ASSESSING AND DEVELOPING THE

Transcription

1 1 ST PHASE REPORT 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 / KfW

3 CONTENT 1 INTRODUCTION ASSESSMENT OF 7 SELECTED PROTECTED AREAS IN GEORGIA Main documents used for assessment Field visit assessment of 7 selected PAs Workshop of Assessment 1st phase findings PROTECTED AREAS AND PROFILE OF SELECTED 7 PAs IN GEORGIA TOURISM GUIDING PRINCIPLES IN PROTECTED AREAS BASIC CHARACTERISTICS OF TOURISM IN PROTECTED AREAS IN GEORGIA SWOT EVALUATION OF SELECTED PAs PAs AND STAKEHOLDERS COOPERATION Identified stakeholders of protected areas DMO Destination Management Organisation Model Association of Friends of Protected Areas MARKET POTENTIAL FOR ECOTOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA Market segmentation Market potential to visit PAs TOURISM PRODUCTS AND POTENTIALS IN PAs Tourism products in PAs Potential tourism products in PAs CONCLUSIONS ANNEXES ÖSTERREICHISCHE BUNDESFORSTE AG i

4 ANNEXES Annex 1 Project field visit realization Annex 2 List of participants on the meetings during field visits Annex 3 Workshop 1st Phase programme and list of participants Annex 4 Minutes of Workshop 1st Phase Annex 5 Workshop 1st Phase assessment of ecotourism potentials in PAs in Georgia presentation (power point) Annex 6: Working Material Assessing the 7 selected Protected Areas ÖSTERREICHISCHE BUNDESFORSTE AG ii

5 LIST OF FIGURES Figure 1: Map of existing and planned protected areas in Georgia by the END of Figure 2: Training needs in 7 Protected Areas in Georgia... 7 Figure 4: Main motives for visiting PAs from March October 2013 (in%) Figure 5: Main tourist activities during visits in PAs from March October 2013 (in %) Figure 6: Accommodation used by tourist during the trip in PAs (2013) Figure 7: Main sources of information of PAs in 2013 (in %) Figure 8: The most exposed and important SWOT elements in PAs in Georgia Figure 9: SWOT analysis of Protected Areas in Georgia Figure 10: SWOT analysis of surrounding areas - destinations of PAs Figure 11: Identification of main tourism related stakeholders in PAs in Georgia Figure 12: Membership structure of DMOs Destination management organisations Figure 13: Distribution of international arrivals to Goergia by main categories of visitors and type of destination visited during their stay in Georgia in Figure 14: Motivation of eco-tourists to visit nature and Protected Areas Figure 15: Activities of eco-tourist during ecotrip Figure 16: Identification of existing tourism products and services in selected PAs in Georgia (status mid year 2014) Figure 17: Potential tourism products in Protected Areas in Georgia (status mid year 2014) ÖSTERREICHISCHE BUNDESFORSTE AG iii

6 LIST OF TABLES Table 1: Basic information of selected protected (status end of 2013)... 6 Table 2: Number and structure of employees in selected PAs (status end of 2013)... 6 Table 3: Matrix of tourism compatibility and profiles of eco-tourists according to category and management purpose of PAs... 8 Table 4: Number of visitors to Protected Areas in Georgia from 2007 till October Table 5: Main countries of origin of foreign visitors to Protected Areas in Georgia in Table 6: Intensity of visitation to Protected Areas in Georgia Table 7: Main observations of visitors about positive and negative experiences while visiting PAs Table 8: Evaluation of potential demand to visit selected protected areas in Georgia ÖSTERREICHISCHE BUNDESFORSTE AG iv

7 ACRONYMS AND ABBREVIATIONS APA BKNP BTA CBD CBT CNF DMC DMO GITOA GNTA GTA IUCN KfW MoE Agency for Protected Areas Borjomi Kharagauli National Park Batumi Tourism Agency Convention on Biodiversity Community Based Tourism Caucasus Nature Fund Destinantion Management Company Destination Management Organization Georgia Incomming Tour Operators Association Georgia National Tourism Administration Georgia Tourism Association International Union for Conservation of Nature Kreditanstallt fuer Wiederaufbau Ministry of Environment Protection and Natural Resources NACRES Centre for Biodiversity Conservation and Research NGO NP PA SSPA TIC TJS UNDP UNEP Non - Governmental Organization National Park Protected Area Support Programme for Protected Areas in the Caucasus Tourist Information Center Transboundary Joint Secretariat for the Southern Caucasus United nations Development Programme United Nations Environment Programme USAID United States Agency for International Development UNWTO WB WWF United Nations World Tourism Organization World Bank World Wildlife Fund ÖSTERREICHISCHE BUNDESFORSTE AG v

8 1 INTRODUCTION The project Assessing and development the eco-tourism potential of the protected areas in Georgia started with its implementation on 28 th July The overall objective of the study is to strengthen the tourism services and tourism revenues for Protected Area in Georgia contributing to further development of the tourism sector in Georgia and to financial sustainability, contributing to anchoring responsible tourism principles into Georgia s tourism sector and contributing to the image of Georgia as attractive tourist destination. A short inception phase gave to project team insight into basic problems of tourism development of protected areas in Georgia and expectations of the beneficiary and the client. The expert team met the most important institutions and individuals forming a wide and strong coalition for development of protected areas in Georgia. At this stage experts collected basic documents, materials and data, discussed the project plan and prepared an operational work plan for project implementation that will meet objectives and give final results. A detailed field visit programme of experts was prepared in inception phase in order to enable the team to assess the situation and potentials also from the field. This 1 st project phase - assessment phase- was very intensive; for the assessment of the Protected Areas situation in Georgia, 7 priority protected areas were selected by APA based on the different criteria identified by TJS/APA. > Mtirala Protected Area > Imereti Caves Protect Area (Prometheus cave natural monument, Sataplia managed reserve and nature reserve, Okatse canyon natural monument) > Borjomi-Kharagauli Protected Area > Javakheti Protected Area > Tbilisi Protected Area > Tusheti Protected Area > Lagodekhi Protected Area The 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. The project team used some standardized methods in this assessment phase as individual discussions/interviews, workshops, desk research and team work with standardized questionnaires and forms that enabled compilation and generalization of findings and preparation of conclusions, proposals and recommendations. This 1 st phase results should be presented at in-depth discussions / workshop with beneficiary, client and main interested stakeholders, to improve the findings and to achieve consensus on future strategic directions of tourism development in protected areas in Georgia. Due to lack of time this workshop has been postponed to the start of the second phase. ÖSTERREICHISCHE BUNDESFORSTE AG 1

9 2 ASSESSMENT OF 7 SELECTED PROTECTED AREAS IN GEORGIA The 1 st phase provides an 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 developed in order to establish partnership of PAs, tourism suppliers and local population. Special emphasize has been given also to demand and market situation. Methodology in the 1st phase was based on desk and field research where experts analysed statistical information, collected data and documents and field observations and findings while visiting selected PAs. 2.1 Main documents used for assessment The project team collected several documents as part of the preparatory work for project implementation and during the inception phase. It is important to state some basic materials used in the project implementation: > Assessment of Ecotourism Potentials in Georgia, IUCN, 2008; > A feasibility study on enhancing tourism development in Georgia using protected areas as the basis, WWF 2007; > Legends of nature Georgia, KfW, 2013; > Effective tourism product development in PAN parks regions, PAN Parks Foundation, 2007; > APA Report ; As stated in technical proposal development of the eco-tourism potential of the Protected Areas in Georgia will include also implementation of Global Initiatives on Biodiversity and Sustainable & Eco- Tourism Development such as: > Assessment of Ecotourism Potentials in Georgia by IUCN > CBD Guidelines on Biodiversity and Tourism Development and user s manual published by the Convention on Biological Diversity (CBD) > UNEP Biodiversity Planning Support Programme. Guide to Best Practices for Sectorial Integration: Integrating Biodiversity into the Tourism > Sector, presenting eight thematic studies designed to provide guidance to biodiversity planners to mainstream biodiversity into sectorial and economic policy > UNWTO & UNEP: Indicators of Sustainable Development of Tourism Destinations, 2004 > Global Sustainable Tourism Criteria, launched at the World Conservation > Congress in October > The European Charter for Sustainable Tourism in Protected Areas, developed 1995 by EUROPARC > Sustainable Tourism in Protected Areas: Guidelines for Planning and Management by the World Commission on Protected Areas and IUCN (2002) > Sustainable Tourism and Natura 2000 Guidelines, initiatives and good practices in Europe (2000), issued by the European Commission During the Inception Phase, while meeting and discussing with several main project stakeholders, the project team received additional materials and documents: > Site assessments in 4 protected areas by NACRES > Mission reports of OBf twining project relating to some PAs > Management plans for some PAs > Imereti development, marketing and action plan > Adjara strategy plan > Kakheti tourism strategy > Tourism and Marketing sub plan for Tusheti > Javakheti Guide book The Project Team received during the inception period and the field trip also additional documents and several statistical documents, surveys and data that enable efficient assessment of selected PAs. ÖSTERREICHISCHE BUNDESFORSTE AG 2

10 2.2 Field visit assessment of 7 selected PAs The field visits of project experts were planned in order to see, discuss and evaluate the situation in the selected protected areas. The field visits programme was elaborated and coordinated with APA, and the organization of the meetings was supported by APA and TJS staff, PAs administration and local project expert. 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. Discussions were organized on individual basis with PA administration directors and municipality leaders and with organized workshops with different stakeholders related to PAs. Project experts used field visits also for short interviews with individual suppliers, tourist guides and even visitors. In spite of the very short time available for field visits, the experts made also short visits to some attractive tourist sites in the PAs. The project team has organized meetings with over 70 persons from 7 selected PAs and municipalities, tourism agencies and information centres, tourism services and some other stakeholders. Discussions, views, opinions and observations were registered by standardized questionnaires that enabled expert team to assess the situation properly. 2.3 Workshop of Assessment 1st phase findings Project 1 st phase assessment phase activities, finding and some preliminary conclusions were presented and discussed on workshop on 18. September There were 26 participants including: chairman and deputy chairman and advisors from APA, managers and representatives of protected areas, tourism specialists from municipalities and representatives of international organizations in Georgia. The list of workshop participants is included in Annex 2. After Mr Rati Japaridze, APA Chairman, opened the workshop with a Welcome speech, the Consulting Team Leader Janez Sirše presented a resume of 1 st phase results and answered several questions. In the second part of the workshop 3 groups were formed for discussion and elaboration of 3 areas: SWOT strengths, weaknesses, opportunities and threats, Stakeholders and Products based on the findings presented by the project team after the 1 st phase work. The workshop participants discussed and added their views and proposals for SWOT improvement and selection of most important strengths, weaknesses, opportunities and threats as well as how to improve the situation. The intensive work in Stakeholders groups had as result the addition of new stakeholders to the already long list prepared by the project team and the elaboration of proposals on how to strengthen the cooperation of PAs administrations and stakeholders. The group in charge of discussing the tourism products made a proposal on how to improve existing tourism products in PAs and where and how to develop new tourism products in PAs. These proposals and results elaborated by the work groups from the workshop are integrated in the project assessment findings and in this report. ÖSTERREICHISCHE BUNDESFORSTE AG 3

11 3 PROTECTED AREAS AND PROFILE OF SELECTED 7 PAS IN GEORGIA Georgia has more than 100 years long tradition of protection of nature and its richness. The first overall protected area was Lagodekhi Strict nature reserve dating back to the year By the end of 1991 there were 15 strict nature reserves in Georgia covering 2.4% of country s surface. At present, 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 ( hectares), 19 managed nature reserves (703.92,78255 hectares) and 2 protected landscapes ( hectares). Protected nature represents ,04 hectares 8.62% of whole Georgian territory. Georgia s legislation allows also the establishment of multiple use areas for the development of economic activities in line with environmental protection principles and use of renewable energy resources at present there are no protected areas in this category. In some cases, like in Pshav-Khevsureti PA the buffer zone is mentioned as a multipurpose use zone. FIGURE 1: MAP OF EXISTING AND PLANNED PROTECTED AREAS IN GEORGIA BY THE END OF 2014 The internationally comparable and standardized protection of nature started in Georgia at the end of 20 th century following IUCN categorization. Borjomi-Kharagauli national park (BKNP) was the first protected area proclaimed using international standards in From 2007 BKNP is certified member of PAN Parks network 1 as the only protected areas from Georgia. 1 PAN Parks went bankrupt in May 2014; the European Wilderness Society will honour all Ex-PanParks certifications for at least two more years. The parks can then renew their wilderness certification according to the new European Wilderness Quality Standards. ÖSTERREICHISCHE BUNDESFORSTE AG 4

12 The last proclaimed protected area is Pshav-Khevsureti PAs on the North of Georgia. Georgia is planning to protect also several other areas like Central Caucasus PAs, Trialeti PAs, Mariamjvari PAsand to extend some areas in Kazbeghi, Algeti and Mariamjvari. With these new and extended existing protected areas Georgia will nearly triple its surface under nature protection regime. Selected protected areas have basically some different characteristics that can be described as follows: > Mtirala PA: Adventure nature park > Imereti PA (Prometheus cave natural monument, Sataplia managed reserve and nature reserve, Okatse canyon natural monument): Speleological underground mystery > Borjomi-Kharagauli PA: Wilderness & ecosystem adventures > Javakheti PA: The sky and ground in one: birds, lakes & land > Tbilisi PA: Tbilisi city green & Leisure park > Tusheti PA: Well-kept beauty & secret of nature > Lagodekhi PA: Hiking in endless nature These 7 protected areas represent the 53% of the surface of all protected areas and register 75% of all visitors according to 2013 data. Due to lack of available data (missing data will be collected from APA) the budget of these parks is composed by the share of APA 58.2%, CNF 37.1% and revenues from tourism about 4,7%. Imereti caves are the most visited by tourists and is the only PA with entrance fee, the total contribution of revenues from tourism to Imereti Caves PA budget is substantial and the highest among all Pas. All protected areas except Tusheti, are open throughout the year although the majority 82% of visitors arrive from May till October. Protected areas have been counting during the last 10 years on very good basic working conditions. Administration buildings of PAs are new and spacious enabling efficient administrative work, conferences and meetings and visitors services. Also visitor s centres are mainly new and spacious, in some cases they are efficiently used and in many cases offer possibilities for improvement and more efficient work. Mainly close to administration buildings or visitors centres, new tourism capacities under the management of PAs were built: hotels, guesthouses, restaurants and meeting facilities which are not used (closed) or not efficiently used. And there are still new accommodation and F&B capacities under construction. PAs administrations have a reasonable AWD car park available and a very good ICT support with WIFI and mobile phones to rent. Protected areas have also shelters, tents, sleeping bags, camping places and places for rest to offer to visitors, but according to the opinion of visitors, they are scarce and the quality of these services is not satisfactory. In protected areas there is a variety of walking, hiking, horse riding and biking trails, few market places with specific local products and few typical events. For promotion, APA has web site and tourism maps of PAs. Protected areas attend also important international tourism fairs and exchanges together with GNTA or alone and on specialized thematic fairs as individual entities. ÖSTERREICHISCHE BUNDESFORSTE AG 5

13 TABLE 1: BASIC INFORMATION OF SELECTED PROTECTED (STATUS END OF 2013) No. Name of PA Surface (ha) Budget Employees Visitors Open for (GEL) total total visits 1. Mtirala 15,698 n/a 19 16,358 I-XII 2. Imereti caves 505 n/a ,375 I-XII 3. Borjomi-Kharagauli 85, , ,490 I-XII 4. Javakheti 16,209 n/a 9 1,000 III-X 5. Tbilisi 23,218 n/a 41 20,215 I-XII 6. Tusheti 113, , ,663 VI-IX 7. Lagodekhi 24, , ,318 I-XII Total 278,824 1,327, ,419 Georgia total 520, ,641 Source: APA and information from Pas Note: Data for Imereti caves include Prometheus and Sataplia caves. The total number of employees in the 7 PAs is 243 persons (50% of all employees) and big majority of them are occupied with the basic mission of PAs: nature conservation, protection, maintenance and management. Only 20 persons are working with visitors in visitor centres and as guides which is only 8%, while management and office staff accounts 34% of all employees. TABLE 2: NUMBER AND STRUCTURE OF EMPLOYEES IN SELECTED PAS (STATUS END OF 2013) No. Name of PA Employees total Management Office Environmen t protection Product dvlp Marketing/ Visitors service Rangers Tour guides Others 1. Mtirala Imereti caves Borjomi-Kharagauli Javakheti Tbilisi Tusheti Lagodekhi Total Additional need of HR PAs are understaffed as they need nearly 10% of additional employees, mainly for work in the offices and with visitors. Assessment showed a need for education and trainings in the field of management, marketing and brand development in hospitality services and in foreign languages, legislation & regulations, procurement, accountancy, project preparing & writing, administration, trainings for rangers. Besides trainings, study visits abroad would be very useful to know possible models for development, competitors and trends in conservation and tourism management. ÖSTERREICHISCHE BUNDESFORSTE AG 6

14 SOURCE: interviews with pas management during field visits FIGURE 2: TRAINING NEEDS IN 7 PROTECTED AREAS IN GEORGIA Compared with conclusions of ProPark study 2 recreation and tourism training topics rank in our case and in Eastern Europe very high but the trainings provided do not support these needs appropriately. Provided trainings are mainly focused on management of protected areas and on conservation and biodiversity management and satisfy only 10-30% of all needs. Tourism, recreation, awareness rising, finance and HR trainings are very seldom delivered to PA staff in all Eastern European countries. 2 Assessment of Capacity development needs of Protected Areas Staff in Eastern Europe, 2014 ÖSTERREICHISCHE BUNDESFORSTE AG 7

15 4 TOURISM GUIDING PRINCIPLES IN PROTECTED AREAS Tourism and recreation in protected areas are highly attractive to more and more visitors, and represent an economic opportunity for improved nature protection and for increased well-being of local population. Tourism represents at the same time also a threat to protected areas due to several possible negative effects. Economic and tourism activities in protected areas are strictly forbidden in some IUCN categories of protected areas and in some allowed under certain regulations and principles. When we speak about tourism development in protected areas we generally talk about ecotourism responsible travel to nature areas that conserves the environment and sustains the well-being of local people. The terminology recognizes some forms of tourism related to ecotourism like: responsible tourism, sustainable tourism nature based tourism, adventure tourism, pro poor tourism, etc. The closest to ecotourism is community based tourism for conservation and development. There are 3 pillars of ecotourism: > 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 In spite of the fact that we speak about nature protection and use of natural resources of highest values we have to take into considerations when we talk about tourism development also cultural resources, cultural heritage, cultural landscapes, traditional crafts and some other cultural aspects in natural protected areas and its surroundings. Cultural resources offer another significant added value for tourism development in protected areas. Therefore, definition of ecotourism is extended saying that ecotourism is a form of tourism that fosters learning experiences and appropriation of the natural environment, or some components thereof, within its associated cultural context. It has the appearance of being environmentally and socio-culturally sustainable, in line with best practice thresholds, and preferably in a way that enhances the natural and cultural resource base of the destination and promotes the viability of the operation. (Weaver & Lawton, 2001). General scheme of category of protected area and applicable tourism visitation in some categories was developed on the level and purpose of protection, primary management objectives and basic profiles of eco-tourists visiting protected areas. Besides 2 specific eco-tourist groups: hard eco-tourists with strong environment commitment individual visitation, soft eco-tourists with weak environment commitment, multipurpose and group travel there was identified also third mixed structured group of eco-tourists who have the characteristics of both groups strong environment commitment, social networking and multipurpose travel. TABLE 3: MATRIX OF TOURISM COMPATIBILITY AND PROFILES OF ECO-TOURISTS ACCORDING TO CATEGORY AND MANAGEMENT PURPOSE OF PAS IUCN Tourism as eco-tourist profile 2) Short description category objective 1) 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. Natural parks and protected areas are in all countries one of major attractions for visitors, either hard and soft eco-tourists, nature lovers, day visitors or special focused visitors with educational, scientific and research motifs. They can be from the country or from abroad. The same is in Georgia. ÖSTERREICHISCHE BUNDESFORSTE AG 8

16 5 BASIC CHARACTERISTICS OF TOURISM IN PROTECTED AREAS IN GEORGIA History of statistical evidence of visitation to Georgia protected areas is rather short, still developing and does not give precise, reliable data of real visits to protected areas. Having in mind this developing statistical system, real problems how to register visitation to wide areas of PAs with several entries and findings from our field mission we can say that APA figures about tourist visits are significantly underestimated. APA and protected areas have made an impressive development of infrastructures, services and also promotion of Protected Areas. This led to a great increase of visitation to PAs. According to APA statistics of visits to PAs in 2013 there were 350,642 visitors where 29% are foreigners (source APA). Main season is from May till October when 81% of all visits are realized. Visitors mostly come to Sataplia and Prometheus caves in Imereti 145,375 visitors (41% of all visitors of PAs in Georgia) followed by Kazbegi PA 47,533 visitors, Borjomi-Kharagauli PA 42,490 and Lagodekhi 32,318 visitors.. Statistics for 10 months in 2014 show that visitors arrivals to 7 protected areas are increasing, especially those of international visitors. Nearly all selected PAs have in 10 months in 2014 more visitors that in the whole year 2013 and it is expected that total increase in 2014 will be close to 20% compared to a year before. TABLE 4: NUMBER OF VISITORS TO PROTECTED AREAS IN GEORGIA FROM 2007 TILL OCTOBER January - October 2014 Total Foreign Total Foreign Total Foreign Total Foreign Mtirala , ,358 4,098 21,885 6,119 Imereti caves , ,375 33, ,065 51,846 Borjomi-Kharagauli 3,714 1,851 15,472 4,313 42,490 15,999 46,840 16,909 Javakheti , ,241 1,569 Tbilisi - - 8,950-20,215 1,070 7,910 1,835 Tusheti 900-6,185 3,011 7,663 4,577 9,786 5,362 Lagodekhi ,117 1,858 32,318 5,322 37,064 7,583 Total 4,614 1,851 84,512 10, ,419 64, ,791 91,223 Georgia total 7,714 2, ,509 21, , , , ,398 Source: APA Agency for protected areas In the last three years (from 2010 to 2013) the total number of visitors to PAs nearly triplicate and for foreign visitors nearly quintuplicate. Our 7 selected PAs represent 75% of all visitors to PAs in Georgia and is worth to mention that the increase of visitors to these PAs was even higher: more than 3 times in total and more than 6 times for foreign visitors. Especially significant is an increase of foreign visitors which share rose to nearly 30% of total number visitors, with highest shares in BKNP (38%) and Tusheti (60%). An extraordinary increase was experienced especially in Imereti caves - Sataplia and Prometheus and more than average also in Borjomi Kharagauli NP. Main foreign markets are neighbouring countries, East European and Baltic countries, Israel and Germany. ÖSTERREICHISCHE BUNDESFORSTE AG 9

17 TABLE 5: MAIN COUNTRIES OF ORIGIN OF FOREIGN VISITORS TO PROTECTED AREAS IN GEORGIA IN 2013 There is no systematic monitoring of intensity of visitation to protected areas and effects of this visitation. There are some partial activities in Imereti caves and in some protected areas where pilot carrying capacities were discussed. General opinion of PAs administrations and also international organizations is that number of visitors is still far below the level to have negative effects on nature. In the table below we show the number of daily visitors in all open months and in August as peak season month in Georgia and in selected PAs. On average there are 4 visitors per 1,000 hectares (4 per 10 km2) in all protected areas in Georgia. The highest daily concentration is in Imereti caves with 761 visitors per day in August, followed by BKNP and Lagodekhi PA. In August, the highest concentration is in Imereti caves 15 visitors per 1,000 hectares, in Lagodekhi 8 visitors, in Mtirala and Tbilisi PA 7 visitors, BKNP 4 and in Tusheti 1 visitor per 1,000 hectares. TABLE 6: INTENSITY OF VISITATION TO PROTECTED AREAS IN GEORGIA No. Name of PA Visitors Foreign Domestic Country 1 Country 2 Country 3 Country 4 total visitors Visitors 1. Mtirala 16,358 4,098 Ukraine Poland Russia Azerbaijan 12, Imereti caves 145,375 33,485 Ukraine Israel Poland Russia 111, Borjomi- Kharagauli 42,490 15,999 Israel Poland Germany Baltic count 26, Javakheti 1, Belgium Ukraine Poland Baltic count Tbilisi 20,215 1,070 19, Tusheti 7,663 4,577 Israel Poland Germany Czech Republic 3, Lagodekhi 32,318 5,322 Germany Poland Azerbaijan 26,996 Total 265,419 64, ,768 Georgia total 350, , ,000 Source: APA and information from PAs No. Name of PA Visitors Visitors Visitors/day/ Visitors/day Open month total August open months August 1. Mtirala 16, , Imereti caves 145, , Borjomi- Kharagauli 42, , Javakheti 1, Tbilisi 20, , Tusheti 7, , Lagodekhi 32, , Total 265,419 10,3 50, ,642 Georgia total 350, ,980 Source: Calculated on the basis of APA and PAs data obtained during the field visits APA analysis of a visitors survey in the period March October 2013 shows us the following characteristics of PAs visitors. ÖSTERREICHISCHE BUNDESFORSTE AG 10

18 Cultural Heritage 27% Scientific & Research 1% Nature & Biodiversity 72% Nature & Biodiversity Cultural Heritage Scientific & Research Source: Calculated on the basis of APA survey data FIGURE 3: MAIN MOTIVES FOR VISITING PAS FROM MARCH OCTOBER 2013 (IN%) Horse riding 1% Mixed activities 17% Car Rentals 17% Hiking 65% Hiking Car Rentals Mixed activities Horse riding Source: Calculated on the basis of APA survey data FIGURE 4: MAIN TOURIST ACTIVITIES DURING VISITS IN PAS FROM MARCH OCTOBER 2013 (IN %) ÖSTERREICHISCHE BUNDESFORSTE AG 11

19 Cottage / Shelter 30% Visitor center 35% Tent 35% Source: Calculated on the basis of APA survey data Visitor center Tent Cottage / Shelter FIGURE 5: ACCOMMODATION USED BY TOURIST DURING THE TRIP IN PAS (2013) Visitors estimate that the quality of services is on standard level and high, that prices are acceptable or high too, and expect more complete services, better infrastructure and transportation. Other 2% Radio/ TV 17% Magazine 17% Internet 64% Source: Calculated on the basis of APA survey data Internet Magazine Radio/ TV Other FIGURE 6: MAIN SOURCES OF INFORMATION OF PAS IN 2013 (IN %) Furthermore more than three quarters of visitors 77% travelled with friends. ÖSTERREICHISCHE BUNDESFORSTE AG 12

20 TABLE 7: MAIN OBSERVATIONS OF VISITORS ABOUT POSITIVE AND NEGATIVE EXPERIENCES WHILE VISITING PAS No. Name of PA 1. Mtirala Imereti caves Borjomi- Kharagauli Satisfaction 1 Short distance from Batumi and good Distinguished landscape Satisfaction 2 Nice restaurant 4. Javakheti Birds Lakes 5. Tbilisi Good location Satisfaction 3 New established zip line Biodiversity Trails Landscapes Short distance from Tbilisi Panoramas 6. Tusheti Nature Hospitality 7. Lagodekhi Hiking to visit waterfall Source: Information from PAs Biodiversity New destination for domestic visitors Untouched nature Unique architecture Dissatisfaction 1 Road condition, sometimes overcrowded with tourists No scheduled tours No catering service Service (guesthouse, catering) No infrastructure Water problem Infrastructure especially catering Dissatisfaction 2 Guide service Guide service Proper cottage/hotel No information No information Trails are not marked Information sign boards Dissatisfaction 3 Few walking trails Catering service Trail marking Language problem Information boards and waste Waste Visitors gave several comments and recommendations: > Improved roads maintenance, better access to PAs, trails in PAs > Improved waste collection and toilet facilities > Organize rest and picnic places and recreation areas > Improvement of maps, signing system, promotion and PR material > Regular updating web pages and introduction of reservation system for visitors > Free services for pupils and children Economic effects of tourist activities are estimated to 6% of overall budget of APA and PAs in There are no analysis and estimations how much visits to PAs contribute to local economies and local population where infrastructure and services were developed: accommodation, food & beverage, shops, transportation, guiding, traditional crafts, agriculture, etc. Based on our observation during field visit these economic effects on local economy surpass those to PAs. These results go along with institutional strengthening of Protected Area Department in MoE in 2007/2008 and becoming Agency for Protected Areas in years action and 10 years investment plans were prepared in 2009, development of tourism services for visitors and designing uniform logo of PAs in Georgia. APA has established also strong cooperation with international donor organizations that contribute substantial resources for nature protection and development of PAs in Georgia. ÖSTERREICHISCHE BUNDESFORSTE AG 13

21 6 SWOT EVALUATION OF SELECTED PAS During the field visits SWOT discussion and identification was held in each PA with different stakeholders. These findings were at later stage completed from available documents and by expert knowledge and experiences. Finally, from SWOT of each PA synthesis was done for all visited PAs together to get an overall SWOT analysis that could be valid for all PAs in Georgia. SWOT was also discussed in group work at workshop after 1st assessment phase and their proposals with quality analysis were integrated in experts findings. FIGURE 7: THE MOST EXPOSED AND IMPORTANT SWOT ELEMENTS IN PAS IN GEORGIA STRENGTH Very rich biodiversity, Landscapes Respect of international standards Strong commitment of APA and PAs managers WEAKNESSES Lack of policy and strategy Lack of qualified staff Lack of financing Lack of devolved responsibility Lack of cooperation SWOT IN PROTECTED AREAS IN GEORGIA OPPORTUNITIES Rich culture, cultural heritage, history, tradition Hospitality and interest of local communities for tourism development Increasing demand of international market THREATS Lack of spatial planning and zoning and lack of protection of cultural heritage and cultural landscapes, degradation of landscapes Peoples perception of the security situation in Georgia Waste management Source: Project workshop on 18. September 2014 Participants on the workshop exposed also some additional weaknesses that PAs are facing at: > Lack of administrative and visitor infrastructure (up to 50%) > Lack of devolved responsibility to the administrations > Low salaries of staff > Lack of merchandise and market for the local products (souvenir shops etc.) > Lack of personal safety policies, strategies, emergency service ÖSTERREICHISCHE BUNDESFORSTE AG 14

22 FIGURE 8: SWOT ANALYSIS OF PROTECTED AREAS IN GEORGIA STRENGTH of protected area TRANSPORT / ACCESSIBILITY > Good location, crossroad of three countries Armenia, Azerbaijan and Turkey > Majority of NPs are close to the main road international highways > Majority of NP are also close to the airports (Tbilisi, Kutaisi, Batumi) > Mainly easy access to the park entrances (except Mtirala NP and Tusheti PA) > Easy access to PAs from bigger cities (Tbilisi, Batumi and Kutaisi) NATURAL & CULTURAL ASSETS > Picturesque, wild & untouched nature > Distinguished landscape (canyons, volcanic lakes, plateaus, rivers, architecture and traditional buildings, etc.) > Great biodiversity, especially for migratory birds and endemic flowers > Clean environment > Mild climate (except Vashlovani during summer period when it is very hot) > Cool places in PAs in summer > Many cultural heritage assets, such as monasteries, castles, etc. (inside and outside PAs). > Traditional life-styles of local people that are interesting for visitors INFRASTRUCTURE > Good infrastructure of visitors centre (mainly with park presentations, conference rooms and administration offices) TOURISM DEVELOPMENT > Developed hiking and horseback riding trails > Developed some tourist products in NPs COOPERATION > Hospitable people with interesting organic farming > Local population around PAs have positive attitude to tourism development > Local administrations interested in tourism development WEAKNESSES of Protected area TRANSPORT / ACCESSIBILITY > Bad road conditions to Mtirala NP and Tusheti PA > Tusheti and Javakheti PAs are not accessible in winter > Lack of parking places > Bad road signing system for PAs > No public transport to the PAs > Very poor accessibility for disabled people NATURAL & CULTURAL ASSETS > Strong Seasonality: limited season (mainly from May till October) > Degradation of traditional architecture > Poor waste management in PAs INFRASTRUCTURE > Visitor centres and PAs administration buildings are not fully utilized > Water, electricity supply, signal for mobile phones and WIFI challenges in some NPs > Poor or no infrastructure for disabled persons > Lack of First aid service > No sign boards > No or lack of restrooms > No visitor centre and proper administration building for Tbilisi NP TOURISM DEVELOPMENT > Very poor or no signalization > Lack of promotional material and tourist products for sale > No scheduled tours > Lack of animation and interpretation of sites > Not diversified tourism products > Limited places to rest, picnics, overnight in Pas > Limited knowledge of foreign languages in visitors centres COOPERATION > Lack of human resources (tourist guides, marketing, tourist specialists, etc.) > High fluctuation of PA personnel > Lack of marketing skills > Centralized management (regional administrators are limited with resources and decision making) > Spontaneous involvement of local population in PAs activities and cooperation > Lack of production traditional product, souvenirs linkage with USP > Low exchange of best practices / study visits among PAs in Georgia and abroad > International funds are interested to contribute to the regional development ÖSTERREICHISCHE BUNDESFORSTE AG 15

23 OPPORTUNITIES of Protected area TRANSPORT / ACCESSIBILITY > Renovation of roads to the PAs > Launch of railway connecting Georgia and Turkey > Development of public transport to the PAs > Development of accessibility for disabled people (for wheelchair users, elders, baby strollers, etc.) > Good maintenance of the roads within PAs NATURAL & CULTURAL ASSETS > Improvement of the monitoring system > Sustainable management of environmental impacts > Potential resources in PAs for tourism and recreation development INFRASTRUCTURE > Solar system installation on old and new infrastructure > Additional signs or interpretation boards installation in different languages > Development of recreational facilities > Development of rest facilities > Development of bike rental sites/services > Involvement of local people in tourism infrastructure rehabilitation processes TOURISM DEVELOPMENT > Combination of Caucasus and the Black Sea > Great Silk Road passed several regions in Georgia connected to the NP areas > Image building of PAs and protected nature in Georgia > Specialization of tourism development in different PAs > Good possibilities to develop thematic community based and eco tourism trails > Development of cultural tours connected to prehistories sites and monuments within PAs > Development of winter sport products (snow shoes, ski tours, etc.) > Development of picnic sites > Development of bike rental sites > Development of medical/wellness products > Development of health tourism programmes in nature > Development of tourism products in connection with historical personalities > Development of educational trails > Organization of educational festivals / events > Development of MICE products (conferences, team building, etc.) > Strong marketing campaigns and positioning > Brand development of PAs/NPs > Tourist segmentation and promotional activities > Development of traditional products (cheese, products made by stone, honey) for selling > Development of short tour programs for disabled people > Development of thematic /educational tour programs for schools and universities > Development of multi ethnical trails > Development of Quality labels & Eco labels: standards development > Development of PAs souvenirs for selling > Visitor Statistics and Guest analyses for improvement services and marketing; and manage environmental impacts THREATS of Protected area TRANSPORT / ACCESSIBILITY > Safety in PAs, roads and in different seasons NATURAL & CULTURAL ASSETS > Degradation of natural & cultural assets due to excessive use > No or poor implementation of zoning in PAs > Invasive alien species > Not sufficient monitoring system INFRASTRUCTURE > Lack of resources for maintenance > Safety standards implementation for sport/ adventure activities > Infrastructure projects (main roads/power lines,...) that may affect the natural areas and biodiversity TOURISM DEVELOPMENT > Lack of tourism awareness > Lack of entrepreneurship in tourism > Overcrowded areas due to lack of visitor monitoring / visitor management > Illegal logging > Illegal hunting > Non-sustainable fishing ÖSTERREICHISCHE BUNDESFORSTE AG 16

24 COOPERATION COOPERATION > Decentralization of management in PAs > Waste management challenges > Development of connecting trails among PAs > Conflicts between local population and visitors in Georgia due to low sensibility and respect towards local > Cross-border cooperation with PAs in traditions neighbouring countries > Migration of the population > Development of concession policy for PAs and > The passive attitude of local population and little other tourist related services (hotels, shops, interest towards the tourism development in restaurants, etc.) some regions > Development of PPP - Public Private > Ecological damage due to lack of cooperation in Partnership in joint investment development planning > Cooperation with local economies - guest houses and local people for development of traditional products (cheese, products made by stone, honey) for selling within visitor centres > Integration of local community into tourism development > Cooperation with ecotourism organizations for development of green ways, eco-trails and educational programs in PAs > Cooperation with tour operators (national / international) for jointly preparing visitor products > International funds are interested to contribute to the regional development > Intensive cooperation with local/ regional stakeholders > Intensive cooperation with local and national media > Strengthen potential cooperation with Universities and Research Institutes > Offering vocational education and trainings within communities Source: Information of PAs from field visits, workshops and various documents Tourism is because of mobility of travellers not restricted to some areas. They usually travel to several places especially if they come from more distant countries. In this case, they would like to visit and experience more places/destinations and products and services. Thus, it is important to emphasize tourism products, cultural assets and attractions in broader area to attract this type of visitors and enable them to enjoy in a complex tourism supply of destination, but also the logistical side (transport and accommodation) needs to be sufficiently developed so that visitors can visit the different destinations without many difficulties; it is important to disseminate this through promotion and information materials. We made SWOT analysis of broader areas destination that can together with PAs form attractive tourism supply. FIGURE 9: SWOT ANALYSIS OF SURROUNDING AREAS - DESTINATIONS OF PAS STRENGTH of broader area - destination TRANSPORT / ACCESSIBILITY > Good location, crossroads of Armenia, Azerbaijan, Russia and Turkey > Tbilisi, Kutaisi and Batumi airports are close to tourist destinations and PAs NATURAL & CULTURAL ASSETS > UNESCO heritage sites close to the PAs > Rich and diverse cultural heritage > Traditional crafts and arts > Recognition of some historical sites and resorts (Tskaltubo, Borjomi, Bakuriani, etc.). WEAKNESSES of broader area - destination TRANSPORT / ACCESSIBILITY > Poor conditions of some regional /local roads > Only few budget-airlines flying to Georgia > Lack of road signalization > Lack of tourism signalization > Poor public transport service > Lack of transport facilities (in villages, regions, etc.) > Bus station are scarce and service information is limited NATURAL & CULTURAL ASSETS > Poor waste management > Lack on monitoring systems and implementations > Lack of resources for maintenance of natural and cultural heritage ÖSTERREICHISCHE BUNDESFORSTE AG 17

25 INFRASTRUCTURE > New investments in several regions INFRASTRUCTURE > Poor tourism infrastructure > Poor quality standards in some tourism facilities TOURISM DEVELOPMENT > Well-developed tourist destination (Borjomi, Samtskhe-Javakheti, Kakheti, Adjara, etc.) > Strong brand of wine tourism products > Diversity of tourism offers COOPERATION > Some good cooperation with international TO/TA > Good cooperation with international organizations OPPORTUNITIES of broader area - destination TOURISM DEVELOPMENT > Lack of tourism development / marketing plans in some regions > Inadequate service skills in tourism facilities and broader areas > Limited proficiency in foreign languages > Limited tourism facilities in many regions > Seasonality > Lack of tourist programmes for families > Lack of educational /thematic tourist programmes for children and adults > Lack of tourist marketing and promotion > Poor statistics at local and regional levels > Lack of skilled tourism professionals > Lack of leisure service for residents > Poor brand image of tourist destinations > Weak management > Poor implementation of DMO in the regions COOPERATION > Low integration of local population in tourism development > Low cooperation with local associations, NGOs, etc. > Low cooperation among national agencies APA, GNTA, Agency for Cultural heritage > Low cooperation with international business companies > Low exchange of best practices / study visits among tourist destinations/ countries THREATS of broader area - destination TRANSPORT / ACCESSIBILITY > Development of railway connecting Georgia and Turkey > Increase of air traffic > Improvement of border crossings and administration NATURAL & CULTURAL ASSETS > Awareness raising on natural and cultural heritage > Integration of culture in tourism and experience economy INFRASTRUCTURE > New infrastructure development in several regions (Javakheti, Samtskhe, Tskaltubo,etc.) TOURISM DEVELOPMENT > Improvement of image of Georgia as tourist destination > New investment in tourism in Georgia > Diverse tourism products for different target groups > Strong branding of tourism destinations > Service and quality improvement in tourism facilities > Strengthen the management of small and medium enterprises > Traditions and values protection > Developing a special Cluster for sustainable tourism businesses > Development of DMOs as regional offices of GNTA TRANSPORT / ACCESSIBILITY > Road conditions and maintenance NATURAL & CULTURAL ASSETS > Clearance for agriculture, urbanization and other development has greatly reduced the range of native forest with the many species that depend on the forest > Degradation of natural & cultural assets due to lack of appropriate policy and weak monitoring system INFRASTRUCTURE > Lack of resources for maintenance TOURISM DEVELOPMENT > Lack of tourism awareness > Lack of sustain sites management > Development of mass tourism due to lack of knowledge, development plans > Faster development of tourism in areas across Georgian borders ÖSTERREICHISCHE BUNDESFORSTE AG 18

26 COOPERATION > New development project in regions funded/supported by international organizations > International funds are interested to contribute to the regional development > Integration of local community into tourism development > Strengthen cooperation with educational organizations > Offering vocational education and trainings within communities > International investors attraction Source: Information of PAs from field visits, workshops and various documents COOPERATION > Political instability in the region and broader area > Migration of the population > The passive attitude of local population and little interest toward the tourism economy ÖSTERREICHISCHE BUNDESFORSTE AG 19

27 7 PAS AND STAKEHOLDERS COOPERATION 7.1 Identified stakeholders of Protected Areas Protected areas and APA have main mission related to nature conservation, protection and management. With increasing interest and visitation of domestic people and international travellers to protected areas the need for more organized visit and travel in PAs increased together with a need for more services and their quality for all these visitors. The aim of these services trails, observation platforms, interpretation desks, accommodation, picnic places etc. was to control possible negative impact on the nature and to satisfy the expectations of the visitors. Increased visitation affected also inhabitants of local communities and several others to develop and offer other facilities and services for these visitors either in PAs or in the neighbourhood. The more people, suppliers, institutions so called stakeholders are involved the greater is the need for organized communication, some rules and standards and cooperation. In tourism organization structure is developed from national to local level with national tourism organizations like GNTA, while on regional/destination level there are DMOs Destination Management Organizations, while on local level there are some DMO offices and TICs. On national level APA would be one of important partners of GNTA, while on destination level PAs should be part of DMOs. This structure is not yet developed in Georgia. Therefore, protected areas look for some other possibilities to establish cooperation with several stakeholders with established and new associations and other forms. In the assessment phase of the project we identified the most important stakeholders of PAs that are tourism related. For efficient coordination of stakeholders we will elaborate some models that will take into account existing situation and future desired organization. FIGURE 10: IDENTIFICATION OF MAIN TOURISM RELATED STAKEHOLDERS IN PAS IN GEORGIA MAIN PARTNERS STAKEHOLDERS OF SELECTED 7 PROTECTED AREAS PA MAIN STAKEHOLDERS CULTURAL AND OTHER ORGANISATIONS TOURISM ORGANISATIONS & ASSOCIATIONS > Guesthouse owners/managers > Restaurants, cafes, etc. owners/managers > Other tourism facilities owners/managers > Tour operators & Travel agencies > Horse riding service providers > Tourism, recreation, sports and other services providers > Tour guides > Tourist information centres / organisations > Transport companies and drivers > Crafts and tourism souvenir producers > Farmers and farmers cooperatives > Shops > Local markets > Rangers > Cultural organisations (museums, galleries, art shops, etc.) > Monasteries > GNTA & DMOs > GTA, GITOA > Associations of PA Friends > Guide Associations > Mountain guides associations, who has certified guides > Association of young campaigns (Scouts ) > Speleological association > Ecotourism association > Tourism/culture related associations ÖSTERREICHISCHE BUNDESFORSTE AG 20

28 NGOS, AGENCIES, CENTRES, CLUBS EDUCATIONAL ORGANISATIONS > National and regional NGO related to tourism, nature protection, sustainable development > National and International Sport federations and clubs > National Agency for cultural heritage protection > Health and safety (Urgent) care centres > Agency of standardizations and metrology > Local / regional universities and schools, educational centres > Research organizations related to tourism LOCAL COMMUNITY > Local population > Local Municipalities DONORS, PRIVATE BUSINESSES, INTERNATIONAL ORGANISATIONS Source: Information of PAs from field visits, workshops and various documents > Big private tourism related companies (i.e. Borjomi Water, etc.) > PAs partners - donors (TBC Bank, CARTU Bank, ProCredit Bank, etc.) > International organisations (WWF, WB, UNWTO, UNDP, CNF, KfW, etc.) 7.2 DMO Destination Management Organisation Model Tourism countries have a modern DMO model based on competitiveness and sustainability principles. DMOs are developed for broader areas where visitors can satisfy their complex needs and expectations and achieve experiences that would affect their wishes to come back to that destination. The development of DMOs should be market-led, policy-aligned and culture-compatible. Therefore, each DMO model must consider and incorporate local, national characteristics and targets. The formation and functioning of DMOs have some basic principles and rules. They are related to membership in DMOs, areas of activities, managing DMOs, financing and auditing etc. Protected areas are specific destinations for eco or adventure tourists but are at the same time a part of broader area destination that visitors would like to visit. PAs are in this case a part of broader destination. In twinning project Support to tourism sector in Georgia implemented in 2012/13 there were DMOs proposed for Kakheti, Imereti, Samtskhe Javakheti and Adjara. Development of DMOs is still on agenda of GNTA and APA and PAs should take an active role in establishment and functioning of DMOs. Therefore, DMOs are the final phase of organization of tourism related stakeholders of PAs. A basic principle in a DMO membership structure is the integration and co-operation of the public and private sectors they constitute a so called PPP-Public Private Partnership. Additionally, representatives of the civil sector can enter into DMO membership thus strengthening sustainability in tourism development. The formation of a DMO is usually initiated by the public sector NTA or NTO with assistance of regional and local administrations. Private and other tourism stakeholders that represent tourism products and services enter membership of the DMO on a voluntary basis or on a legally obligatory one taking into account the intensity with which these tourism suppliers are linked to tourism (i.e. the share of revenue earned because of tourist demand). The tourism stakeholders structure and DMO membership usually consist of the following partners: > Public sector representatives > GNTA Georgia National Travel Administration > Governor s office, Municipalities > Agency for Protected Areas (National parks and reserves) > National Agency for Cultural Heritage Preservation > Other public institutions and organisations like development agencies, etc. > Tourism and tourism related business community: > Hotel industry > B&B, guest houses, similar accommodation establishments > Rooms, apartments and houses as second homes for rent > Camping & caravanning sites > Restaurants & cafes > PAs and natural reserves ÖSTERREICHISCHE BUNDESFORSTE AG 21

29 > Ski centres > Water and spa centres > Casinos > Congress facilities and organisers > Ski schools, entertainment parks, etc. > Museums, galleries, > Tourism products and souvenir producers > Transport organisations (taxis, rent-a-cars ) > Tourism related shops and services > TICs Tourist information centres > Tourist reservation and booking systems > Associations of hotels, travel agencies, guides, etc. > Tourism suppliers (food & beverage, energy, equipment) > Marketing and promotion agencies > Tourism, hotel and similar schools and colleges > Sacral-religious centres open for visitors > Civil sector representatives > Local inhabitants > Residents of second homes apartments and houses > Cultural and sports societies offering tourist products and services > NGOs related to tourism GNTA APA, NACHP MUNICIPALITIES & GOVERNORS' ADMINISTRATION TOURISM & TOURISM RELATED BUSINESSES: Hotels, B&B, restaurants, wine producers, PAs & national reserves, ski centres, congress centres, travel agencies, transport companies, casinos,. SACRAL RELIGIOUS CENTRES OPEN TO THE PUBLIC CIVIL SECTOR: NGO'S, etc FIGURE 11: MEMBERSHIP STRUCTURE OF DMOS DESTINATION MANAGEMENT ORGANISATIONS A DMO has several market oriented activities. These can be developed fully or be limited. Development of the working areas of a DMO can be divided into several phases according to needs and aims, HR or financial resources, etc. ÖSTERREICHISCHE BUNDESFORSTE AG 22

30 A full DMO can cover the following working areas: > Development planning and strategic projects (Tourism vision and strategy preparation, Activity planning, Identification of core tourism investment projects) > Tourism resource inventory, evaluation and tourism product development (Identification of tourist resources and attractions, Data base of tourism attractions, Destination and inter-destination tourism products development; Event organisation and management, Stimulation of entrepreneurship and SMEs related to tourism) > MICE Meetings, Incentives, Congresses and Events (Organisation of professional meetings, workshops, discussion tables, Organisation of Incentive travel for tour operators, travel agencies, media, Organisation of congresses, conventions, fairs, Organisation and management of events) > Market intelligence and statistics (Basic tourism statistics, TSA (Tourism Satellite Account) and tourism economic importance measurement, Guest surveys, On-line surveys, Benchmarking) > Tourist information collection, management and distribution (Organisation and updating of data base of tourist offer, capacities, services, events, Management of tourist information according to target markets and customers, Distribution and use of tourist information for lobbying, marketing, PR, distribution channels, locations, languages) > Tourist promotion and marketing (Marketing strategies and action plans; Image and Brand development, Market communication (fairs, workshops, advertisements, PR,), Production of promotional materials (brochures, posters, leaflets, maps, DVDs ), E-tourism business (web portal, on-line marketing, CRM, central reservation system, ticketing ) > Tourism quality management and customer relations management, Quality standards of tourism facilities and services (accommodation classification, ski lifts, spa centres, congress classifications, tourist trails), Tourism quality awards and certificates development, Tourists satisfaction measurement (tourists complaints management, mystery guest analysis, etc.) > Tourism knowledge management (Tourism training programmes implementation, Best practices transfer, Study visits) > Lobbying, advocacy and communications (PR) (Advocacy that tourism plays an important role in sustainable development, evaluation and preservation of natural and cultural resources and attractions, regional development, employment and income, raising image of region and country, Representing tourism and its importance in political and business circles, institutions, associations and organs, Tourism awareness raising plans, activities and campaigns, Membership management) > Tourism quality and standards supervision/control (Setting rules for behaviour of suppliers and tourists in tourism destination (zoning of tourist activities, openingclosing hours, rules for skiers on the slopes), rules for operation of infrastructure services (waste collection ), Monitoring implementation of classification and other quality standards, tourist arrivals/overnight registering, respecting rules of destination behaviour 7.3 Association of Friends of Protected Areas Some protected areas in Georgia have initiated establishment of Association Friends of PAs with an aim to develop and offer some products and services for visitors instead of PAs and to support fundraising for PAs related activities. This would also enable PAs to get some financial resources to provide activities and services that cannot be realized with regular budget of PA. Associations have different members that have interest in developing products and services in close relations with PAs and are from or neighbouring areas of PAs. Friends of national parks/protected areas are usually non-profit organizations that gather personal and institutional members to strengthen nature conservation, to increase the awareness of nature, its protection and behaviour in nature, to organize education and awareness raising activities and to support local population and communities. Main financial resources are membership fee, donations and projects funding. There is no uniform structure of Friends of PAs association for all PAs in Georgia. The IUCN project (2010) Facilitation of public participation in PA management - Georgian example discussed and supported organization of Protected Areas Friends Associations in Georgia as pilot actions in Tusheti, ÖSTERREICHISCHE BUNDESFORSTE AG 23

31 Lagodekhi and Vashlovani PAs. Associations were established as foundations or non-governmental organizations in The main objectives of the organization are: Support PA administration functioning and management, biodiversity conservation, protection and popularization; ecotourism development; stakeholder involvement in the management of protected areas and support their social-economic welfare through grant projects, private donations and membership fees. PA Friends Associations have internet and Facebook pages. The Support Programme for Protected Areas in the Caucasus-SSPA project made an assessment of activities of all 3 associations and their functioning and based on results of these 3 associations some other PAs in Georgia would like to implement this model in their area. Thus, it would be reasonable to further develop this model to represent an efficient cooperation model for PAs especially when GNTA has not defined yet when DMOs will be established. To develop uniform structure of Protected areas Friends Association in Georgia basic principles should be discussed and agreed; some of them are already included in 3 pilot associations some are proposed below: > Mission: support nature protection and sustainable development with awareness raising, education and development of activities that contribute to financial sustainability of PAs and benefit of inhabitants and local communities > Legal status: non-profit organization > Membership: membership of companies, institutions and individuals on volunteer basis > Activities: > Project implementation in nature conservation, biodiversity, landscape, wildlife, > Enhance the capacity and involvement of local population (in and around PAs) > Conduct education and training for local main stakeholders and PAs administration staff > Support reinventing and development of traditional crafts, events, cooking recipes, culture and legends > Organization of events > Awareness rising and promotional activities especially for environmental friendly behaviour and work > Financing: membership fee for different level of members, donations and project activities > Networking: Associations of PA Friends of each PA should form a network throughout Georgia Protected areas and APA should support development and cooperate also with other associations like: providers of accommodation (hotels, guesthouses, B&B, camps etc.), providers of F&B (restaurants, cafes etc.), providers of transport (drivers, rent-a-cars, taxis), tour guide and rangers associations, local producers and others. Associations are primarily occupied with development of products and services and their quality thus contributing to overall satisfaction of visitors of protected areas. ÖSTERREICHISCHE BUNDESFORSTE AG 24

32 8 MARKET POTENTIAL FOR ECOTOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA 8.1 Market segmentation Visitors to natural sites and to protected areas have different demographic, social and economic characteristics, expectations and behaviour. Thus, it is very important to know as much as possible target groups that are interested to visit PAs. Usually we differentiate tourist market on some basic categories: > Domestic and foreign > One day visitors and overnight tourists > Demographic characteristics: man, woman, single, families, students, children > Motives for travel: leisure, sports, business, health, education > Intensity of tourist activities: hard, soft, indoor, outdoor > Organized travel by TO/TA or individuals etc. Based on existing demand and on different studies we would expose the following market segments that would represent the majority visitors in the future. Domestic demand for visiting PAs is predominant and important also for the future. In Georgia there is at present 70% of visitors from domestic market. Back to nature, discover nature, experience nature is very popular among young Georgians. They like soft and more intensive - adventure activities that PAs in Georgia are providing. Families with children travel to nature sites and PAs to spend a day or short holidays. Schools take children to PAs or to their visitors centres to learn about nature, biodiversity, the need to conserve and protect nature, how to behave in nature and what can we learn from the nature. PAs represent to this segment of domestic demand important educational centre. Some companies are looking for team building programmes in PAs to strengthen corporate affiliation and team work. These trends are especially evident in cities with big population. Foreign market is getting more and more important for Georgia PAs. It represented nearly 30% of all visits to PAs in 2013 and was increasing even faster than visits from domestic market. It is worth to mention that the share of foreign visitors is much higher in tourist season months from May till October. The main origin foreign markets for PAs are: Israel, Azerbaijan, Ukraine, Russia and Germany. According to different internationally accepted surveys, nature, mountains, landscape are one of the strongest motives for travellers. The main motives for ecotourism trips are: > Experiencing the peace and tranquillity of the natural environment > Seeing wildlife in its natural habitat > Being close to nature > Escaping the urban environment > Learning about the natural environment > Absence of crowds > Rest and relaxation > Having new experience > Being physically active > Positive previous experience > Reputation > Self-discovery > Having exciting and adventurous experiences > Meeting new people with similar interests > Opportunity to be with friends and/or relatives > Visiting as many ecotourism destinations as possible > Being able to tell my friends about my experiences Intensity of activities of PAs visitors shows 3 main groups of visitors: > Hard eco-tourists with strong environmental commitment, enhancing sustainability, have specialized and longer trips, want to be physically active with little available/offered services, emphasize personal experience and make own trip arrangements. ÖSTERREICHISCHE BUNDESFORSTE AG 25

33 > Soft eco-tourist have moderate environment commitment, weak enhancement of sustainability, have multipurpose trips, have short and physically passive trips to protected areas, expect services, emphasize interpretation of nature and use intermediaries like TO/TA. > Mixed structured eco-tourists have a combination of strong environmental commitment, enhancing sustainability, want to be physically active, expect services and desire social interaction; they have also multipurpose trips, are in large groups, use intermediaries like TO/TA and emphasize interpretation of nature. (Weaver & Lewton, 2001) We can derive from this segmentation a conclusion that there is a segment of visitors who travel purposely to PAs, want to experience nature and realize their expectations by themselves but they are less numerous as other 2 groups of eco-tourists. Other bigger group are multi-purpose travellers who travel for leisure, are on multi-sites/countries touring, are on business trip and during that travel they visit also natural site or PA. Mixed-structured group is potentially very interesting and it is even bigger than a group of soft eco-tourists. They are more nature committed, want more physical activities but enjoy also comfort, socializing, travel organized and in groups and want interpretation want to learn. It is also interesting to see some statements common to all these 3 groups of eco-tourists: > Nature has an inherent value over and above its usefulness to humans > Ecotourism businesses should be subject to effective accreditation and monitoring, meaning development of some standards and brand > Ecotourism should contribute to the benefit of local communities > Ecotourism businesses should contribute to conservation and management of nature > Mass tourism and use of mechanical means of activities are not in line with ecotourism > Eco-tourists would not travel to a country where the government was allowing/engaging in a destruction of their natural environment on a significant scale Eco-tourist plan their travel 3-4 months ahead, travel in pairs 50% and 20% in family; hard ecotourist stay on average 9 days on trip while soft and mixed eco-tourist groups stay 5 days. They choose accommodation facilities in this order of importance: Hotel/motel, Eco-lodge, Guest House, Camping, Bed and breakfast, Lodge/inn, Private residence, Farm stay/ranch, Backpackers accommodation, Recreational vehicle and Home stay. 8.2 Market potential to visit PAs Tourism demand to visit protected areas in Georgia is composed by majority 70% of domestic and important share 30% of international visitors. Domestic demand is very important for protected areas! In each country it represents a stable, permanent source of demand of different groups eco-tourists, adventurists, families, children, students, researchers In Georgia the share of domestic visitors is at present 70% - the big majority of all visits to PAs. There are inhabitants live in Georgia by estimation for 2013; half of this population lives in cities. Georgia is young country average age is 39 years men only 36.6 years. According to some estimation more than Georgians live in diaspora. Spending leisure time in nature is supposed to be a trend among young Georgians. There are no specific statistics about domestic tourism while statistical analyses of international visitors give some interesting information and indicators. International visitors are registered by statistical office and analysed by GNTA. In 2013 Georgia registered 5,392,000 international arrivals of tourists, same day visitors and transit travellers. ÖSTERREICHISCHE BUNDESFORSTE AG 26

34 Source: GNTA Tourism industry report 2013 FIGURE 12: DISTRIBUTION OF INTERNATIONAL ARRIVALS TO GOERGIA BY MAIN CATEGORIES OF VISITORS AND TYPE OF DESTINATION VISITED DURING THEIR STAY IN GEORGIA IN 2013 Main destinations that international tourist visited during their stay in Georgia in 2013 are nature based followed by culture (based on GNTA exit survey). On Tbilisi, Kutaisi and Batumi airports landed together 585,700 passengers in the year At main border crossings international arrivals to Georgia were in 2013: Sarpi (Turkey) 1,605,666, Kazbegi (Russia) 701,302, Tsiteli Khidi - Lagodekhi (Azerbaijan) 851,202, Sudakhlo (Armenia) 922,891 and Ninotsminda (Armenia) 209,920 persons. These arrivals by motor vehicles are important source of transit passengers for some protected areas that are situated close to these borders (Lagodekhi, Mtirala, Javakheti, Kazbegi, and Tbilisi PAs). PAs in Georgia show that there is a stable demand to visit PAs from domestic and foreign markets. Statistically registered visitors to PAs in 2013 which need to be increased because of not sufficient statistical coverage to approximately 450,000 visitors represent already important demand for Georgia PAs especially when we consider official yearly increase of this demand by more than 30%. This yearly increase is even higher when we count only foreign visitors. Share of foreign visitors was on average 30% in 2013 but in tourist season months from May October this share was significantly higher. Based on statistical information about inhabitants, number of domestic and foreign visitors in some areas and visitors in protected areas we evaluated potential demand for selected PAs. We missed some statistical data to use also number of transit passengers that could influence the potential demand figures and ranking. From the table below we see that the biggest market potential belongs to Tbilisi PA followed by Mtirala PA. The potential for BKNP would also increase with more comfortable access from north from main road from Black Sea to Tbilisi and Azerbaijan. Big potential has also Imereti Caves PA which could have even bigger potential if we would take into account transit passengers and Tskaltubo s health resort rehabilitation. Considering the transit passengers market potential would increase also for Lagodekhi and Javakheti PAs. Tusheti is in this case the PA with lowest market potential which imposes also the development of this PA avoiding hard adventure activities and mass visitation. This development direction of Tusheti PA is underlined also by the fact that the area is accessible only 5 months a year. TABLE 8: EVALUATION OF POTENTIAL DEMAND TO VISIT SELECTED PROTECTED AREAS IN GEORGIA No. Name of PA No of inhabitants in the area No of visitors in the area No of visitors per PA in 2013 Total 1. Mtirala 400, ,200 16,400 1,376, Imereti caves 200, , , , Borjomi-Kharagauli 14,500 92,400 42, , Javakheti 96,000 1,000 1,000 98, Tbilisi 1,500,000 1,050,000 20,200 2,570, Tusheti 29,800 86,100 7, , Lagodekhi 50,000 35,000 32, ,300 6 Total 2,290,900 2,417, ,500 4,974,300 Source: Statistical office, GNTA, APA and own calculations Rank ÖSTERREICHISCHE BUNDESFORSTE AG 27

35 9 TOURISM PRODUCTS AND POTENTIALS IN PAS 9.1 Tourism products 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. PAs have developed for their visitors walking, hiking and horse riding trails, some more adventures services like biking trails, canyoning and zip-line. Trails are marked, some have interpretation desks and guiding is organized. PAs offer also shelters, tents and sleeping bags for visitors. The increase in number of visitors and general demand leads to an increased need of more products and services in PAs. Visitors services development should follow some principles that take into account first 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. Source: Information of PAs from field visits, workshops and various documents FIGURE 13: MOTIVATION OF ECO-TOURISTS TO VISIT NATURE AND PROTECTED AREAS ÖSTERREICHISCHE BUNDESFORSTE AG 28

36 Source: Information of PAs from field visits, workshops and various documents FIGURE 14: ACTIVITIES OF ECO-TOURIST DURING ECOTRIP 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), friendliness of locals, authentic culture and lifestyle, quality of food, prices and quality of accommodation. It is not so important for them: existence of package tours, presence of world class and known attractions and quality of infrastructure (roads, health centres etc.) FIGURE 15: IDENTIFICATION OF EXISTING TOURISM PRODUCTS AND SERVICES IN SELECTED PAS IN GEORGIA (STATUS MID YEAR 2014) Existing tourist products in PA: > Walking and hiking tours (mild to moderate adventures) > Horse riding tours > Picnic areas > Bird watching > Botanic tours > Rural tours > Transit jeep tours > Mountain biking > Eco- educational programmes > Botanical tours > Bike tours > Snow shoeing > Canyoning > Zip line > Boat tour (in Prometheus cave) > Tents, sleeping bags, backpacks Existing main tourist products in broader area destination: > Walking and hiking trails > Horseback riding trails > Cultural tours > Rural tours > Ski tours > Local markets tours (Lagodekhi) > Camp sites Source: Information of PAs from field visits, workshops and various documents ÖSTERREICHISCHE BUNDESFORSTE AG 29

37 9.2 Potential tourism products in PAs During assessment phase we identified also potential tourism products that PAs in Georgia could develop to meet experiences and expectations of visitors. We grouped these potentials in some characteristic segments. It is necessary to state that the list bellow does not mean that PAs should develop and manage all products and services. These potentials offer also an opportunity for PPP public private partnership where APA, Municipalities and private sector find common interest in development plans and investment. Besides, there are products and services that will be developed and managed mainly by private sector and not by PAs or APA (public sector). FIGURE 16: POTENTIAL TOURISM PRODUCTS IN PROTECTED AREAS IN GEORGIA (STATUS MID YEAR 2014) Potential tourist products in PA: SPORT PROGRAMMES > New hiking and biking trails > New horseback riding trails > Trekking trails > Sport fishing > Cycle touring > Skating programmes > Recreational zones with water bikes and boats > Mountain biking > Mountaineering > Downhill trails > Family touring & adventure tours (bike parks) > Caving > Swimming areas > River tours > Winter offers: cross-country skiing, show-shoeing HEALTH PROGRAMMES > Springs and other points for Health & Wellness (already used for medical purposes in the past) > Soft nature (relax) products > Dinner with typical food of the regions in NPs /PAs > Caving spa > Speleotherapy > Health & Wellness programmes (maternity treatments, rejuvenation spa in nature, etc.) > Meditation day programmes > Quit smoking / Health week in PAs/NPs CULTURAL & HISTORICAL PROGRAMMES > Cultural tours > Cross-border tours > Multi ethnical tours > Historical trails (fortresses, monasteries, watch tower, etc.) > Archaeological tours > Products on traditional culture & art: folklore, music/signing, history, etc. > Story telling programmes > Myths, legends and history programmes > Pilgrim tours NATURE PROGRAMMES > Herbarium tours (collection of small quantities of herbarium) > Sightseeing platforms with interpretation signs > Bee keeping tours > Botanical tours > Wild life observation tours > Tours involving elements of traditional land use systems > Educational Trails on mushrooms, medicinal plants, berries, (chest)nuts > Landscape photography > Farm tours including handy crafts and product tasting (bread baking, cheese, honey, wine, ) > Best panoramic view tours > Experience shepherds life > Farm tourism products > Volunteer work camps > Learning experience of traditional activities in PAs/NPs > Learning experience- gastro courses in connection with nature > Gardening & learning experience (traditions and crafts) ÖSTERREICHISCHE BUNDESFORSTE AG 30

38 INCENTIVE PROGRAMMES > Team building programmes > Meetings & Incentives programmes > Fairs & Events programmes ICT & SALES > Internet corners & cafes > Mobile phones to rent > GPS guides to rent > Audio guides to rent > Videos > Postcards & stamps > Brochures > Guide books > Typical product/souvenirs > Snacks and refreshing drinks EVENT PROGRAMMES > Annual Opening Festival > Friends of NP Festival > Annual art festival (art demonstration and selling products) > Market place > High-quality, locally-made and branded products (traditional crafts) > Open days of PAs > A day of PAs in Georgia > Cultural & ethnological local events > Religious events ACCOMMODATION FACILITIES > Areas for campers > Mobile houses > Camp sites > Overnight shelters > Hotel > Guest houses Potential main tourist products in broader area destination: > Adrenaline and adventure theme parks at the borders of PAs > Mountain bike trails & stadiums at the borders of PAs > 4 wheel & off road trails at the borders of PAs > Rafting > Rural tourism products and programmes > Farm tourism products > Eco- educational tours > Medical tourism > Spa tourism programmes > Leisure and natural experience > Sport & Adventure programmes > Myths, legends and history programmes > Learning experience- gastro courses > Traditional handcrafts programmes (knitting, weaving, bee-keeping, watermills, etc.) > Religious Touring > Disabled Touring > City breaks > Health & Wellness programmes > Gastronomy tour > Traditional market tours Phase 1 Workshop and group work on workshop gave some orientation for tourist products and services development in PAs in next years. They are grouped and listed below: CONSTRUCTIONS > Visitors centre in Javakheti > Visitors centre in Tbilisi (central national and for Tbilisi PA) > Hostel in Tusheti > Camping place and picnic area in Tusheti > Safes in Prometheus visitors centre > Visual identification of rangers that they are in service for visitors ÖSTERREICHISCHE BUNDESFORSTE AG 31

39 PRODUCTS AND SERVICES > Reconstruction, maintenance and improvement of trails > Bird watching trails, platforms and towers with binoculars > Wildlife watching trails, platforms and towers with binoculars > Photographic platforms/towers > Canyoning > Rafting in canyons (Mtirala, Okatse) > Hanging bridge in Okatse canyon > Gochkadili canyon (Martvili) tourism development > Short trails and short thematic trails in PAs(Tbilisi PA) > Part of trails/access for disabled people > Shelters > Camping places > Picnic areas > Places to rest > Family oriented services: shelters, short trails, theme trails > Children focused educational trails, playgrounds, theme parks > Children corner in visitors centres > Cafes in visitors centres (snacks and refreshing drinks) > Sales corners in visitors centres: > DVDs, brochures, postcards & stamps, > Souvenirs > Snacks and drinks > National day of PAs in Georgia event annual event (a day and half with exhibitions..) > Open days/start of the season of PAs event (3 days or a week events) > Thematic events as per season, region and tradition > Uniform system of marking trails in Georgia project > Marking trails in individual PAs > Mobile applications and guides > Internet - WIFI corners in visitors centres > (Online) booking systems (for services/visits/...) INFORMATION & PROMOTIONAL MATERIALS > Nature Interpretation desks > Biking maps > Promotional material (brochures, maps in different languages, web sites, social media, etc.) > Joint map of Javakheti and Lake Arpi MANAGEMENT > Improvement of guiding services > Standards (national) for products and services offered and related to PAs > Joint management of Okatse and Gochkadili canyons (PA Imereti caves) > APA, PAs, Municipalities, GNTA and DMOs should be drivers of entrepreneurship in local communities to develop products and services supporting/relating to PAs. TOURIST PRODUCTS CONNECTING PAS IN GEORGIA > Mtirala - Kintrishi > Tusheti - Khevsureti Kazbegi CROSS BORDER CAUCASUS TRANSBOUNDARY TOURIST PRODUCTS > Javakheti Lake Arpi (Armenia) under realization > Machakhela (Georgia) Camili (Turkey) - plan > Lagodekhi - Zakatala (Azerbaijan) - plan ÖSTERREICHISCHE BUNDESFORSTE AG 32

40 10 CONCLUSIONS Assessment of tourism development in protected areas in Georgia, their potentials, resources and capacities to be mobilized for further development showed significant results already achieved and also challenges to be addressed in order to avoid deficiencies and obstacles. Assessment phase gave project expert team a lot of material, findings, proposed ideas, solutions and also problems to work on in the next phase. There are some very important and visible achievements of APA and PAs: > Fast and efficient developing system of PAs that leads to more protected nature according to international standards > APA & PAs are committed to nature conservation, management and nature promotion, > Increasing investment in tourism facilities and services in PAs are improving image, becoming visitors friendly while offering basic services; > Significant increase of visitation to PAs and revenue generation what leads to an Increasing financial sustainability of APA and PAs; > PAs have significant effect on economic and social development of local economies and population. More local entrepreneurs, suppliers and increase of revenues and level of living of local population; > Visitation to PAs still within the limits of acceptability and carrying capacities. Negative effects of visitation to PAs under control. During assessment phase we made SWOT analysis and we identified the main strengths and weaknesses of protected areas from the point of view of tourism development. The major strengths are: > Very rich, untouched nature, wilderness, biodiversity, landscapes > PAs are close to main roads, airports and bigger cities except some PAs; > PAs are mainly accessible nearly all year except Tusheti and Javakheti which are not accessible in winter; > PAs have new and spacious administrative and visitors centres > Attractive visitors trails > Respect of international standards in nature conservation > Strong commitment of APA and PAs administration to nature conservation and management The major weaknesses are: > Tourism development in PAs not supported by organization and policy > Lack of devolved responsibility to the PAs administrations > No eco-tourism strategy > Lack of professional hospitality HR, trainings and study visits > Low salaries of PAs staff > Lack of sign posting, parkings and access roads > Lack of cooperation with tourism stakeholders and organizations on national and regional/local level > Lack of merchandise and market for the local products (souvenir shops etc.) > Lack of vision and strategic targets of PAs > Lack of uniform marking system and promotion/marketing of PAs > Lack of quality standards/brands > Lack of personal safety policies, strategies, emergency service > Centralized system of PAs development and management We identified also main opportunities and threats for tourism development in PAs. The major opportunities are: > Increasing demand and above average growth rates of eco and adventure tourism > Cross border and joint Caucasus development of PAs > Fast developing tourism and increasing tourism image of Georgia > Rich culture, cultural heritage, history and tradition; > Potential for new attractive visitor trails > Potential of diversifying development of a new tourism products ÖSTERREICHISCHE BUNDESFORSTE AG 33

41 > Interest of local communities and people for tourism development > Hospitality of Georgians > Use of ICT and energy renewable technology. The major threats are: > No carrying capacities estimations and nearly no monitoring > Waste management > Lack of spatial planning and zoning > Lack of protection of cultural heritage and cultural landscapes > Reduction of financial resource from international organizations > Security and safety in narrow and broad term; not clear perception on markets that Georgia is a safe country > Degradation of nature and natural catastrophes Degradation of nature in terms of climate change > Faster development of competitors in neighbouring countries. APA and PAs are facing some challenges that could bring significant results on short term while strategy will bring guidelines for long term development of tourism in protected areas in Georgia. These challenges are: > Not fully and efficiently utilized administration and visitors buildings > No available HR for tourism management and marketing in PAs administration, even with low interest, knowledge and experiences of PAs staff for tourism > No clear, uniform and efficient concession or franchise system to lease-rent PAs tourism infrastructure to private sector > Weak cooperation of PAs with stakeholders related to tourism in the area, No destination tourism management & cooperation DMOs > Not enough coordinated promotion and marketing with GNTA, > Access to PAs: signalization on main roads; bad road to PAs, no organized transport to PAs, available parking space; Trails in PAs not or not properly marked; lack of nature interpretation boards; Visitors services missing or low quality: accommodation, catering, guiding; > Waste management problems; > No standardized statistical system of quantitative and qualitative measurement of visitation to PAs; Number of visits to PAs in Georgia is significantly underestimated! No reliable visitors' surveys. > No clear strategy and policy for tourism development in PAs and no organization support; Centralized system of PAs to APA with lack of initiatives and entrepreneurship of PAs management & staff. We estimated that market potential for tourism development in PAs in Georgia is big! Very important is the domestic market: families, young people exploring the nature and culture, young people looking for adventures; school children for education 3 ; people living in bigger cities; Georgian diaspora; Increasing importance of international market: hard and soft eco-tourists, hard and soft adventure tourists, holidaymakers at the seaside or/and in the country; cruise tourists; international business visitors and international missions to Georgia; Niche markets (domestic and international): scientists, researchers, teachers, speleologists, participants at sports event & competitions, bird watchers, etc. Geographically traditional international markets represent a good potential for further expansion and be targeted with promotion campaigns and products: Russia, Turkey, Azerbaijan, Armenia, Israel, EU European markets: especially nature & culture more oriented countries (Benelux, Baltic countries, Germany, Austria, Czech republic, Slovakia and Poland and overseas markets: USA, Australia Based on assessment findings we made some proposals to undertake activities with short term effects. These activities are mainly based on better exploration of existing material resources and capacities, with improvement of organization, more tourism skilled staff and entrepreneurship. 3 These different domestic visitors offer good opportunities for eco-education and awareness raising on nature protection; this is one of the core tasks of APA and protected areas. ÖSTERREICHISCHE BUNDESFORSTE AG 34

42 Organization of tourism/hospitality activities > Formation of hospitality department in APA with the following tasks: > Tourism marketing plan development and realization > Tourism product development and coordination > Tourism facilities (accommodation, F&B, shops,...) of PAs management > Tourism information, promotion and marketing (independently and with GNTA, TICs and DMOs) > Sales promotion as ground operator TO/TA for PAs > Tourism/PAs related stakeholders and associations (Friends of PAs, Ecotourism,...) coordination. > Preparation of step by step decentralization of PAs management starting in the field of tourism and devolve responsibility and authority to PAs administration Improvement of PAs infrastructure and its use: > Open APA and PAs more to public: open days of PAs, open doors, visitors centres and information centres close to concentrations of people, web and e-tools to use > Improved use of available space in administrative and visitors building for tourism/visitors purposes; > Develop uniform marking system of trails in PAs and realize marking of trails > Develop and install interpretation tables and information kiosks > Increase sites (number/size) for picnic and recreation, parking places and signboards directing to the sites and entrances Tourism product development: > Further expansion, diversification and specialization of tourism product development with respect to market/demand potential and complementary set of activities matching visitors expected unique experience (SBU principle) > Merchandize to sell to tourists as souvenirs (good memories and gifts, including guide books, DVD, postal cards, etc.) and to generate revenues (production and sales can be in cooperation with local craftsmen and small businesses) > Products and services related to PAs can/should be linked to tourism offer in the destination (culture, history, sun & sea, gastronomy, MICE, ) > Tourism products and services should connect PAs in Georgia, cross border PAs and Caucasus > Tourism products and services related to PAs need quality standards and certification/licencing brand development > Respect of international standards by implementation of obligations under association agreement HR development and improvement: > Staffing of PAs administration with tourism specialists product, marketing, hospitality guest relations, tourist guides; > Capacity building of hospitality department in APA (twinning, trainings, study visits, mentoring - coaching) > Capacity building of tourism staff in PAs > Retain and attract dedicated staff by increasing motivation > Improve motivation of HR by higher salaries, study visits and pub lick recognition > Direct and empower PAs administrations to extend cooperation Cooperation: > Strengthen cooperation, collaboration with different relevant institutions, stakeholders, collaboration with local service providers > Support to development of Association of Friends of PAs clear mission, role and activities > Support development and cooperation of other associations: hotels, guest houses, guides, producers, etc. > Improved cooperation with GNTA and with municipalities and TICs > To cooperate with DMOs Destination Management Organizations newly developed by GNTA as main stakeholders organization in regions > Establish strategic partnership and cross marketing with for example water companies, mobile providers, banks, insurances Important activities stressed also on workshop are preparation of ecotourism strategy and action plan and projects focused on waste management, hygienic standards, basic safety, security and comfort of visitors. ÖSTERREICHISCHE BUNDESFORSTE AG 35

43 11 ANNEXES ANNEX 1 PROJECT FIELD VISIT REALIZATION ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA Field visit of 7 Pas record: 5 27 August Tue Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri Sat/Sun 16/ Mon Tue START OF FIELD VISIT PROGRAMME JAVAKHETI PA Departure from Tbilisi Meet PA Administration Director in Ninotsminda Field visit to Madatapa and Khanchali lakes Visit of local guest house Meet PA Administration office in Akhalkalaki JAVAKHETI PA Field Visit to Kartsakhi lake Workshop with PA and Akhalkalaki municipality Visit of local guest house BORJOMI- KHARAGAULI ŠA Departure for Borjomi Meet Borjomi municipality & TIC in Borjomi Meet PA Administration director BORJOMI- KHARAGAULI PA Workshop with PA and private suppliers Visit of local guest house BORJOMI- KHARAGAULI PA Field Visit of BHNP IMERETI CAVES PA Travel to Kutaisi IMERETI CAVES PA Meet PA Administration Director Meet Kutaisi municipality & TIC in Kutaisi Short field visit in Tskaltubo IMERETI CAVES PA Workshop with PA administration & Tskaltubo municipality Visit of local restaurant Field visit to Okatse canyon MTIRALA PA Departure for Mtirala PA/Chakvi Meet PA Administration director Field visit to Mtirala PA & Visitors center Meet with local guest house & restaurant MTIRALA PA Workshop with PA administration and TOs/TAs Meet with Department of Tourism and Resorts of Ajara AR Meet with BTA Batumi Tourism Agency MTIRALA PA Short field visit and meet with TIC in Batumi Departure for Tbilisi TBILISI TBILISI TBILISI ÖSTERREICHISCHE BUNDESFORSTE AG 36

44 Wed Thu Fri Sat Sun Mon Tue Wed Wed LAGODEKHI PA Departure for Lagodekhi PA Meeting with PA administration director Workshop with PA administration, municipality and suppliers Short site visit LAGODEKHI PA Meet with Friends of PA Association director Field visit of 2 nd PA entrance & market place development Drive back to Tbilisi via Vashlovani Meet with Vashlovani PA administration director Short visit of Vashlovani exhibition and visitors center Departure for Tbilisi SAGURAMO - TBILISI PA Departure to Saguramo/PA Tbilisi Meet with PA administration director Short visit of possible Gldani entrance and visitors center of PA Drive back to Tbilisi TBILISI TUSHETI PA Drive to Tusheti Meet with PA admin director in Alvani on the way to Tusheti TUSHETI PA Visit to PA s Visitors center Field Visit of Dartlo - Tusheti site and meet with suppliers Meet with Omalo - Tusheti stakeholders & suppliers TUSHETI PA Field visit to existing and potential trails via Verkhovani Meet with PA s rangers TUSHETI PA Short field visit to new services of PA s Visitors center Short visit of art studio of Tusheti woollen crafts in Alvani Drive back to Tbilisi END OF FIELD VISIT PROGRAMME ÖSTERREICHISCHE BUNDESFORSTE AG 37

45 ANNEX 2 LIST OF PARTICIPANTS ON THE MEETINGS DURING FIELD VISITS JAVAKHETI PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date JAVAKHETI Protected Areas Javakhetu PA Administration Tamaz Karapetyan Head takwwf@gmail.com ELKANA Makhare Matsukatov Regional coordinator mmatsukatov@gmail.com Javakhetu PA Administration Sergei Babajanian Ranger Javakhetu PA Administration Edgan Akopian Ranger Javakhetu PA Administration Karen Levanyan Ranger levkarenapa@gmal.com Akhalkalaki Municipality Arthur Iricyan Specialist delgeo@mail.ru Javakhetu PA Administration Bagdasar Akopyan Head of security Javakhetu PA Administration Ashush Akopyan Accountant Ashsh2009@mail.ru Guesthouse SULDA Plora Apoyan Owner BORJOMI-KHARAGAULI NP: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date BORJOMI-KHARAGAULI PA TIC Borjomi Arthur Stepanyan Tourism Specialist Chopin27@mail.ru B-KH PA Administration Natia Muladze Head of administration division muladzenatia@gmail.com B-KH PA Administration Levan Tabunidze Director levantabunidze@gmail.com B-KH PA Administration Elina Dzelzkaleza Volunteer Elina.dzelzkaleza@gmail.com B-KH PA Administration Bacho Tabunidze Guide Bacho-tabunidze@gmail.com B-KH PA Administration Gemal Gongadze Horse owner Jeko.gongadze@mail.ru B-KH PA Administration Ani Ohanyan Volunteer S4anohan@uni-trier.de B-KH PA Administration Gaga Mumladze Visitor service chief specialist Gaga-mumladze@yahoo.com B-KH PA Administration Ivane Kupradze Head of security service Ivanekupradze@gmail.com B-KH PA Administration Zviad Khutsishvili Ranger zkhutsishvili@gmail.com B-KH PA Administration Matt Best Volunteer mattbestny@gmail.com Borjomi Municipality Ketevan Berozashvili Head of tourism department kberozashvili@yahoo.com Guesthouse Nick&George Giorgi Aitsuradze Porter/family member gioaitsuradze@yahoo.com Guesthouse Nick&George Maia Aitsuradze Owner maiaaitsuradze@gmx.com ÖSTERREICHISCHE BUNDESFORSTE AG 38

46 IMERETI CAVES & OKATSE CANYON PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date IMERETI CAVES Imereti caves PA Administration Imereti caves PA Administration Imereti caves PA Administration Tourism department at Kutaisi municipality Tourism department at Kutaisi municipality Tourism and resort management centre of Tskaltubo Tourism and resort management centre of Tskaltubo Imereti caves PA Administration Imereti caves PA Administration Zaal Kvantaliani Director zkvanto@gmail.com Avtandil Chitadze Head of Security service Lasha Kikvidze Visitor service chief specialist lashakikvidze@gmail.com Kote Charkhalashvili Chief of tourism department imertour@yahoo.com Giorgi Gulua Deputy chief of tourism department tickutaisi@gmail.com baxuti@yahoo.com Noe Jimshaleishvili Financial Manager Tskaltubo.resort@gmail.com David Chirgadze Deputy chief Noe07@rambler.ru Gigi Oniani Ranger gugoonianie@gmail.com Bichiko Mikadze Tour leader bichikomikadze@gmail.com MTIRALA PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date MTIRALA Mtirala PA Administration David Khomeriki Director dkhomeriki@mail.ru Mtirala PA Administration Lali Makharadze Visitor service specialist makharadze@gmail.com JEMINI TO/TA Levan Tevdoradze Manager l.tevdoradze@geminiagent.com Ajara BATUMI TO/TA Susanna Grigorian Assistant manager suzanna@adjbtm.com Mtirala PA Administration Aleksandre Babeishvili Chief Security Ale-11@mail.ru Mtirala PA Administration Leonide Darchia Nature resourses specialist Darchia90@mail.ru NGO/Mta da Bari Zurab Manvelidze Head of board Zurab58@yahoo.com Department of Tourism and Chief specialist in tourism Tamar Jijavadze Tamar_jijavadze@yahoo.com Resorts of Ajara development department Department of Tourism and Eka Abesadze Tourism product specialist catherinebessat@mail.ru Resorts of Ajara ÖSTERREICHISCHE BUNDESFORSTE AG 39

47 Department of Tourism and Tinatin Zoidze Head of tourism department Resorts of Ajara Batumi Tourism Agency Sopo Lazishvili Director Department of Tourism and Resorts of Ajara Mamuka Berdzenishvili Deputy director LAGODEKHI PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date LAGODEKHI Lagodekhi PA Administration Giorgi Sulamanidze Director giorgisulamanidze@gmail.com Lagodekhi PA Administration Thea Shalvashvili Head of Administration tshalvashvili@gmail.com Lagodekhi PA Administration Alejsandre Loladze Visitor service chief specialist hanihihi@gmal.com Lagodekhi PA Administration Kakhaber Kegoshvili Chief ranger kkegoshvili@yahoo.com Lagodekhi PA Administration Giorgi Dodashvili Ranger Lagodekhi PA Administration Mariam Ormotsadze Accountant NGO/ Lagodekhi PA s Association of friends Valer Ogiashvili Director valerioghia@gmail.com 20. & Lagodekhi PA Administration Felix Steinmeyer Volunteer Felix.steinmeyer87@gmail.com Lagodekhi PA Administration Christin Beyer Volunteer Christin.beyer86@gmx.de Tourism development support and international relations department at Lagodekhi Municipality Dimitri Zurabashvili Director d.zurabashvili@mail.ru Tourism development support and international relations department at Lagodekhi Municipality Aleksandre Adamashvii Chief specialist Lagodekhi.tourism@gmail.com TBILISI PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date TBILISI TBILISI PA Administration Platon Peikrishvili Director ppeikrishvili@apa.gov.ge ÖSTERREICHISCHE BUNDESFORSTE AG 40

48 TUSHETI PA: List of PARTICIPANTS / WORKSHOP, Field Visit Institution/ Unit Name, Surname Position Phone Date TUSHETI Tusheti PA Administration Anzor Gogotidze Director gogotidze@gmail.com Guesthouse SHINA Natia Bakuridze Owner/manager hotelshina@gmail.com Guesthouse DARTLO Mariam Otiuridze Owner/manager info@dartlo.ge Tusheti PA Administration Giorgi Bakuridze Visitor center chief specialist Gio.bakuridze@gmail.com Tusheti PA Administration Pikria Navguraidze Visitor center specialist fnavguraidze@gmail.com Local building company /WB project Giorgi Berikadze Assistant g.berikadze@yahoo.com Tusheti PA Administration Nugzar Idoidze Ranger idoidze@gmail.com Guesthouse LASHARAI Vepkhia Raminauli Owner/manager guesthouselasharai@yahoo.com KRKONOSSKEHO NP Jakub Kaspar Hosek.michael@gmail.com KRKONOSSKEHO NP Michael Hosek jkaspar@krnap.cz Art Studio Lili Murtazashvili Owner anabuchaidze@gmail.com ÖSTERREICHISCHE BUNDESFORSTE AG 41

49 ANNEX 3 WORKSHOP 1ST PHASE PROGRAMME AND LIST OF PARTICIPANTS ÖSTERREICHISCHE BUNDESFORSTE AG 42

50 ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA LIST OF INVITEES - PARTICIPANTS / WORKSHOP # Institution/ Unit Name, Surname Position Phone Signature TJS office, TBILISI 1 Javakheti PA Administration Tamaz Karapetyan Head takwwf@gmail.com 2 B-KH PA Administration Levan Tabunidze Director levantabunidze@gmail.com YES 3 Borjomi Municipality Ketevan Berozashvili Head of tourism dept kberozashvili@yahoo.com 4 Imereti caves PA Administration Zaal Kvantaliani Director zkvanto@gmail.com 5 Tourism department at Kutaisi municipality Kote Charkhalashvili Chief imertour@yahoo.com 6 Tourism and resort managment centre of Tskaltubo David Chirgadze Deputy chief Noe07@rambler.ru YES 3 pax 7 Mtirala PA Administration David Khomeriki Director dkhomeriki@mail.ru 8 Batumi Tourism Agency Sopo Lazishvili Director s.lazishvili@gmail.com 9 Department of Tourism and Resorts of Ajara Mamuka Berdzenishvili Deputy director m.berdzenishvili@gobatumi.com 10 Lagodekhi PA Administration Giorgi Sulamanidze Director giorgisulamanidze@gmail.com NGO/ Lagodekhi PA s Association of 11 friends Valer Ogiashvili Director valerioghia@gmail.com Lagodekhi Municipality n(n)jp the center 12 for promoting tourism development and Lagodekhi.tourism@gmail.com Dimitri Zurabashvili Director cooperation with international d.zurabashvili@mail.ru YES organizations 13 Tusheti PA Administration Anzor Gogotidze Director gogotidze@gmail.com YES 14 Tbilisi PA Administration Platon Peikrishvili Director ppeikrishvili@apa.gov.ge 15 Vashlovani PA Merab Ppirosmanishvili Director mpirosmanishvili@apa.gov.ge 16 Twinning project Mike Gerforth Resident Twinning Advisor Mike.Garforth@bundesforste.at YES 17 GNTA Nedea Janiashvili Deputy Chairman mariamzh@gmail.com YES 18 GTA Nata Kvachantiradze Head info@harmony.ge info@tourism-association.ge YES ÖSTERREICHISCHE BUNDESFORSTE AG 43

51 19 GITOA Ia Tabagari Head YES 20 ETDC Ilia Okromelidze Head KfW/GFA Ramaz Gokhelashvili Team Leader YES 22 WB Ahmed Eiweida Country Sector Coordinator CNF Daniel Sepic Program Director CNF Tea Barbakadze Georgian Coordinator YES 25 USAID Paata Shanshiashvili Technical Adviser WWF Tamaz Gamkrelidze Regional Partnership Manager Nacres Irakli Shavgulidze Chair, Governing Board UNDP Nino Antadze Energy and Environment Team Leader 28 ÖBF / Eco-tourism Study for TJS Janez Sirse Team Leader janez.sirse@ntz-nta.si YES 30 ÖBF / Eco-tourism Study for TJS Lela Khartishvili National Tourism Expert lela@thegeorgianonline.com 31 APA Rati Japaridze Chairman YES 32 APA Dimitri Beridze Deputy Chairman YES 33 APA Bakur Kvaratskhelia Adviser to the Chairman bakurik@gmail.com YES 34 AP Tamar Kvantaliani Head of International and Projects Service tamar.kvantaliani@yahoo.com YES 35 APA Lika Kalmakhelidze Specialist of ecotourism mailto:lia.kalmakhelidze@gmail.com 36 GFA Eka Kakabadze National Coordinator ekabadze@hotmail.com YES 37 SPPA Georgia Sopo Tvaradze stvaradze@hotmail.com YES 38 TJS AHT Group Corinna Saeger Project director saeger@aht-group.com YES 39 TJS Servi Nabuurs Int. Team leader naburs@aht-group.com YES 40 TJS Marianna Nitusova Sector specialist Marianna.nitusova@tjs-caucasus.org YES 41 TJS Rusudan Chochua National coordinator tatachochua@yahoo.com YES YES YES ÖSTERREICHISCHE BUNDESFORSTE AG 44

52 ANNEX 4 MINUTES OF WORKSHOP 1ST PHASE ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN WORKSHOP 18 September 2014, 09:30 in TJS/RECC conference room, Aghmashenebeli Ave. No. 150, 7 floor, Tbilisi MINUTES OF THE WORKSHOP Project workshop was open by welcome and technical information about the workshop agenda, schedule and organization by Servi Nabuurs, TJS team leader. 1. Presentation of assessment phase results Mr Rati Japaridze, Chairman of APA welcomed all participants and exposed priorities, main activities and challenges of tourism development in protected areas in Georgia. He explained that preparations on this project were lasting long time. Increasing demand to visit PAs, the situation in PAs and requirements for balanced development of PAs, financial sustainability of PAs and the need for economic and social development of local communities require strategic guidelines for tourism development of all protected areas in Georgia and for each of PA separately. Results of this project will give several answers to these questions and dilemmas. Then, Janez Sirše project team leader presented findings of 1st phase assessment phase where he exposed: > General situation and basic tourism indicators in 7 selected PAs > Tourism results of development in PAs so far > Trends of tourism development in protected areas > SWOT - Strength, Weaknesses, Opportunities and Threats in PAs > Stakeholders identification and evaluation > Tourism market potential for PAs and > Guidelines for tourism product development in PAs Besides analysis of the situation, expert made also basic conclusions of findings, challenges and proposals for immediate actions to improve tourism development and its efficiency. Short discussion was held during the presentation with some questions and answers. 2. Group work of project participants Workshop continued with group work discussing 3 areas of assessment: SWOT, Tourism products and services and Stakeholders. Basic questions for group work were prepared and dealt with participants in all 3 groups. Three groups made the following conclusions: ÖSTERREICHISCHE BUNDESFORSTE AG 45