Georgia changes its tourist image
07 July, 2011
Georgia changes its tourist image


To make Georgia popular as a tourist destination Georgian government deems it essential to rebrand the country’s tourist image. Some sector representatives find rebranding premature.

Georgian government plans to change the active tourist slogan “Europe starts here” [made by Saatchi & Saatchi, one of the international advertising fames] soon. Governmental standpoint is that Georgia entered a new era of tourism development and the currently active slogan somewhat misleads potential tourists in making up their mind where to go.

‘Of course , slogan “Europe

starts here” is interesting but we need more tourist-oriented message that can attract the interest of a tourist. This slogan cannot attract attention to our specific features, because nobody comes here to see Europe; we have to expose our identification factors thanks to which a tourist should come here and not to Germany for instance. If they want to go to Europe, they will go to Germany where the Europe is and not to Georgia,” Maia Sidamonidze, Head of Tourism Agency of Georgia, explained to Georgian Journal. The logo of the country - a red flower on a white background, as well as music, video clip and the country’s tourist strategy - worked out by Saatchi in 2007 is to change in coming months so as to position Georgia at international market according to its new identification qualities.

Based on the recent marketing research, Tourism Agency together with L-C-D Company has already identified key factors making Georgia special: hospitality, nature and cuisine.

The second phase includes a competition for foreign companies to decide which of them will shape out the new tourist brand and strategy. The competition was already announced early in June and deadline is July 20, 2011. The key requirement is brand-creation experience of applicants. The winner is supposed to start working in August and complete rebranding and new marketing strategy by this coming October. Starting October the third phase will launch extensive PR and advertising campaign tailored to the new brand and strategy. The web-page of Tourism Agency will be also refreshed based on new criteria and logo.

Sidamonidze assures that the identification factors [hospitality, nature, and cuisine] were revealed in consensus of the state officials, private sector and independent experts.

Some private sector representatives [who prefer to remain incognito] disagree with the frequent change of country brands and find the underway rebranding premature. They claim government changes brands and slogans according to taste of active top officials, that the tour operators were not included in the marketing research process, and that the underway rebranding is squander of money for it is not necessary [Georgian government paid about half million US dollars to Saatchi and most probably the new brand will cost the same] as far as the current brand is pretty fine and the money earmarked to this here rebranding might be diverted on other much more pressing problem. Countries with developed tourism do not change brands for 10-20 years – frequent changes bespeak of non-professionalism. Spain for example did not change its brand for two decades and Italy - for at least a decade.

“We have been changing country slogan and brand almost each year till 2007 and people at the international market did not perceive us seriously. Finally Saatchi & Saatchi worked out a pretty fine brand ultimately including the slogan “Georgia. Europe starts here” and we expected it to stay for longer than five years. It is based on intriguing “catches” like that since human remains dating back 1.8 million years and acknowledged as the first Europeans were unearthed in Georgia, that gold processing started in Georgia, that Georgia is a cradle of wine and it simply situates in Europe why not to say that Europe starts here? It sound quite exciting and catches attraction. Besides by identifying Georgia with Europe they settled the name confusion problem as our country is frequently mistook for the Georgia of the US,” an incognito source said.

Rossitza Ohridska-Olson, a macro-strategist with focus on the business of cultural tourism, also approved the Saatchi way of thinking underlining that “Not that Europe, as destination existed 1.8 million years ago, nor that the civilization of Europe started there – for that you have to look south-west. Nevertheless, first, Saatchi & Saatchi “detached” the country from Asia, where most people believed it was, and second, they placed the accent in the past – not on the current war and conflicts situation in the Caucasus.”


Other Stories
Korter: Reliable housing property data in Georgia
It's not a simple job to find fresh homes. But when you use the estate choice service Korter, everything becomes distinct.
Rent a car in Tbilisi –
Are you thinking of booking the best vehicles for your next trip at a very reasonable price? If yes, then this is one of the best decisions you can ever make for yourself.
Pleasant Sunday for the whole family – Renewed Sunday’s brunch at The Biltmore Tbilisi Hotel
Summer, the season of endless fun and vacations, has ended and Tbilisi has become a usually crowded city.
GEL devalues, officials show optimism though
Devaluation of the national currency has sent shockwaves among citizens in Georgia. Officials think that the trend will return to its normal frame, though.
ProCredit Bank’s 20 years of challenges and successes in Georgia and what it means to be a responsible bank
“The bank’s 20-year long presence in Georgia was marked by many challenges and success stories.
Comments on alarming GEL devaluation
The National Bank of Georgia set a new exchange rate, according to which, dollar price became GEL 2.9507 on Tuesday.
Euronews and Silknet sign an MOU to launch “Euronews Georgia”
Euronews and Silknet, Georgia’s leading telecommunications company, are announcing the signing of an MOU in view of launching Euronews Georgia, a news channel and digital platform aimed at a Georgian-speaking audience.
Green Diamond starts to hand over flats to owners as second stage of construction finishes
Second stage of construction of Green Diamond living apartments by MAQRO Construction has finished and process of hand over of flats to owners has started.
Georgian wine tasting in the US came off excellently
Georgian wine tasting in the main cities of the US, New York, Chicago, and Boston went off excellently.
The most wanted fruits from Georgia
The fruit exportation has decreased in Georgia. According to Geostat (National Statistics Office of Georgia), this year, up until May Georgia exported 25 939 300 USD worth of fruit – 6 771 300 USD less than in 2018.
Investment Plan for Europe – Additional EUR 800 million for SMEs as EIF and ProCredit double support for innovative companies
The European Investment Fund (EIF) and ProCredit Group are providing an additional EUR 800 million to innovative small and medium-sized companies (SMEs),
Everything of comfortable life in one space – Second part of construction of one of the largest apartment complexes finished in Tbilisi
Apartment in ecologically clean environment, thousands of square meters of green yard, swimming pools, places for various sports activities, treks for walking and running, commercial spaces – all these available in one space is not a fantasy.
Batumi awarded Europe's Leading Emerging Tourism Destination 2019
World Travel Awards Europe Gala Ceremony 2019 took place on the 8th of June in Madeira, Portugal.
Coca Cola to open new factory in Georgia, will hire female drivers
Coca Cola is opening new factory in Georgia in December.
World's best party supply company now on the Georgian market
The largest party supply store in Georgia - MyDay is launching as the official distributor of AMSCAN from 2019.
Live as a marketing tool and an unprecedented live stream launched by Livetag
Sharing information has become smoother and more versatile in today’s technological world. Recently, live streaming, an online streaming media has become especially popular.
Theme and program of Caspian Energy Forum Tbilisi – 2019 changed
“The 8th International Caspian Energy Forum Tbilisi – 2019, scheduled for June 21, will focus on the development of the Azerbaijan-Georgia relations in the field of economy and energy”,
Misunderstanding over Poti deep sea ports
There was misunderstanding around deep sea ports in Georgia – in Poti.
High demand for dollars or the investment decline – Why Georgian Lari depreciates
$1 equals GEL 2,7470 in the official rate set by the National Bank of Georgia (NBG).
PSP Group confirms negotiations regarding purchasing of GEO Hospitals
PSP Group confirms negotiations regarding purchasing of GEO Hospitals.
New life to be given to Dashbashi Canyon
Georgia’s Agency of Protected Areas is planning to give new life to Dashbashi Canyon in Tsalka (southeastern Georgia).
Who is constructing “Khadori 3” Hydropower Plant in Pankisi Gorge?
Clashes broke out in Pankisi Gorge, Georgia’s northeastern region between special forces and residents
Business Positive – Successful radio program from Radio Positive
Starting point of radio program Business Positive is to meet interesting people, communicate with them and deliver information that is interesting for the audience.
A factory of electric vehicles to be built in Kutaisi
Prime Minister Mamuka Bakhtadze stated that a factory of electric vehicles will be built in Kutaisi at the presentation of the Aigroup business group.
Qvevri-shaped hotel complex to be built in Telavi
A Qvevri-shaped hotel complex is scheduled to be built in the village of Shalauri in Telavi, Kakheti (east part of Georgia).
GEL Exchange Rate
Other Stories
Recently Toyota rolled out Global Campaign under this slogan that reflects the Olympic and Paralympic Spirit of Encouragement,
A couple from Switzerland combines Swiss tradition and technology with Georgian products. Their cheese is made in the Georgian mountains and sold in local stores and hotels.
It has been more than five years since the residents of Lilo village, near Tbilisi, cannot open their windows.
63 000 GEL was received by the Georgian Agro Export Group which is just a small part of the European Neighbourhood Programme for Agricultural and Rural development.
Georgian entrepreneur Guka Tavberidze, who runs his own business in the UK and does it quite well, has been invited by BBC
The grand opening of 7-star The Biltmore Hotel Tbilisi took place in Georgia’s capital on July 31.
DUSHETI, Georgia – The Georgian government and the World Bank will allocate USD 5.6 million (12 million GEL) to fund
A new Georgian clothing brand named Person has emerged in Georgian market.
Georgia is in the midst of an economic maelstrom, Euronews reports.
Situation at Georgia’s mineral water market is interesting: over the last year, the volume of export has grown by 56 percent. According to “GeoStat”, over $114 million worth of mineral water was sold
GEL Exchange
December 2019
Mon Tue Wed Thu Fri Sat Sun
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31