Travel And Tourism in Georgia
Euromonitor International's Travel And Tourism in Georgia report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 50 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Tourism sector depends on national economic growth in Georgia
The political and liberal economic reforms of 2004 in Georgia resulted in the establishment of a free business environment, replacing the former bureaucratic system. In 2007, tourism was acknowledged as Georgia’s number one economic priority. This recognition, as well as the recent growth in international awareness, a strong foreign policy and a renewed commitment to personal security gave tourism in the country a push towards further development. On the other hand, political conflicts between Russia and Georgia have a negative impact on the country’s economic stability. Russia has largely limited exports from Georgia and has substantially increased the price of gas.
Undeveloped tourism potential
Georgia has great potential in all areas of tourism, including eco-tourism, leisure and recreation, agro and wine tourism. However, the country lacks developed infrastructure and is in need of investments to bring the tourism sector to the international standards. Georgia boasts beautiful natural landscapes, high mountains, grape varieties, diverse flora and fauna, exceptional art, culture and folklore. The country offers over 12,000 historical and cultural monuments. It has 103 resorts and more than 2,000 mineral springs. These attractions are situated in a variety of climatic zones.
The government of Georgia makes efforts to develop the country’s image as a tourist destination. This is achieved through participation in international conferences, the organisation of tourism events and the promotion of Georgia for foreign direct investments. One of the reasons for the growth of incoming tourism is the visa-free regime for all EU countries, as well as the US, Japan, Israel, Korea. Political events in Georgia made the country better known in the Western world, which also is an important factor for the growth of tourism.
Competitive advantage development
Georgia has a particular competitive advantage in winter tourism, with high mountains for skiing. Its climate is comparable to Western Europe. However, competitive pricing and easy travel links to the country are needed to develop a competitive advantage in tourism generally. Europe has a number of excellent winter and summer resorts, the Mediterranean and the ocean beaches, which are very popular as tourism destinations. Georgia will need to focus on price-to-value competitiveness, efficiency of services and the development of an easily navigable entertainment and outdoor activities industry to increase the attractiveness of the country for tourism.
International hotel chains enter Georgian market
New hotels have been opened in Tbilisi as brands such as Marriott and Sheraton have entered the hotels industry. In the near future Radisson, Kempinsky and Hyatt will open in Georgia. Batumi Hotel Intourist has been fully reconstructed and renovated. More developments in the hotels industry are expected, which will be followed by the development of spa and wellness services. Adjara (seaside), Gudauri and Bakuriani (mountain resorts and skiing) and Kaheti (viniculture tourism) have already made attempts to attract investment in hotels and resort construction through branding.
Wine tours
Georgia has ancient traditions of wine culture. The Georgian government is making efforts to improve essential infrastructure related to wine tourism and other potential tourism markets. The wine tourism promotion activities include facilitating viniculture tours and reconstruction works in Signagi, where a wine festival is planned in October 2008. Wine development is taking place in Kaheti, where wine tours include visits to wineries.
Conflict in August 2008 severely damages Georgia’s international image
Fighting broke out in Georgia’s breakaway region of South Ossetia in August 2008 and caused widespread damage. There were also clashes in Abkhazia and Russian attacks in other parts of Georgia. This was a devastating blow to the fragile tourism industry in Georgia as graphic pictures and stories of the conflict were broadcast worldwide. Despite the conflict being largely restricted to the South Ossetia and Abkhazia regions and the major hostilities lasting only a week, the tourism authorities in Georgia will have to work very hard to change the international perspective of Georgia as an unsafe destination for tourists.
Table of contents
TRAVEL AND TOURISM IN GEORGIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Tourism sector depends on national economic growth in Georgia
Undeveloped tourism potential
Competitive advantage development
International hotel chains enter Georgian market
Wine tours
Conflict in August 2008 severely damages Georgia’s international image
KEY TRENDS AND DEVELOPMENTS
Outgoing and Incoming Tourism
Georgia is an Expensive Tourism Destination
Domestic Tourism Development
Investments in Tourism Sector are Needed
MARKET INDICATORS
Table 1 Length of Domestic Trip: 2002-2007
Table 2 Length of Outbound Departure: 2002-2007
MARKET DATA
Table 3 Arrivals by Country of Origin: 2002-2007
Table 4 Arrivals by Method of Transport: 2002-2007
Table 5 Arrivals by Purpose of Visit: 2002-2007
Table 6 Incoming Tourist Receipts: Value 2002-2007
Table 7 Forecast Arrivals by Country of Origin: 2007-2012
Table 8 Forecast Arrivals by Method of Transport: 2007-2012
Table 9 Forecast Arrivals by Purpose of Visit: 2007-2012
Table 10 Forecast Incoming Tourist Receipts: Value 2007-2012
Table 11 Departures by Destination: 2002-2007
Table 12 Departures by Method of Transport: 2002-2007
Table 13 Departures by Purpose of Visit: 2002-2007
Table 14 Outgoing Tourist Expenditure: Value 2002-2007
Table 15 Forecast Departures by Destination: 2007-2012
Table 16 Forecast Departures by Method of Transport: 2007-2012
Table 17 Forecast Departures by Purpose of Visit: 2007-2012
Table 18 Forecast Outgoing Tourist Expenditure: Value 2007-2012
Table 19 Domestic Trips by Purpose of Visit and by Method of Transport: 2002-2007
Table 20 Domestic Tourist Expenditure: Value: 2002-2007
Table 21 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2007-2012
Table 22 Forecast Domestic Tourist Expenditure: Value: 2007-2012
Table 23 Tourist Attractions: Value 2002-2007
Table 24 Forecast Tourist Attractions: Value 2007-2012
Table 25 Health and Wellness Tourism Sales: Value 2002-2007
Table 26 Forecast Health and Wellness Sales: Value 2007-2012
Table 27 Balance of Tourism Payments: Value 2002-2007
DEFINITIONS
Tourism Parameters
Travel accommodation
Transportation
Car rental
Travel retail
Internet sales
Source
Summary 1 Research Sources
TRAVEL ACCOMMODATION
Trends
Prospects
Sector Data
Table 28 Travel Accommodation Sales by Sector: Value 2002-2007
Table 29 Travel Accommodation Outlets by Sector: Units 2002-2007
Table 30 Regional Hotel Parameters 2007
Table 31 Travel Accommodation by Sector: Number of Rooms 2005-2007
Table 32 Travel Accommodation by Sector: Number of Beds 2005-2007
Table 33 Travel Accommodation Internet Sales: Internet Transaction Value 2002-2007
Table 34 Hotel Company Rankings 2005-2007
Table 35 Forecast Travel Accommodation Sales by Sector: Value 2007-2012
Table 36 Forecast Travel Accommodation Outlets by Sector: Units 2007-2012
Table 37 Forecast Travel Accommodation Internet Sales: Internet Transaction Value 2007-2012
TRANSPORTATION
Trends
Prospects
Sector Data
Table 38 Transportation Sales by Sector: Value 2002-2007
Table 39 Airline Company Rankings 2005-2007
Table 40 Forecast Transportation Sales by Sector: Value 2007-2012
CAR RENTAL
Trends
Prospects
Sector Data
Table 41 Car Rental Sales: Value 2002-2007
Table 42 Car Rental Company Rankings 2005-2007
Table 43 Forecast Car Rental Sales: Value 2007-2012
Table 44 Forecast Car Rental Internet Sales: Internet Transaction Value 2007-2012
TRAVEL RETAIL
Trends
Prospects
Sector Data
Table 45 Travel Retail Outlets: Units 2002-2007
Table 46 Travel Retail Products Sales: Value 2002-2007
Table 47 Travel Retail Products Company Rankings 2005-2007
Table 48 Forecast Travel Retail Outlets: Units 2007-2012
Table 49 Forecast Travel Retail Products Sales: Value 2007-2012