Adventure, culture & good food: what foreign tourists expect from Georgia
29 January, 2018
Adventure, culture & good food: what foreign tourists expect from Georgia
Over the last few months, several articles have been published in worldwide press praising Georgia as an emerging tourism destination and encouraging tourists to come and visit Georgia now. Lonely Planet, National Geographic, BBC, the Guardian, the New York Times, the Financial Times and Bloomberg to name but a few. Only last week, CNN, the Austrian Bergwelten and the Korean Herald also wrote about Georgia.

What do these articles have in common? What did the journalists think would appeal to
their European, American or Korean readers to make them consider coming to Georgia? There is a number of common themes listed below, based on the analysis of several recent articles, which indicates to foreign tourists’ expectations and motivations to travel; things which are often not very well understood by many local people working in the tourism field (accommodation, food, transport etc), particularly in the rural areas of Georgia.

• Nature: the beautiful, dazzling, snow-capped Caucasus mountains, glaciers, green valleys, pristine rivers, small and remote villages against the dramatic mountain backdrop. As the Guardian put it, “superb scenery, utterly unspoilt and great for trekking.”

• Culture: old churches and monasteries, watchtowers, museums, galleries, UNESCO World Heritage Sites (Ushguli’s appeal as “the highest village in Europe” can be found in most articles), but also intangible heritage like folk songs, dances and local festivals.

• Food and wine: unique, different, authentic and very tasty.

• Isolation, remoteness and the opportunity to disconnect (to an extent, however, because having good working Wi-Fi is also very important for tourists.

• Sense of adventure: dangerous road to Tusheti, trekking in remote areas but also off-piste or heli-skiing (off-trail, downhill skiing or snowboarding that is accessed by a helicopter).

• Hospitality of the local people, usually connected with the vast amount of local food and drink, and the opportunity to interact with them (often), despite the language barrier.

• Ease to travel: no visas for the majority of countries; many more budget flights from Europe initiated.

• Safety to travel into and around Georgia.

• Great nightlife and plenty of things to see and do in Tbilisi (vibrant, modern, cosmopolitan, but also with a beautiful Old Town, traditional balconies, old churches etc).

• There is also a sense of urgency that comes from most reports: come right now before it is too late, before it gets spoilt (ironically, by the very same people who are being encouraged to come now!)

Motivations of the Western Travellers

In October 2017, the CBI (the Agency of the Ministry of Foreign Affairs of the Netherlands) published an interesting analysis on the trends in the European outbound tourism market that perfectly sums up the points listed above: European travelers “are looking for authentic experiences in non-traditional destinations where travelers can interact with local people (…) and “destinations in developing countries with their unique cultural and natural resources” (…). A growing number of travelers are willing to pay for unique and authentic experiences, especially if it benefits local communities. Safety, sustainability and interaction with local people are important”.

Their main motivations to venture to new destinations are hiking, trekking, unspoilt nature, wildlife, the uniqueness and the “authentic experience” – that opportunity to see, smell, taste and experience the local nature, culture and cuisine.

Meeting the expectations

In addition to the need for life-changing experiences through immersion in Georgian nature and culture, there are also more basic needs of tourists once they have arrived (and, consequently, these are the things they mostly complain about if the expectations are not met). According to several employees of the Tourist Information Centres around Georgia I regularly speak to, the foreign tourists want better quality, clean accommodation; more public transport options; more diverse product offer (more “things to do when it rains”); better customer service; more food options for vegetarians; safer driving by marshrutka drivers; no smoking in public; and, last but not least, better Wi-Fi.

The number of curious and adventurous tourists arriving to Georgia is growing – but only meeting these needs will ensure that they leave satisfied.

Marta Mills is a Sustainable Tourism Specialist for the Caucasus region, advising international organisations and tourism businesses on how to manage tourism responsibly to protects its natural and cultural assets, and benefit the local population in Georgia. She writes her own blog on sustainable tourism: oneplanetblog.com and tweets at @oneplanetblog

Author: Marta Mills

Source: Georgia Today

Related stories:

Foreign photographer tells why you should not go to Georgia

Georgia among top 10 countries you need to visit in 2018

Unprecedented growth of tourism continues in Georgia
Print
Other Stories
Koruldi Lakes in Svaneti – Heaven On Earth
Koruldi Lakes is one of the most magical places in Georgia.
Svaneti – the most untouched place by the outside world
French photographer Julien Pebrel traveled to Georgia last summer.
5 must-see lesser-known places in Kakheti
Kakheti is located in the eastern part of Georgia.
Euronews: "Batumi as a center of youth culture"
Euronews has recently published an article about Batumi, a seaside town in Georgia.
Russian tourist in Batumi explains why Russians should not come to Georgia
It has been more than a week since demonstrations have started in Tbilisi and are held daily.
How "Spend Your Summer in Georgia" campaign started?
The group includes around 207 000 members of Facebook and it has been only couple of days since the campaign was launched.
Why Georgia? – Photographer Eddy Li speaks about his experience
As the number of tourists coming to Georgia rises, so does the number of international photographers.
Visit Gudamakari surrounded by the Greater Caucasus Mountains
Gudamakari is a historical area in northeastern Georgia surrounded by Mtiuleti, Khevi, Khevsureti and Pshavi (slopes of the Greater Caucasus Mountains).
Georgia among Eid Al Fitr destinations
Where to mark Eid Al Firt? This is the question many of the residents of the Arabian countries will ask themselves as soon as Ramadan is over.
Visit Turtle Lake via the renovated cable car
If you are in Tbilisi and looking for a quiet place surrounded by the greenery, Georgian Journal will show you a perfect option.
5 places to visit for entertainment in Tbilisi
Tbilisi, the capital of Georgia offers a lot of options to those visitors who love to go out, have fun and enjoy the active part of the city.
4 reasons why Georgia should be your next destination by Ftnnews
Ftnnews, a website about traveling has recently published an article about why Georgia should be travelers’ next destination.
Georgia and Ukraine have nothing in common when it comes to traveling
Kyiv Post has recently devoted an article to Georgia.
Former Swiss Ambassador to Georgia Lukas Beglinger settles down in Ujarma
Lukas Beglinger, a former ambassador of Switzerland to Georgia has left the homeland to live in Georgia.
The New York Times about Lelo Burti, Georgian folk game
The New York Times has recently dedicated an article to the Georgian folk game Lelo Burti.
Matador Network: Why you need to see Tbilisi before everybody else
Matador Network published an article “Why you need to see Tbilisi, the capital of Georgia, before everybody else” two days ago.
Tbilisi’s Architectural Revival
Tbilisi, the capital of Georgia is distinguished by a number of features making the city a unique combination of a modern and old.
History of ancient trade centers in Tbilisi
Bazaar has always played an important role in the life of Tbilisi, the capital of Georgia.
Batumi’s sky turned pink on Saturday
The sky of Georgia’s beautiful seaside town, Batumi turned pink two days ago.
Bakhmaro – Unique resort with healing properties
Bakhmaro located in Guria (western Georgia) is one of the healthiest resorts of the country.
How Georgia celebrates Easter
Easter is the most significant day for the Christian world.
Get to know Georgian Inventor Students travelling to NASA Space Center
Sophio Chikhladze (Guivy Zaldastanishvili American Academy), Mariam Gamrekelashvili, Giorgi Rigishvili, Aleksandre Kajaia (School AIA-GESS) and Iona Iobidze (Kutaisi School Progress)
Georgian village, where nearly everybody could sing
It became necessary to construct a new building for a hotel
One Night Trip to Breathtaking Kazbegi
Georgian photographer Giorgi Shermazanashvili has recently visited Kazbegi
Atlas Obscura about the Foundation of Tbilisi and Sulfur Baths
Atlas Obscure has recently devoted an article to the sulfur baths in Tbilisi, the capital of Georgia.
PHOTO OF THE DAY
GEL Exchange Rate
Convertor
17.07.2019
18.07.2019
USD
1
USD
2.8608
2.8687
EUR
1
EUR
3.2107
3.2178
GBP
1
GBP
3.5551
3.5580
RUB
100
RUB
4.5529
4.5670