ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA

Transcription

1 TOURISM DEVELOPMENT AND MANAGEMENT PLAN FOR IMERETI CAVES PROTECTED AREA Final Transboundary Joint Secretariat for the Southern Caucasus ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA Contract number: / Version: Final

2 Issue/Version No.: Final Contract No.: / Date: Contact Information: Authors: Financed by: Paula Ruiz Rodrigo Österreichische Bundesforste AG Consulting Pummergasse Purkersdorf Austria T: F: paula.ruiz@bundesforste.at Janez Sirse / Lela Khartishvili Transboundary Joint Secretariat

3 CONTENT CONTENT... I ANNEXES... III LIST OF FIGURES... IV LIST OF TABLES...V ACRONYMS AND ABBREVIATIONS... VII 1 INTRODUCTION METHODOLOGY PROFILE OF IMERETI CAVES PROTECTED AREA BASIC CHARACTERISTICS OF TOURISM IN IMERETI CAVES TOURISM VISITS TO IMERETI CAVES MAIN MARKETS AND PROFILE OF VISITORS TO IMERETI CAVES SWOT AND VALUE CHAIN ANALYSIS OF IMERETI CAVES PROTECTED AREA SWOT STRENGTH, WEAKNESSES, OPPORTUNITIES AND THREATS EVALUATION VALUE CHAIN ANALYSIS OF TOURISM IN IMERETI CAVES TOURISM STAKEHOLDERS IN IMERETI CAVES PROTECTED AREA TOURISM PRODUCTS AND POTENTIALS IN PAS TOURISM TRENDS AND GUIDING PRINCIPLES IN PROTECTED AREAS KEY TOURISM TRENDS TOURISM TRENDS IN PROTECTED AREAS TOURISM GUIDING PRINCIPLES IN PAS AND KARST CAVES MARKET POTENTIAL FOR IMERETI CAVES PROTECTED AREA MARKET SEGMENTATION MARKET POTENTIAL FOR IMERETI CAVES VISION AND OBJECTIVES OF TOURISM DEVELOPMENT IN IMERETI CAVES PA STRATEGIC PRODUCT DEVELOPMENT IN IMERETI CAVES PROTECTED AREA SBU STRATEGIC BUSINESS UNIT PRINCIPLE AND TOURISM PRODUCT DEVELOPMENT IN IMERETI CAVES STRATEGIC TOURISM PRODUCT STRUCTURE IN IMERETI CAVES PA IN 2013 AND DEVELOPMENT AND INVESTMENT PROJECTS HR HUMAN RESOURCE, EDUCATION AND TRAININGS IMERETI CAVES PA BUDGET AND REVENES PROMOTION AND MARKETING INFORMATION AND PROMOTION MATERIALS PROMOTION, MARKETING AND SALES ORGANIZATION OF PA S MANAGEMENT AND STAKEHOLDERS COOPERATION QUALITY STANDARDS AND BRAND DEVELOPMENT REVENUE POLICY SUSTAINABLE TOURISM POLICY SAFETY AND SECURITY ACTION PLAN EFFECTS OF TOURISM DEVELOPMENT IN IMERETI CAVES ECONOMIC AND SOCIAL EFFECTS CHALLENGES AND RESTRICTIONS MONITORING OF REALIZATIO OF DEVELOPMENT PLAN CONCLUSIONS AND RECOMMENDATIONS BASIC LITERATURE AND SOURCES ANNEXES ÖSTERREICHISCHE BUNDESFORSTE AG i

4 ANNEX 1 WORKING MATERIA ABOUT IMERETI CAVES PROTECTED AREA COLLECTED DURING ASSESSMENT PHASE IMERETI CAVES PROTECTED AREA BASIC PROFILE OF PROTECTED AREA ANALYSIS OF IDOLS, COMPETITIORS AND STAKEHOLDERS SWOT ANALYSIS FOR PROTECTED AREA ANALYSIS OF EXISTING AND POTENTIAL TOURIST PRODUCTS ANNEX 2 ILLUSTRATION OF TOURISM EXISTING AND POTENTIAL PRODUCTS FOR IMERETI CAVES AND OKATSE CANYON ANNEX 3 EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES ANNEX 4 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE TOURISM ÖSTERREICHISCHE BUNDESFORSTE AG ii

5 ANNEXES ANNEX 1 WORKING MATERIA ABOUT IMERETI CAVES PROTECTED AREA COLLECTED DURING ASSESSMENT PHASE ANNEX 2 ILLUSTRATION OF TOURISM EXISTING AND POTENTIAL PRODUCTS FOR IMERETI CAVES AND OKATSE CANYON ANNEX 3 EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES ANNEX 4 PROPOSAL OF SELECTED INTERNATIONAL MARKETING PARTNERS AND CHANNELS FOCUSED ON NATURE AND ADVENTURE TOURISM ÖSTERREICHISCHE BUNDESFORSTE AG iii

6 LIST OF FIGURES FIGURE 1: LOCATION OF IMERETI CAVES PROTECTED AREA AND SATAPLIA NATURE RESERVE12 FIGURE 2: PLAN OF PROMETHEUS CAVE FIGURE 3: TOURISM TRENDS IN PROTECTED AREAS FIGURE 4: LEVEL OF ATTRACTIVENESS AND COMPETITIVENESS OF 11 NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES FIGURE 5: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN IMERETI CAVES PROTECTED AREA IN 2013 AND IN 2020TOURISM STRATEGY IMPLEMENTATION MODEL RESOURCES AND POLICY ÖSTERREICHISCHE BUNDESFORSTE AG iv

7 LIST OF TABLES TABLE 1: BASIC INFORMATION OF IMERETI CAVES PROTECTED AREA (STATUS END OF 2013)14 TABLE 2: NUMBER AND STRUCTURE OF EMPLOYEES IN IMERETI CAVES (STATUS MID OF 2014)14 TABLE 3: NUMBER OF VISITORS TO IMERETI CAVES FROM 2009 TILL TABLE 4: THE PROPORTION OF DOMESTIC VISITORS TO IMERETI CAVES FROM 2009 TO TABLE 5: DISTRIBUTION OF VISITORS TO IMERETI CAVES BY MONTHS IN TABLE 6: SEASONALITY OF VISITATION TO IMERETI CAVES AND TO PAS IN GEORGIA IN TABLE 7: INTENSITY OF VISITATION TO IMERETI CAVES AND PAS IN GEORGIA BY MONTHS IN TABLE 8: MAIN COUNTRIES OF ORIGIN OF FOREIGN VISITORS TO IMERETI CAVES PROTECTED AREA IN TABLE 9: MAIN MOTIVES FOR VISITING IMERETI CAVES IN 2013 (IN %) TABLE 10: DISTRIBUTION OF VISITORS TO GROUPS AND INDIVIDUALS WHEN VISITING IMERETI CAVES FOR TABLE 11: DISTRIBUTION OF VISITORS DEMOGRAPHIC CHARACTERISTICS WHEN VISITING IMERETI CAVES FOR TABLE 12: MAIN OBSERVATIONS OF VISITORS ABOUT POSITIVE EXPERIENCES WHILE VISITING IMERETI CAVES TABLE 13: MAIN OBSERVATIONS OF VISITORS ABOUT NEGATIVE EXPERIENCES WHILE VISITING IMERETI CAVES TABLE 14: PRICE LIST FOR SATAPLIA NATURE RESERVE AND PROMETHEUS CAVE (IN GEL) TABLE 15: SWOT ANALYSIS FOR IMERETI CAVES TABLE 16: VALUE CHAIN ANALYSIS OF TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES25 TABLE 17: IDENTIFICATION OF MAIN TOURISM RELATED STAKEHOLDERS IN IMERETI CAVES PROTECTED AREA TABLE 18: IDENTIFICATION OF EXISTING TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES (STATUS MID YEAR 2014) TABLE 19: MATRIX OF TOURISM COMPATIBILITY AND PROFILES OF ECO-TOURISTS ACCORDING TO CATEGORY AND MANAGEMENT PURPOSE OF PAS TABLE 20: IMERETI CAVES SBU NATURE TABLE 21: IMERETI CAVES SBU CULTURE & EDUCATION TABLE 22: IMERETI CAVES SBU SPORTS & ADVENTURES TABLE 23: IMERETI CAVES SBU HEALTH TABLE 24: IMERETI CAVES SBU PLEASURE TABLE 25: IMERETI CAVES SBU BUSINESS MICE TABLE 26: IMERETI CAVES SBU FUN & ENTERTAINMENT TABLE 27: EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF 11 NEW TOURISM PRODUCTS AND SEVRICES IN IMERETI CAVES PA (TOTAL SCORES RANGE FROM 1 TO 100) TABLE 28: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN IMERETI CAVES PROTECTED AREA IN 2013 AND IN TABLE 29: OVERVIEW OF INVESTMENT PROJECTS, TOURISM PRODUCTS AND RESEARCH AND DEVELOPMENT PROJECTS IN IMERETI CAVES IN THE PERIOD ÖSTERREICHISCHE BUNDESFORSTE AG v

8 TABLE 30: OPERATIONAL BUDGET AND COMMERCIAL REVENUES OF IMERETI CAVES FOR 2013/2014 AND ESTIMATION OF BUDGET AND COMMERCIAL REVENUES AFTER INVESTMENT PROJECTS, NEW PRODUCTS DEVELOPMENT AND PERFORMING FULL TOURISM FUNCTIONS TABLE 31: BASIC PHASES IN BRAND DEVELOPMENT TABLE 32: IMERETI CAVES ENTRANCE FEE TABLE 33: IMERETI CAVES ADDITIONAL OFFER TABLE 34: IMERETI CAVES ADDITIONAL OFFER FOR HOTEL TABLE 35: COMPARATIVE REVIEW OF INTENSITY OF VISITATION IN IMERETI CAVES WITH POSTOJNA CAVE FOR TABLE 36: ACTION PLAN FOR IMERETI CAVES PROTECTED AREA FOR THE PERIOD ÖSTERREICHISCHE BUNDESFORSTE AG vi

9 ACRONYMS AND ABBREVIATIONS ABTA APA ATOL BKNP CBD CNF DMO ETDC ETIS FAM GCAA GITOA GNTA GTA HR IUCN MICE MoE NACRES NACHPG NGO NP ONS PA SBU TA TIC TJS TO UNDP UNEP USAID UNWTO WB WWF Association of British Travel Agents Agency for Protected Areas Air Travel Organizers Licencing in UK Borjomi Kharagauli National Park Convention on Biodiversity Caucasus Nature Fund Destination Management Organization Ecological Tourism Development Centre European Tourism Indicators System for sustainable destinations Familiariazation trips (for TO/TA and/or journalists) Georgia Civil Aviation Agency Georgia Incomming Tour Operators Association Georgia National Tourism Administration Georgia Tourism Association Human resource International Union for Conservation of Nature Meetings, Incentives, Congresses, Events Ministry of Environment Protection and Natural Resources Centre for Biodiversity Conservation and Research National Agency for Cultural Heritage Preservation of Georgia Non - Governmental Organization National Park Office for National Statistics of UK Protected Area Strategic Business Unit Tourist/Travel agency Tourist Information Center Transboundary Joint Secretariat for the Southern Caucasus Tour operator United nations Development Programme United Nations Environment Programme United States Agency for International Development United Nations World Tourism Organization World Bank World Wildlife Fund ÖSTERREICHISCHE BUNDESFORSTE AG vii

10 1 INTRODUCTION The project Assessing and development the eco-tourism potential of the protected areas in Georgia has a task to prepare Tourism development and management plan for Imereti caves protected area as a sample for market oriented tourism development strategy for protected area in Georgia.Imereti caves were selected by APA as one of seven PAs that were assessed by the project. The "Tourism development and management plan for Imereti Caves"is a strategic guiding document for protected areas administration in the field of tourism contributing to objectives of PA management.it includes proposals of tourism products and services, required facilities, staff capacities and cooperation with stakeholders, required investments for infrastructure and tourism products and services, expected revenues and required operational costs. This document is prepared on the basis of Strategy of tourism development in protected areas in Georgia as the main deliverable of the project. Imereti tourism development and management plan is thus on one side application of national tourism strategy of protected areas to one selected protected area and on the other side a model for preparation of such tourism development and management plans for other protected areas in Georgia. Imereti caves Protected Areas includes Prometheus cave natural monument, Sataplia Managed Reserve and Nature Reserve, Okatse Canyon Natural Monument. Sataplia Nature Reserve was established already in 1935 to protect the geological, speleological and botanical monuments. There are 5 caves in the reserve. Sataplia is touristically very well organized offering visit to the cave, Jurassic park, educational, rock and Kolchic forest trailsand scenic glass viewpoint all together m long. Prometheus Cave was discovered in June It is estimated that the whole length of the cave is about meters but research was done only in m while tourists have a cave trail of m long. The cave is very attractive for domestic and international visitors and offers after m of walking also a 380 m long boat trip to the exit of the cave. In the area there are also several smaller caves that can be organized for tourist visitation.okatse Canyon is newly developed tourism natural monument with visitor center and walking and viewing platform over the gorge that was officially open in September Prometheus Cave and Sataplia are the most tourism oriented natural protected monuments in Georgia. There were domestic and international visitors to both monuments in 2013, with nearly equal visitation visitors in Prometheurs cave and in Sataplia. The share of international visitors is constantly increasing and reached 23% of all visitors in When preparing this document for Imereti Caves authors considered also Tourism development marketing plan for Imereti, prepared by GNTA in Tourism development and management plan focuses on the period to the year It is structured in chapters analyzing present situation of protected area, with tourism products and services, organization and employment situation, relations with main tourism stakeholders and assessment of development potentials. There is detailed presentation of present tourism visitation, market situation and potential demand. Document brings vision, mission and main objectives and elaboration of strategic tourism product development based on marketing concept. Next chapters describe strategy implementation model with main projects, HR needs, marketing, policy measures and sustainability implementation policy. The document ends with estimation of basic economic and other information of investment projects till 2020 and with action plan. The document has several annexes that bring additional information and explanations to findings and proposals of good practices from various fields of tourism development in PAs from developed countries. The Strategy of tourism development in protected areas in Georgia is as any other document based on some conditions and estimations as well as internal and external factors with different possible effects in implementation time. Therefore, monitoring of implementation of the strategy gives also the signals when and where to adopt strategy or implementation policy to keep the direction that leads to the long term vision. ÖSTERREICHISCHE BUNDESFORSTE AG 8

11 2 METHODOLOGY Tourism development and management plan for Imereti Caves protected area is a sample case of national tourism development strategy for protected areas in Georgia applied to one selected protected area. APA selected for this sample case Imereti Caves PA. With this document and additional guidelines for tourism development and management planning in PAs in Georgia APA would like to introduce more organized and result oriented development of tourism in PAs due to the need to manage more efficiently tourism flows and to benefit from tourist visitation of PAs. Imereti caves document was done in 3phases: inception, 1 st assessment phase and final-strategy development and management setting phase. Each phase results were discussed and evaluated at workshops and meetings with beneficiary and other stakeholders. In short inception phase project team was informed about basic challenges and problems of tourism development in protected areas in Georgia bythe client and beneficiary and important institutions. Experts also collected basic documents, materials and data. The 1 st phase was focused on assessment and evaluation of eco-tourism potentials in PAs in Georgia where natural and other potentials and existing tourism products have been analysed, SWOT analysis have been performed and stakeholder cooperation model discussed in order to establish partnership of PAs, tourism suppliers and local population. Special emphasize has been given also to demand and market situation. This assessment was done for 7 selected PAs during the field trip of expert team and among these 7 PAs was also Imereti Caves Protect Area - Prometeus Cave natural monument, Sataplia Managed Reserve and Nature Reserve, Okatse Canyon Natural Monument. Field visits took place from 5 th to 27 th August. Project team met PAs administration, 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. The experts observations and findings from 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. These working materials of assessment of 7 PAs are attached as an annex to 1 st phase project report. Working documents of assessment of Imereti caves protected area are attached to this document in Annex 1. Assessment analysis of 7 PAs and findings with some preliminary conclusions were presented and discussed on workshop on 18. September The participants discussed and added their views and proposals for improvement and next steps. The 2 nd phase of preparation of Tourism development and management plan for Imereti Caves Protected area started with refinement of assessment findings that resulted from preparing the proposal of "The strategy of tourism development of protected areas in Georgia". During the 2 nd field visit to Imereti caves PA from October 2014 these refined findings were discussed and finalized, strategy objectives defined, implementation policy discussed and investment projects prepared. Imereti caves protected area has all together 21 natural and managed reserves and monuments: 1. Sataplia strict nature reserve 2. Sataplia Managed reserve 3. Promethe Cave natural monument 4. Tetri Cave natural monument 5. Khomuli Cave natural monument 6. Tsutskhvati Cave natural monument 7. Navenakhevi Cave natural monument 8. Nagarevi Cave natural monument 9. Iazoni Cave natural monument 10. Sakazhe Cave natural monument 11. Tskaltsitela Valley natural monument 12. Okatse Canyon natural monument ÖSTERREICHISCHE BUNDESFORSTE AG 9

12 13. Okatse waterfall natural monument 14. Gabzaruli Lake natural monument 15. Satsurblia Cave natural monument 16. Salkota Cave natural monument 17. Didgele Cave natural monument 18. Melouri Cave natural monument 19. Bgera Cave natural monument 20. Gliana Sakazhe Cave natural monument 21. Mukhura waterfall natural monument During the assessment and further discussions it was concluded that besides already open Sataplia nature and managed reseve, Prometheus caves and recently open Okatse canyon there is speleological research performed in 8 other caves that could be potentially tourist caves. Among them priority is given to Navenakhevi, Satsurblia and Melauri caves which can be developed and open for visitors in the period covered by this tourism development plan. This 2 nd phase was realized in very intensive and interactive cooperation especially with Imereti caves PA administration and with Tskaltubo municipality leaders and Tourism and resort management centre of Tskaltubo. Final phase of the project was elaborated with presentation of draft document Tourism development and management plan for Imereti caves on workshop on 7 th November with APA headquarters and Imereti Caves PA administrations in the conference hall in Prometheus administration building. Project team used several methods in project implementation: desk research, field visits, quantitative and qualitative methods, workshops, focus groups and interviews. Assessment was done by SWOT analysis and supporting templates and questionnaires. Simplified value chain analysis was done for Imereti Caves too. Strategy formulation was based on SBU Strategic Business Units methodology was used for focusing on product development based on expected experiences of visitors and attractiveness-competitiveness portfolio method for prioritizing tourism potential product development was used. Throughout project preparation experts team used standardized forms and templates that enable to follow the process of development of this document and can be used also in other cases. ÖSTERREICHISCHE BUNDESFORSTE AG 10

13 3 PROFILE OF IMERETI CAVES PROTECTED AREA 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 The last one was Pshav-Khevsureti Protected Area ( ha) which was officially constituted as PA in April At the end of 2014, Georgia has 87 protected areas with different categories according to IUCN criteria: 14 strict nature reserves ( hectares), 11 national parks ( ,219 hectares),41 natural monuments (2.257,74 hectares), 19 managed nature reserves (70.392, hectares) and 2 protected landscapes ( hectares). Protected nature represents ,04 hectares 8.62% of whole Georgian territory. Imereti Caves Protected Areas was first established in 2011 based on Sataplia Strict Nature Reserve. It is located in west side of Georgia in Imereti region and includes four municipalities Tskaltubo, Khoni, Terjola and Tkibuli.Imereti Caves Protected Areas can be described as speleological underground mystery. Additional unique attraction is dinosaur s footprints in Sataplia With unique natural attractiveness without competition in an area, Imereti caves are easily accessible from the main transit road connecting West and East Gerogia, from Kutaisi international airport and gives additional tourism product to those tourists in Tskatubo health and spa resort, Black Sea resorts and to visitors of UNESCO cultural heritage in Kutaisi: Bagrati cathedral and Gelati monastery. The total area of Imereti Caves Protected Areas amounts to ha and includes Sataplia Nature Reserve (330 ha), Sataplia Managed Reserve (34 ha), Prometheus Cave Natural Monuments (46.6 ha), Okatse Canyon and Waterfall Natural Monuments and and other 16 Natural Monuments. The administrative building is located in Sataplia Managed Reserve and is administring Imereti Caves Protected Areas. Sataplia Nature Reserve was established in order to protect the geological, speleological and botanical monuments. The Nature Reserve is situated at a height of 500 meters above sea level. The climate is subtropical. Annual amount of precipitation reaches 1900 mm. Five karst caves can be found in the territory of Sataplia Managed Reserve, there is a domed hall 100 meters away from the entrance, in the center of which the sizes and beauty of erected stalagmites and downward from above stalactites can be seen. Sataplia cave is situated at a height of 360 meters above sea level. Sataplia Cave was first discovered in 1925 by Petre Chabukiani, who worked as an environmentalist in Kutaisi. He also found the vestiges of settlement of primitive man and discovered the dinosaur footprints. The cave was named after Mount Sataplia, an extinct volcano 494 meters in height. Since ancient times this mountain has been ideal location for bees and surrounding villages have a long tradition in beekeeping and accumulating honey in the rockcracks. 98% of Sataplia PAs is covered with subtropical young forest of Colchic type. In the forest dominate beech groves with box-tree underbrush and hornbeam groves with Oriental hornbeam underbrush. Among coniferous plants natural yew trees (Taxus baccata) can be found in the PA. 67 species of wood plants are described in the territory of the Nature Reserve, out of which 30 are tree species and 37 bush species; among them 59 species are deciduous and 8 evergreen. Nearly half of wood plants are relict. It is remarkable, that rare and threatened 9 wood plants species of Georgia s Red List are widespread in the Nature Reserve, beside 3 endemic to Caucasus and one to Georgia. Sataplia Nature Reserve is inhabited by 12 species of mammals, 5 species of reptiles, 4 species od amphybians and 30 species of birds. Constant temperature of +14C is maintained into the Sataplia cave during the winter and summer periods. Due to interesting microclimate of the cave the live organisms adapted to the darkness inhabit there (freshwater mollusks, blind crayfishes, spiders, bats, etc.). Total length of the Sataplia cave is 900 meters. Track length is 310 meters. In the cave can be found stalactites, stalagmites, stone curtains, arch ceiling and domed hall. Sataplia Managed Reserve Infrastructure includes visitor center that contains 8 rooms hotel, conference hall and cinema room with 3D screen; conservation building of dinosaur footprint, exhibition hall, glass panoramic view-point, cafes, souvenir shops, well-arranged cave and marked ÖSTERREICHISCHE BUNDESFORSTE AG 11

14 trails. Visitors can observe fossilized dinosaur footprints, karst caves, rock trail, Colchis forest and panoramic viewpoints. Source: APA website and Imereti caves brochures FIGURE 1: LOCATION OF IMERETI CAVES PROTECTED AREA AND SATAPLIA NATURE INFRUSTRUCTURE AND TRAILS Prometheus cave is located 14 km away from Sataplia, in the village of Kumistavi of the Tskaltubo region. The cave was discovered in June It is situated at a height of 147 meters above sea level. There is the Orpiri cave on the opposite side, which is up to 35 meters long and it ends by the same exit. 600 meters away from Orpiri cave the Opicho cave is located. Spring flows out in the cave, which forms a lake nearby after passing 8 meters. There are 17 halls found in the cave, 6 of which are open to visitors. Although meters have been explored, only meters are suitable for visitors, with the tours ending at a 380-meter long river flowing through the cave. ÖSTERREICHISCHE BUNDESFORSTE AG 12

15 Prometheus Cave infrastructure includes visitors center and well-arranged cave. Visitors have an opportunity to observe the cave on foot as well as by boat. Source: APA website and Imereti caves brochures FIGURE 2: PLAN OF PROMETHEUS CAVE Imereti Caves Protected Areas Administration has one of the best-arranged infrastructure in Sataplia Managed Reserve, Prometheus Natural Monument and Okatse Canyon. Imereti caves are open for visitors throughout the year,although the majority 82% of visitors arrive from May till October. Imereti caves protected area is centrally organized as administration unit of APA Agency for Protected Areas in Georgia. Imereti caves PA administration covers 3 sites: Sataplia nature reserve, Prometheus cave and Okatse canyon.. Caves are also the smallest PA in the countrymeasured by the surface. ÖSTERREICHISCHE BUNDESFORSTE AG 13

16 Imereti caves PA administration Employees total Management Office Environment protection Engineer Product dvlp Marketing/ Visitors service Rangers Tour guides Cashier Others A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A TABLE 1: BASIC INFORMATION OF IMERETI CAVES PROTECTED AREA (STATUS END OF 2013) Imereti caves PA Surface (ha) Total length of cave (m) Tourist length of trail (m) Budget (GEL) Employees total Visitors total Open for visits Imereti caves 504 1,460, ,888 Sataplia / I-XII Prometheus cave / I-XII Okatse Georgia PAs total ,215, ,641 Source: APA and information from Pas Note: Data for Imereti caves include Prometheus and Sataplia caves. The total number of employees in Imereti Caves is 41 persons as full time and 28 as Freelance in peak season. Ther are 9 persons employed to serve both natural monuments and 19 for Prometheus Cave and 13 for Sataplia Nature Reserve. TABLE2: NUMBER AND STRUCTURE OF EMPLOYEES IN IMERETI CAVES (STATUS MID OF 2014) Prometheus Sataplia Total Source: Information from APA and Imereti caves PA administration There is a plan to employ first staff for Okatse canyon in Imereti Caves are understaffed but they solve the problem with seasonal worlkers. Problem with staff is especially in tourism/hospitality services. PA+s administration underlines also the need for education and trainings in marketing, sales and branding, tour guiding, foreign languages (English and Russian) and project preparation. ÖSTERREICHISCHE BUNDESFORSTE AG 14

17 4 BASIC CHARACTERISTICS OF TOURISM IN IMERETI CAVES 4.1 Tourism visits to Imereti caves Statistical evidence of visitation to Imereti caves protected areas dates back to This statistics is based on registration of visitors buying entrance tickets and is thus very reliable compared to overall statistics for protected areas in Georgia where there are no entrance fee to form the basis for statistics. Imereti caves became in last years the leading protected area in Georgia regarding tourist visitation. In 4 years from 2009 on the number of all visitors to Sataplia nature reserve and Prometheus cave increased by 3 times. This increase was especially significant when opening Prometheus cave open for visitors with modern and attractive facilities and organization. Today, both nature monuments register nearly the same number of visitors around summing up in total of about domestic and international visitors. The statistical figures corresponding to the number of visitors to Imereti Caves during the first 10 months of 2014 show a significant increase of domestic and international visitors. This number is so far larger than the number of visitors during the whole Among these visitors 66% are domestic and 34% international who registered a high increase of their share compared to the corresponding 29% in Major share of visitors in Imereti Caves are domestic visitors 71% but their share dropped sharply in last 4 years; in 2009, the share of domestic visitor was 97%! Domestic market is very important for development of Imereti caves protected areas. It is more important for Sataplia Nature Reserve mainly because of schools excursions. The share of international visitors in Prometheus cave 34% is much higher than the average of all PAs in Georgia 28%. TABLE3: NUMBER OF VISITORS TO IMERETI CAVES FROM 2009 TILL 2013 Sataplia Prometheus Imereti caves total Georgia PAs total Year Domes Interna Domes Interna Domes Interna Domes Interna Total Total Total Total tic tional tic tional tic tional tic tional Source: APA Agency for protected areas According to APA statistics visits to Sataplia and Prometheus caves represent 41% of all visitors to PAs in Georgia in This share dropped from 2009 when there were 72.1% of all registered visitors in PAs in Georgia in Imereti caves in Sataplia nature reserve. This only shows positive trend of improving attractiveness of Georgian PAs for international and domestic visitors. TABLE4: THE PROPORTION OF DOMESTIC VISITORS TO IMERETI CAVES FROM 2009 TO 2013 Year Staplia - Domestic (5) Prometheus Domestic (%) Imereti Caves - Domestic (%) ,3% 0,0% 97,3% ,3% 0,0% 71,3% ,2% 87,2% 89,4% ,2% 78,8% 82,6% ,1% 65,6% 71,3% Source: APA Agency for protected areas ÖSTERREICHISCHE BUNDESFORSTE AG 15

18 Imereti Caves are open for visitors all the year. Both natural monuments Sataplia and Prometheus are closed for visitors one day a week but not the same day, one each Monday the other each Tuesday. The most frequented month is June when pupils from schools visit Imereti caves as a part of their education and tourism excursion. These visits affect especially Sataplia where 41% of all domestic visitors in 2013 came to Sataplia in June In Imereti caves, 81% of all visitors come from May till end of September in 5 months. This is even higher concentration than for whole PAs in Georgia where share of visitors in these 5 months is 78%. If we eliminate the effect of school visitation to Imereti caves in June, we see that the most frequently visited month in Imereti caves and in all PAs in Georgia is August. On the other hand international visitors come mainly in the months before May, June July and after summer peak season even in October when they are on touring in Georgia and make nearly obligatory stop in Imereti caves. The fact that Imereti caves are open for visitors all year and the share of visits in 7 months reaches only 19% represent important possibility to increase the overall visitation to Imereti caves protected area. TABLE5: DISTRIBUTION OF VISITORS TO IMERETI CAVES BY MONTHS IN 2013 Month 2013 Domes tic Sataplia Internati onal Total Domes tic Prometheus Internati onal Total Imereti caves total Domes Internati Total tic onal Georgia PAs total Domes Internati Total tic onal January February March April May June July August September October November December Year Source: APA Agency for protected areas TABLE6: SEASONALITY OF VISITATION TO IMERETI CAVES AND TO PAS IN GEORGIA IN 2013 Month 2013 Domes tic Sataplia Prometheus Imereti caves total Internati Domes Internati Domes Internati Total Total Total onal tic onal tic onal Georgia PAs total Domes Internati Total tic onal January 0,4% 0,7% 0,4% 0,6% 1,3% 0,8% 0,5% 1,0% 0,6% 0,9% 0,7% 0,9% February 0,8% 1,0% 0,8% 0,5% 1,0% 0,6% 0,7% 1,0% 0,7% 1,3% 0,8% 1,1% March 1,5% 2,6% 1,8% 1,0% 2,2% 1,3% 1,3% 2,4% 1,5% 1,9% 1,7% 1,9% April 2,3% 5,6% 3,1% 1,7% 5,7% 2,6% 2,0% 5,6% 2,8% 3,4% 3,7% 3,5% May 10,4% 13,7% 11,2% 6,3% 19,2% 9,2% 8,3% 16,4% 10,2% 10,1% 12,0% 10,8% June 41,2% 18,0% 35,7% 28,5% 22,5% 27,1% 34,8% 20,2% 31,4% 24,4% 9,4% 20,0% July 11,3% 17,7% 12,8% 13,6% 16,9% 14,3% 12,5% 17,3% 13,6% 15,3% 19,4% 16,7% August 15,0% 13,0% 14,5% 21,0% 7,3% 17,9% 18,0% 10,2% 16,2% 17,0% 22,3% 18,9% September 7,2% 11,7% 8,2% 12,6% 5,8% 11,1% 9,9% 8,8% 9,7% 10,3% 16,4% 12,3% October 5,9% 11,8% 7,3% 7,1% 11,1% 8,0% 6,5% 11,4% 7,6% 8,7% 9,5% 9,0% November 3,6% 3,8% 3,7% 5,3% 6,8% 5,6% 4,5% 5,3% 4,7% 5,2% 3,2% 3,6% December 0,5% 0,4% 0,5% 1,8% 0,3% 1,4% 1,2% 0,3% 1,0% 1,5% 1,0% 1,3% Year ,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% Source: calculated on the basis of data from APA Agency for protected areas ÖSTERREICHISCHE BUNDESFORSTE AG 16

19 Such seasonality has an impact on intensity of visitation in peak months, on satisfaction of visitors and employees and on sustainability of natural and social environment. It is evident that 863 visitors per day in June in Sataplia as well as 659 visitors per day in June in Prometheus cave are very high. If we consider that both monuments are open for visitors 10 hours per day in June it means that in Sataplia each hour there are 86 persons and in Prometheus 66 persons on the trail or in the cave which are too big numbers for groups. These figures require improvement of management of visitors flows at least for June. It is also interesting to observe that Imereti caves with visitors per day contribute 70% of all daily visitor to all PAs in Georgia visitors per day in June. TABLE7: INTENSITY OF VISITATION TO IMERETI CAVES AND PAS IN GEORGIA BY MONTHS IN 2013 Month 2013 Total Sataplia Prometheus Imereti caves total Georgia PAs total Visitors/ day Total Visitors/ day Total Visitors/ day Total Visitors/ day January February March April May June July August September October November December Year Source: calculated on the basis of data from APA Agency for protected areas 4.2 Main markets and profile of visitors to Imereti caves International visitors count 23% of all visitors to Imereti caves and are increasing faster than domestic visitors. Main foreign markets are neighbouring and Russian speaking countries, East European and Baltic countries, Israel and Germany. International visitors came to Imereti Caves in 2013 from 15 countries also from long haul USA and China markets. TABLE8: MAIN COUNTRIES OF ORIGIN OF FOREIGN VISITORS TO IMERETI CAVES PROTECTED AREA IN 2013 Imereti caves PA Visitors total Foreign visitors Country 1 Country 2 Country 3 Country 4 Domestic Visitors Imereti caves 145,888 41,831 Ukraine Israel Poland Russia 104,057 Georgia total 350, , ,000 Source: APA and information from PAs After opening Kutaisi International Airport the number of visitors to Imereti region has significantly increased due to new airlines mainly operated by low cost carriers. GNTA reports that there were arrivals of international visitors to Kutaisi airport in From the airport website we can see that 5 air carriers operate from Kutaisi airport: WizzAir, S7, URAL, Bellavia and Georgia Airways flying to 8 destinations. All these international visitors start their travel in Georgia by visiting Imereti caves. With more low cost air carriers number of international visitors would increase even faster. ÖSTERREICHISCHE BUNDESFORSTE AG 17

20 GNTA estimates that 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. In spite of this fact, estimations for Imereti caves say that 70% of their visitors are group visitors. Besides groups of school children international travellers usually use Georgian TO to organize their touring in Georgia. From Tourism development marketing strategy for Imereti (GNTA, 2012) we learn that TO regularly include in their tours to Imereti cultural monuments and in 60% also Imereti caves. Therefore, we must conclude that group tourism market is very important for Imereti caves, which has also the consequence for promotion and marketing besides marketing oriented towards individual customers B2C marketing oriented towards corporate partners B2B is more important. B2B marketing includes in the case of Imereti caves schools, TOs/TAs, Hotels and accommodation providers in Tskaltubo and Kutaisi and national and international speleological associations. Main motives to visit Sataplia reserve and Prometheurs cave are nature experience and education. TABLE9: MAIN MOTIVES FOR VISITING IMERETI CAVES IN 2013 (IN %) Name Motive 1 Motive 2 Sataplia & Prometheus cave Nature - 67% Education - 37% Source: Calculated on the basis of APA survey for Imereti caves Visitors to Sataplia Reserve and Prometheus Cave come mainly in groups as school children or in organization of Georgian tour operators when touring in Georgia. TABLE10: DISTRIBUTION OF VISITORS TO GROUPS AND INDIVIDUALS WHEN VISITING IMERETI CAVES FOR 2013 Name Individuals Groups (TO/TA) Total Sataplia & Prometheus cave 30% 70% 100% Source: Information from Imereti caves PA administration According to estimations of Imereti Caves administration students and school children are the biggest groups of visitors, then come individuals, families and couples. TABLE11: DISTRIBUTION OF VISITORS DEMOGRAPHIC CHARACTERISTICS WHEN VISITING IMERETI CAVES FOR 2013 Name Families Couples Individual Researchers/ Students Children/ visitors Scientists Schools Total Sataplia & Prometheus cave 16% 7% 20% 1% 28% 28% 100% Source: Information from Imereti caves PA administration Visitors to Imereti caves are rather critical about their experiences. They state several positive characteristics about Sataplia Reserve and Prometheus Cave. Among positive observations are the nature and landscape, very good location close to main transit road West-East Georgia, hospitable staff which goes together with good services and good-attractive trails. Name Prometeus cave Visitors center and services Satisfaction 1 Nature & Landscape Hospitable staff Satisfaction 2 Trail Buildings - facilities Satisfaction 3 Location Satisfaction 4 ÖSTERREICHISCHE BUNDESFORSTE AG 18

21 Additional tourism products and services in PA Sataplia cave Visitors center and services Additional tourism products and services Small train and boat Nature & Landscape Hospitable staff Visitors' services Source: Information from Imereti caves PA administration Audio guides Glass Viewpoint Buildings - facilities Visitors' service Trail Location TABLE12: MAIN OBSERVATIONS OF VISITORS ABOUT POSITIVE EXPERIENCES WHILE VISITING IMERETI CAVES Visitors state many critical observations that PA administration should seriously consider and do all to eliminate them. The first group of critics focuses on organization of infrastructure for tourists: visitors center, catering place, parking place, toilets which are not properly organized and equipped. Then come critics regarding lack of staff, guides and too big groups, another group of critics relates to lack of information, resting places while waiting and services especially for children. Name Dissatisfaction 1 Dissatisfaction 2 Dissatisfaction 3 Dissatisfaction 4 Dissatis faction 5 Prometheus cave Visitors center and services Additional tourism products and services Waiting place is not organized and equipped Not sufficient number of staff Catering place too small Too big groups Lack of qualified staff Not fully utilized visitors center Sataplia reserve Visitors center and services Additional tourism products and services Availability of information & promotion Transport accessibility & Parking Visitors center is far from main entrance Not sufficient information about opening time Tourists not informed in advance about the length of trail No regular public transport Bad, not enough toilets No picnic area Lack of interpretation desks Public transport timetable is not reliable Lack of guides Café does not function Parking not organized No playgrounds for children No shelters for rainy or sunny days Trails need maintenance Sign posting on roads Lack of signs Tourism products and services in community/destination Limitted tourist offer especially for kids Source: Information from Imereti caves PA administration TABLE13: MAIN OBSERVATIONS OF VISITORS ABOUT NEGATIVE EXPERIENCES WHILE VISITING IMERETI CAVES Faster and more efficient tourism development in PAs in Georgia is one of the sources for financial sustainability of APA and PAs in realization of their mission to conserve, protect and manage nature, natural values and natural heritage. Economic effects of tourist activitiesare estimated to 16% of ÖSTERREICHISCHE BUNDESFORSTE AG 19

22 overall budget of APA and PAs in Major revenues are coming from Imereti cave 90% of all tourism revenues in all protected areas in Georgia. Imereti caves collected GEL revenues from tourism activities in 2013 and they will rise toapproximately1,2million GEL in 2014according to provisional statistics and forecast by Imereti caves administration. Nearly all revenues come from entrance fees 89%. Average revenue per visitor in Imereti Caves was 6.3 GEL in 2013 including revenues from all services. This average revenue per visitor is even lower than the price of a ticket for an adult 7 GEL. Imereti caves PA receive other revenues from concession of café and souvenir shop in Sataplia and and souvenir shop in Prometheus visitors center. We present the price list for Sataplia nature reserve and for Prometheus cave in the figure below. It obvious that the assortiman of products and services offered to visitors does not offer much possibilities to increase revenues of Imereti caves. No. PRODUCT/SERVICE ITEM PROMETHEUS SATAPLIA 1 Entry ticket Pupils & students 3,5 3,0 Normal ticket 7,0 6,0 2 Boat trip 7,0 3 Audio guide 7,0 4 Civil marriage ceremony Conferenece hall / day VIP Service 1 10 persons ticket ticket ticket ticket 7 Coin mintage price 1,0 Source: APA website, TABLE14: PRICE LIST FOR SATAPLIA NATURE RESERVE AND PROMETHEUS CAVE (IN GEL) Due to the specific character of the tourism products that Imereti Caves are offering,the local community does not have a lot of benefits of visitation to Sataplia Reserve and Prometheus Cave. Visitors are spending in Imereti caves not more than 3 hours and do not require services from local communities like accommodation, food & beverage, guiding, agricultural products and others. International visitors are mainly on the tour in Georgia and while staying in the region they are based mainly in Kutaisi or in Tskaltubo health resort. Domestic visitors are mainly excursionists or transit passengers visiting also Imereti caves. Therefore, strengthening local communities and their economic performances by tourism development of Imereti caves should take different forms and measures as in the case of other PAs in Georgia proposed in chapter with stakeholders and their cooperation. ÖSTERREICHISCHE BUNDESFORSTE AG 20

23 5 SWOTAND VALUE CHAIN ANALYSIS OF IMERETI CAVES PROTECTED AREA 5.1 SWOT Strength, Weaknesses, Opportunities and Threats evaluation SWOT analysis gives us the overview which strengths and weaknesses are at present time in operations and what opportunities and threats are in the environment and in the future that could affect operations. During the field visits to Imereti SWOT was discussed in details. Imereti Cave system with Prometheus and Sataplia Caves being open for visitors represent the most important attraction in broader region. There is no competition for these caves in the range of nearly kilometers. With further tourism development of some caves the whole system will become even more attractive for domestic and international visitors. Important strength is also accessibility being close to international airport, main road, tourist resorts in Tskaltubo and at Black Sea and UNESCO heritage monuments - Bagrati and Gelati monasteries. Both, Satapalia Nature Reserve and Prometheus Cave are also the best equipped with tourism infrastructure and facilities among all PAs in Georgia. Opportunity for further development and increase of visitation is the fact that Georgia is becoming more and more recognized tourist dertination worldwide with two digit yearly growth of international tourist arrivals. STRENGTH of IMERETI CAVES PA and SURROUNDINGS TRANSPORT / ACCESSIBILITY > Good location, 240 km from capital Tbilisi, 160 km from Black Sea, 20 km from Kutaisi > 30 km from Kutaisi international airport > Close to the main road-international highway and the cross road of the country - connecting west to the east > Good access roads to Sataplia reserve and Prometheus cave > Close to bus and train station in Kutaisi NATURAL & CULTURAL ASSETS > Prometheus Cave has 17 halls, 6 halls open to visitors > Rich diversity of geological, speleological and botanical monuments in the PA (colchic forest, timber plants,etc). > Rich biodiversity in Prometheus Cave (guttered stalactites, stalagmites, petrified waterfalls, hanging stone curtains, inhabited by organisms: bats, freshwater mollusks, spiders, etc.) > Distinguished landscape full of caves and canyons, unique Colchis wetlands, gorge of Rioni > Several cultural and archaeological monuments close to the PAs: IX century Ubisa church, X century Motsameta church, Chabukiani memorial > Two UNESCO heritage sites close to the WEAKNESSES of IMERETI CAVES PA and SURROUNDINGS TRANSPORT / ACCESSIBILITY > Lack of road and tourism signalization > Poor public transport - no reliable scheduled public transport > Bus stations are scarce and information is limited > Very limited accessibility for disabled people > Rather bad road to Okatse > Few low cost air carriers to Georgia > Limited parking places in Sataplia and Prometheus > Access roads and parking to be developed for new tourist caves > Poor internet accessibility NATURAL & CULTURAL ASSETS > Okatse and Sataplia are not easy accessible in winter time if there is snow > No risk assessment in regard to safety in caves, glass view platform and canyon walking platform > Slow rehabilitation of cultural monuments and sites and poor waste management ÖSTERREICHISCHE BUNDESFORSTE AG 21

24 PAs: XII century Gelati Monastery complex and frescoes and XI century Bagrati Temple > Strong recognition of Tskaltubo resort and city Kutaisi > Mild climate INFRASTRUCTURE > Good and diverse infrastructure facilities in Sataplia and Prometheus > Hotel infrastructure (8 rooms for 16 persons) with 1 big conference room (cca 100 seats) > Visitors centers > Administration buildings > Speleological Museum in Sataplia > Scenic glass viewpoint with bar > Restaurant and Bar close to the Visitor center > Information and ticket center with small shop at the entrance to the Sataplia > Audio guides available in several languages > Postal service > Tourist Accommodation in Tskaltubo and Kutaisi (guesthouses, hotels, private accommodation, etc.) TOURISM DEVELOPMENT > Sataplia PA and Prometheus cave are open all year round > Visited by visitors in Prometheus #1 destination place (visited >tourists) in the region > Prometheus developed tourism product: hiking trail m cave trail with 6 halls in Prometheus plus 380 m water trail by boat (moderate difficulty) > Prometheus tourism product: civil marriage ceremony in Hall of Love > Sataplia developed tourism product: walking trail 3.3 km., 2 hrs, easy walking. Trail to visit the conservation building for dinosaur footprints, the unique karst cave, exhibition hall, Colchic Forest, and the wild bee habitat area. Suitable for families and children. > VIP service for visitors COOPERATION > Hospitable people with interest in tourism development > Imereti caves PA is member of ISCA International Show Caves Associaition > Some examples of good cooperation with national and international TO/TA > Local administrations interested in tourism development > International funds are interested to contribute to the PA and region development > Good cooperation with local municipality and DMO in Tskaltubo INFRASTRUCTURE > Visitor centres and PAs administration buildings are not fully utilized > Closed hotel and conference room > Water, electricity supply, and WIFI problems in Sataplia > No places for tourists to rest > No places for visitors that are not allowed to enter the cave (children and accompanying parents) > Poor or no infrastructure for disabled persons > Lack of First aid service > Lack of restrooms > Poor additional tourism products and services (shopping areas, cultural events, playgrounds, lack of entertainment offer, etc.) TOURISM DEVELOPMENT > No tourism development and management plan > Lack of professional-skilled hospitality staff (tourist guides, tourist and marketing specialists) > Poor results of concession practice > Seasonality, peak season is in June > No scheduled tours > Limited number of visitors / Restriction due to capacity per day in Prometheus(40 persons per group, which start every 15 minutes) > Reservations except for TO's groups are not available > Bad location of TIC in Kutaisi > Lack of promotional material - except APA's maps > Not sufficient promotion, PR and marketing > Lack of tourist programmes for children and families > Poor statistics on local and regional levels > Limited knowledge of foreign languages > No price differentiation > No Quality standardization > Poor brand image of tourist destinations COOPERATION > No local or regional HORECA associations (hotels, guest houses, restaurants,...) > Low integration of local population in tourism development > Very weak cooperation in implementation of tourism development marketing plan for Imereti region prepared by GNTA > Weak cooperation with Kutaisi municipality and tourism department > Lack of local NGOs and public initiatives ÖSTERREICHISCHE BUNDESFORSTE AG 22

25 > Good cooperation with GNTA in establishing joint TIC at Kutaisi airport OPPORTUNITIES IMERETI CAVES PA and SURROUNDINGS TRANSPORT / ACCESSIBILITY > Further buiding of highway from Tbilisi to Black Sea > More low cost air carriers to Kutaisi airport > Development of regular scheduled transport from Tskaltubo Health Resorts to Sataplia and Prometheus > Development of regular transport from Kutaisi to Sataplia and Prometheus > Development of accessibility for disabled people (for wheelchair users, elders, baby strollers, etc.) > Dzedzhieti Okatse road rehabilitation/development NATURAL & CULTURAL ASSETS > Potential resources for PA: Solkota cave, Sarkumali cave, Gumbri cave Satsurblia cave, Satevzia cave (Khoni), Deviskhvreli (village Lashe), Sagvarjile (Terjola), Shvalieti Cave (Kvirila Valley), Darkvetis Ekhi, Mgvimevi Cave, Samgle Cave, Samertskhle Cave, Satobavi Cave, Sadzrokhia Cave, Sachinke Cave > New tourist adventure park Martvili Gochkadili & Okatse > Use of natural resources for healing and spa in Tskaltubo (water, peloid mud, climate,..) > Landscape and country side in Imereti introduced to tourism development > Sustainable management of environmental impacts > Higher awareness of natural and cultural heritage INFRASTRUCTURE > To restructure and use more efficiently tourism hospitality and administration buildings in Sataplia and Prometheus > More hotel rooms in Sataplia and camps in each nature monument > Use of renewable energy sources: Solar system installation on old and new infrastructure > Improved signs and interpretation boards installation > Development of recreational facilities > Development of rest facilities > Playgrounds for children > Improved standard for parking > Parking slots for bikes > Improving water supply system in Sataplia > New tourism facilities in Tskaltubo, Sairme, Kutaisi etc. > More capacity for long stays in Imereti region TOURISM DEVELOPMENT > Extension of existing and introduction of new THREATS of IMERETI CAVES PA and SURROUNDINGS TRANSPORT / ACCESSIBILITY > Road conditions and maintenance > Natural catastrophes (flods, etc) affecting accessibility NATURAL & CULTURAL ASSETS > Natural catastrophe with dramatic effect on caves (because of earth quake for example) > Degradation of natural & cultural assets due to excessive use INFRASTRUCTURE > Lack of financial resources for development and maintenance > Limits to growth because of more strict environmental protection standards > Limits to growth because of safety standards implementation for sport/ adventure activities > Lack of project ideas and project prepared for investment > Lack of HR to implement project plans TOURISM DEVELOPMENT > Tourism development without a strategy and ÖSTERREICHISCHE BUNDESFORSTE AG 23

26 tourism organized caves in Imereti Caves PA tourism offer > Possibilities for travel around by horses, bicycles and even by foot: 8 trails around Prometheus Caves are investigated > Trails for biking for example connecting caves can be developed: - Tskaltubo Dzedzileti (7-8 km) - Tskaltubo Dzedzileti Okatse (20 km) - Tskaltubo Dzedzileti Okatse Martvili (25 km) > Offer for people with special requirements (blind, deaf, on wheelchair, family with baby strollers, elderly, etc.) > More promotion and marketing of Imereti caves PA > Development of Okatse-Martvili adventure park > Plans to establish PA in Racha-Lechkhumi > Incentives to develop traditional products/souvenirs (made by stone, honey, ). > Possibilities to develop community based and agro/rural tourism > Develop wine tasting service in caves > Improvement of the image of Imereti region as tourist destination marketing plan > Slow development and preparation of project plans > Not enough support for tourism development and entrepreneurship in tourism > Not enough professional skilled staff interested to work in Imereti caves PA and in tourism > Lack of promotion and marketing > Overcrowded areas due to lack of visitor monitoring /visitor management COOPERATION > Participation in and cooperation with Tskaltubo resort DMO > Cooperation with GITOA and TOs/TAs > Cooperation with big companies and institutions for cross marketing (Khareba for example) > Development of PPP - Public Private Partnership in joint investment > Possible development and cooperation with Friends of Imereti caves PA association > Integration of local entrepreneurs - guest houses, taxi drivers, traditional products in tourism in PA > Strengthen cooperation with Universities and Research Institutes > Enhance the involvement of local communities in tourism (education programs, businesses, etc.) > Intensify cooperation with local media: Kutaisi, ImeretisMoabe, PS, AkhaliGazeti, "KutaisuriVersia", "Chveneburebi" (Journal); Scientific Journal Gantiadi ; TV: "Rioni"; Radio: "DzveliKalaki" (old City) Source: Information of PA, project workshop and various documents COOPERATION > Slow development of stakeholders cooperation model DMO or other forms > Centralized system of management of PAs > Low response of stakeholders for cooperation TABLE15: SWOT ANALYSIS FOR IMERETI CAVES There are weaknesses that affect tourism image and quality of overall satisfaction of visitors to Imereti caves. With implementation of tourism development marketing strategy of Imereti region tourism is becoming more and more developed in this region, the infrastructure is improving, the entrepreneurship of many small tourism suppliers are getting more and more professional and the diversity and quality of tourism products and services are improving generally in the region and in Imereti caves too. ÖSTERREICHISCHE BUNDESFORSTE AG 24

27 With so many advantages that Imereti Caves have and with such unique attractiveness management of Imereti caves PA, APA intends to make the best use of potentials and opportunities from the point of view ofpromotion of nature protection, visitors' satisfaction and financial sustainability of PAs. 5.2 Value chain analysis of tourism in Imereti caves Value chain analysis shows the individual processes and the whole chain, from the first step of getting information about tourism attraction/offer of Imereti caves until the final process of PA administration to revisit the cave and recommend the visit of cavesand how this affects the experience of visitors. Analysis of visitors value chain of tourism in Imereti caves gave us the following evaluation (scores 1 very bad, 2 bad, 3 average, 4 good, 5 very good): DECISION PROCES SCORE DESCRIPTION Information about Imereti caves 1 No web site information No promotion materials available No promotion & marketing activites Booking-buying the trip to Imereti caves 3 No advance booking available Booking available at TO in Georgia Booking available on the spot Travel to Imereti caves Arrival and welcome Visit of nature monuments/caves Availability - Consumption of additional products and services Post sales revisits/recommendations to visit the caves Transport vehicle and driver available, knowing the way Bad sign posting on the roads Rather good roads to natural monuments Parking availbe, often too crowded Visitors center and limited information available Often longer waiting time for visit of caves High attractiveness of caves and monuments unique dinosaurus footprints Good infrastructure in the caves and on trails Good guiding Very limited offer of additional products and services No suggestive marketing of additional products and services No souvenirs or products to take home for memory No loyalty activities and suggestions by staff SOURCE: Evaluation is done on the basis of information of PAs administration and project analysis TABLE16: VALUE CHAIN ANALYSIS OF TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES ÖSTERREICHISCHE BUNDESFORSTE AG 25

28 Information: Each travel starts with collecting the information about target destination. We can say that Imereti caves practically do not have any information available for potential visitors. They have only 2 short basic information on the back side of the map of Sataplia and Prometheus. Imereti caves administration does not have website, neither is web site of APA strong enough to expose the most tourism oriented PA in Georgia. With google search you don t get Sataplia or Prometheus or Imereti Caves as search result. Imereti caves do not attend tourism fairs, don t have advertising on main roads or systematic work with media and especially with TOs. There are no leaflets in hotels or bigger guest houses in Kutaisi and Tskaltubo. Imereti Caves are simply on of the most important attractions in Imereti region that nearly all accommodation providers know and suggest to visit to their guest. Imereti caves are members of ISCA - International Show Caves Association which gives them the only international exposure except some relations with partner caves organizations in Poland and Czech Republic. Booking is the decision to visit Imereti caves. Majority of visitors are coming to Imereti caves when visiting Imereti region because of culture or simply stop over when touring in Georgia, because of staying in Kutaisi and Tskaltubo resort. Booking is done mainly through Georgian TO when planning their tour throughout Georgia (even in the case of arrival as individual to Georgia). Travel to Imereti cavesis simple for majority as they are coming with local TOs and drivers who know the roads which sometimes lack of signs and directions. For individuals it is a problem that can be solved by asking for direction few times after leaving the main road. Arrival and welcomeis well organized in parking place which is often too small and visitors center where visitors buy tickets and get basic information. Visitors centers and waiting areas are sometimes too crowded and do not offer any activity to visitors especially for children while waiting for guided tour. Visits of nature monumentof Sataplia or Prometheus give visitors very good experience, are highly attractive and well guided. Periodical comments regarding too many groups or too big groups in the caves or trails and too long trail for walking in Sataplia not explained before do not spoil very good impression of visitors. Consumption of additional products and services practically does not exist which proves also the structure of revenues. Majority of complaints of visitors focus on this segment which at the same time shows also a lost opportunity to increase revenues of PA from tourism. Post sales revisits/recommendations by Imereti caves PA administration does not exist; there are few postcards, souvenirs, products and similar to remind visitors about the caves; there are no loyalty instruments for visitors; and there are no activities to work with Georgian TOs to keep having Imereti caves in their tour programmes, to inform them about news, to stimulate them to increase visitation of groups to the caves. Overall value chain analysis show too big variations in the phases-chain elements of travel experiences of visitors to Imereti caves. But there is unique attraction as basic tourism product and improvement of overall satisfaction requires mainly more efficient use of existing facilities, small investment in programmes and services and permanent capacity building, education and trainings in hospitality and marketing business. ÖSTERREICHISCHE BUNDESFORSTE AG 26

29 6 TOURISMSTAKEHOLDERS IN IMERETI CAVES PROTECTED AREA Protected areas with increasing tourism visitation represent opportunity for development of local communities and population. Usually, increased visitation stimulates inhabitants of local communities to develop and offerfacilities and services for visitors of PAs.Increased tourist visitation can also have negative effects to local communities and population with more crowds, more noise, more cars, more waste, more use of basic infrastructure roads, parking places, water, electricity, etc. Therefore, tourism development must be based on mutual interests and benefits of PAs and local communities and population. Cooperation of PA and stakeholders in the neighbourhood must be established to share resources and benefits. Stakeholders groups have different expectations and views in tourism in protected areas. Local municipalities and population see the opportunities for local businesses, employment, improvement of quality of life, earning foreign currency and redistribution of income; additionally they expect 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. Tourism enhances respect for local traditional, cultural values, local events and self-esteem. 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. Tourism operators, products and service poviders 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. Tourist 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. In all these interests there are some that are diverse, conflicting and generallyspeaking there are too many interests as tourism is an economic activity witha very big number of small suppliers on one side and an even bigger number of consumers that have different preferences, expectations, culture and habits on the other side. Thus, a mechanism to coordinate interest of suppliers must be established which usually takes the form of DMO Destination Management Organization or association of suppliers. Main tourism related stakeholders for Imereti caves are Georgian TOs/TAs that are ground operators for groups of tourists. Another very important stakeholders are hotels and bigger accommodation facilities in Tskaltubo, Kutaisi and Batumi and other Black Sea resorts. It is the most important for Imereti caves to be in touring programmes of TOs. It will become also very important to organize scheduled or shuttle transfer from Kutaisi and Tskaltubo hotels to one and another cave. It will be also important for Imereti caves to participate and cooperate with GITOA and Tsklatubo resort DMO. ÖSTERREICHISCHE BUNDESFORSTE AG 27

30 MAIN TOURISM RELATED STAKEHOLDERS OF IMERETI CAVES PROTECTED AREA MAIN TOURISM & HOSPITALITY STAKEHOLDERS CULTURAL ATTRACTIONS AND SITES TOURISM ORGANISATIONS ASSOCIATIONS, NGOS, CENTERS, CLUBS EDUCATIONAL ORGANISATIONS LOCAL COMMUNITIES CROSS MARKETING ORGANIZATIONS, DONORS & INTERNATIONAL ORGANISATIONS Source: Information of PA administration and various documents > Tskaltubo health resort with hotels and sanatorium > Kutaisi hotels and guest houses (in Kutaisi and surrounding) > TOs & TAs > Kutaisi International airport > Kutaisi public transport company > Kutaisi and Tskaltubo taxis > Bagrati Cathedral (UNESCOWorld Heritage Site) > Gelati Monastery (UNESCO World Heritage Site) > Motsameta Church > Museums in Kutaisi and in Vani > Tskaltubo DMO - Tourism and resort management centre of Tskaltubo > GITOA > TIC in Kutaisi > ISCA - International Show Caves Association > ETDC/Eco Tourism Development Centre, Agro Touristic Association KORENA > Kutaisi University > Akaki Tsereteli State University > Kutaisi Technical University > Vakhushti Bargationi Institute of Geography - Department of Geomorphology-Geoecology > Schools in Georgia and from the region > Tskaltubo municipality > Kutaisi municipality tourism department > Local communities close to Imereti caves: Kunimstavi, Khomuli, Gumbrini, Banoja, Jimastari, Gordi, Kinchkha, Khvilishi. > Khareba wine company > Banks > WB World Bank TABLE17: IDENTIFICATION OF MAIN TOURISM RELATED STAKEHOLDERS IN IMERETI CAVES PROTECTED AREA Imereti caves have different situation compared to all other PAs in Georgia regarding stakeholders and their cooperation with PA. Imereti Caves is an attraction where visitors stay only a few hours. Imereti caves do not need accommodation providers, even not a lot of food and drinks providers, neither diversity of local products and services. The main motiv of visitors is to see and experience the caves with underground karst attractions and natural values in one hour or a little bit more. And management of PA can only use this situation of numerous visitation to offer and sell to visitors some products and services that increase total revenues in addition to the present main main source of entrance fees. Imereti caves in fact cannot offer as many opportunities to local communities as other PAs can. Still, it would be important for Imereti caves administration to offer possibilities to local population and different producers to expose and sell their products on standardized stands near visitors centers or near parking places. In order to strengthen links with PA and local communities and population PA could invite these people to visit the caves, to attend open days of PA, to attend thematic events, etc. It would also be very fruitful to organize yearly meetings with these communities and people and present them new development of caves, increasing image of caves and Imereti region, to present them, especially to young people professional and business opportunities and to listen to their observation about tourism development in and around caves and about problems that they face with increasing tourist visitation. This will contribute to social sustainability of tourism development in Imereti caves. Association of Friends of Imereti caves PA could be established if there is enough interest from local communities and population. If there is not enough interest from local stakeholders association could have positive effect as one of promotion tools for Imereti caves. ÖSTERREICHISCHE BUNDESFORSTE AG 28

31 7 TOURISM PRODUCTS AND POTENTIALS IN PAS Protected areas and APA have developed several tourism products and services so far, several with substantial support of international project and organizations. PAs offer to the visitors: information in visitor centres, maps and information materials, rangers and guides. Visitors 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 increase in number of visitors and general demand leads to an increased need of more products and services in PAs. Visitors services development should follow some principles that take into account in the first place the nature of protected area, expected experience of visitors, motives and behaviour patterns of visitors and intensity of market demand. Below we present standard characteristics patterns of eco-tourists. Motivations and main activities performed during the eco-trip have been listed as well. Both figures show that there are motives and activities for hard and soft eco-tourists as well as for mixed structured eco-tourist group. PAs should take this into account when developing tourism products and services for specific groups. It is also worth to note that eco-tourists care the most about safety (crime, hygiene, accident risk,..), friendliness of locals, authentic culture and lifestyle, quality of food, prices and quality of accommodation. Less important are: existence of package tours, presence of world class and known attractions and quality of infrastructure (roads, health centres etc.) Attractions in PA > Sataplia nature reserve with cave, colchic forest, cliff and nature trails and glass view platform > Prometheus cave with astonishing karst cave formations > Navenahevi, Satsurblia, Melauri and several other not explored caves > Okatse canyon Tourism infrastructure & facilities in PA ACCOMMODATION FACILITIES > Hotel with 8 room in Sataplia VISITORS FACILITIES > Visitors center in Sataplia > Ticket & info center in Sataplia > Visitors center in Prometheus > Visitors center in Okatse > Scenic glass view platform in Sataplia > Walking and view platform in Okatse canyon > Parking places in Sataplia, Prometheus and Okatse > Restrooms in Sataplia and Prometheus and Okatse in or close to Ticket & Visitors center RESTAURANTS AND SHOPS > Cafes and shops in Visitors centers, at the exit of Sataplia Cave and on scenic glass view platform in Sataplia MUSEUMS > Speleological museum in Sataplia MEETING FACILITIES > Conference and meeting rooms in Sataplia hote/visitors center and in Prometheus administration building ADMINISTRATION BUILDINGS > Administration buildings in Sataplia and Prometheus and joint with visitors center in Okatse ÖSTERREICHISCHE BUNDESFORSTE AG 29

32 Tourism products in PA NATURE PROGRAMMES > Sataplia cave visit > Sataplia rock trail > Sataplia nature educational trail > Sataplia colchic forest > Sataplia Jurassic parc with dinosaur footprints > Prometheus cave visit > Boat tour in Prometheus cave > Okatse nature walking trail CULTURAL & EDUCATIONAL PROGRAMMES > Nature educational trail in Sataplia > Speleological museum visit in Sataplia > Speleological research programmes SPORT & ADVENTURES PROGRAMMES > Canyoning > Adrenaline view platform in Okatse > Scenic view platform in Sataplia HEALTH PROGRAMMES > None yet FUN & ENTERTAINMENT > Small train trail in Prometheus > Wedding in cave MICE - BUSINESS PROGRAMMES > Meetings in conference facilities > Wedding in caves PLEASURE > Meditation in cave > Shopping Tourist attractions and products in broader area destination > Martvili/GochKadili Canyon, Svaneti, Sport park, stadium and sports hall in Tskaltubo > Tskaltubo health & spa resort, Clinics and hospitals > Bagrati Cathedral, Gelati Academy, Kutaisi State University, Quevri wine production > Katskhi pillar > Kutaisi and Tskaltubo hotels; TOs/TAs; Universities > Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi > Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in Tskaltubo Source: Information from Imereti caves PA administration, from field visits, workshops and various documents TABLE18: IDENTIFICATION OF EXISTING TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES (STATUS MID YEAR 2014) During assessment phase and at workshop we identified wide range of potential tourism products that Imereti caves and other PAs in Georgia could develop to meet experiences and expectations of visitors. We attach in Annex 2 photographic illustration of several potential tourism products for Imereti caves and Okatse canyon. We linked existing and potential products and services according to SBUs Strategic Business Units and added target market segments in Chapter 11. ÖSTERREICHISCHE BUNDESFORSTE AG 30

33 8 TOURISM TRENDS AND GUIDING PRINCIPLES IN PROTECTED AREAS This topic was in details elaborated in Strategy for tourism development in protected areas in Georgia. Therefore, we present here only key points related directly to Imereti caves protected area. 8.1 Key tourism trends Tailor-Made Experiences One of the key trends for 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. Consumers are looking for more individual holiday experiences that their friends/family might not have done. Multi-destination travel 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. Tour operators are offering more options to cater for holidaymakers growing sense of adventure. Value Consumers will continue to seek value for money from their holidays, rather than cutting back on going away. One trend expected in next years is for consumers to book earlier to secure good value deals for their holidays. We also expect all-inclusive holidays to experience strong demand in next years particularly amongst the family market. 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. 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. This reduces adverse impacts on the protected area, increases the economic benefits and makes it more likely that visitors are satisfied. 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. More individual and authentic travel experiences Consumers will demand more individual and authentic travel experiences in future. More people would turn their backs on artificial travel worlds and instead seek authentic holiday destinations and experiences with more interaction with local communities. Consumers will continue to focus on value for money offers and will take advantage of modern technology to use information and recommendations available on commercial and social websites and buy travel products and services. ÖSTERREICHISCHE BUNDESFORSTE AG 31

34 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 FIGURE 3: TOURISM TRENDS IN PROTECTED AREAS Rising educational levels and demand for travel 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 travellers seeking life-enriching travel experience: learning-while-travelling, wildlife viewing, attending festivals, cultural appreciation and nature study. This type of tourism requires explanatory materials (e.g. guides, booklets, mobile presentations, etc.), interpretive facilities (e.g. in visitor centres) and interpretive guiding (e.g. ecotours). It increases the expectations of service quality in protected areas, and raises political pressure for greater protection of cultural and natural heritage. Ageing population Older individuals are staying healthier longer. 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 need more accessible trails with lesser gradient etc; they have more disposable income, are willing to pay more for of interpretation, guiding and other services. Accessible travel for all With improved accessibility the 100 billion travel and tourism market for people with disabilities or physical restrictions could develop also in favour of protected areas. 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. These figures mean that roughly 10% of the population needs barrierfree or accessible travel. Changing roles of women Women are becoming numerically dominant, emancipated and successful in business. Women increase demand for tourism travel and it is often women who choose travel destination. There are differences between the interests of men and women at the individual activitiy level. Men tend to be more interested in physical challenging activities, 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. ÖSTERREICHISCHE BUNDESFORSTE AG 32

35 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 For many people, leisure time is increasing due to shorter working week, increases in the automation of housework and other factors. There are more short leisure trips in a year 2 to 4 days. 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. Importance of service quality Tourists are increasingly demanding high quality recreational opportunities and the services that support them. 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. Changing leisure patterns Rising incomes in North America, Europe, Australia and some parts of Asia, older population, more active lifestyle are driving up the volume of domestic tourism and outbound travel from there 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 Many people are now getting access to a huge volume of information about protected areas and travel options from 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. 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 Visitors are travelling more efficiently, quickly and further afield. The proliferation of long-haul air travel has revolutionized the global visitation of protected areas, with people seeking out world heritage sites, national parks and other attractions. Indeed, the very existence of protected area, particularly of a national park, is often a lure for tourists. Personal security and safety Many protected areas have been badly affected by unrealistic security concerns created by misleading media reports. PA managers must expect some naïve visitors who are not prepared for dangers that might occur in natural environment. 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 safetyrelated 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 often adopting green consumer life styles. Protected areas are well placed to take advantage of this trend as they embody the values that such travelers 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. 8.3 Tourism guiding principles in PAs and karst caves Tourism and recreation in protected areas are highly attractive to more and more visitors. 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 wellbeing of local people. The terminology recognizes some forms of tourism related to ecotourism like: ÖSTERREICHISCHE BUNDESFORSTE AG 33

36 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: > Environmental and socio-cultural compatibility with involvement of local people in tourism related decisions in conservation and economic planning and operations, > Creation of economic benefits for nature conservation and for well-being of local people and > Promotion of environmental awareness and acceptance of nature conservation as a tool for sustainable development, resource use and land management Extended definition of ecotourism includes also culture and says 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. Tourism activities in protected areas are strictly forbidden in some IUCN categories of protected areas and in some allowed under certain regulations and principles. There is also differentiation among 3 eco-tourist groups: hard eco-tourists with strong environment commitment individual visitation, soft eco-tourists with weak environment commitment, multipurpose and group travel and 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. TABLE19: MATRIX OF TOURISM COMPATIBILITY AND PROFILES OF ECO-TOURISTS ACCORDING TO CATEGORY AND MANAGEMENT PURPOSE OF PAS ISCA International Show Caves Association provides guidelines for development and management of caves open for tourism visits undertaking works that does not demage the natural structure of caves; use of materials compatible with caves like cement, concrete, glass and not organic materials; lightnening not affecting lampenflora, clorophyll, enabling safe visits even in the case of a sudden shortage of electricity; climate conditions and air flow, carrying capacities that sets the upper limit for tourist visitation of caves;role of guides in explaining the natural environment in caves and the role of scientists in looking for solutions in the case of problems. (ISCA website: ÖSTERREICHISCHE BUNDESFORSTE AG 34

37 9 MARKET POTENTIAL FOR IMERETI CAVES PROTECTED AREA 9.1 Market segmentation Market for Imereti Caves Sataplia Nature Reserve, Prometheus Cave and some other caves as well as for Okatse Canyon has some basic characteristics that differ from the market of visitors to other protected areas. First and the most important characteristic is that the majority of this market represents excursionists one day visitors. Their main interest motiv is the visit of the attraction site or monument, consume some side products and services maybe linked to food & beverage, shopping, rest, maybe attend an event and then travel further if on a tour or holidays or travel back home. Therefore, we cannot expect the visitors to Sataplia or Prometheus cave to stay longer than few hours. It is also not to expect that these visitors will revisit Imereti caves frequently if there are no new attractions or significant tourist offer. Profile of these visitors is: > 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. > Soft adventuretourists blends physical adventures with such enriching activities as culinary pursuits, agritourism, archaeological and wildlife viewing by day, while offering comfortable stays in family-owned accommodations with gourmet experiences by night > Children from 8 17 years already attending school > Working couples with no children (DINKs double income no kids): years old, with average or above-average household income, > Couples with small (up to 15 years old) children (families): years old, with average or above-average household income, > Older couples no living with their children (empty nesters) years old, with average or above-average household income, > Seniors from 65 years on > Mainly organized organization of trip by TO/TA > Use of accommodation: Hotel/motel, Ecolodge, Guest House, Camping, > Travel to/visit of Imereti caveswill be the secondary motiv while travelling for leisure, on multi-sites/countries touring, on business trip, transitting and during that travel they visit also Imereti caves Market of tourists with overnight stay is very limitted. This segment is focused on some special theme activities like speleological adventure discoveries, nature camps and adventure packages that could be offered by special caves for professionals (Melauri cave), adventureous Okatse canyon, nature camps for youth in Sataplia or Prometheus, spa and health packages in Satsurblia Cave, meditation packages in caves or in nature and similar. As stated, this market is very limited and does not encourage PAs administration to develop significant accommodation facilities. Profile of these visitors is: > Hard eco-touristswith 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. > Hard adventure tourists tend to involve more physically demanding activities and/or specialised training and usually stay longer in destination, spend more locally > Youngsters / students: 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): years old, with average or above-average household income, > Mainly individual organization of trip > Use of accommodation: Camping, Bed and breakfast, Lodge/inn, Farm stay, Backpackers accommodation, Recreational vehicle and Home stay > Will travel purposely the prime motiv will be to travel to Imereti caves protected area ÖSTERREICHISCHE BUNDESFORSTE AG 35

38 Domestic tourist marketwill be more important for Imereti caves also in the future. It consists of schools children who visit Sataplia and Prometheus cave for educational purposes in school programme. Domestic excursionists form the second group and Georgians on holidays in mountains, at Black Sea or in Tshaltubo is the third group. International tourist marketwill grow faster and will be constantly increasing its share and might exceed 50% in The major group of international visitors will be the one that will be on tours in Georgia with multi-site visits, fast increasing will be the group of tourist on holidays and healing in Tskaltubo resort and big potential are also holiday makers at the Black sea taking a tour to inland to Kutaisi and Imereti caves. Increasing will be also the number of international visitors in transit on the main road. Based on statistics of origin of international visitors in 2013main international tourist marketsare: neighbouring countries (Turkey, Azerbaijan), Russia and Russian speaking countries (Russia, Ukraine, Belarus, Kazakhstan), European countries (Germany, Poland, Czech Republic, Netherlands), Baltic countries (Lithuania, Latvia) and Israel. This market segmentation dictates that organized market so called B2B mainly with TOs will be the most important in promotion and marketing and in increase of visitation to Imereti caves protected area. 9.2 Market potential forimereti caves Tourism demand to visit Imereti cavesis by majority- 77% composed of domestic and 23% of international visitors. Domestic demand is very important for Imereti caves: > about school childrenvisit each year Sataplia and Prometheus caves out of total of about pupilsin one generation > each year about university students visit both nature monuments out of total population of about students enrolled on universities in Georgia These 2 categories of domestic visitors represent more than half of total domestic visitors and have limited growth potential due to the fact that there are not many repeat visitors and that generation size will not grow in the future. > Individuals, couples and families about represent the other group of domestic visitors which has the biggest potential for growth due to increase of income, increase of travel intensity and improved transport infrastructure. There is the biggest potential to increase this segment from more than inhabitants of Kutaisi, Batumi and Tbilisi. International visitorsto Georgia are fast increasing.in 2013 Georgia registered 5,392,000 international arrivals of tourists (38,3%), same day visitors (39,6%) and transit travellers (22,1%). International tourists visiting Imereti caves have 3 main source markets: > Imereti mainly Tskaltubo and Kutaisi will host about mainly international visitors in Today, Imereti has about beds in hotels and other types of accommodation (GNTA) which host about international visitors for 1 or 2 nights. According to GNTA Industry report about international visitors choose Kutaisi as one of their destinations while staying in Georgia.With rehabilitation of Tskaltubo health and spa resort Imereti will have about beds, significant proportion in standardized hotels in Tskaltubo and Kutaisi. Tskaltubo resort will operate all year round with more than 90% occupancy rate. > Black Sea visit each year about leisure tourists and representanother important market for Imereti caves. International visitors will be especially interested to make excursions to inland where Imereti Kutaisi with Bagrati and Gelati cathedrals, Vani and Imereti caves are the biggest attraction for 1 day excursionist from the Black sea. > Transit passengers accountmore than 10.5 million on the main road from Black Sea to Tbilisi at Kutaisi (Road Direction of the Ministry of Transport). ÖSTERREICHISCHE BUNDESFORSTE AG 36

39 10 VISION AND OBJECTIVES OF TOURISM DEVELOPMENT IN IMERETI CAVES PA Tourism development in 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 PA administrations are all the time balancing between their primary activities related to nature conservation, protection and management and activities that should meet the demand and expected experiences of visitors. Visitation of protected areas in Georgia will be only increasing in the following years and there is necessary to approach to tourism development in PAs with clear strategy and policy. Time horizon for this strategy, objectives and activities is It is far enough to set strategic goals but also short enough to be practical in proposed activities and policy as the situation require immediate reaction. Imereti caves are the leading and most exposed tourism oriented protected area in Georgia. Due to attractiveness of these natural monuments, easy access and reasonably short time to experience this underground mystery Imereti Caves register 41% of all visits to protected areas in Georgia and contribute 90% to the revenues from commercial mainly tourism activities of all PAs. With these figures, Imereti Caves have the biggest effect on awareness rising and education of people about the value of nature and on financial sustainability of APA originating from commercial tourism activities. Imereti caves have the possibilities to increase visitation and revenues faster than other PAs in Georgia. Therefore, there are realistic expectations from Imereti caves PA administration to manage protected area strategically to sustain sustainability, increase the value of nature, increase the number of visitors and increase economic revenues from tourism. PA administration must be aware of realistic development opportunities and its responsibility to use resources as much efficient as possible to achieve expected results. Vision: Imereti caves protected areawill bethe leading tourism focused protected area in Georgia. They will offerto domestic and international visitors unique underground karst natural mystery anddiverse high quality services fulfilling personal experiences of nature, education, culture and pleasure. Tourism in Imereti caves will be one of the pillars of tourism in Imereti region, the mostsignificant source of commercial revenues for APA and one of the most internationally recognized Georgian natural attractions. Mission: To use natural resources in balanced way to preserve and even increase natural value of Imereti Caves and to contribute to financial sustainability of APA and protected areas in Georgia and to economic development, employment and economic and social welfare of inhabitants in Imereti region. Objectives: General objective of tourism development of Imereti Caves is to operate as successful model of balanced sustainable and tourism oriented protected area in Georgia with great natural and educational value and economic efficiency and high internationally recognized tourism attraction. Specific objectives of strategic tourism development in Imereti caves protected areas are: Objective 1: Increase the number of domestic and international visitors Increase number of visitors from in 2013 to at least in 2020 Increase the share of international visitors from 23% in 2013 to 50% in 2020 Objective 2: Increase revenues from tourism and commercial activities Increase the revenues from tourism from GEL in 2013 to GEL in 2020 ÖSTERREICHISCHE BUNDESFORSTE AG 37

40 Increase the share of revenues from sales of products and services other than from entry fees. Objective 3: Increase overall satisfaction of visitors Increase satisfaction of visitors and decrease complaints Increase the length of stay of visitors Increase the loyalty the rate of return visitors to PAs Objective 4: Restructure and use efficiently visitors' infrastructure and develop new tourism products and services in Imereti Caves Complete basic PA's infrastructure Improve efficiency of use of existing tourism facilities Develop and offer new tourism products and services Connect/Link Tskaltubo health & spa resort and Imereti Caves PA Objective 5: Develop professional HR team in Imereti caves and provide permanent trainings Organize & mobilize tourism/hospitality staff Provide permanent trainings of Imereti caves PA staff Objective 6:Contribute to the development of local communities and stakeholders cooperation in Imereti region Provide local communities and local populationopportunities for business development Strengthen knowledge of local population about Imereti Caves PA and protected areas in Georgia and their commitment to nature and natural values Contribute to organization and cooperation of tourism stakeholders in Imereti region Objective 7: Implement sustainable principles and measures and provide services assuring security and safety Strengthen sustainability measures in Imereti Caves PA Provide comprehensive safety and security measures and action plan Objective 8: Emphasize and mediate education and awareness rising about nature and natural values to visitors to Imereti caves Increase the knowledge of nature, natural values and PAs among visitors Objective 9:Contribute to the image of protected areas and tourism in Georgia Increase the perception of protected areas in Georgia as tourism destination ÖSTERREICHISCHE BUNDESFORSTE AG 38

41 11 STRATEGIC PRODUCT DEVELOPMENT IN IMERETI CAVES PROTECTED AREA 11.1 SBU Strategic Business Unit principle and tourism product development in Imereti caves SBU is becoming the guiding principle for development of a cluster of tourism products/activites that leads to satisfaction of main motive and fulfillment of expectations when visiting a certain tourism destination. Respecting this principle leadsinto:a tourism product specialization, the creation of a unique image of tourism destination and a increase of visitors satisfaction and loyalty. The idea of SBU evaluation is the prioritization for strategic development as a basis for investment programs, product development as well as for marketing. Strategic Business Units (SBUs) are based on core motivations/experiences of visitors.travellers today have 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 has priority. This has pushed the 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 on 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 fulfillment of experiences is the core of what people are looking for. In consequence, the motivation-based approach is applied. So the choice of travel destination today is heavily influenced by how people feel about a place, perceptions of a place, the sense of a place and not of physical characteristics of a place. We have identified 7 different SBUs when evaluating tourism situation and potentials in PAs in Georgia that are today or could become important in the future. Today, the most important SBUs in Georgia are nature, education & culture and sports & adventure. In the case of Imereti caves nature and education and culture are now the mains SBUs and offer products for visitors looking experiences related to nature and to education and culture. These two SBUs will be dominant also in the future but this plan proposes to get also products that will offer experiences for visitors looking for sports and adventures in Okatse canyon, health experiences (mainly for visitors of Tskaltubo resort) that will enjoy in cave health and spa treatments and additionally some pleasure and fun and entertainment for minor groups of visitors to increase satisfaction of visitors to Imereti caves. Each SBU can contain several tourism products a cluster of complementary products and services offering unique experiences. Development of tourism products focused on the dominant SBU(s) will help developing unique brand of Imereti caves PA, meet expectations of visitors, achieve their satisfaction and loyalty while optimize benefits for PAs and to some extent also for local communities. After detailed SWOT, value chain, product potentials and market analysis we propose the following tourism product development for Imereti Caves under identified SBUs: ÖSTERREICHISCHE BUNDESFORSTE AG 39

42 SBU: NATURE Back to nature, Feel authentic, Going back to origins, Experience the peace and tranquillity of the natural environment, Seeing wildlife in its natural habitat, Escaping the urban environment, Learning about natural environment, Absence of crowd, Rest and relaxation Typical products: National park visits, hiking/bushwalking, wildlife viewing, guided trail walk, bird watching, nature photography, meeting local people, nature park visits EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Sataplia cave visit > Sataplia rock trail > Sataplia nature educational trail > Sataplia colchic forest > Sataplia Jurassic parc with dinosaur footprints > Prometheus cave visit > Boat tour in Prometheus cave > Okatse nature walking trail > New caves visit > Nature ecological walking trail > Nature&art education camps > Recreation in nature > Playgroungs in nature > Botanical tours > Geological trails > Historical trail > Soft ecotourists interested and casual nature visitors > Special interest visitors (fauna, flora, ethnology, etc.) > Families > Students > Children > DINKs (dual income-no kids) > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Svaneti, Borjomi Kharagauli National Park, Katskhi pillar TABLE20: IMERETI CAVES SBU NATURE SBU: CULTURE & EDUCATION Deep understanding of local culture and experience of local daily life, Learn something new, Self-discovery, Meeting new people with similar interest, Opportunity to be with friends and/or relatives, Having new experience, Being able to tell my friend about my experiences Typical products: Historical & Archaeological sites, Educational workshops, Meeting local people, Indigenous culture tours, Scientific & research studies, Theme park visits. EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Nature educational trail in Sataplia > Speleological museum visit in sataplia > Speleological research programmes > Nature educational camps - orientation and survival camps > Junior rangers and young nature scientists camps > Art camps > Research and scientific study and camps > Natural science laboratory programme > Learning experience of traditional activities in PAs/NPs > Ethnological educational tours > Ethnographical educational tours > Traditional local crafts, culture, events > Photographic courses > Culture focused visitors > Nature visitors with strong cultural interest > Scientists and Researchers > Students > Youth and children > Families > Empty nesters ÖSTERREICHISCHE BUNDESFORSTE AG 40

43 > Photo exhibition trails > Photographic competition Festival > Story telling programmes > Myths, legends and history programmes > Quevri & Wine history Major attractions in destinations around Imereti caves linked to SBU: Bagrati Cathedral, Gelati Academy, Vardzia, Mgvimevi Monastery, Kutaisi State University, Quevri wine production TABLE21: IMERETI CAVES SBU CULTURE & EDUCATION SBU: SPORTS & ADVENTURES Feel the adrenalin, Experience the limit of your physical strength, Self-discovery, Having exciting and adventurous experience, Having new experience, Reputation, Opportunity to meet other people with similar interest, Being able to tell friends about experience Typical products: Cycling, Four-wheel driving, Canyoning, Rafting, Kayaking, Sport fishing, Horseback riding, Swimming EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Canyoning > Adrenaline view platform in Okatse > Scenic view platform in Sataplia > Canyon hiking trails > Rafting in canyon > Adventure tours > Kinckha waterfall > Rock climbing > Caving for adrenaline lovers > Speleological tours > Cycling > Adventure parks > Mountain trekking > Zip line > Archery > Demanding nordic walking trails > Horseback riding in wilderness > Mini golf > Sports and adventure visitors > Sports and nature associations & clubs > Students > DINKs (dual income-no kids) Major attractions in destinations around Imereti caves linked to SBU: Martvili/GochKadili Canyon, Svaneti tours Sport park, stadium and sports hall in Tskaltubo TABLE22: IMERETI CAVES SBU SPORTS & ADVENTURES ÖSTERREICHISCHE BUNDESFORSTE AG 41

44 SBU: HEALTH Be healthy, Live longer, Be fit, Look good, Absence of stress Typical products: Health and medical treatments, Beauty surgery, Health recovery, National park visits, Soft fitness sport activities (Hiking, Cycling, Cross country skiing, Snowshoeing, etc), Climate healing, Cave healing,.. EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Cave healing & spa > Climate health programmes > Anti addiction programmes > Patieints with specific health indications > Post surgery and medical convalescents > DINKs (double income no kids) Major attractions in destinations around Imereti caves linked to SBU: Tskaltubo health & spa resort, Clinics and hospitals TABLE23: IMERETI CAVES SBU HEALTH PLEASURE SBU: Slow down life, Enjoy, Lifestyle Rest and Relaxation, Absence of crowds, Positive previous experience, Reputation, Having new experiences, Opportunity to be with friends and/with relatives; Being able to tell my friends about my experiences Typical products: Wellness & Spa programmes, Gastronomic tours, Wine tours and tasting, Meeting local people, Shopping, Sunbathing EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Meditation in cave > Shopping > Shopping: postcards, T shirts, cups, caps,.. > Spiritual programmes > Meditation programmes > Wellness (gong therapy, yoga,..) > Bioenergy trail > Fitness > Sunrise/sunset watching > Sun bath platform > Soft nature walking and hiking trails > Summer kitchen with typical food > Traditional cooking and tasting > Wine tasting > Soft ecotourists casual nature visitors > Young professionals > Social life and network searching visitors > DINKs (double income no kids) > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi TABLE24: IMERETI CAVES SBU PLEASURE ÖSTERREICHISCHE BUNDESFORSTE AG 42

45 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 EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Meetings in conference facilities > Civil Wedding Ceremony in caves > Team buildingprogrammes > Meetings &Incentives programmes > Fairs & Exhibition programmes > Workshops > Friends of PA Festival > Science & Research Conferences > MICE organizers > International and Domestic Corporations > Trade and Professional Associations > DINKs (double income no kids) Major attractions in destinations around Imereti caves linked to SBU: Kutaisi and Tskaltubo hotels; TOs/TAs; Universities TABLE25: IMERETI CAVES SBU BUSINESS MICE SBU: FUN & ENTERTAINMENT Have fun, Feel in, Having exciting experiences, Meeting new people with similar interest, Being able to tell my friends about my experiences, Share my experiences with my friends Typical products: events and festivals, concerts, partying, shopping, nightlife EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Small train trail in Prometheus > Wedding in cave > Open days of PA > Events and festivals: popular events, celebrations, anniversary events, etc. > Fun parks for children > Entertainment playgrounds > Concerts > Video & movie presentations in visitors center in Sataplia > Market places and market days > Young professionals > Trend setters and trend followers > Social life and network seekers > Students > DINKs > Families > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in Tskaltubo TABLE26: IMERETI CAVES SBU FUN & ENTERTAINMENT ÖSTERREICHISCHE BUNDESFORSTE AG 43

46 11.2 Strategic tourism product structure in Imereti caves PA in 2013 and 2020 We concluded that Imereti caves need additional tourism facilities, products and services in order to enable more comfortable visitation of main attraction karst caves and underground world and to avoid approaching the upper limit of carrying capacities in the year Additionally we also concluded that additional products and services are needed in order to extend the length of stay and satisfaction of visitors. We formulated these new products and services based on potentials and visitors expectations of experiences when visiting Imereti caves PA. These new products must be attractive, based on their natural and physical characteristics, and competitive, based on characteristics of demand. We evaluated attractiveness and competitiveness of these new products according to their 10 characteristics.detailed evaluation is presented in Annex 3.Results give us an answer about priority development of new products and servicices and about weak characteristics that must be improved while preparing projects and developing this new offer to increase attractiveness and achieve the highest competitiveness. TABLE27: EVALUATION OF ATTRACTIVENESS AND COMPETITIVENESS OF 11 NEW TOURISM PRODUCTS AND SEVRICES IN IMERETI CAVES PA (TOTAL SCORES RANGE FROM 1 TO 100) PRODUCT ATTRACTIVENESS (from 1 to 100) COMPETITIVENESS (from 1 to 100) 1. Nature Walking Trail Prometheus cave 3 new halls Satsurblia spa cave Navenakhevi visitors cave Melauri adventure cave Recreation Playgrounds Pleasure & Wellness Nature&Art camps Events Wine ageing & tasting Source: Tables in Annex3 Evaluation of attractiveness shows that, at present, average scores of new caves only contribute to natural value and attractiveness while their cultural, educational values still need to be developed. New caves have also mainly limited possibilities for further development. There are also no other tourism facilities or offer in neighbourhood. From the point of view of competitiveness scores are higher but still not high because of a need for investment and the need for additional employees. New caves contribute more to the image of Imereti caves and will increase satisfaction of visitors but not in the short run. In this respect soft tourism products and services like playgrounds, recreation, nature camps, pleasure and event will bring results faster. ÖSTERREICHISCHE BUNDESFORSTE AG 44

47 It is important to emphasize that all these products will increase satisfaction of visitors, also satisfaction of employees and will not affect natural environment significantly and will be acceptable also for inhabitants in local communities. Source: Data from Table 12. FIGURE 4: LEVEL OF ATTRACTIVENESS AND COMPETITIVENESS OF 11 NEW TOURISM PRODUCTS AND SERVICES IN IMERETI CAVES Based on evaluation of existing tourism products and services in Imereti caves and motives of visitors to Imereti caves we grouped products in SBU that offer experiences to the visitors that they expect during their travel. Today, experiencing authentic nature is the prevailing motive of visitors to Imereti caves (for 63%), followed by education and culture with (37%). This high share of the last group of visitors is because of school groups visiting caves as a part of their education programme in schools. Future development of Imereti caves will be focused on strengthening the main motive- nature - to increase the attractiveness of natural monuments, expose their value and to position Imereti caves on domestic and international market as nature productsand finally to increase the visit numbers to the PA. To increase the value of nature PA administration will develop cave health programmes and wellness programmes in a natural environment. Additionally, PA administration will develop some programmes to increase satisfaction of visitors and to extend their time when visiting the caves. These new products will also contribute to increase revenues from other sources than only from entrance fees. We don t expect that these new products offering health, pleasure and entertainment experiences to visitors will contribute more than 10% of overall satisfaction with experience in Imereti caves. Okatse canyon together with Martvili adventure sports programme will address other market target group than Imereti caves. In this sense, is the decision of APA to organize this nature sports and adventure center as separate administration fully in accordance with product specialization and target marketing. ÖSTERREICHISCHE BUNDESFORSTE AG 45

48 Pleasure Fun & Entertainment Nature experience Culture & Education Sports & Adventure Health Business - MICE TOTAL No of visitors A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A TABLE 28: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN IMERETI CAVES PROTECTED AREA IN 2013 AND IN 2020 Imereti caves Imereti caves Imereti caves Source: Calculated on the basis of APA guest surveys, Information from Imereti caves PA administrations and own estimations Source: Data from Table 13. FIGURE 5: THE STRUCTURE OF VISITORS ACCORDING TO EXPERIENCES THAT THEY EXPECT IN IMERETI CAVES PROTECTED AREA IN 2013 AND IN 2020TOURISM STRATEGY IMPLEMENTATION MODEL RESOURCES AND POLICY 11.3 Development and investment projects Future development of Imereti caves protected area need investment in basic infrastructure, tourism facilties and products and in speleological research and safety and sustainable visitors flows. We identified together with PA s administration the following investment project to be realized in the period untill Estimation of total value of identified project is GEL and total number of all additional employees based on realization of projects in Imereti caves is 21. There are some crucial investment in Imereti caves: > running water system and supply in Sataplia in order to be able to use PAs s and tourism facilities in Sataplia > connecting biking trail on a special track from Tskaltubo health resort to Prometheurs cave in order to connect two most attractive tourist places in Imereti region also for bikers with a safe trail > opening new caves for visitors > restructure PAs administration buildings and visitors centers for more tourism/revenue generation use > develop tourist products to increase satisfaction and extend the length of stay of visitors > research and development projects ÖSTERREICHISCHE BUNDESFORSTE AG 46