Georgia s Cultural Clusters as an Opportunity For Sustainable Development of Tourism

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1 Georgia s Cultural Clusters as an Opportunity For Sustainable Development of Tourism Maka Piranashvili PhD, Associate Professor Grigol Robakidze University; Georgian Technical University Lamara Kadagidze PhD, Professor Grigol Robakidze University; New Vision University 10th International Conference for Cultural Tourism in Europe September 2017, Sibiu, Romania

2 Considering Georgian reality, tourism is the branch of economy in which formation of a cluster principle is one of the correct economic strategies hence the concept of a cluster implies unification of, at first glance, seemingly incompatible fields and trends into one economic idea, and it is vital and pivotal for the sphere of tourism. The current state of Georgian economy urges to explore a new strategy of advancement in different fields of economy, as well as to seek for innovative approaches in old traditional branches in order to activate unobtrusive reserves essential for the formation of the fundamental basis for economy of Georgia as of a state. World Tourism Organization (WTO) announced the year 2017 to be the one of sustainable development of tourism. In the conditions declared by the government and Tourism National Administration of Georgia, the issue becomes rather crucial and obtains particular urgency regarding the 2025 strategy of Georgian tourism. Cluster principle of economy is one of such strategic directions. A state-based vision of the issue, complete involvement of executive and financial structures are decisive prerequisites for the formation of touristic cluster and its prolific functioning in any subject and circle of a cluster.

3 Georgia is renowned for its exceptionally rich cultural heritage. Therefore, it possesses a vivid potential of forming touristic clusters. Shato Mukhrani in Kartli, Rabati in Akhaltsikhe and Shatili in Khevsureti would be accurate examples. The exploration and research of this cultural heritage and its presentation as of a complete cultural cluster is the pillar we attempt to build our paper on.

4 Unforgettable impressions are awaiting you in the labyrinths of the history of the Bagrationi Dynasty in Chateau Mukhrani, just on a 25-minute drive from Tbilisi! Chateau Mukhrani is the first Georgian chateau based on 4 values: vineyards, cellar, palace and history. The church built in the name of martyr Ketevan in Chateau Mukhrani, the fence of Ashotan Mukhranbatoni, the palace of Mukhranbatoni and Niko Buri as well as the glass plant in Qsani enable the formation and enhancement of a touristic cluster. Chateau Mukhrani is a place visited by wine lovers, adventure seekers or romantic couples. It hosts business meetings, conferences, seminars, workshops, corporate events, weddings and a MICE event. The Chateau also offers tourists different types of wine tours and master-classes in wine-tasting. Professional guides and knowledgeable sommeliers are at tourists service.

5 Since 2007 Chateau Mukhrani has been making the finest wine from grape harvested from its own vineyard and receiving numerous awards in local international competitions. This year it was represented by 6 wines on the one of the world s most influential and prestigious contests - International Wine Challenge (IWC) held annually in London. All the wines got an award, out of which the highest assessment and the gold medal went to Saperavi of the ear Chateau Mukhrani has a restaurant called Royal Cellar Built with old brick, a cellar is a historical monument. The restaurant interior retains the traditions of the time reflecting the epoch. The date 1878 is related to the first Mukhrani glass bottle wine molding by Ivane Mukhranbatoni. All the dishes offered by Ivane Mukhranbatoni to foreign and Georgian guests are restored. They are made of natural products grown and harvested in Mukhrani. Each of them has a recommended wine enclosed.

6 The conducted study in Chateau Mukhrani based on the survey revealed the following data: in order to define the turnover on wine market and determine the amount of wine produced annually by this specific company, we need to look at the graph.

7 Consistency of sugar in wines produced by Chateau Mukhrani is a point of interest since this factor has a great impact on a customer s choice.

8 As for one more significant issue in the study: which wine is the best seller of the market and possesses a high demand, we got the presented picture.

9 We have a very interesting picture related to export and distribution market. The study results convey wines produced by Chateau Mukhrani are presented in numerous world markets such as the ones of the countries of the former Soviet Union, Europe, Asia and America The number of tourists in Chateau Mukhrani keeps growing yearly. It was visited by people in 2016 (the statistics does not include participants of info tours and personal events) while in 2017 the number of visitor amounted to

10 Rabati is a historical castle in the city of Akhaltsikhe. Its history starts from the IX century. In XII-XIII centuries it served as a residence of Jakeli Family. Recent large-scale and rapid rehabilitation works of cultural heritage altered images of not only historical cities but of medieval architectural monuments as well. Rabati Castle went through a stunning metamorphosis. In spring 2011 Georgian government allocated 34 million GEL for the restoration and eventually it turned into one of the favorite places for travelers. Rabati is visited by approximately tourists daily. A museum, the mosque and Medresse (Islamic educational institution), a IX th century orthodox church citadel and Turkish baths are presented in the historical part of the castle. Museum exhibits tell the viewers a story of the Bronze Era. This is a territory where early metallurgical signs are found. Solar discos are distinguished out of them. The second part tells us about the Antique Age. Rabati is a symbol of tolerance. We encounter with the multitude of confessions here.

11 Rabati has a hotel functioning in a modern part of the castle with a restaurant, a café, a wine store, amphitheatre and a wedding house alongside with an information center for tourists and an administrative building. All these suggest multisided load of Rabati to be formed as a cultural cluster.

12 One of the unique monuments of construction art, a village stretched onto a rock, simultaneously a former dwelling center and a tower/fortress guarding Georgian borders in the North throughout centuries Shatili is located in Khevsureti. The restoration and adaptation of Shatili started in It was enlisted in the World Heritage Trial List of UNESCO in October 24, Shatili has a promising perspective of promotion of tourism. Visitors are mostly attracted by a different history, authentic villages, ethnocultural traditions and pristine nature, in short by all Khevsureti is rich with. Shatili has an outdoor museum where festivals are held, Khinkali (a famous Georgian dish like dumplings) is cooked and beer is brewed; rugs and socks are knit. The ancient castles (towers) host guests and serve as hotels. Willing tourists can participate in agricultural activities; cook Khinkhali, knit socks, etc. This will support the region to develop sustainable economy, reduce migration and form a cultural cluster.

13 Keeping a potential guest informed is a substantial task since success of touristic business depends on this factor. It is significant to create new high-quality contents on internet space. Activation of the abovementioned important component even within the existing infrastructure and incomplete material basis will double the touristic attraction of the country on the expense of natural and cultural peculiarities and the latter will contribute considerably to the development of sustainable tourism in Georgia.

14 Thank you for your precious attention!