visitors) with own staff

> Operate small accommodation capacities especially those in visitors’ centres with own staff or manage them with guest house owners/managers in the area on management contract

> Operate small food & beverage restaurants and cafes with guest house or restaurant owners/managers in the area on management contract

> Give in concession independent, bigger accommodation capacities > Give in concession complete visitors centre with a minimum list of services that need to be

performed > If concession for complete visitors centre is not acceptable/successful than concessions for

separate services would be given (shops, F&B, cornes for selling products, etc.)




> Give in concession camping places and camps for tents, caravans or mobile houses after defining what are typical campsites in different Protected Areas

> Give in concession BBQ places – it should be the best together with camps Concession contracts must include as minimum:

> Minimum and compulsory operating hours > Range of services > Level and standards for customer services > Environmental practices > Pricing policy if PA has monopoly position or there is competition > Public access to facilities > Infrastructure maintenance responsibilities

> Safety and sustainability requirements > Signage - indoor and outdoor > Advertising > Staff and operations accreditation/licensing standards > Design of facilities using local and natural materials > Monitoring of concession contract and operation

> Concession fee and payment mechanism

> Duration of contract > Guarantees - financial for accidents or damage > Consequences if contract/concession fails

Concession fee can be based on different principles. The most usual would be to set the flat annual fixed fee plus flexible fee as a percentage of all revenues on monthly basis or even fixed amount per

visitor served. It would also be wise to stimulate concessionaire to operate in low seasons where there are no big revenues. The fee could increase with the time. The concession contracts should be agreed for 5-7 years (in the case of concession for greater facilities and services also from 10 to 15 years) with possibilities for extension and with a clause for immediate termination in the case of violation of the rules. Concession policy contracting and monitoring should be done by APA centrally. The process must be

transparent. Monitoring the concession performance is very important especially when there are more concessionaires at the same place. Monitoring would prevent the violation of some regulations, possible conflicts among concessionaires and especially dissatisfaction of visitors.

It is obvious that the concession policy, procurement policy and normative solutions enabling state agencies to operate also on commercial basis need to become more flexible. PA administrations think

that they would be able to manage tourism facilities with hospitality staff, applied knowledge and trainings and partly decentralized system. Otherwise, they would give in concession from visitors’ centres to picnic and catering places, shelters, etc. They emphasize that APA should consider in this case a prior standardization of tourism facilities in PAs, in order to make concession implementation easier and more efficient. As regard to good practice of NACHPG concession policy and practice exchange of views, problems and

experiences between APA and NACHPG could be very useful. It might also be useful if APA identifies and organizes a meeting with existing and potential concessionaires to get their views, experiences and proposals for practical and quick solutions.

12.4.4 Sustainable tourism policy

The visitors of the Protected Areas would like to experience as much as possible and especially those

natural attractions that are unique in a certain Protected Area. They would like to avoid crowds and

situations that would prevent them to experience in full this uniqueness. On the other side Protected Areas administration must prevent misuse of natural attractions; damage made to nature and should offer the visitors unique experiences they are looking for. Therefore, the Protected Areas Administrations must respect sustainable policy measures and practices. Sustainable tourism policy consists primarily of carrying capacities estimations, visitor behavioural rules, monitoring visitation and management of visitor flows in Protected Areas, pricing policy and nature impact estimations and

monitoring.




Carrying capacities

It would be ideal to have estimations of carrying capacities for PAs in Georgia or parts of areas with tourism visitation. As there are no such estimations of carrying capacities yet, some simple methods could be used instead. We provide comparative data of visits to rather comparable PAs in Europe as

per surface or per open day. For Georgian PAs we are providing average daily figures also for the peak month – August. It is obvious that visits to Georgian PAs are far below the figures of European PAs. With a further development of tourism and increased visits to Imereti caves, the intensity could reach the upper limit but there are possibilities to extend the trails in the caves and to develop programmes on the surface. We must also consider the possibility of a too intensive visitation to Tusheti with further tourism development. The figures of visits to Tusheti PA for 2013 are underestimated maybe even 4 times.

FIGURE 32: COMPARATIVE REVIEW OF DIFFERENT CRITERIA OF INTENSITY OF VISITATION IN SELECTED GEORGIA PAS WITH PAS IN SEVERAL EUROPEAN COUNTRIES

No. Name of PAGeorgia

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

* No of visitors is calculated for 1m of visitors' trail/1m total length of the cave Source: Calculated from APA data and several international documents and data from PAs

At this point we must conclude and underline that according to international comparisons of visitation to PAs and environment and wildlife organizations in Georgia visitation to PAs is still far from the point to undertake substantial restrictive measures for their visitation. The management of visitors’ flows differ from place to place and can be adopted in different time and also for different groups of visitors.

The management of the “visitors’ flows” starts accessing to the PAs. We have cases with road access to some PAs in Georgia with continuous maintenance works and high costs. The international practice implies roads free of vehicles. Special studies would give an answer if the use of alternative transport would be feasible (for example: to use gondola lift to visit Mtirala PA). Organized travel to PAs – in groups with scheduled travel would additionally reduce the pressure on infrastructures and natural resources. It reduces the number of cars on the access road and the need for parking places in PAs.

The visitors’ centre or local travel agency could organize such organized and scheduled travel to PAs. Visitors’ flows management in PAs can have several measures:

Zoning is one of the most popular and normal measures used already in the planning

Protected Areas; visitors are allowed to visit and directed to these zones that are also equipped with basic infrastructure for their use (interpretation boards, places to rest, toilets,

observation platforms, maybe permanent or temporary catering, etc.) “Honeyspots”: as the name says – sweet-attractive places to where you purposely direct

visitors in order to avoid or to get a safe distance from main natural attraction; Transport management with roads and paths to the Protected Area and in it: organization

of transport enables safe, environmental friendly and efficient access to Protected Areas as well as travel in the area; in terms of organized transport in groups, the reduction of negative impact on infrastructure and nature is achieved together with safety conditions and the




number of vehicles is reduced while the pressure on parking places decreases. These measures contribute to greater satisfaction of visitors;

Tourist routes: they are constructed to guide the visitors to attractive places on a safe way and at the same time to avoid possible negative effects on nature; sometimes alternative routes or trails should be used in the case of too high visitation on primary routes; these

routes are planned for different travel means – walking, biking, horse riding, etc. which could also be limited in case of specific situations in the Protected Area;

Interpretation and information: offer visitors useful information, description, paying attention to natural values and attractions they want to experience and also information on how to behave in natural parks and Protected Areas; the information is available and respect the intend of enabling visitors to enjoy in nature and also to respect and contribute to conservation of nature;

Pricing and levies: monetary measures are usually the most effective although not very popular and well accepted by visitors; special levies – fees could be applied for entering Protected Areas, use of infrastructure (access road, observatory platform, bridge..) entering to special zones, use of visitors infrastructure, etc…these measures should be developed for different periods of the year, even different days in a week or in a day, different groups of visitors, etc. It should be clearly stated-visible for the visitors that the purpose of collecting

these revenues is to provide funds for nature protection.

Regulations &Restrictions: o Permanent or temporary closure of some areas o Visitors’ group size o Age or physical conditions of visitors limitations o Length of stay respecting normal time to visit certain area and not to raise negative

effects

o Visitation schedule respecting living rhythm of animals, flowering period in some areas, daily schedule to some attractions, etc.

o Barriers purposely set to slow down traffic for example, access to some areas, etc. Permits and special requirements:

o Special permits for entering certain areas: for example for scientists and researchers, photographers, etc.

o Visitors’ and/or operators’ qualifications and skills: to perform some activities –

climbing, caving, safety measures, etc. o Technology requirements: special dress, shoes, equipment, …

Code of conduct in Protected Areas: giving basic rules and norms of behaviour for all Protected Areas in the country but can give also additional specific rules for some Protected

Areas.

The use of management measures is usually mixed depending on the overall and specific situation in all or individual Protected Area. There are some recommendations about the strategies and tactics in the case of high level visitation/use of Protected Area:

> Reduce visitation of the whole or specific part of the PA by directing visitors to other PAs, drastically reduce number of visitors, imply high flat entry fee, install barriers or other restrictions mentioned above

> Change visiting locations - areas, travel means, use of infrastructure in order to adopt to new

situation > Group and regroup visitors regarding the age, physical conditions, interest and expectations,

available time, etc. > Encourage off-peak period/time for visitation > Modify change visitors’ behaviour with prohibition of use of certain damaging equipment, use

of certain infrastructure, overnight stay, etc. > Inform visitors and modify their expectations about problem areas and alternative Protected

Areas or parts of the same area that are available for visitors > Increase the resistance of natural resource under pressure, maintain and rehabilitate it as

soon as possible. Pricing policy is one efficient sustainable tourism measures in PAs. With increase of entry fees, charging higher user fees, licensing or increase of the licence fees for different operators in PAs

visitation can be radically limited to the extent required by sustainable measures. These measures can be applied for different PAs, different zones of PAs, and different periods of visitation even during one day or different operators and groups of visitors.




Nature impact assessment and monitoring

In order to apply different sustainable tourism measures, especially in the case of excessive visitation, monitoring the visitors’ flows is a requirement. The monitoring of the visitation to Protected Areas must include daily visitors and visitors with overnight stay. From sustainability point of view number of

daily visitors usually exceeds the number overnight visitors and their visitation is much more concentrated in some peak periods of the week and day. There are some methods for registration of visitors in Protected Areas:

> Self-registration in a guest book with name and some thoughts/impressions; such a book should be in visitors centres, providers of accommodation, food and different organized – guided services (with computerization of guest entries double counting could be avoided).

> Visitor’s registration form – standardized form for visitors registration in visitors’ centres, providers of accommodation, food and organized-guided services; again with computerization of guest entries double counting could be avoided.

> Visitors’ survey – face to face is very useful and can give very good results if a sample is well prepared and survey elaborated; less reliable is self-completing visitors’ survey; visitors’ surveys can be upgraded to Interviews.

> Internet – on-line survey is another survey technique and could be divided to those

planning to visit Protected Areas and those who had visited Protected Areas > Focus group discussions organized my key stakeholders to discuss and evaluate quantity

and quality of visitation of Protected Areas > Traffic counting by remote electronic technique: data of cars or transport means is

available while the number of visitors is estimated

We must also take into account that 100% registration of all visitors is impossible except in cases like caves with only one entry. Therefore, visitors’ registration at service providers in combination of visitors survey would give the best results from quantitative and qualitative point of view. Systematic and periodical analysis of impact of tourism on natural environment, social environment and economic situation would give more profound results of effects of tourism in PAs and basis to undertake measures for sustainable use of resources and tourism development.

12.4.5 Safety and security

APA and PAs administrations must also take care about security and safety of visitors to PAs. This is a part of the reputation of the country, its tourism and visitation to nature. APA cannot provide this alone and must cooperate and coordinate with other relevant public bodies such as police, medical

centres, fireguards, etc. responsible for public safety.

The tourism in Protected Area is facing several risks that might endanger visitors and lead to accidents. Small injuries could happen even when walking on trails, insects could hurt visitors to feel unpleasant, meeting wild animals will at least frighten visitors, the same might happen in stormy

weather. Visitors might get lost in vast natural environment. They can get poisoned by tasting some herbs, etc. Probability of injuries increases with sports and adventure activities that are developed in Protected Areas. APA and PAs administrations should therefore:

> Organize a system to alert PAs administration about such accidents as fast as possible with a

kind of SOS towers and/or with mobile transmitters that could be rented in visitors centres; chargers for mobile phones will also help. It is important that these solutions communicate also location of an accident or visitor that need help

> organize a rescue team and service with first aid (even with medical or other specialists from medical centres that will offer

> inform the visitors about potential danger and advise them how to be properly equipped and dressed, behave or react and how to ask for help; this information can include also

information which habits, tradition and rules of local population to respect not to get in conflict with them.




Such possible situations which visitors can experience in the nature are also an argument why visitors should use certified service providers: professional guides, travel in groups, avoid not marked trails

and respect the rules of PAs administration. Safety service for visitors to PAs is linked to security service where visitors can alert PAs administration via the same systems about danger or threat to Protected Area from whatever cause.

At the moment of establishing such efficient and reliable safety service, this should be explicitly stated on the information and promotional materials of APA and the Protected Areas.




13 SOME CONSIDERATIONS FOR FUTURE TOURISM

DEVELOPMENT OF SELECTED PROTECTED AREAS

We present some aspects and reflections of future tourism development for 6 selected PAs that were

included in the project. For Imereti caves PA a separate detailed document was prepared in the form of a tourism development plan.

13.1 Borjomi Kharagauli National Park - Wilderness & ecosystem

adventures

Message to visitors: Enjoy dramatic landscapes and wilderness, abundant and diverse wildlife in a close to

natural setting.

Borjomi-Kharagauli Protected Area lies in the centre of the Caucasus ecoregion and covers 85.1 thousand ha. Due to its vulnerability and rich biodiversity the ecoregion is included in World Wide Fund for Nature’s list of 35 priority ecoregions and Conservation International’s list of 34 biodiversity hot spots. The forests and high mountains of the Protected Area are unique ecosystems which are especially rich in relict, endemic, rare and endangered species of animals and plants. 217 species of migratory and nesting birds have been recorded on the territory, among them 13 species are listed in

the Red list of Georgia. 30 species of reptiles live in the humid forests of the Protected Areas, among them 3 species are endemics of Caucasus and 2 species are listed in the Red list of Georgia.

There are more than 30 mineral water springs in the region. Among them the following should be mentioned: Borjomi, Zvare, Mitarbi and Nunisi. Bottling and export of the famous mineral water Borjomi started in 1891.

Tourism in Protected Area

The Protected Areas provide for a wide range of sustainable tourism activities: short and long hiking

and horse riding tracks, bike riding, observing nature and landscape and taking photos, educational and cultural tours, bird and animal watching, summer camps, etc. Corresponding infrastructure has been created for all these activities and is maintained by the administration of Protected Areas.

The first official tourist season in Borjomi-Kharagauli national park was opened in 2003. At that time the NP started on a small scale, with 1,021 visitors in the first season. Tourist arrivals have been rising constantly, reaching 46,840 in total in 10 months of 2014, where 42.4% are international

visitors. The majority of the visitors of the NP come for one day. BKNP is the second most visited PA in Georgia after Imereti caves PA. The main motivations for visiting the park, as indicated by the visitor surveys, are 1) fauna, flora and biodiversity; 2) landscapes of the park; 3) good and safe trekking opportunities and local traditions and cultural heritage. The season starts in April and lasts until October, July representing the peak season.

SWOT – Strength, Weaknesses, Opportunities and Threats analysis of BKNP

Borjomi-Kharagauli national park has many advantages and opportunities for ecotourism development. It is already now the most developed tourist Protected Area in Georgia except Imereti caves mainly due to early internationalization when joining PAN parks association. Strength of BKNP is also professional management but they need to increase the number of tourism professionals, especially in marketing, product development and quality management and in hospitality in tourism accommodation and catering facilities.




STRENGTH of Protected Area WEAKNESSES of Protected Area

Rich biodiversity, diverse landscape,

wilderness Central location in hart of Georgia, easy

accessible Good facilities (administration building with

conference room and nice working atmosphere)

12 trails for visitors with different level of requirement

Well-equipped NP with diverse touristic offers

Long history, first NP in Caucasus Experience in project development BKNP is located in Georgia's historically

famous provinces of Tori, Argveti, and Samtskhe. The Borjomi gorge is part of the Tori province, which was created between

the 2nd and 4th centuries. Well known ski resort Bakuriani for family

vacations in Winter and Summer Famous Borjomi mineral water and health

resort in Borjomi

Central management (PA’s administrations depend on Tbilisi main office and are limited with resources and in decision making)

Lack of local people involvement in PA activities, no any association to rely on project development and fundraising

Lack of service skills (catering, proper cottage/hotel)

Infrastructure, especially proper marking,

catering Competitive sites around (Vardzia ...) Difficult access from Imereti region because

of bad roads Lack of safety equipment and measures,

first aid and rescue management No development/marketing plans for

Borjomi, Bakuriani

OPPORTUNITIES of Protected Area THREATS of Protected Area

Possibility to be used for holidaymakers in

Imereti To develop more educational tours Selling farm/rural tour offers Round trip around Borjomi-Kharagauli PA:

Borjomi-Abastumani- Zekari –Sairme

Combined tours with Imereti and Javakheti PAs

World Bank starts infrastructural project

which includes cultural sites and PAs in Samtskhe -Javakheti.

No stable and satisfactory - efficient finance Waste management in and around NP

FIGURE 31: SHORTENED SWOT ANALYSIS OF BORJOMI-KHARAGAULY NATIONAL PARK

Future tourism development of Borjomi-Kharagauli national park BKNP can be one of the leading Protected Areas in ecotourism development in Georgia. It has very high potential demand originated from the fast development of Borjomi health resort and Bakuriani mountain resort, from tourists on several days tours in Georgia and from increasing domestic demand. Rather conservative estimation of visitors of BKNP for the year 2020 is 100,000 domestic and international visitors. Based on market analysis, we estimate that the majority of visitors will be

looking for nature experience, sports and adventures and culture and education. Due to Borjomi health resort, BKNP foresees its opportunity also in development of activities for business-MICE visitors looking business meetings in nature combined with team buildings and similar activities. Therefore, we propose to develop tourism products, services and activities that form SBUs- strategic business units as can be seen from figures and pictures below, as % of visitor activities, with a reduction in nature experience and developing business MICE to 5%; the absolute number of visitors

for nature experience would increase also substantially (more than double).

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

Borjomi-Kharagauli NP 75 70 10 10 15 15 5 100 42,490 100,000

Total 7 PAs 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




Borjomi-Kharagauli national park needs further incentives in ecotourism development with more autonomy in decision making especially in tourism development. More funds must be available for

marketing and promotion including their own website. BKNP administration needs more professionals for work in tourism, in marketing, product development and hospitality capacities management. The

Protected Area has the possibility to introduce an entrance fee because of well-developed tourism products and services and possibilities to apply relevant technical solutions. But there is a possibility to increase revenues (and incorporate entrance fee in prices) by commercializing tourism offer of BKNP. For this purpose, development of BKNP certified tourism products and services would be very important. Intensity of tourism visits in BKNP is one of the highest among all Protected Areas in Georgia but still

far from international average values. Thus, there is no fear that threshold of carrying capacities of BKNP will be reached soon threatening sustainable development of Protected Area.

13.2 Javakheti Protected Area - The sky and ground in one: birds, lakes & land

Message to visitors:

Enjoy the impressive landscape and wildlife, as well as the diversity and

abundance of wildlife maximally approximated to the natural conditions. Javakheti PA was established in 2011 and covers 16.2 thousand hectares. The area comprises mainly of high mountain meadows and steppe landscapes with mountain black soils at volcanic plateaus and mountain slopes and high mountain volcanic lakes and wetland landscapes. Strict protection of nature zone was created with the view of protecting the intact nature and allows non-manipulative scientific research and educational activities. The visitors’ zone was created with the view of protecting nature

and carrying out recreational and educational activities. The zone covers the areas that are not strongly influenced by the human activities and represent the most common ecosystem samples. The visitors’ zone of the park has two separate segments: Kartsakhi Lake and so called Tiger Canyon. Diversity of soft, volcanic forms – plateaus, cones and clinker flows, as well as the small and medium size lakes of volcanic origin fitting in into these forms – are sharply distinguishing Javakheti landscape from the landscapes of any other parts of Georgia, as well as conditioning the uniqueness of the entire

territory of the plateau – including Armenian (Lake Arpi surroundings and Turkish (around Childir Lake) parts – within the boundaries of Caucasus ecoregion. One of the singularities of the area is its richness and the diversity of nesting and migratory birds’ community.

Javakheti Protected Area is not developed in terms of tourism and the same is valid also for the whole region. The recently established PA has big tourism potentials because of its natural attractions, hospitality of inhabitants, culture and its transit position bordering with Armenia and Turkey. Javakheti

PA and Lake Arpi in Armenia have already joint tourism development plans. Javakheti Protected Area administration plans to move into new administration building and visitor centre, which will offer better conditions for tourism development. SWOT – Strength, Weaknesses, Opportunities and Threats analysis of Javakheti Protected Area




The main advantage of Javakheti Protected Area is the vast and diverse area on plateau which does not require from visitors to have a strong physical condition to enjoy the nature, lakes, birds and

quietness. The area is at the beginning of tourism development which offers the opportunity to avoid common mistakes in tourism development. Another great opportunity for Javakheti Protected Area is also the trans-boundary cooperation with Armenia and Turkey.


Favourable location and good access being at

the crossroad with Armenia and Turkey Ecologically intact nature and environment Distinguished landscape full of volcanic lakes,

Lesser Caucasus, Javakheti Plateau Biodiversity, especially for migratory birds and

endemic flowers

Unique megalith architecture of pre-christian epoch (Abuli, Shaori, Saro, Chikiani)

Ethnical diversity (Dukhobors) Hospitable people with interesting organic

farming Cool weather in summer (17-25 degrees)

Limited duration of tourist season (June-September)

Lack of tourist infrastructure, facilities and services

No tourism professional staff in PA administration

Local people have no information about recreational resources and tourism potentials

Communication problem – locals in villages

speak mainly Armenian and some Russian No sign posting, no promotion

Landscape problems with abolished and ruined kolhoz buildings


Good road connection with Tbilisi, Armenia

and Turkey Good possibilities to discover surrounding

areas by horses, bicycles and by foot Further develop bird watching facilities and

services Develop cross-border nature tourism products

and services with Lake Arpi (AM) Possibilities to develop archaeological

excavations »Amiranis Gora« and tours Possibility to develop traditional products,

crafts, souvenirs and regional market

Vicinity of touristic well-known Vardzia and

Borjomi – Kharagauli NP Opening of railway connecting Georgia and

Turkey WB started new project in SJ region where

rehabilitation of touristic sites around Akhaltsikhe and Aspindza villages will be

started

Spontaneous tourism development without

clear vision and strategy Lack of interest of local people to develop

tourism Depopulation in the area due to economic

conditions. Lack of financial resources and

entrepreneurial initiative

Slow response to tourism development initiatives mainly from Armenia

External disadvantages like to intensive use of lake Childir water for irrigation in Turkey

FIGURE 33: SHORTENED SWOT ANALYSIS OF JAVAKHETI PROTECTED AREA

Future tourism development of Javakheti Protected Area The possibilities to develop trans-border tourism area with Armenia and Turkey, together with the fact

that the area is easily accessible by road transport gives Javakheti Protected Area a great potential for tourism development. Tourism development should be focused on soft ecotourism programmes and activities focused on visitors who are looking for experience in nature, original and authentic natural environment, peace and tranquillity. Javakheti Protected Area is suitable for development of

stationary, excursionist and transit – tour tourism products and services. There are many possibilities for visitors to stay in the area several days and enjoy the nature and participate in different activities.

Today visitors to Javakheti Protected Area arrive only because of nature but there is no statistical evidence of their number yet. Nature will be also the main motive for visitors in the future therefore, we propose to focus on development of products, services and activities to form SBU – strategic business unit »nature« which will be dominant in the future and will enable to develop unique image of Javakheti Protected Area. Javakheti Protected Area will be able to offer also educational and research activities for nature lovers and specialists and some soft recreational sports activities.




The main motivations of visitors of Javakheti Protected Area and SBU – Strategic business units development are presented in a table and chart below (change in percentage of SBU, but a large

overall numerical increase):

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

Javakheti PA 100 85 5 10 100 1.000 45.000

Total 7 PAs 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

The whole area, including Javakheti Protected Area, is not developed in terms of tourism. This is a perfect opportunity to prepare simultaneously (and integrated) a general tourism development strategy for Javakheti, as well as special strategy for tourism development in Javkaheti Protected

Area, and then implement them.

13.3 Lagodekhi Protected Area - Hiking in endless nature

Message to visitors:

Enjoy the richness of nature, enrich your knowledge and personality in nature and become ambassador of heritage and values of nature.

The first overall Protected Area in Georgia was Lagodekhi Strict nature reserve, established in 1912. Lagodekhi Protected Area covers 24.4 thousand hectares and is characterized by high diversity of flora and vegetation starting from the forest in the lowlands, and ending with the seemingly lifeless cliffs in the mountains, complex topography and geomorphological structure, with a wide diversity of soil and

climatic conditions. Forest is well preserved and mostly untouched. The forest ends with birch trees, rhododendron bushes – around 2,700 m.a.s.l. There are more than 1,000 vascular plants in Lagodekhi reserve, at least 130 of which are endemic to the country or the region. In addition to East Caucasian Tur, red deer, brown bears and other mammals’ presence has also been registered. Lagodekhi Protected Area borders to Azerbaijan and Russia which gives good opportunities for cross-border cooperation.

Tourism is well developed with a well-equipped visitors' centre, 5 trails, one of them is educational

“Knowledge of nature trail” for children and professional guiding. Lagodekhi Protected Areas is the third most visited Protected Area in Georgia – after Imereti caves and Borjomi-Kharagauli national park, with more than 37,000 visitors in 10 months 2014. The 20% of all visitors correspond to international tourism. Visitors can observe 90% of all bio-zones present in Georgia in the surroundings of Lagodekhi.

Lagodekhi Protected Area is well positioned on main transit road from Azerbaijan leading to Tbilisi and Black Sea with easy access.

Nature

100 %

SBU JAVAKHETI NP 2013 (in%)

Nature

85%

Culture & Educatio

n 5%

Sports

&

Adventure

10%

SBU JAVAKHETI 2020 (in %)




SWOT - Strength, Weaknesses, Opportunities and Threats analysis of Lagodekhi Protected Area

The main advantage of Lagodekhi Protected Area is very rich biodiversity on not relatively not so big area, easy accessible for visitors, already developed tourism facilities, products and services and professional nature committed management with a need to strengthen hospitality and marketing

professional. Opportunity for faster tourism development is also awareness of municipality administration and creation of tourism development and marketing agency that could integrate public and private initiatives of community with administration of Protected Area to enrich tourism offer and visibility on markets.


First PA in Georgia, established in 1912

Rich biodiversity. Mostly untouched

nature

There are 300 years old trees. There

are conifer trees (Taxus baccata) and

other endemic flora upper stripe of the

forest.

Easy to observe/meet animals. Safe

and mostly easy to walk.

Good location on transit road from

Azerbaijan

Culture heritage site (Macha Castle)

Tourism known Kakheti region with

excellent wine and pleasant places like

Signagi, Kvareli, Telavi

Bad signposting on main road

More trail diversity, thematic and short

trails,

No sufficient infrastructure for visitors–

camping sites, rest rooms, picnic places

Not appropriate waste management

Lack of enough skilful guides

Weak tourist offer in the region except

wine cellars and wine tasting

Poor public transport and signalisation

Lack of knowledge of foreign languages,

services and standards in tourism

industry


New trails in Protected Area

Interest of local people in tourism

development and their improving offer

Establishment of Municipality tourism

development and marketing

organization

More cooperation with Zakatala PA in

Azerbaijan just across the border

Overall growth of tourism in Georgia

and in Kakheti and increasing interest

for ecotourism

Lack of financial resources

Legal and administrative obstacles to

develop tourism in PAs

Insufficient support of local community

or Kakheti region for tourism

Poor and/or not proper waste

management

FIGURE 34: SHORTENED SWOT ANALYSIS OF LAGODEKHI PROTECTED AREA

Future tourism development of Lagodekhi Protected Area We expect smooth tourism development in Lagodekhi Protected Area as continuation of trends in last years. There is a modest forecast that number of visitors could double in next 7 years. The share of international visitors will increase faster due to intensified marketing activities in the field of tourism of PA administration, of APA and of Kakheti and Georgian tourism boards. Majority of visitors will be one

day or short stay. There could be a joint plan together with municipality administration and specialized

agency to develop more tourism products in broader area and to increase the share of visitors staying longer. Due to existing surveys among visitors, majority arrives to Protected Area because of culture and education – education as motivation is prevailing for children, school groups, researchers and

scientists. We believe that nature is and will be the main motivation in the future, but the share of visitors looking for information, knowledge and education about nature will be significant. Important share will be also regarding visitors looking for recreation, soft sports activities and adventures in nature. This indicates strategic product development in SBU nature, SBU sports and adventures and SBU culture and education.




Main motivations for visiting Lagodekhi Protected Area and SBU – strategic business units’

development are presented in a table and chart below (numbers per SBU as % of the visitors; in the final column are total numbers); the lesser percentage of culture and education would represent a maintenance of the present numbers):

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

Lagodekhi PA 28 65 58 15 14 20 100 32,318 65,000

Total 7 PAs 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

The tourism development in Lagaodekhi Protected Area could become more efficient with more

autonomy in decision making, with more professional staff in hospitality, product development and marketing. Lagodekhi Protected Area is one of few in Georgia that could impose entrance fee to Protected Area because of its already developed tourism products and services and the very good technical conditions based on the 2 organized entrances to the Protected Area. With joint efforts of PAs administration, with Friends of Lagodekhi PA association and with municipality Tourism development and marketing agency a synergy in broader area could be achieved. Intensity of visits to Lagodekhi PA is still far from average based on international comparisons so, there are no obstacles

yet for expansion of tourism from the point of view of carrying capacities of Lagodekhi PA. A special strategy for tourism development in Lagodekhi PA is needed and it must become a part of municipality and broader area tourism development strategy.

13.4 Mtirala Protected Area – Adventure Nature Park

Message to visitors: Enjoy the green of Mtirala and blue of Black Sea and feel the power of nature.

Mtirala Protected Area is situated in the westernmost part of the Ajara-Imereti range, on the Kobuleti-Chakvi ridge. The area covers 15.7 thousand hectares. The PA protects flora and fauna including rare

and endangered endemic and relict species. Outstanding are example of the Colchic forest, a distinct type of forest habitat found in western Georgia. These forests are distinguished by dense evergreen understory and lianas and remarkably rich in endemic and relic species. Mtirala Protected Area is

known for frequent rains and fog that make the landscape of Mtirala Protected Area very special (the name “mtirala” meaning “weeping). It is connected with Kobuleti Protected Area by a long tourist trail. Mtirala Protected Area is situated in touristically high developed Adjara autonomous region with

internationally known seaside resort Batumi which is only 25 km from Mtirala PA. Area. In spite of this great advantage, Area does not register many visitors. There were 22.142 visitors in 10 months in 2015 out of which 27,7% were international visitors. Mtirala Area has well equipped visitors centre, spatious administration building and honey house for local natural products. There are 2 tourist trails - 1. Day »Tsivtskaro trail« – 7 km and Two days trip




»chestnut trail« - 23km. New are 2 attractive products for more adventurous visitors: zip line and canyoning.

SWOT - Strength, Weaknesses, Opportunities and Threats analysis of Mtirala Protected Area

The major strength of Mtirala PA is rich biodiversity and geographical position with very high tourist demand that has origin in tourist arrivals from the Black Sea. PA administration does not focus on tourism development very much and it also doesn’t cooperate with the professional Batumi travel agency – Adjarian DMO. Big weakness of Mtirala PA is difficult access on very bad road, parking problems and lack of organization, marketing and HR in tourism.


Attractive nature, rich biodiversity, clean

environment

Well-equipped visitors centre

Few attractive nature trails and

adventure activities

Connection to other Protected Area –

Kobuleti

Easy access from the main road to spatial

administration building

Rather well known and promoted

attraction in Adjara by tourism

institutions

Access road to the park is in poor

condition

Parking problems

Safety measures and maintenance of

trails because of frequent rain and risky

adventurous activities

Lack of professional tourist professionals

and guides

Bad coverage with signal for mobile

telecommunication

Waste management problems


population of Chakvistavi - to offer

tourism services that are consistent with

the tourism development plan

Many international and domestic tourists

visiting from the Black Sea especially in

summer months

Batumi is becoming an important cruise

destination

Fast developing business – MICE tourism

with visitors in non-summer months

Well organized and market oriented

Adjara DMO

Closeness of Turkey

Uncontrolled development of tourism

facilities in Protected Area

Low interest for tourism development in

PAs administration

Legal and administrative obstacles for

tourism development

Lack of interest and knowledge for

tourism development

No improved transport infrastructure to

park

Reduction of Colchic forest together with

the many species because of intensive

agriculture development FIGURE 34: SHORTENED SWOT ANALYSIS OF MTIRALA PROTECTED AREA

Future tourism development of Mtirala Protected Area The future tourism development of Mtirala PA needs to be based on sustainable strategy focused on its main market: visitors to the Black Sea and nature lovers. PA will be dominantly a destination for one day visitors as there is no need to develop tourism accommodation facilities in the PA. Family-run guest houses, cottages and camping places would satisfy the demand of visitors who would stay in PA longer. Due to the big demand potential in seaside resorts where tourist like to make a half day or one

day excursion to the nature, several short trails need to be developed, good catering service, guiding

and interpreting with various supply of typical products, crafts and souvenirs. It is important to underline that tourism development in Mtirala PA requires professional HR for tourism product development, marketing and promotion and guiding, animation and guest relations. Very modest forecast shows that in 2020 Mtirala PA could host about 85,000 visitors – more than 4 times more than in 2014. The potential demand is much higher and Mtirala PA could become one of

the most tourism oriented and efficient PAs in Georgia. It is expected that most of the visitors will be looking for nature experiences and tourism product development should focus on this market. We expect an increase of visitors looking for sports and adventure and initial development of zip line and canyoning should go on with new adventure trails and activities. There will be a share – much smaller




than in the last years for culture and education looking visitors, and we expect also demand on products related to business visitors – MICE like team building, seminars, smaller meetings and

brainstorming in natural environment especially with an increase of MICE tourism in Batumi. The structure of SBU – strategic business units as group of products and services satisfying the

demand of visitors with different motives is shown in the table and chart below (numbers per SBU are as % of the overall numbers mentioned in the last two columns):

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 PA 37 45 47 15 16 30 10 100 16,358 85,000

Total 7 PAs 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

With more intensive tourism development and variety of offer in PA, with organized hospitality section and professional staff in PAs administration Mtirala PA could achieve reasonable share of its yearly budget from commercial activities based on tourism. Mtirala PA could in this case impose also

entrance fee. It would be reasonable to organize group visits to PA by PAs administration with starting point from the area close to administration building where a big entrance hall would be used as visitors centre.

As the access to the PA is now on bad conditions, the alternative idea to build improved access with a gondola – cable car should be evaluated. This would substantially decrease the time to travel to the PA high in mountain, it would be an attraction per se and it would contribute to sustainability of

tourism in PA by decreasing traffic and parking.

13.5 Tbilisi Protected Area - Tbilisi city green & Leisure park

Message to visitors Enjoy the green nature at the doorstep of your home, regenerate the energy of your life,

relax and feel free.

Tbilisi National Park was established on the basis of Saguramo Strict Nature Reserve, which was

created in 1957. The Park is located at a distance of 25 km from Tbilisi and is included in the Green Zone of the city. The Saguramo Strict Nature Reserve was established with the purpose of maintenance of the forest characteristic for Georgia and protection of the forest habitants. Tbilisi

Protected Area has 23.2 thousand hectares plus 328 ha including the districts of Saguramo, Gldani, Martkopi, Gulele and Gardabani. It is situated near the two important cities of Georgia – Mtskheta and Tbilisi.

In the territories of Tbilisi Protected Area the plants are rather diverse. 675 species of grass and wood plants can be found here, among them 104 species are of trees and shrubs. The fauna of Tbilisi PA is quite rich. Among mammals the most widespread species are Red fox and Grey wolf. Beech marten

and weasel can be found nearly everywhere. Among the large beasts of prey lynx and Brown bear are rare.




Tbilisi PA borders directly with the masterpiece of Georgian architecture in Mtskheta and its surroundings, which are under the protection of United Nations Educational, Scientific and Cultural

Organization (UNESCO); these are the Svetitskhoveli cathedral temple of 11th century, Samtavro church of the same period, monastery complex of Shio Mghvime of 6th century and Jvari monastery and Zedazeni.

The territory of Tbilisi PA is very interesting for tourism but at present there is very scarce tourism infrastructure, no signposting, no hospitality specialists, no tourism development plan and only an old

administration building with tourist information centre. According to APA's statistics, in 10 months in 2014 Tbilisi PA registered 7,910 visitors, 23.2% were international visitors. At present, there is 10 km walking view trail and 38 km medium and difficult biking trails in the PA.

SWOT - Strength, Weaknesses, Opportunities and Threats analysis of Tbilisi Protected Area In the case of Tbilisi PA we could talk mainly about potentials, which are really great. Richness and attractiveness of its nature, cultural heritage and spiritual centres compose an offer with great potential demand. This would give Tbilisi PA one of the most popular Protected Areas for tourism in Georgia with high natural value, tourist attractiveness and educational purpose.


Rich and untouched nature

Attractive panoramic views

Pleasant - refreshing climate in summer

Very good location, close to Tbilisi

Easy to access from Tbilisi and on transit

road to Kazbegi and further to Russia

Popular sightseeing/ attractions on park

territory – Jvari monastery, Zedazeni

Mtskheta: tourist attraction, a lot of tourist

visitors every year

Sioni Reservoir, place for family vacations.

Families rent houses or own dachas

Cxvarichamia village where a lot of families

have also dacha houses or rent for

summer period

Weak infrastructure for tourists

No administration building and no

visitor centre

No signposting on main road

Not well known to inhabitants of Tbilisi

and to visitors


Big potential demand of residents of Tbilisi

for day and weekend visits, recreation and

sports

Potential demand of transit travellers

to/from Kazbegi and Russian federation

Spontaneous development of PA with

negative impact

Mass visitation without proper

management of visitors flows

FIGURE 35: SHORTENED SWOT ANALYSIS OF TBILISI PROTECTED AREA

Future tourism development of Tbilisi Protected Area Tbilisi PA has a great potential for development of ecologically based tourism. The whole area could be developed as a green leisure and entertainment park for citizens of Tbilisi, for families, for children, for

sportsmen and for nature specialists. Transit passengers to/from Kazbegi and Russian federation could

stop and visit the PA. There are visitors of Mtskheta, Jvari and Zedazeni who are also potential beneficiaries of products and services of Tbilisi PA.

We estimate that with reasonable tourism development policy, Tbilisi PA could register about 150,000

visitors in 2020 mainly from Tbilisi or Georgians, but also many internationals. If the majority of visitors nowadays come to PA simply to enjoy and experience the nature in 2020 there would be also other visitors whose strongest motivations are sports and adventures or entertainment and culture. In addition, the business-MICE segment would be interesting for participants of business and MICE events in Tbilisi.




SBU – strategic business units showing the focus of development of tourism products and services based on motives of potential visitors are shown in a table and charts below (numbers for SBUs as %

of the total visitors shown in the last two columns):

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

Tbilisi PA 10 75 40 10 25 30 10 100 20,215 150,000

Total 7 PAs 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

Tbilisi PA needs to get tourism development plan very soon and start developing tourism products and services, marketing and hospitality. The tourism development must highly respect sustainability, as there is a risk that mass of visitors (especially in some peak seasons) that can cause damages to nature and affecting negatively to the experiences of visitors who expect high quality services. Tbilisi PA should be open PA for visitors without entrance fee but there should be user fees for products and services, starting from parking to guiding, renting equipment, various courses, catering, souvenirs, etc. The PA could be self-financing due to the commercial activities based on tourism.

13.6 Tusheti Protected Area - Well-kept beauty & secret of nature

Message to visitors Enjoy pure virgin nature, magnificent view and touch of the sky, and listen to legends of

Tusheti. Tusheti is located in the Eastern Caucasus Mountains. One of the largest Protected Areas in Europe, Tusheti’s 113.6 thousand hectares of high mountain terrain is considered one of Georia’s most beautiful regions. Tusheti is bordered by Dagestan in the east, Pshav-Khevsureti in the west, Chechnya-Ingushetia in the north and Eastern Kaheti in the south. Tusheti is bordered with watershed high ridges with the height of 3,000-4,500 meters. The whole surface of this mountainous corner is

covered with ravines with rapid flows from the high mountain peaks flowing into two big rivers of Tusheti – the Gometseri Alazani and Pirikiti Alazani. Tusheti is home to the endangered East Caucasian tur, chamois and Bezoar goat. Other animals include roe deer, wild boar, brown bear, red fox and wolf. 120 species of birds inhabit Tusheti

including endangered Caucasian snowcock and Caucasian black grouse. 230 endemic species of plants

are found in the region; Red birch, Caucasian fritillaries and Caucasian rhododendron are among them.

The National Park is located in the administrative building of Protected Areas, with integrated hotel

rooms for visitors, cafeteria and visitor centre with exhibition and conference hall, interpretation and information boards. Visitors can plan various types of tour for Tusheti sights and gain information on existing services.




Tusheti is accessible only 4-5 months per year but still attracts many visitors with its snowy peaks, vast mountains and alpine pastures, unique virgin pine forests, crystal clear streams and rivers; old

villages and well preserved towers of the Middle Age. The visitors of Tusheti PAs can have nowadays different tourist services such as: hotel services, hiring guides, horses, jeeps, etc. Equipment rental is also possible. Tusheti PAs has 11 functioning tourist trails, giving visitors the opportunity to observe

and become part of unique historical-cultural and natural landscapes of Tusheti. Tusheti PA administration is very professional, develops tourism although they need more tourism and hospitality professionals. In Tusheti PA there is well organized visitors centre with few rooms for accommodation, small restaurant-cafe, exhibitions hall, equipped conference room and big platform in from of the building to organize different events.

Tusheti Protected Area is one of the most popular among tourists, especially international tourists. Official statistics do not show the real intensity of visits of Tusheti PA. In 10 months of 2014 9,786 visitors registered in Tusheti PA, among them, 54.8% were international visitors. We estimate that in fact there are at least 3 times more visitors in Tusheti PA than official statistics shows.

SWOT - Strength, Weaknesses, Opportunities and Threats analysis of Tusheti Protected Area Tusheti Protected Area is one of the biggest and most tourism developed PA in Georgia with variety of

products and services and immense potentials for further development. The short summer season is a limit for tourism development and difficult access by road from Alvani in Kakheti is a kind of safeguard protecting Tusheti from mass visitation. Added value to tourism development in Tusheti is connection

with Pshav-Khevsureti PA, tourism development in Kakheti region, urban and architectural rehabilitation of old settlements in Tusheti and friendly local people hosting visitors in their small hotels, guest houses or even campers and backpackers in their yards.


Distinguished landscape with folk architecture and traditional buildings

Untouched nature and big diversity Hospitable local people with local food and

organic farming Good visitors centre with cafeteria and

exhibition hall

Walking/horse riding trails, good connection with Kakheti, Pshav-Khevsureti which itself has good trail/access to Khevi/Kazbegi province

Motivated local people /communities Most of the guesthouses have solar system

and hot water and electricity supply Kakheti wine region which is very popular

among tourists

Cultural and spiritual monuments and

heritage: Shuamta, Tsinandali, Davit Gareja, Nekresi, Alaverdi

Access road is in bad condition and very demanding

Short summer season Water supply problem Sewerage and waste problem Bad local roads Very limited internet access

Lack of service skills No entertainment or optional offers for

tourists No traditional product packaging, labelling

except for handmade felt Lack of business linkages between guesthouse

owners and producers Several trail signs with distances are wrong or

misplaced Some interpretive signs and tabloids are in

bad conditions Lack of sign boards on the roads from Telavi

and Lavani

No first aid service for safety





Good possibilities to develop high quality thematic community based and eco-tourism

Many possibilities to develop new tourist trails, diverse, thematic, short and long

Cultural tours linked to prehistoric sites and monuments could create new segment in Tusheti tourism

Possibility to develop traditional product (cheese, products made from stone, honey),

cuisine and events Rehabilitation of traditional architecture is

developed (village DARTLO)

High-pressure of visitors in peak periods Solar systems are old and very soon may stop

working Water supply and Waste problems are arising

especially in concentrated settlements with tourists and locals

In some villages the local population maintains or builds houses inadequately, e.g. no traditional architecture are kept.

Conflicts between local people and visitors exists due to break/ignorance of the local

traditions by tourists

FIGURE 36: SHORTENED SWOT ANALYSIS OF TUSHETI PROTECTED AREA

Future tourism development of Tusheti Protected Area

Tourism in Tusheti PA must be built on high quality standard products and services without masses, for real Eco tourists respecting nature and its values. We estimate that increase of number of visitors until 2020 could be big, knowing at the same time that official figures for 2013 are far too low. Thus, we estimate that total number of visitors of Tusheti PA will reach 75,000. The main motivations for visitors will remain being nature and its values, while culture and education and sports- recreation will be much smaller. This leads to SBU – strategic business units product development orientation where

offer should be focused on those searching for nature experiences, feeling authentic nature, going back to origins, experience the peace and tranquillity of the natural environment, escaping the urban environment, learning about natural environment, rest and relaxation. Focusing on nature as dominant SBU will enable to develop unique image and brand of Tusheti PA. The shares of groups of products being developed in 3 SBUs in Tusheti are shown in the table and

charts bellow.

Future tourism development in Tusheti PA must be supported by more tourism professionals, more product development and marketing. High quality of products and services would be achieved with development of special quality label – for example »From Tusheti PA« or »By Tusheti PA« or »Tusheti PA Q« which will communicate the message that this products and services have high quality, are PA related and has natural origin. This would also enable to sell these products and services to visitors

and reach greater self-financing of Tusheti PA. Tusheti PA could impose entrance fee for visitors but there might be some problems in the case of local people living in summer in Tusheti, people who help these locals at work, relatives and friends coming to these locals, etc. On the other side, imposing entrance fee might give an idea to impose user fee for access road to Tusheti and this would confuse visitors and lead to negative effects. Due to the sensitive nature in Tusheti, scarce water and energy resources and local people living in

Tusheti in summer months, tourism development need to be strictly sustainable, based on ecotourism principles and need to respect local interests. Tusheti must avoid mass tourism and commercialization that tourism brings to several places without clear strategy.




14 EVALUATION OF EFFECTS OF STRATEGIC TOURISM

DEVELOPMENT

14.1 Economic and social effects

There is no doubt that the visits to Protected Areas in Georgia will be constantly increasing in the next period. APA and PAs must organize the areas and their administrations to manage these flows of visitors and meet the needs and expectations of visitors. The visitors will require more products and services, international standards and higher quality, better interpretation and will be willing to pay for

all services. There will be a benefit for PAs, in terms of further revenues for sustainable development of PAs, for further development of products and services for visitors and for education and awareness raising of visitors about nature and nature values. In addition, it will benefit the tourism development in the local communities. We estimated that the revenues from tourism will increase until 2020 to 7.5 million GEL equivalent of 4.3 million USD which represent an increase of revenues compared to 2013 of approximately 3.6

million USD. This increase will be partly a result of increased number of visitors – 1,250,000 as

compared to 350,000 in 2013, increased average expenditures per visitor because of rich and diverse offer of tourism products and services and because of efficient management of PAs. The percentage of international visitors of the PAs will reach the 40%. These visitors do not visit to Georgia only to visit the PAs. They tour in the country, visit several sites and stay for over 10 days. We estimated that these increased number international visitors will spend in Pas in Georgia a total of

40 million USD. These expenditures will require more products and services, new production and more work. It is expected an increase of employment in tourism offer related to PAs by at least 30,000 people because of new visitors to PAs in Georgia in 2020. The tourism development and the increase of visitors to PAs will give an impulse to the regional development, very often a development impulse in remote areas. There will be an improvement of the

infrastructures, regions and remote areas will be easier accessible by transport and by electronic communication technology, there will be improvement in education, cultural development and all this will affect standard of living of people and their welfare. There will be more possibilities for employment, especially young people, new businesses will develop, entrepreneurship will increase and cooperation among various and different stakeholders will be strengthened.

Cultural exchange, communication among local people and international visitors will increase the

knowledge of foreign languages, will increase understanding and living with differences, will increase mobility and pride on the history, tradition, culture, products and a way of living of local people. This will raise an improved awareness of nature, natural values and natural heritage and PAs. And finally, we can expect improved image of Georgia, image of Protected Areas and regions with positive effects on international recognition and business and tourist attractiveness and competitiveness of Georgian tourism and economy.

14.2 Challenges and restrictions

The future tourism development in PAs in Georgia is a challenge for the APA and the Protected Areas. It represents a step forward in opening nature to people, to visitors, to domestic and international tourists with all possible positive and negative effects. APA, PAs administration and staff have limited

knowledge of tourism and hospitality business, no experiences in tourism product development,

marketing, sales and communication with the visitors in the field. This requires not only additional energy and resources for efficient planning and management of PAs, but also the adoption of some legal normative solutions and to enable entrepreneurship, commercial activities and more decentralized management of PAs. For fulfilling these needs there will be a need of increasing the number of tourism and hospitality professionals in APA and in the PAs administrations.

There is no way back to have PAs behind the fence, closed for people, for local inhabitants and for visitors. There is only a question to what extent some PAs will be open for visitors, either more or less depending on the level of nature protection and potential demand. And in any case, there will be a need of further tourism products and services and tourism professionals.




Tourism development brings a challenge for efficient cooperation of APA with GNTA and NACHPG on national level and with many stakeholders on regional/local level. A good cooperation brings synergies

and better results but also more negotiations, more dialog and more compromises. With the tourism development in PAs we can expect better, faster and more efficient learning about

the nature, nature values, natural heritage and importance of PAs for nature protection. Visitors are learning about nature while experiencing it, enjoying in nature and PAs and not only while reading or listening about it. Major restrictions in fast tourism development and efficient management of visitors’ flows are lack of qualified, professional staff on national and on local level of PAs administration. International organizations support with projects, technical assistance, donations and financial resources this

transition towards more tourism development in PAs and at the same time require sustainable development in natural environment and respect of international standards of nature protection. Significant restrictions of the tourism development in PAs are also generally in a low level of development of basic infrastructure in PAs or/and in their neighbourhood. There are problems with running water, electricity, mobile signal coverage, sewage, waste management and transport

infrastructure in PAs and local communities around PAs.

The country has also very limited resources for investing in infrastructures and supporting private businesses, vocational education and trainings and for promoting and marketing those sectors which are also of public interest such as tourism, culture, and nature. Possible restrictions represent also a threat to regional political stability, safety and security and

flexible travel regulations.




15 CONCLUSIONS AND RECOMMENDATIONS

The Protected Areas in Georgia have a great potential to attract domestic and international visitors. In fact, the tourist demand pressures APA and the individual PAs to meet expectations of more and more visitors with infrastructure, tourist products and services already now. With a fast expansion of the nature under protection regime, the maintenance of Protected Areas and increasing demand of visitors for better infrastructure and services, APA is facing problems and a challenge to finance all these needs and requirements also for commercial tourism activities. With the tourism in Protected Areas

APA and PAs will benefit from additional sources to finance the basic mission of PAs focused on nature protection and maintenance, with increasing awareness rising among inhabitants and international visitors about the importance of nature, its values and heritage. Tourism in the PAs will contribute to development of local communities and inhabitants living in and around PAs. With explicit and strong commitment of APA and PAs administrations to nature protection there is no serious fear that tourism would endanger sustainable use of natural resources in PAs in Georgia.

Intensity of visitation of Protected Areas in Georgia is now far below of the number of visitors per day or per surface in Protected Areas in developed countries. Even with 100 visitors per km2 a year in 2020 Georgia PAs will be far from endangering nature with tourism and visitation.

This does not mean that tourism in PAs can be developed spontaneously and that all effects of tourism are only positive. This strategy gives guidelines for strategic sustainable tourism development in the Protected Areas in Georgia, increasing synergy of positive effects and for control of possible negative

effects of visitors’ flows. We draw attention to the following conclusions and recommendations:

a) The assessment of the situation and potentials for the tourism development shows that tourism development in PAs is on the early stage. The need for knowledge, experiences and good practices of tourism development planning, product development, quality

management, and marketing and customer relations is very big. The centralized system of management of PAs must continue as way of assuring a uniform system of principles, policy and implementation of development plans and to build unique brand of Protected Areas of Georgia. But tourism development requires entrepreneurship, flexible and accurate reactions to the demand, cooperation with local NGO’s/regional stakeholders. APA should devolve responsibility to the PAs administration step by step especially in the PAs where tourism develops faster.

b) The potential demand to visit PAs is big and increasing. There is an important domestic market, with school pupils, students and a young generation of Georgians who are more mobile and inclined to travel. International visitors are increasing very fast and will continue in the future as Georgia is making important investments in tourism development, international promotion and image building. Some PAs have a more favourable position with regards to the potential demand. These PAs are Tbilisi PA, Mtirala PA and Imereti caves PA, which are situated close to big urban areas; big tourist resorts and close to intensive transit flows. In

these cases there is a significant potential demand of inhabitants, leisure tourists and transit travellers. A similar situation (but to less extent) could also be extended to Borjomi-Kharagauli, Lagodekhi, Kazbegi, Algeti, Kintrishi and Javakheti PAs.

c) The tourism development planning must follow demand side. It is important to have valuable natural, cultural and other resources, but it is more important for the market success to know the potential clients (type of visitors’ tourist products and services to be developed).

Global market trends currently favour the tourism development in PAs. More and more visitors would like to experience nature, authentic landscapes, culture, experience adventures in nature and would like to learn more about it. This leads to a specialization of tourism product development to meet expected experiences of visitors of Protected Areas in Georgia, to

endeavour to satisfy the needs of visitors for higher quality and to build unique image of PAs. Tourism development should not follow imitation but innovative, market oriented and demand targeted principles.

Main reasons to visit PAs in Georgia are and will be; nature and the experience of the visitors to feel authentic nature, going back to the origins and practice soft activities in nature, sports and adventure in order to challenge the limits of physical strength, to experience something new, to meet similar people will increase significantly till 2020 and culture and education with expectations to meet cultural values and heritage together with nature, local way of life and to learn something new. Minor importance will have MICE, health and pleasure motives although they can play more significant role in some Protected Areas.




d) The SBU – Strategic Business Unit principle of tourism products development offers enormous possibilities to upgrade and extend the existing tourism products and services in

PAs, to consider the target demand groups and to link the tourism in Protected Areas to tourism in broader areas – destinations with highlights that are compatible with the nature of tourism offer in PAs.

e) The objectives of the tourism development until 2020 are realistic. An increase of the number of visitors to 1,250,000 (from 350,000 in 2013) and an increase of revenues from tourism to 7,500,000 GEL (from 1,100,000 GEL in 2013) are based on the increate trend of the demand, new Protected Areas that will attract more visitors, better tourism offer in PAs especially in those that are in most favourable market situation to develop tourism and improved, efficient management of tourism in PAs.

f) The tourism development will require some priorities and more attention, inputs,

investment and policy support in some PAs which will contribute principally to achieve 2020 targets. First, Imereti caves PA is leader and should strengthen its tourism programme, employ tourism and hospitality staff and promote caves on domestic and international market intensively. The development of Tbilisi PA should be one of priorities contributing substantially to the evaluation of nature and its presentation to visitors; the majority will be residents in Tbilisi. Mtirala PA has also great potential and will need a tourism focused development.

Borjomi-Kharagauli, Lagodekhi and Tusheti PAs are touristically known and have already

important tourist offer. In combination with Armenian Arpi PA, Javakheti PA has also significant potential for tourism development with a minor investment. Although we didn’t assess other PAs we can say that this priority category should include also some other PAs - at least Kazbegi, Algeti and Kintrishi.

g) Several investment and development projects must support tourism development in PAs. The projects include basic infrastructure and information and communication systems, new,

alternative and improved access to the Protected Areas, information infrastructure for existing and potential visitors and hospitality facilities. It is important to stress that this special investment and development programme should focus on restructuring of existing administration buildings, visitors centres and some tourism facilities (small hotels, B&B) to renovate them and to adopt them to more efficient use for visitors.

h) Tourism development in PAs requires additional tourism and hospitality staff in APA and in PAs to work in tourism. These professionals should work on the development and

implementation, marketing, tourism facilities management and information. i) The organization of APA and PAs should follow step by step to a devolvement of

responsibilities from APA to PAs mainly in the segment of tourism and hospitality. This should include a more flexible price policy, employment practice, promotion, cooperation with local

stakeholders, and maintenance of smaller equipment and disposition of a certain amount of budget in PAs.

The tourism and hospitality staff in APA and PAs should get more or less visible organizational form (department, sector, etc.) and the structure depending on the role of tourism in some PAs.

j) APA and PAs need to cooperate with stakeholders on a national, regional/destination and local level, where the cooperation with GNTA plays an important role. On a local level, some Associations of Friends of PAs have been developed and the model could be further developed and implemented. With a national network of these associations, a Federation should be

established. This, together with promotion activities should form a basis for introduction of Visitors card of Friends of PAs in Georgia.

k) The tourism products and services in PAs are only partly promoted and sold by PAs administration and visitors services. Only Imereti caves PA charges an entrance fee to visit caves, which is the main source of revenues. PAs are developing information centres, trails, rest and picnic places, observatory platforms, interpretation boards, etc. but do not commercialize them. In order to develop authentic and high quality products and services of

PAs these products and services and others that are PAs related in PA or in surrounding of PA should have standards developed by APA and PAs and should be certified. This would assure

the visitors a minimum quality and linkage of products and services to PAs. Transparency in the quality systems, should build a unique image of PAs and would support networking of stakeholders in and around PAs. Standardized and certified products and services could be sold by any stakeholder, supplier and not only by PAs.

Tourism products and services development should be stimulated by APA, PAs and municipalities and be supported by international donor programmes.

l) The tourism development in PAs needs more promotion and marketing. Generally, there should be around 10% of budget of APA or PA disposable for promotion and marketing. The needs might be bigger at the beginning in some tourism oriented PAs – like Imereti caves.




The visibility of PAs should be achieved by classical printed promotion materials and specially with an electronic communication tool like interactive website, social media etc.

The promotion must be coordinated with GNTA, and joint actions should be undertaken on international markets and in Georgia. APA should be focused on specialized promotion activities related to nature, ecotourism and adventure tourism and to cooperate with TOs and

international organizations which are nature or PAs connected. It is worth to stress once more that the majority of travellers to the PAs obtains information from internet and/or social media.

m) In order to increase the revenues from tourism, the PAs should develop new tourism products and services and should be able to perform commercial activities. Entrance fees should be introduced case by case in PAs where there is a variety of products and services and where technical conditions exists to collect entrance fees (for example:

BKNP, Lagodekhi, Mtirala, Tusheti). Entrance fees should be the same for domestic and international visitors but could be higher in peak season months. There should be some additional categories of fees for families and multi entry tickets. User fees should be charged in concept of use of infrastructure and facilities developed by PA. Applying Quality standards for products and services and certification would provide another source of revenues for the PAs.

The concession policy has not proved to be efficient so far. The PAs administrations

consider that with additional tourism and hospitality staff and with additional trainings they could manage tourism facilities by themselves. Therefore, this seems to be the most rational solution especially when number of visitors is low and when most of the visitors is concentrated in peak summer months.

n) To provide a sustainable tourism development and perform sustainable policy in PAs regular monitoring of tourism flows is necessary with registration and surveys, with

international benchmarking of the intensity of the visits to PAs and providing studies of carrying capacities in PAs. For the time being and with an expected increase of the tourism in PAs there is no fear for mass tourism and negative effects of too intensive use of natural resources. Still, the management of tourism flows and a plan how to manage these flows is necessary.

o) The safety in PAs is at a satisfactory level which is proven also by the low number of accidents in the PAs. With the increase of visitors, the potential for accidents will increase and

there is a need for professional assessment of risks in PAs, there is a need for uniform system of marking and information/intervention system in the case of accidents. A regular control of visitors’ facilities and constructions is needed (such as the glass platform in Sataplia or Okatske canyon walk way). Along with technical measures, additional training of staff,

especially of rangers and tourist guides is needed. p) In order to develop tourism and to manage tourism facilities in PAs normative regulations

should become more flexible in the field of procurement and concession/lease policy. At the end, we must emphasize that the implementation of a tourism development strategy in the PAs in Georgia needs monitoring. It includes proactive promotion of objectives, implementation model and development policy and evaluation of results achieved each year. The strategy is done under certain assumptions taking into account the existing situation and possible developments of market, organization, HR and the general development of the country. These assumptions usually change in

the course of time until 2020 so there is a need to update strategy objectives and implementation policy. The adoption of the strategy is needed also in the case of deviations from forecasted development. A first implementation of the tourism development strategy on lower level – in individual PAs - was done in the case of Imereti caves PA. This could serve as a model for the tourism strategy planning in PAs. Additionally, Guidelines for tourism development planning and tourism management in PAs were

prepared that give another view and model for tourism development in individual PAs.



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16 BASIC LITERATURE AND SOURCES

Main documents and sources used in the project implementation:

1. Assessment of Ecotourism Potentials in Georgia; IUCN; 2008 2. A feasibility study on enhancing tourism development in Georgia using Protected Areas as the

basis; WWF; 2007 3. Agency for Protected Area Report 2007 – 2012; APA; 2013

4. Best practices for tourism concessions in Protected Areas: A review of the field; Miriam Wyman et all, Forests; 2011/2

5. Biodiversity Planning Support Programme. Guide to Best Practices for Sectorial Integration: Integrating Biodiversity into the Tourism; UNEP; 2012

6. Demand for Vacations, Travel in Protected Areas – Dimension of Tourists’ Ecological Behaviour; Minciu R., Padurean M., et all; Tourism Review; 2012

7. Effective tourism product development in PAN parks region; PAN Parks Foundation; 2007

8. Georgian Tourism in Figures 2013; Georgian National Tourism Administration; 2013 9. Global Sustainable Tourism Criteria; World Conservation Congress; 2008 10. Guidelines on Biodiversity and Tourism Development; CBD; 2004

11. Indicators of Sustainable Development of Tourism Destinations; UNWTO & UNEP; 2004 12. ITB World Travel Trends Report, 2012/2013; Messe Berlin GmbH; 2012 13. Legends of nature – Georgia; KfW; 2013 14. Preferences of Europeans towards Tourism. Flash Eurobarometer 392; European Commission;

2014 15. Protected Areas system capacity development action plan for Georgia; WWF; 2008 16. The European Charter for Sustainable Tourism in Protected Areas; EUROPARC; 1995 17. Travel Trends Report 2013; ABTA; 2012 18. Sustainable Tourism in Protected Areas: Guidelines for Planning and Management; World

Commission on Protected Areas and IUCN; 2002

19. Sustainable Tourism and Natura 2000 – Guidelines, initiatives and good practices in Europe; European Commission; 2000

Project team received during the work also working materials and documents and used numerous websites:

> Site assessments in 4 Protected Areas by NACRES

> Mission reports of OEBF twining project relating to some PAs > Management plans for some PAs > Imereti development, marketing and action plan > Adjara strategy plan > Kakheti tourism strategy > Tourism and Marketing sub plan for Tusheti > Javakheti Guide book



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17 ANNEXES

Annex 1 GNTA PARTICIPATION ON INTERNATIONAL TOURISM FAIRS IN 2014

GNTA PLAN OF PARTICIPATION ON TOURISM FAIRS IN 2014

International Exhibitions Vanue DateN co-

exhibitorsSQM2

1 FITUR

Madrid, Spain 22-26 January 5 70

2 EMITT Istanbul,Turkey 30 January -2

February 5 30

3 IMTM

Tel-Aviv, Israel 11-12 February 8 76

4 BALTTOUR Riga, Latvia 7-9 February 10 60

5 BIT Milan, Italy 13-15 February 3 60.75

6 TOUREST Talin, Estonia 14-16 February 4 45

7 ITB

Berlin, Germany 5-9 February 18 63

8 MAP Paris, France 20-23 March 1 60

9 UITT Kiev, Ukrain 26-28 March 17 72

10 AITF Baku, Azerbaijan 3-5 April 10 60

11 COTTM Peking, China 9-11 April 4 60

12 KITF Alma-Ata, Kazakhstan 23-25 April 18 60

13 ATM Dubay, UAE 5-8 May 11 60

14 IMEX Frankfurt, Germany 20-22 May 9 60

15 KOTFA Seul, South Korea 29 May -1 June 6

16 JATA Tokyo, Japan 25-28 September 10

17Poznan International

Travel Fair Poznan, Poland 17-20 October 21

18 WTM London, UK 3-6 November 10

19 EIBTM Barcelona, Spain 18-20 November 8 60



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Annex 2 DETAILED SWOT ANYLSIS OF PROTECTED AREAS IN GEORGIA IN 2014

SWOT analysis of Protected Areas in Georgia


TRANSPORT / ACCESSIBILITY Good location, crossroad of three countries

Armenia, Azerbaijan and Turkey Majority of NPs are close to the main road – international highways Majority of NP are also close to the airports (Tbilisi, Kutaisi, Batumi) Mainly easy access to the park entrances (except Mtirala NP and Tusheti PA)

Easy access to PAs from bigger cities (Tbilisi, Batumi and Kutaisi)

TRANSPORT / ACCESSIBILITY Bad road conditions to Mtirala NP and Tusheti PA

Tusheti and Javakheti PAs are not accessible in winter Lack of parking places Bad road signing system for PAs No public transport to the PAs Very poor accessibility for disabled people

NATURAL & CULTURAL ASSETS Picturesque, wild & untouched nature

Distinguished landscape (canyons, volcanic lakes, plateaus, rivers, architecture and traditional buildings, etc.) Great biodiversity, especially for migratory birds and endemic flowers Clean environment Mild climate (except Vashlovani during summer

period when it is very hot) Cool places in PAs in summer Many cultural heritage assets, such as monasteries, castles, etc. (inside and outside PAs). Traditional life-styles of local people that are interesting for visitors

NATURAL & CULTURAL ASSETS Strong Seasonality: limited season (mainly from

May till October) Degradation of traditional architecture Poor waste management in PAs

INFRASTRUCTURE Good infrastructure of visitors centre (mainly with park presentations, conference rooms and administration offices)

INFRASTRUCTURE Visitor centres and PAs administration buildings are not fully utilized Water, electricity supply, signal for mobile

phones and WIFI challenges in some NPs Poor or no infrastructure for disabled persons Lack of First aid service No sign boards No or lack of restrooms No visitor centre and proper administration building for Tbilisi NP

TOURISM DEVELOPMENT Developed hiking and horseback riding trails Developed some tourist products in NPs

TOURISM DEVELOPMENT Very poor or no signalization Lack of promotional material and tourist products for sale

No scheduled tours Lack of animation and interpretation of sites Not diversified tourism products Limited places to rest, picnics, overnight in Pas Limited knowledge of foreign languages in visitors centres



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COOPERATION

Hospitable people with interesting organic farming Local population around PAs have positive attitude to tourism development Local administrations interested in tourism development

International funds are interested to contribute to the regional development

COOPERATION

Lack of human resources (tourist guides, marketing, tourist specialists, etc.) High fluctuation of PA personnel Lack of marketing skills Centralized management (regional administrators are limited with resources and

decision making) Spontaneous involvement of local population in PAs activities and cooperation Lack of production traditional product, souvenirs – linkage with USP Low exchange of best practices / study visits

among PAs in Georgia and abroad


TRANSPORT / ACCESSIBILITY

Renovation of roads to the PAs Launch of railway connecting Georgia and Turkey

Development of public transport to the PAs Development of accessibility for disabled people (for wheelchair users, elders, baby strollers, etc.) Good maintenance of the roads within PAs


Safety in PAs, roads and in different seasons

NATURAL & CULTURAL ASSETS Improvement of the monitoring system Sustainable management of environmental impacts Potential resources in PAs for tourism and recreation development

NATURAL & CULTURAL ASSETS Degradation of natural & cultural assets due to excessive use No or poor implementation of zoning in PAs Invasive alien species Not sufficient monitoring system

INFRASTRUCTURE

Solar system installation on old and new infrastructure Additional signs or interpretation boards installation in different languages Development of recreational facilities Development of rest facilities

Development of bike rental sites/services Involvement of local people in tourism infrastructure rehabilitation processes

INFRASTRUCTURE

Lack of resources for maintenance Safety standards implementation for sport/ adventure activities Infrastructure projects (main roads/power lines, ...) that may affect the natural areas and biodiversity

TOURISM DEVELOPMENT Combination of Caucasus and the Black Sea

Great Silk Road passed several regions in Georgia connected to the NP areas Image building of PAs and protected nature in Georgia Specialization of tourism development in

different PAs Good possibilities to develop thematic

community based and eco – tourism trails Development of cultural tours connected to prehistories sites and monuments within PAs Development of winter sport products (snow shoes, ski tours, etc.)Development of picnic sites

Development of bike rental sites Development of medical/wellness products

TOURISM DEVELOPMENT Lack of tourism awareness

Lack of entrepreneurship in tourism Overcrowded areas due to lack of visitor monitoring / visitor management Illegal logging Illegal hunting

Non-sustainable fishing



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Tourists travel usually to several places especially if they come from more distant countries. In this case, they would like to visit and experience more places/destinations and products and services. Thus, it is important to assess and develop tourism products, cultural assets and attractions in broader area. Therefore, we made SWOT analysis of broader areas – destination that can together with PAs form attractive tourism supply.

Development of health tourism programmes in nature

Development of tourism products in connection with historical personalities

Development of educational trails Organization of educational festivals / events Development of MICE products (conferences, team building, etc.) Strong marketing campaigns and positioning Brand development of PAs/NPs Tourist segmentation and promotional activities

Development of traditional products (cheese, products made by stone, honey) for selling Development of short tour programs for disabled people Development of thematic /educational tour programs for schools and universities

Development of multi ethnical trails Development of Quality labels & Eco labels:

standards development Development of PAs souvenirs for selling Visitor Statistics and Guest analyses for improvement services and marketing; and manage environmental impacts

COOPERATION Decentralization of management in PAs Development of connecting trails among PAs in Georgia

Cross-border cooperation with PAs in neighbouring countries Development of concession policy for PAs and other tourist related services (hotels, shops, restaurants, etc.) Development of PPP - Public Private Partnership in joint investment

Cooperation with local economies -guest houses and local people for development of traditional products (cheese, products made by stone, honey) for selling within visitor centres Integration of local community into tourism development Cooperation with ecotourism organizations for

development of “green ways”, eco-trails and educational programs in PAs Cooperation with tour operators (national / international) for jointly preparing visitor products Intensive cooperation with local/ regional

stakeholders Intensive cooperation with local and national media Strengthen potential cooperation with

Universities and Research Institutes Offering vocational education and trainings within communities

COOPERATION Waste management challenges Conflicts between local population and visitors due to low sensibility and respect towards local

traditions Migration of the population The passive attitude of local population and little interest towards the tourism development in some regions Ecological damage due to lack of cooperation in development planning



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SWOT ANALYSIS OF SURROUNDING AREAS - DESTINATIONS OF PAS

STRENGTH of broader area- destination WEAKNESSES of broader area - destination

TRANSPORT / ACCESSIBILITY Good location, crossroads of Armenia, Azerbaijan, Russia and Turkey Tbilisi, Kutaisi and Batumi airports are close to

tourist destinations and PAs

TRANSPORT / ACCESSIBILITY Poor conditions of some regional /local roads Only few budget-airlines flying to Georgia Lack of road signalization

Lack of tourism signalization Poor public transport service Lack of transport facilities (in villages, regions, etc.) Bus station are scarce and service information is limited

NATURAL & CULTURAL ASSETS UNESCO heritage sites close to the PAs Rich and diverse cultural heritage

Traditional crafts and arts Recognition of some historical sites and resorts

(Tskaltubo, Borjomi, Bakuriani, etc.).

NATURAL & CULTURAL ASSETS Poor waste management Lack on monitoring systems and implementations

Lack of resources for maintenance of natural and cultural heritage

INFRASTRUCTURE New investments in several regions

INFRASTRUCTURE Poor tourism infrastructure Poor quality standards in some tourism facilities

TOURISM DEVELOPMENT Well-developed tourist destination (Borjomi, Samtskhe-Javakheti, Kakheti, Adjara, etc.) Strong brand of wine tourism products Diversity of tourism offers

TOURISM DEVELOPMENT Lack of tourism development / marketing plans in some regions Inadequate service skills in tourism facilities and broader areas Limited proficiency in foreign languages

Limited tourism facilities in many regions Seasonality Lack of tourist programmes for families

Lack of educational /thematic tourist programmes for children and adults Lack of tourist marketing and promotion

Poor statistics at local and regional levels Lack of skilled tourism professionals Lack of leisure service for residents Poor brand image of tourist destinations Weak management Poor implementation of DMO in the regions

COOPERATION Some good cooperation with international TO/TA Good cooperation with international organizations

COOPERATION Low integration of local population in tourism development Low cooperation with local associations, NGOs, etc. Low cooperation among national agencies – APA,

GNTA, Agency for Cultural heritage

Low cooperation with international business companies Low exchange of best practices / study visits among tourist destinations/ countries



99


Development of railway connecting Georgia and Turkey

Increase of air traffic Improvement of border crossings and administration


Road conditions and maintenance

NATURAL & CULTURAL ASSETS

Awareness raising on natural and cultural heritage Integration of culture in tourism and experience economy

NATURAL & CULTURAL ASSETS

Clearance for agriculture, urbanization and other development has greatly reduced the range of native forest with the many species that depend on the forest Degradation of natural & cultural assets due to lack of appropriate policy and weak monitoring system

INFRASTRUCTURE New infrastructure development in several regions

(Javakheti, Samtskhe, Tskaltubo,etc.)

INFRASTRUCTURE Lack of resources for maintenance

TOURISM DEVELOPMENT Improvement of image of Georgia as tourist destination New investment in tourism in Georgia Diverse tourism products for different target groups

Strong branding of tourism destinations Service and quality improvement in tourism facilities Strengthen the management of small and medium enterprises Traditions and values protection Developing a special Cluster for sustainable

tourism businesses Development of DMOs as regional offices of GNTA

TOURISM DEVELOPMENT Lack of tourism awareness Lack of sustain sites management Development of mass tourism due to lack of knowledge, development plans Faster development of tourism in areas across

Georgian borders

COOPERATION New development project in regions

funded/supported by international organizations Integration of local community into tourism development Strengthen cooperation with educational organizations Offering vocational education and trainings within communities

International investors attraction

COOPERATION Political instability in the region and broader area

Migration of the population The passive attitude of local population and little interest toward the tourism economy




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Annex 3 DMO – DESTINATION MANAGEMENT ORGANISATION MODEL

Tourism countries have a modern DMO model based on competitiveness and sustainability principles. DMOs are developed for broader areas where visitors can satisfy their complex needs and expectations and achieve experiences that would affect their wishes to come back to that destination. The development of DMOs should be market-led, policy-aligned and culture-compatible. Therefore, each DMO model must consider and incorporate local, national characteristics and targets. The

formation and functioning of DMOs have some basic principles and rules. They are related to membership in DMOs, areas of activities, managing DMOs, financing and auditing etc. Protected Areas are specific destinations for eco or adventure tourists but are at the same time a part of broader area – destination that visitors would like to visit. PAs are in this case a part of broader destination. In twinning project “Support to tourism sector in Georgia” implemented in 2012/13 there

were DMOs proposed for Kakheti, Imereti, Samtskhe Javakheti and Adjara. Development of DMOs is still on agenda of GNTA and APA and PAs should take an active role in establishment and functioning of DMOs. Therefore, DMOs are the final phase of organization of

tourism related stakeholders of PAs. A basic principle in a DMO membership structure is the integration and co-operation of the public

and private sectors – they constitute a so called PPP-Public Private Partnership. Additionally, representatives of the civil sector can enter into DMO membership thus strengthening sustainability in tourism development. The formation of a DMO is usually initiated by the public sector – NTA or NTO with assistance of regional and local administrations. Private and other tourism stakeholders that represent tourism products and services enter membership of the DMO on a voluntary basis or on a legally obligatory one taking into account the intensity with which these tourism suppliers are linked to tourism (i.e. the share of revenue earned because of tourist demand).

The tourism stakeholders’ structure and DMO membership usually consist of the following partners: Public sector representatives

GNTA – Georgia National Travel Administration Governor’s office, Municipalities

Agency for Protected Areas (National parks and reserves)

National Agency for Cultural Heritage Preservation Other public institutions and organisations like development agencies, etc.

Tourism and tourism related business community: Hotel industry B&B, guest houses, similar accommodation establishments Rooms, apartments and houses as second homes for rent

Camping & caravanning sites Restaurants & cafes PAs and natural reserves Ski centres Water and spa centres Casinos Congress facilities and organisers

Ski schools, entertainment parks, etc. Museums, galleries, Tourism products and souvenir producers Transport organisations (taxis, rent-a-cars…)

Tourism related shops and services TICs – Tourist information centres

Tourist reservation and booking systems Associations of hotels, travel agencies, guides, etc. Tourism suppliers (food & beverage, energy, equipment) Marketing and promotion agencies Tourism, hotel and similar schools and colleges

Sacral-religious centres open for visitors



101

Civil sector representatives Local inhabitants

Residents of second homes – apartments and houses Cultural and sports societies offering tourist products and services NGOs related to tourism

MEMBERSHIP STRUCTURE OF DMOS – DESTINATION MANAGEMENT ORGANISATIONS

A DMO has several market oriented activities. These can be developed fully or be limited.

Development of the working areas of a DMO can be divided into several phases according to needs and aims, HR or financial resources, etc. A full DMO can cover the following working areas: Development planning and strategic projects (Tourism vision and strategy preparation, Activity planning, Identification of core tourism investment projects) Tourism resource inventory, evaluation and tourism product development (Identification of

tourist resources and attractions, Data base of tourism attractions, Destination and inter-destination tourism products development; Event organisation and management, Stimulation of entrepreneurship and SMEs related to tourism) MICE – Meetings, Incentives, Congresses and Events (Organisation of professional meetings, workshops, discussion tables, Organisation of Incentive travel for tour operators, travel agencies, media, Organisation of congresses, conventions, fairs, Organisation and management of events) Market intelligence and statistics (Basic tourism statistics, TSA (Tourism Satellite Account) and

tourism economic importance measurement, Guest surveys, On-line surveys, Benchmarking) Tourist information collection, management and distribution (Organisation and updating of

data base of tourist offer, capacities, services, events, Management of tourist information according to target markets and customers, Distribution and use of tourist information for lobbying, marketing, PR, distribution channels, locations, languages) Tourist promotion and marketing (Marketing strategies and action plans; Image and Brand

development, Market communication (fairs, workshops, advertisements, PR,), Production of promotional materials (brochures, posters, leaflets, maps, DVDs…), E-tourism business (web portal, on-line marketing, CRM, central reservation system, ticketing…) Tourism quality management and customer relations management, Quality standards of tourism facilities and services (accommodation classification, ski lifts, spa centres, congress

GNTA

APA, NACHP

MUNICIPALITIES & GOVERNORS'

ADMINISTRATION

TOURISM & TOURISM RELATED BUSINESSES:

Hotels, B&B, restaurants, wine producers, PAs & national reserves, ski centres, congress centres, travel agencies, transport companies, casinos,….

SACRAL RELIGIOUS CENTRES OPEN TO THE PUBLIC

CIVIL SECTOR: NGO'S, etc



102

classifications, tourist trails), Tourism quality awards and certificates development, Tourists’ satisfaction measurement (tourists’ complaints management, mystery guest analysis, etc.)

Tourism knowledge management (Tourism training programmes implementation, Best practices transfer, Study visits) Lobbying, advocacy and communications(PR) (Advocacy that tourism plays an important role in

sustainable development, evaluation and preservation of natural and cultural resources and attractions, regional development, employment and income, raising image of region and country, Representing tourism and its importance in political and business circles, institutions, associations and organs, Tourism awareness raising plans, activities and campaigns, Membership management) Tourism quality and standards supervision/control (Setting rules for “behaviour” of suppliers and tourists in tourism destination (zoning of tourist activities, opening-closing hours, rules for skiers on the slopes), rules for operation of infrastructure services (waste collection …), Monitoring

implementation of classification and other quality standards, tourist arrivals/overnight registering, respecting rules of destination “behaviour”



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Annex 4 ILLUSTRATION OF SOME TOURIST PRODUCTS RELATED TO MAIN SBU S IN PROTECTED AREAS

Mountain biking is the sport of riding bicycles off-road, often over rough terrain, using

specially designed mountain bikes. Mountain bikes share similarities with other bikes, but

incorporate features designed to enhance durability and performance in rough terrain.

Mountain biking can generally be broken down into multiple categories: cross country, trail

riding, all mountain, downhill, free ride, dirt jumping, and trials. The vast majority of

mountain biking falls into the recreational cross country and trail riding categories.

Climbing is the activity of using one's hands, feet, or any other part of the body to ascend

a steep object.

MOUNTAIN BIKING

MOUNTAIN BIKING

MOUNTAIN BIKING

CLIMBING CLIMBING CLIMBING

ADVENTURE& SPORTS



104

Abseiling, also called rappelling, is the controlled descent down a rock face using a rope.

Climbers use this technique when a cliff or slope is too steep and/or dangerous to descend.

Parachuting, or skydiving, is the action sport of exiting an aircraft and returning to Earth

with the aid of gravity, then slowing down during the last part of the descent by using a

parachute.

Paragliding is the recreational and competitive adventure sport of flying paragliders:

lightweight, free-flying, foot-launched glider aircraft with no rigid primary structure.

RAPPELLING RAPPELLING RAPPELING

SKY DIVING SKY DIVING SKY DIVING

PARAGLIDING PARAGLIDING PARAGLIDING



105

Hot air ballooning is the activity of flying hot air balloons. Attractive aspects of ballooning

include the exceptional quiet (except when the propane burners are firing), the lack of a

feeling of movement, and the bird's-eye view.

A Zip Line consists of a pulley suspended on a cable, usually made of stainless steel,

mounted on an incline. It is designed to enable a user propelled by gravity to travel from

the top to the bottom of the inclined cable by holding on to, or attaching to, the freely

moving pulley.

Paintball is a sport in which players compete, in teams or individually, to eliminate

opponents by tagging them with capsules containing water soluble dye and gelatin shell

outside (referred to as paintballs) propelled from a device called a paintball marker.

BALLOONING BALLOONING BALLOONING

ZIP LINING ZIP LINING ZIP LINING

PAINTBALL PAINTBALL PAINTBALL



106

Archery is the art, practice, or skill of propelling arrows with the use of a bow. It can be

organised as a trails or a tournament.

Adrenalin Park activities are appropriate for individuals or different groups (schools,

business groups or athletes and sport teams).

ADVENTURE & SPORTS: WATER BASED

Rafting or white water rafting is the recreational outdoor activity of using an inflatable

raft to navigate a river or other bodies of water. This is often done on white water or

different degrees of rough water, in order to thrill and excite the raft passengers.

ARCHERY ARCHERY ARCHERY

ADRENALIN PARK

ADRENALIN PARK

ADRENALIN PARK

RAFTING RAFTING RAFTING



107

Canyons that are ideal for canyoning are often cut into the bedrock stone, forming narrow

gorges with numerous drops, beautifully sculpted walls, and sometimes spectacular

waterfalls.

Kayaking is the use of a kayak for moving across water. It is distinguished from canoeing

by the sitting position of the paddler and the number of blades on the paddle.

Freshwater diving is a type of Scuba diving with further risks. It usually completed in a

Freshwater lake but often in a River or Cave. Despite being a potentially dangerous activity

it can be rewarded with interesting marine life and even in some areas extremely high

visibility, which can often be found in Caves.

CANYONING CANYONING CANYONING

KAYAKING KAYAKING KAYAKING

DIVING DIVING DIVING



108

Tubing on water generally consists of two forms: towed and free-floating, also known as

river tubing. Towed tubing usually takes place on a large body of water such as a lake or

river.

ADVENTURE & SPORTS: WINTER

Ice climbing is the activity of ascending inclined ice formations. Usually, ice climbing refers

to roped and protected climbing of features such as icefalls, frozen waterfalls, and cliffs and

rock slabs covered with ice refrozen from flows of water.

Freeriding is a style of snowboarding, performed on natural, un-groomed, terrain, without

a set course, goals or rules. Freeriding incorporates various aspects of snowboarding into a

style that adapts to the variations and challenges of natural, off-piste terrain, and eschews

man-made features such as jumps, rails, half-pipes, or groomed snow.

TUBING TUBING TUBING

ICE CLIMBING ICE CLIMBING ICE CLIMBING

FREERIDING FREERIDING FREERIDING



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Cross-country skiing (or XC skiing) is a form of ski touring in which participants propel

themselves across snow-covered terrain using skis and poles.

Ice-skating on frozen lakes

NATURE & FUN

The Segway Personal Transport is a two-wheeled, self-balancing, battery-powered

electric vehicle that visitor might use for their trips within NP/PA.

CROSS-COUNTRY SKIING



ICE SKATING ICE SKATING ICE SKATING

SEGWAY TOURING

SEGWAY TOURING

SEGWAY TOURING



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Bog walking is possible with the help of wooden boardwalks or proper bog shoes. Bog

walking with bog shoes is maybe a little bit more exciting and wild than using the

comfortable boardwalks. Bog walking with bog shoes is like keeping balance while walking

on pudding or on top of a sponge. Still, it is not very difficult, older people can handle this

as well.

Stand Up Paddling is sport designed for all providing fun and low impact water activity.

SUPs, stand-up paddleboards, are steered with a singled bladed paddle and normally used

to surf waves in rivers and lakes as well as navigating easy rivers.

Horse&Carriage Ridesare appropriate in summer and winter time for tours around the

lakes, flatlands, etc.

BOG WALKING BOG WALKING BOG WALKING

PADDLING PADDLING PADDLING

HORSE RIDES HORSE RIDES HORSE RIDES

http://www.niagaraparks.com/niagara-falls-attractions/horse-and-carriage-rides.html



111

Sunset / sunrise tours offers different kind of activities during sunrise or sunset

(kayaking, hiking, meditation, etc.)

Accessibility Trails for disabled people offers educational, relaxing or soft sport

activities in NPs.

Wildlife watching tours is soft outdoor activitiy observing the animals and wildlife in the

Protected Areas.

SUNSET TOURS

SUNSET TOURS

SUNSET TOURS

BARRIER FREE TRAILS

BARRIER FREE TRAILS

BARRIER FREE TRAILS

WILDLIFE WATCHING TOURS





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Playground trails for children can be organised as a trail or separate area within the park

area.

EDUCATION

Botanical Tours offers interpretation of flora and fauna of the selected area and is

appropriate for individuals or groups.

Geological Tours offers interpretation of the geology in the Protected Areas and history.

PLAYGROUND PLAYGROUND PLAYGROUND

BOTANICAL TOURS

BOTANICAL TOURS

BOTANICAL TOURS

GEOLOGICAL TOURS

GEOLOGICAL TOURS

GEOLOGICAL TOURS



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PLEASURE

Bioenergetic Trails: Magnetic signal pulsedaction ofnatureandthe bodyrestores its

energyin a natural way.

Mediation trail usually offers a opportunity for walking meditation, spiritual contemplation

and pilgrimage.

Gong Bath Trails offers a opportunity for meditation and is appropriate for individuals and

groups.

BIOENERGY TRAIL

BIOENERGY TRAIL

BIOENERGY TRAIL

MEDITATION TRAIL

MEDITATION TRAIL

MEDITATION TRAIL

GONG BATH TRAIL

GONG BATH TRAIL

GONG BATH TRAIL



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Annex 5 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE

TOURISM

A) SELECTION OF SOME TOURISM FAIRS FOCUSED ON NATURE AND ADVENTURE

DATE TOURISM FAIR / EVENT CITY COUNTRY

January Vakantiebeurs - Tourism and Leisure Fair

Utrecht Netherland

January Ferienmesse Wien Austria

February Vakantie Salon Bruxelles Belgium

February Outdoor - OutdoorTradeFair London Great Britain

February F.R.E.E -Interactive fair for leisure and travel

München Germany

February Holiday World - international

travel fair

Prag Czech Republic

March WietsenWandelbeurs Amsterdam Netherlands

Sport & Fun - Sport Festival and Activity Fair

Ried Austria

March UITT - Ukraine International Travel&Tourism

Kiev Ukraine

April AITF – Azerbaijan International

Travel & Tourism

Baku Azerbaijan

April ARGUS Bike Festival Wien Austria

April KITF - Kazakhstan International

Tourism Fair

Almaty Kazakhstan

May The International Birdwatching

Fair of Comacchio

Po Delta Park of

the Region Emilia Romagna

Italy

July Outdoor . Summit of Outdoor

Business &Exhibiton Fair

Friedrichshafen Germany

August Eurobike - Holiday on Bike Düsseldorf Germany

August British Birdwatching Fair Rutland Water Nature Reserve

Great Britain

September TourNatur- The fair for trekking and hiking

Friedrichshafen Germany

September Expo bici -

PadovaBicycleExhibition

Padova Italy

November Tactical & Adventure Fair Eindhoven The Netherlands

http://www.free-muenchen.de/en/Home

http://www.free-muenchen.de/en/Home

http://www.tournatur.com/home_2

http://www.tournatur.com/home_2



115

B) SELECTION OF SOME TOUR OPERATORS / TRAVEL AGENCIES FOCUSED ON

NATURE AND ADVENTURE TOURISM AND TO/TA ASSOCIATIONS

TOUR OPERATOR / TRAVEL AGENCY/

TRAVEL ASSOCIATION WEBSITE

Natural Habitat Adventures http://www.nathab.com/

Wildside Nature Tours http://wildsidenaturetours.com/

Backroads http://www.backroads.com/

VBT Bicycling Vacations www.vbt.com

BikeHike Adventures www.bikehike.com

Trek Travel www.trektravel.com

DuVine Adventures www.duvine.com

CiclismoClassico www.ciclismoclassico.com

Great Explorations www.great-explorations.com

Aegea Adventures www.aegeaadventures.com

Sierra Club Outings www.outings.sierraclub.org

GAP Adventures www.gapadventures.com

KE Adventure Travel www.keadventure.com

Butterfield & Robinson www.butterfield.com

Austin-Lehman Adventures www.austinlehman.com

REI Adventures www.rei.com/adventures

Adventure Consultants www.adventureconsultants.co.nz

Bio Bio Expeditions www.bbxrafting.com

H2Outfitters www.h2outfitters.com

Pure Adventures www.discoverfrance.com

Country Walkers www.countrywalkers.com

Classic Journeys www.classicjourneys.com

The Wayfarers www.thewayfarers.com

Distant Journeys www.distantjourneys.com

JOURNEYS International www.journeys.travel

EarthWatch Institute www.earthwatch.org

iExplore www.iexplore.com

Mountain Madness www.mountainmadness.com

National Geographic Expeditions www.nationalgeographicexpeditions.com

ROW Adventures www.rowadventures.com

Explorers' Corner www.explorerscorner.com

Mountain Travel Sobek www.mtsobek.com

Nuturalist Journeys www.naturalistjourneys.com

Baobab Expeditions www.baobabexpeditions.com

Geographic Expeditions www.geoex.com

Artisans of Leisure www.artisansofleisure.com

Kensington Tours www.kensingtontours.com

Civilized Adventures www.civilizedadv.com

Zegrahm& Eco Expeditions www.zeco.com

Wild Frontiers Adventure Travel www.wildfrontiers.co.uk

MIR Corporation www.mircorp.com

Adventures Abroad www.adventures-abroad.com

Lindblad Expeditions www.expeditions.com

Natural Habitat Adventures www.classicescapes.com

Classic Escapes www.intrepidtravel.com

Intrepid Travel www.intrepidtravel.com

Gecko's Grassroots Adventures www.geckosadventures.com

http://www.vbt.com/

http://www.bikehike.com/

http://www.trektravel.com/

http://www.duvine.com/

http://link.argifocus.com/033-96

http://www.great-explorations.com/

http://www.aegeaadventures.com/

http://www.outings.sierraclub.org/



http://www.butterfield.com/



http://www.adventureconsultants.co.nz/

http://www.bbxrafting.com/

http://www.h2outfitters.com/

http://www.discoverfrance.com/


http://www.classicjourneys.com/

http://www.thewayfarers.com/



http://www.earthwatch.org/

http://www.iexplore.com/


http://www.nationalgeographicexpeditions.com/


http://www.explorerscorner.com/


http://www.naturalistjourneys.com/

http://www.baobabexpeditions.com/


http://www.artisansofleisure.com/

http://www.kensingtontours.com/

http://www.civilizedadv.com/


http://www.wildfrontiers.co.uk/

http://www.mircorp.com/

http://www.adventures-abroad.com/

http://www.expeditions.com/

http://www.classicescapes.com/



http://www.geckosadventures.com/



116

ASSOCIATIONS / ORGANISATIONS WEBSITE

DRV (DeutscherReiseverband) www.drv.de

ÖRV (ÖsterreichischerReisebüroverband /

Association of Austrian Travel Agents)

www.oerv.at

WKO (Fachverband der Reisebüros) www.reisebueros.at

FIT/FTI (Fédération de l’Industrie du Tourisme /

Federatie van de Toeristische Industrie)

www.fti-fit.be

ABTTA (Association of Bulgarian Tour

Operators and Travel Agents)

www.abtta.com

UHPA (Association of Croatian Travel Agencies) www.uhpa.hr

TA (Association of Cyprus Travel Agents) www.acta.org.cy

DRF (DanmarksRejsebureauForening /

The Association of Danish Travel Agents and Tour Operators)

www.drf-dk.dk

FETAVE (Federation Empresarial de Associaciones Territoriales de Agencias de Viajes

Españolas)

www.fetave.org

ACAVe (Asociación Catalana de agencias de

Viajes Especializdas) Spain

www.acave.travel

ETFL (Estonian Association of Travel Agents) www.etfl.ee

SMAL (Suomenmatkatoimistoalanliitto / The

Association of Finnish Travel Agents)

www.smal.fi

SNAV (Syndicat National des Agences de

Voyages)

www.snav.org

HATTA (Hellenic Association of Travel and

Tourist Agencies)

www.hatta.gr

MUISZ (Association of Hungarian Travel Agencies)

www.muisz.com

ITAA (Irish Travel Agents Association) www.itaa.ie

ALTA (Association of Latvian Travel Agents www.alta.net.lv

FATTA (Federation of Associations of Travel &

Tourism Agents) Malta

www.fatta.org

CTU – Montenegro Tourism Association http://www.ctu-montenegro.org/

ANVR (AlgemeenNederlandsVereniging van Reisondernemingen), The Netherlands

www.anvr.nl

VIRKE (The Norvegian Travel Trade Association) www.virke.no

PIT (PolskaIzbaTurystyki), Poland www.pit.org.pl

APAVT (Associação Portuguesa das Agências de Viagens e Turismo), Portugal

www.apavtnet.pt

ACCKA (AsociaceCeskychCestovnichKancelari a

Agentur), Czech Republic

www.accka.cz

ANAT (AsociatiaNationala A Agentiilor De

Turism), Romania

www.anat.ro

YUTA (National Association of Travel Agencies),

Serbia

www.yuta.rs

SACKA (Slovak Association of Travel Agents),

Slovakia

www.sacka.eu

ZTAS (Združenje turističnih agencij Slovenije, g.i.z.), Slovenia

www.ztas.org

SRF (SvenskaResebyråföreningen / Association of Swedish Travel Agents)

www.srf-org.se

SRV (Schweizerrischer Reisebüro-Verband), Switzerland

www.srv.ch

ABTA - The Travel Association, United Kingdom www.abta.com

http://www.drv.de/

http://www.oerv.at/

http://www.reisebueros.at/

http://www.fti-fit.be/

http://www.abtta.com/

http://www.uhpa.hr/

http://www.acta.org.cy/

http://www.drf-dk.dk/

http://www.fetave.org/

http://www.acave.travel/

http://www.etfl.ee/

http://www.smal.fi/

http://www.snav.org/

http://www.hatta.gr/

http://www.muisz.com/

http://www.itaa.ie/

http://www.alta.net.lv/

http://www.fatta.org/

http://www.ctu-montenegro.org/

http://www.anvr.nl/

http://www.virke.no/

http://www.pit.org.pl/

http://www.apavtnet.pt/

http://www.accka.cz/

http://www.anat.ro/

http://www.yuta.rs/

http://www.sacka.eu/

http://www.ztas.org/

http://www.srf-org.se/

http://www.srv.ch/

http://www.abta.com/



117

C) SELECTION OF SOME CORPORATE ORGANIZATIONS FOCUSED ON NATUE AND

ADVENTURE

ORGANISATION WEBSITE

The European Outdoor Group (EOG) http://www.europeanoutdoorgroup.com/

EOCA European Outdoor Conservation Association http://www.outdoorconservation.eu/

CYCLING ORGANISATIONS/

ASSOCIATIONS

Adventure Cycling Association www.adventurecycling.org

International Mountain Bicycling Association https://www.imba.com/ ; http://www.imba-

europe.org/

Adventure Cycling Associations http://www.adventurecycling.org/

European Cyclists' Federation http://www.ecf.com/

European CyclingUnion www.uec.ch

International Mountaineering and Climbing Federation

www.ifsc-climbing.org

ÖsterreichischerWettkletterverband www.wettklettern.at

Air and Extreme Sports Federation of Azerbaijan www.fairex.az

MOUNTAINEERING ORGANISATIONS/ ASSOCIATIONS

Climbing and Mountaineering Belgium www.cmbel.be

Bulgarian Climbing and Mountaineering Federation

www.bfka.org

HrvatskiPlaninarskiSavez (Croatian Mountaineering Assocociation)

www.plsavez.hr

Cyprus Mountaineering and Climbing Federation www.komoaa.com

Cesky horolezeckysvaz (Czech mountaineering association)

www.horosvaz.cz

Dansk Klatreforbund/Danish Climbing Federation www.dklaf.dk

Finnish Climbing association www.climbing.fi

Fédération Française de la montagne et de

l'escalade

www.ffme.fr

Georgian Climbing National Federation

DeutscherAlpenverein www.alpenverein.de

British Mountaineering Council www.thebmc.co.uk

Hellenic Federation of Mountaineering and

Climbing

www.eooa.gr

Hungarian Mountaineering and Sport Climbing

Federation

www.mhssz.hu

Mountaineering Ireland www.mountaineering.ie

The Israeli Organization of Sport Climbing

FederazioneItalianaArrampicataSportiva www.federclimb.it

Fédération Luxembourgeoise d'Escalade, de

Randonnée et d'Alpinisme

www.flera.lu

Macedonian Sport Climbing Federation www.climbing.mk/

KoninklijkeNederlandseKlim- en

Bergsportvereniging, Netherlands

www.nkbv.nl

The Norwegian Climbing Federation www.klatring.no

PolskiZwiazekAlpinizmu (Polish Mountaineering Association)

www.pza.org.pl

Federação Portuguesa de Montanhismo e Escalada / Portuguese Mountaineering and Climbing Federation

www.fpme.org

https://www.imba.com/

https://www.imba.com/

http://www.wettklettern.at/

http://www.fairex.az/

http://www.cmbel.be/

http://www.bfka.org/

http://www.plsavez.hr/

http://www.komoaa.com/

http://www.horosvaz.cz/

http://dklaf.dk/

http://www.climbing.fi/

http://www.ifsc-climbing.org/www.ffme.fr

http://www.alpenverein.de/

http://www.thebmc.co.uk/

http://www.eooa.gr/

http://www.mhssz.hu/

http://www.mountaineering.ie/

http://www.federclimb.it/

http://www.flera.lu/

http://www.climbing.mk/

http://www.nkbv.nl/

http://www.klatring.no/

http://www.pza.org.pl/

http://www.fpme.org/



118

Turkish Mountaineering Federation www.tdf.org.tr

Romanian Federation of Mountaineering and Climbing

www.fralpinism.ro

Climbing Federation of Russia www.c-f-r.ru

United Sport Climbing Federation of Serbia www.uspfs.rs

Slovak Mountaineering Union JAMES www.james.sk

Alpine Association of Slovenia www.pzs.si

Federación Española de Deportes de Montaña y

Escalada, Spain

www.fedme.es

Swedish Climbing Federation www.klatterforbundet.se

Swiss Alpine Club www.sac-cas.ch

Ukrainian Mountaineering and Climbing

Federation

Latvian Alpinist Asocciation www.climbing.lv

Lithuania Climbing Sport Association

Armenian Alpine Club www.armenianalpineclub.org

Belarus Alpine Federation

Mountaineering Union of Bosnia - Herzegovina www.psbih.ba

Basque Mountaineering Federation, Spain www.emf-fvm.com

Federaciò d'EntitatsExcursionistes de Catalunya,

Spain

www.feec.cat

USA Climbing www.usaclimbing.org

Federation of Mountaineering and Rock Climbing

of Uzbekistan

Mongolia Mountaineering Federation

Federation of Mountaineering Rock and Ice

Climbing of Kirgiz Republic

Mountaineering and Climbing Federation of Republic of Kazakhstan

www.mountain.kz

International Federation of Sport Climbing www.ifsc-climbing.org/

BIRDING / ORNITHOLOGICAL

ORGANISATIONS/ASSOCIATIONS

American Birding Association www.aba.org/

International Bird Life www.birdlife.org

Armenian Society for the Protection of Birds (ASPB)

www.aspbirds.org

Austria - BirdLife Austria www.birdlife.at

Azerbaijan Ornithological Society (AOS) www.aos.az

Belarus - BirdLife Belarus (APB) www.ptushki.org

Belgium - Natagora (Wallonia) www.natagora.be

Belgium - Natuurpunt (Flanders) www.natuurpunt.be

Bulgarian Society for the Protection of Birds (BSPB)

www.bspb.org

Canada - Nature Canada www.naturecanada.ca

Croatia - Association BIOM www.biom.hr

Czech Society for Ornithology (CSO) www.birdlife.cz

Denmark - Dansk OrnitologiskForening (DOF) www.dof.dk

Estonian Ornithological Society (EOS) www.eoy.ee

Finland - BirdLife Suomi www.birdlife.fi

France - Ligue pour la Protection des Oiseaux (LPO)

www.lpo.fr

Germany - Nature And Biodiversity Conservation Union (NABU)

www.nabu.de

http://www.tdf.org.tr/

http://www.fralpinism.ro/

http://www.c-f-r.ru/

http://www.ifsc-climbing.org/www.uspfs.rs

http://www.james.sk/

http://www.pzs.si/

http://www.fedme.es/

http://www.klatterforbundet.se/index.php

http://www.sac-cas.ch/

http://www.climbing.lv/

http://www.armenianalpineclub.org/

http://www.psbih.ba/

http://www.emf-fvm.com/

http://www.feec.cat/

http://www.usaclimbing.org/

http://www.mountain.kz/

http://aba.org/

http://www.birdlife.org/europe-and-central-asia/partners/armenian-society-protection-birds-aspb

http://www.birdlife.org/europe-and-central-asia/partners/armenian-society-protection-birds-aspb

http://www.aspbirds.org/

http://www.birdlife.org/europe-and-central-asia/partners/austria-birdlife-austria

http://www.birdlife.at/

http://www.birdlife.org/europe-and-central-asia/partners/azerbaijan-ornithological-society-aos

http://www.aos.az/

http://www.birdlife.org/europe-and-central-asia/partners/belarus-birdlife-belarus-apb

http://www.ptushki.org/

http://www.birdlife.org/europe-and-central-asia/partners/belgium-natagora-wallonia

http://www.natagora.be/

http://www.birdlife.org/europe-and-central-asia/partners/belgium-natuurpunt-flanders

http://www.natuurpunt.be/

http://www.birdlife.org/europe-and-central-asia/partners/bulgarian-society-protection-birds-bspb

http://www.birdlife.org/europe-and-central-asia/partners/bulgarian-society-protection-birds-bspb

http://www.bspb.org/

http://www.birdlife.org/americas/partners/canada-nature-canada

http://www.naturecanada.ca/

http://www.birdlife.org/europe-and-central-asia/partners/croatia-association-biom

http://www.biom.hr/

http://www.birdlife.org/europe-and-central-asia/partners/czech-society-ornithology-cso

http://www.birdlife.cz/

http://www.birdlife.org/europe-and-central-asia/partners/denmark-dansk-ornitologisk-forening-dof

http://www.dof.dk/

http://www.birdlife.org/europe-and-central-asia/partners/estonian-ornithological-society-eos

http://www.eoy.ee/

http://www.birdlife.org/europe-and-central-asia/partners/finland-birdlife-suomi

http://www.birdlife.fi/

http://www.birdlife.org/europe-and-central-asia/partners/france-ligue-pour-la-protection-des-oiseaux-lpo

http://www.birdlife.org/europe-and-central-asia/partners/france-ligue-pour-la-protection-des-oiseaux-lpo

http://www.lpo.fr/

http://www.birdlife.org/europe-and-central-asia/partners/germany-nature-and-biodiversity-conservation-union-nabu

http://www.birdlife.org/europe-and-central-asia/partners/germany-nature-and-biodiversity-conservation-union-nabu

http://www.nabu.de/



119

Greece - Hellenic Ornithological Society (HOS) www.ornithologiki.gr

MME / BirdLife Hungary www.mme.hu

Iceland - Fuglavernd – BirdLife Iceland (ISPB) www.fuglavernd.is

Ireland - BirdWatch Ireland www.birdwatchireland.ie

Israel - Society for the Protection of Nature in Israel (SPNI)

www.natureisrael.org/

Italy - Lega Italiana Protezione Uccelli (LIPU) www.lipu.it

Kazakhstan - Association for the Conservation of

Biodiversity of Kazakhstan (ACBK)

www.acbk.kz

Kyrgyzstan - Nature Kyrgyzstan www.wildlife.kg

Latvian Ornithological Society (LOB) www.lob.lv

Lithuanian Ornithological Society (LOD) www.birdlife.lt

Luxemburg - natur&ëmwelt www.naturemwelt.lu

Macedonian Ecological Society (MES) www.mes.org.mk

Malta - BirdLife Malta www.birdlifemalta.org

Montenegro - Center for Protection and Research

of birds of Montenegro (CZIP)

www.birdwatchingmn.org

Netherlands - Society for the Protection of Birds

(VBN)

www.vogelbescherming.nl

Norwegian Ornithological Society (NOF) www.birdlife.no

Polish Society for the Protection of Birds (OTOP) www.otop.org.pl

Portuguese Society for the Study of Birds (SPEA) www.spea.pt

Romanian Ornithological Society (SOR) / BirdLife

Romania

www.sor.ro

Serbia - Bird Protection and Study Society of

Serbia

www.pticesrbije.rs

Slovakia - SOS/BirdLife www.birdlife.sk

Slovenia - BirdLife Slovenia (DOPPS) www.ptice.si

Spain - SEO/BirdLife www.seo.org

Swedish Ornithological Society (SOF) www.sofnet.org

Switzerland - SVS/BirdLife Switzerland www.birdlife.ch

Turkey - DoğaDerneği (DD) www.dogadernegi.org

Ukrainian Society for the Protection of Birds

(USPB)

www.birdlife.org.ua

UK - Royal Society for the Protection of Birds (RSPB)

www.rspb.org.uk

Uzbekistan Society for the Protection of Birds (UzSPB)

www.uzspb.uz

WILDLIFE CONSERVATION

ORGANISATIONS

National Wildlife Federation www.nwf.org

Wildlife Conservation Society (WCS) Europe 1. www.wcseurope.org

http://www.birdlife.org/europe-and-central-asia/partners/greece-hellenic-ornithological-society-hos

http://www.ornithologiki.gr/

http://www.birdlife.org/europe-and-central-asia/partners/mme-birdlife-hungary

http://www.mme.hu/

http://www.birdlife.org/europe-and-central-asia/partners/iceland-fuglavernd-%E2%80%93-birdlife-iceland-ispb

http://www.fuglavernd.is/

http://www.birdlife.org/europe-and-central-asia/partners/ireland-birdwatch-ireland

http://www.birdwatchireland.ie/

http://www.birdlife.org/europe-and-central-asia/partners/israel-society-protection-nature-israel-spni

http://www.birdlife.org/europe-and-central-asia/partners/israel-society-protection-nature-israel-spni

http://www.natureisrael.org/

http://www.birdlife.org/europe-and-central-asia/partners/italy-lega-italiana-protezione-uccelli-lipu

http://www.lipu.it/

http://www.birdlife.org/europe-and-central-asia/partners/kazakhstan-association-conservation-biodiversity-kazakhstan-acbk

http://www.birdlife.org/europe-and-central-asia/partners/kazakhstan-association-conservation-biodiversity-kazakhstan-acbk

http://www.acbk.kz/

http://www.birdlife.org/europe-and-central-asia/partners/kyrgyzstan-nature-kyrgyzstan

http://wildlife.kg/

http://www.birdlife.org/europe-and-central-asia/partners/latvian-ornithological-society-lob

http://www.lob.lv/

http://www.birdlife.org/europe-and-central-asia/partners/lithuanian-ornithological-society-lod

http://www.birdlife.lt/

http://www.birdlife.org/europe-and-central-asia/partners/luxemburg-natur%C3%ABmwelt

http://www.naturemwelt.lu/

http://www.birdlife.org/europe-and-central-asia/partners/macedonian-ecological-society-mes

http://www.mes.org.mk/

http://www.birdlifemalta.org/

http://www.birdlife.org/europe-and-central-asia/partners/montenegro-center-protection-and-research-birds-montenegro-czip

http://www.birdlife.org/europe-and-central-asia/partners/montenegro-center-protection-and-research-birds-montenegro-czip

http://www.birdwatchingmn.org/

http://www.birdlife.org/europe-and-central-asia/partners/netherlands-society-protection-birds-vbn

http://www.birdlife.org/europe-and-central-asia/partners/netherlands-society-protection-birds-vbn

http://www.vogelbescherming.nl/

http://www.birdlife.org/europe-and-central-asia/partners/norwegian-ornithological-society-nof

http://www.birdlife.no/

http://www.birdlife.org/europe-and-central-asia/partners/polish-society-protection-birds-otop

http://www.otop.org.pl/

http://www.birdlife.org/europe-and-central-asia/partners/portuguese-society-study-birds-spea

http://www.spea.pt/

http://www.birdlife.org/europe-and-central-asia/partners/romanian-ornithological-society-sor-birdlife-romania

http://www.birdlife.org/europe-and-central-asia/partners/romanian-ornithological-society-sor-birdlife-romania

http://www.sor.ro/

http://www.birdlife.org/europe-and-central-asia/partners/serbia-bird-protection-and-study-society-serbia

http://www.birdlife.org/europe-and-central-asia/partners/serbia-bird-protection-and-study-society-serbia

http://www.pticesrbije.rs/

http://www.birdlife.org/europe-and-central-asia/partners/slovakia-sosbirdlife

http://www.birdlife.sk/

http://www.birdlife.org/europe-and-central-asia/partners/slovenia-birdlife-slovenia-dopps

http://www.ptice.si/

http://www.birdlife.org/europe-and-central-asia/partners/spain-seobirdlife

http://www.seo.org/

http://www.birdlife.org/europe-and-central-asia/partners/swedish-ornithological-society-sof

http://www.sofnet.org/

http://www.birdlife.org/europe-and-central-asia/partners/switzerland-svsbirdlife-switzerland

http://www.birdlife.ch/

http://www.birdlife.org/europe-and-central-asia/partners/turkey-do%C4%9F-derne%C4%9Fi-dd

http://www.dogadernegi.org/

http://www.birdlife.org/europe-and-central-asia/partners/ukrainian-society-protection-birds-uspb

http://www.birdlife.org/europe-and-central-asia/partners/ukrainian-society-protection-birds-uspb

http://www.birdlife.org.ua/

http://www.birdlife.org/europe-and-central-asia/partners/uk-royal-society-protection-birds-rspb

http://www.birdlife.org/europe-and-central-asia/partners/uk-royal-society-protection-birds-rspb

http://www.rspb.org.uk/

http://www.birdlife.org/europe-and-central-asia/partners/uzbekistan-society-protection-birds-uzspb

http://www.birdlife.org/europe-and-central-asia/partners/uzbekistan-society-protection-birds-uzspb

http://www.uzspb.uz/

http://www.wcseurope.org/



120

SPELEOLOGICAL ORGANISATIONS

European Speleological Federation www.eurospeleo.eu

Austrian Speleological Association www.hoehle.org

Belgian national federation of speleology http://www.speleo.be/

Bulgarian federation of speleology http://www.speleo-bg.org/

Croatian speleological federation http://www.speleo.hr/

Danish speleological society www.speleo.dk

Verbandderdeutschenhoehlen-undkarstforscher, Germany

http://www.vdhk.de/

Federacionespanola de espeleologia, Spain http://www.fedespeleo.com/

French federation of speleology http://www.ffspeleo.fr/

Finnish caving society http://caving.fi/

British caving association http://british-caving.org.uk

Hellenic federation of speleology, Greece http://www.fhs.gr/

Hellenic speleological society, Greece /www.ese.edu.gr/

Hungarian speleological society http://www.barlang.hu/

Speleological union of Ireland http://www.caving.ie/

Italian speleological society http://www.ssi.speleo.it/

Speleoklubasaenigma, Lithuania http://www.speleo.lt/

Groupespeleologiqueluxermbourgeois, Luxembourg

http://www.speleo.lu/

Speleoclubabis, Moldova http://www.speleo.md/

Speleo Nederland http://www.speleo.nl/

Norwegian speleological society, Norway http://www.speleo.no/

Caving commitee of polish alpinism association http://www.pza.org.pl/

Federação portuguesa de espeleologia, Portugal http://www.fpe-espeleo.org/

Federatia romana de speleogie, romania http://frspeo.ro/

Slovenskáspeleologickáspoločnosť, Slovakia http://www.sss.sk/

Speleological association of Slovenia http://www.jamarska-zveza.si/

Swedish speleological society http://www.speleo.se/

Schweizerische Gesellschaft für Höhlenforschung, Switzerland

http://www.speleo.ch/

Speleological Federation of Turkey

Ukrainian speleological association http://speleoukraine.org/

http://www.speleo.be/

http://www.speleo.hr/

http://www.speleo.dk/

http://www.vdhk.de/

http://www.vdhk.de/

http://www.fedespeleo.com/

http://www.ffspeleo.fr/

http://www.caving.fi/

http://british-caving.org.uk/

http://www.fhs.gr/

http://www.ese.edu.gr/default.asp?V_LANG_ID=5

http://www.barlang.hu/

http://www.caving.ie/

http://www.speleologiaitaliana.it/

http://www.speleo.lt/

http://www.speleo.lu/

http://www.speleo.md/

http://www.speleo.nl/

http://www.pza.org.pl/

http://www.fpe-espeleo.org/

http://www.frspeo.ro/

http://www.sss.sk/

http://www.jamarska-zveza.si/

http://www.speleo.se/

http://www.speleo.ch/

http://speleoukraine.org/



121

D) SELECTION OF SOME MEDIA FOCUSED ON NATURE AND ADVENTURES

MEDIA WEBSITE

Active & Eco http://www.activeandeco.com/

National Geographic - Germany http://www.nationalgeographic.de/

Alpin – die Berg Magazine http://www.alpin.de/

Hike & Trekking Magazine http://www.hikeandtrekking.nl/

NORR - Das skandinavien Magazin http://www.norrmagazin.de/

Outdoor Markt - Germany's first trade magazine

which solely focusses on the outdoor industry

http://www.jahr-tsv.de/

Outdoor Review http://www.outdoor-review.co.uk/

OUTDOORSmagic http://www.outdoorsmagic.com/

The Great Outdoors (TGO)- UK’s leading monthly

hillwalking magazine

http://www.tgomagazine.co.uk/

walkingontheweb http://www.walkingontheweb.co.uk/

Lonely Planet http://www.lonelyplanet.com

Bird Watching Magazine www.birdwatching.co.uk/; www.birdwatch.co.uk

BirdWatching - birdwatchinghotspots www.birdwatchingdaily.com

Birdingmagazine www.aba.org/birding

WildLife Extra www.wildlifeextra.com

Wild Travel Magazine http://www.wildlifeextra.com/go/world/wild-

travel/

World Birdwatch www.birdlife.org

Discover Wild Life Magazine www.discoverwildlife.com/

Birds & Blooms www.birdsandblooms.com/

British Wildlife www.britishwildlife.com/

National Wildlife Magazine www.nwf.org

E) SELECTION OF SOME TRADE PARTNERS WITH EQUIPMENT FOR NATURE AND

ADVENTURE ACTIVITIES

PARTNER ORGANISATIONS WEBSITE

BSI - Bundesverband der Deutschen Sportartikel-

Industrie e.V.

http://www.bsi-sport.de/

IOG - Italian Outdoor Group: promotes growth of mountain sports

http://www.italianoutdoorgroup.it/en/home.htm

The Outdoor Industries Association http://www.outdoorindustriesassociation.co.uk/

Scandinavianoutdoorgroup http://www.scandinavianoutdoorgroup.com

Russian Outdoor Group http://www.r-o-g.ru/ru/

http://www.birdwatching.co.uk/

http://www.birdwatching.co.uk/

http://www.birdwatch.co.uk/

http://www.birdwatchingdaily.com/

http://en.wikipedia.org/wiki/Birds_%26_Blooms

http://en.wikipedia.org/wiki/British_Wildlife

http://en.wikipedia.org/wiki/National_Wildlife_Magazine



122

Annex 6 SOME EXAMPLES OF QUALITY STANDARDS, CERTIFICATION AND ORGANIZATION OF FRIENDS OF PAS

BAVARIAN FOREST NATIONAL PARK PARTNERS (http://www.nationalpark-partner.com/en/packages-offers/holiday-accommodation.html) National Park Partners support the National Park concept in daily work as hosts in the region. They love to communicate our enthusiasm and knowledge of the National Park to our guests. In order to be

up to date with opportunities and offers in the National Park, partners attend regular lectures and seminars by the National Park. National Park Partners:

> Hotels > Inns and B&Bs > Self-catering > Farms > Youth hostels

> Food, drink and mountain huts

> Service companies Identification of partners of PA:

> have nailed their colours to the mast of the National Park > have been certified by the National Park and have the right to display the National Park logo > have been classified as high quality tourist establishments > work with regional products > support environmentally friendly travel by bus and train

> make nature holiday a real experience. >

LAKE DISTRICT NATIONAL PARK(http://www.lakedistrict.gov.uk/caringfor/partnership)

Key stakeholders in the Lake District National Park captured their enthusiasm to work together and make things happen. The Partnership is made up of representatives from the public, private, community and voluntary sectors.

http://www.nationalpark-partner.com/en/hosts/national-park-partners-hosts.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-hotels.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-inns.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-b-bs.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-self-catering.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-farms.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-youth-hostels.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-food-drink-mountain-huts.html

http://www.nationalpark-partner.com/en/hosts/national-park-partners-companies.html?layout=blog&id=54

http://www.lakedistrict.gov.uk/caringfor/partnership

http://www.google.ge/imgres?imgurl=http://www.nationalpark-bayerischer-wald.de/english/visiting_us/holidays/pic/logo_np_partner.jpg&imgrefurl=http://www.nationalpark-bayerischer-wald.de/english/visiting_us/holidays/np_partner.htm&h=205&w=552&tbnid=YM40O5tk6BcmhM:&zoom=1&docid=K3bgiIfdLsFj4M&ei=AilBVPDyKoqpOsKHgfAM&tbm=isch&ved=0CCIQMygHMAc&iact=rc&uact=3&dur=326&page=1&start=0&ndsp=12



123

THE GLACIER NATIONAL PARK (http://glacierconservancy.org/support-us/ways-to-give/friends-of-glacier/)

As a Friend of Glacier, visitors are joining a family of supporters that shares your passion for Glacier and your commitment to honor its legacy and inspire generations as stewards of the Park.

VIRGIN ISLANDS NATIONAL PARK(http://www.seaglassproperties.com/blog/2014/09/sea-glass-friends-of-virgin-islands-national-park/)

Friends of Virgin Islands National Park is dedicated to the protection and preservation of the natural and cultural resources of Virgin Islands National Park and promotes the responsible enjoyment of this unique national treasure. The organizations main goals are to Preserve, Protect and Educate.

BANFF NATIONAL PARK (http://www.friendsofbanff.com/) The Friends of Banff National Park is a non-profit charitable organization, committed to increasing

awareness and appreciation of the natural and cultural heritage of Banff National Park.

http://www.friendsvinp.org/

http://www.friendsofbanff.com/

http://www.google.ge/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://glacierconservancy.org/support-us/ways-to-give/friends-of-glacier/&ei=YyBBVO-ZLsT1ONLdgegC&bvm=bv.77648437,d.ZWU&psig=AFQjCNGtutDRnw-zPGMVVOKdHL5xJT2qLg&ust=1413640645830487

http://www.seaglassproperties.com/blog/wp-content/uploads/2014/09/Logo-black-green-horiz1.jpg

http://www.friendsofbanff.com/



124

JASPER NATIONAL PARK (http://www.friendsofjasper.com/)

Visitors fulfill vital role of independent stewards and advocates by providing opportunities for people to interact with and connect to National Park.

YORKSHIRE DALES NATIONAL PARK (http://www.yorkshiredales.org.uk/threepeaks/friendsofthethreepeaks)

The Friends of the Three Peaks are a group of individuals and organisations who want to protect and enhance the special qualities of the distinctive and inspirational landscapes of the Three Peaks area in the Yorkshire Dales National Park.

PEMBROKESHIRE NATIONAL PARK (http://www.fpnp.org.uk/home.html)

The Friends of Pembrokeshire National Park

support, encourage & co-operate with the National Park Authority in its statutory role

seek to influence decision-makers on matters affecting the Park

lobby, challenge & campaign for policies and decisions that would enhance the Park

http://www.friendsofjasper.com/store-2/products/#category=membership

http://www.google.ge/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.ingletonwaterfallstrail.co.uk/yorkshire-dales-national-park-the-three-peaks-project.php&ei=MiVBVO-HBMTJPbzkgIAC&bvm=bv.77648437,d.ZWU&psig=AFQjCNGtutDRnw-zPGMVVOKdHL5xJT2qLg&ust=1413640645830487

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