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

Transcription

1 FINAL REPORT Transboundary Joint Secretariat for the Southern Caucasus ASSESSING AND DEVELOPING THE ECO-TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA Contract number: / Version: Final

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

3 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L CONTENT Acronyms and Abbreviations... iii 1 Introduction Inception phase Phase I Assessment of 7 selected Protected Areas in Georgia Assessment of 7 selected protected areas Field visit assessment of 7 selected PAs Workshop of Assessment Phase I findings Phase I report submission Phase 2 Tourism strategies and guidelines development Strategy for tourism development in protected areas in Georgia Tourism strategy preparation Tourism strategy workshop Tourism Development and Management Plan for Imereti Caves PA Guidelines for tourism development planning and tourism management in protected areas Final project workshop Possible use of project results in Armenia and Azerbaijan Conclusions and reccommendations ANNEXES ÖSTERREICHISCHE BUNDESFORSTE AG i

4 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L LIST OF ANNEXES Annex 1. Workshop Tourism strategy : Invitation and minutes with list of participants held on 23. October 2014 Annex 2. Power point presentation of proposed Tourism strategy in PAs in Georgia Annex 3. Workshop Tourism development and management plan for Imereti caves and Guidelines for tourism development planning and tourism management in PAs : Invitation and minutes with participants list held on 7. November 2014 Annex 4. Power point presentation of proposed Tourism development and management plan for Imereti caves PA Annex 5. Power point presentation of Guidelines for tourism planning and tourism management in PAs Annex 6. Tourism development strategy in protected areas in Georgia Annex 7. Tourism development and management plan for Imereti caves PA Annex 8. Guidelines for tourism development planning and tourism management in PAs ÖSTERREICHISCHE BUNDESFORSTE AG ii

5 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L ACRONYMS AND ABBREVIATIONS APA BKNP CNF GITOA GNTA GTA IUCN KfW MoE NACRES PA TJS UNDP UNEP USAID UNWTO WB WWF Agency for Protected Areas Borjomi Kharagauli National Park Caucasus Nature Fund 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 Centre for Biodiversity Conservation and Research Protected Area Transboundary Joint Secretariat for the Southern Caucasus United nations Development Programme United Nations Environment Programme United States Agency for International Development United Nations World Tourism Organization World Bank World Wildlife Fund ÖSTERREICHISCHE BUNDESFORSTE AG iii

6 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 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 project is to strengthen the tourism services and tourism revenues for Protected Areas (PAs) 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. The Project focussed in providing the following 4 results: Assessment of PAs potentials for tourism development Strategy for tourism development in PAs based on assessment of potentials and market potential of PAs in Georgia Guidelines for market oriented strategic development and management of tourism in PAs, and Sample tourism market oriented development and management plan for Imereti Caves Protected Area The project was implemented on the basis of the assessment results of the following 7 Protected Areas which were selected by APA: Mtirala Protected Area Imereti Caves Protect Area (Prometeus 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 project was organized in 3 phases: Inception phase, the 1 st phase or assessment phase and the 2 nd phase strategy and strategy guidelines development phase. Within the framework of the project, 3 workshops were conducted: the 1 st assessment workshop, 2 nd Tourism strategy proposal workshop and 3 rd workshop, dealing with Imereti caves strategy proposal and Guidelines for the development and management plans development. Beneficiary, client and main interested stakeholders actively participated in discussions in each of the workshop-presentations. During the project, an Inception Report, a 1 st Phase Report and Final Report were prepared. Besides this three main documents were produced: 1) Strategy for tourism development in Protected Areas in Georgia, 2) Imereti Caves Tourism Development and Management Strategy and 3) Guidelines for Tourism Development and Tourism Management Plans in Protected Areas in Georgia. For completing the services this report was produced as sixth and final report for the assignment. The project team had outstanding support by APA and TJs in all phases of project implementation during the field work, data collection, project progress discussions and presentations of phase results. The project team is thankful to all: beneficiary, client, many stakeholders that were met during the project implementation, many other institutions and individuals who contributed to the work and project results. ÖSTERREICHISCHE BUNDESFORSTE AG 4

7 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 2 INCEPTION PHASE The project Assessing and development the eco-tourism potential of the protected areas in Georgia started with implementation on 28 July 2014 with introductory meeting of both experts with TJS team leader Mr. Servi Nabuurs and Mrs. Rusudan Chochua. During the first week several working meetings were held, first with the deputy head of APA Agency for Protected Areas, Mr Lasha Moistsrapishvili, where expectations of the main project beneficiary were exposed. After then, experts met other important institutions like GNTA Georgia National Tourism Administration, UNDP, USAID, WWF, GITOA Georgia Association of Tour operators and Agencies, GTA Georgia Tourism Association, NACRES - Centre for Biodiversity Conservation and Research, Ecotourism Association of Georgia, twinning project team Strengthening Management of PAs in Georgia, ELKANA an Association of organic farmers and KfW/GFA. WB and CNF were visited after the field visit. The project kick-off meeting was held on 1 August 2014 with participation of project beneficiary. The TJS team leader, Mr. Servi Nabuurs, shortly introduced the project and the role of TJS. Afterwards, the project team leader, Mr. Janez Sirse, presented the project objective, tasks, main results and project implementation plan. Afterwards, the project expert Lela Khartishvili presented a detailed field visits plan, which included visits to all 7 selected PAs in the period from the 5 th of August to the 27 th of August A short inception phase gave the project team insight into the basic problems of the tourism development in the Protected Areas in Georgia and the expectations of the beneficiary and the client. The expert team met the most important institutions and individuals forming a wide and strong basis for the development of the Protected Areas in Georgia. The experts also had the opportunity to collect basic documents, materials and data, and discuss the project plan and prepare the operational work plan for the project implementation. The first impressions and the agreed work plan were documented in the Inception report. ÖSTERREICHISCHE BUNDESFORSTE AG 5

8 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 3 PHASE I ASSESSMENT OF 7 SELECTED PROTECTED AREAS IN GEORGIA The 1 st phase provided an assessment and evaluation of the eco-tourism potentials in PAs in Georgia where natural and other potentials and existing tourism products were analysed, a SWOT analysis was performed and a stakeholder cooperation model was developed in order to establish partnership of PAs, tourism suppliers and local population. Special emphasize has been given also to demand and market situation. The results of this 1 st phase enabled in depth discussion with the project beneficiary, the client and the main interested stakeholders. In addition, the project team had the opportunity to improve the project findings and to achieve consensus on future strategic directions of tourism development in Protected Areas in Georgia. The analysis and findings of the 1 st phase were the basis for the Tourism Strategy preparation during the 2 nd phase of the project. The methodology used during the 1st phase was based on desk and field research where experts analysed statistical information, collected data and documents and performed field observations findings while visiting selected PAs. 3.1 Assessment of 7 selected protected areas For the assessment of the Protected Areas situation in Georgia during the 1 st project phase, 7 priority Protected Areas were selected by the APA: 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 (& culture) Lagodekhi PA: Hiking in endless nature The selected Protected Areas are located in different regions in Georgia from West to East and North to South. They have different main characteristics and natural assets as shown in the one-line descriptions above. These 7 protected areas represent the 53% of the surface of all Protected Areas and register 75% of all visitors according to 2013 data. All 7 protected areas except Tusheti, are open throughout the year although the majority 82% of visitors arrive from May till October. 3.2 Field visit assessment of 7 selected PAs The field visits were planned as the framework to introduce discussion with the project beneficiaries and stakeholders and to 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, the PAs administration and local project expert. Field visits took place from 5 th to 27 th August. The project team met not only a wide range of stakeholders from the PAs administration such as directors, rangers, instructors, employees in visitors centres, but also representatives of municipalities and tourism organizations, tourism suppliers as guest house owners, restaurateurs, producers of food and souvenirs, tour operators and travel agencies, tour guides, drivers, etc. The discussions were organized on individual basis with PA administration directors and municipality leaders and through brief workshops with different stakeholders related to PAs. Project experts used field visits also for short interviews with individual suppliers, tourist guides and visitors (as ultimate "clients" of the tourism products). In spite of the very short time available for field visits experts made also short visits to some attractive tourist sites in the PAs. The project team has held meetings and interviews with over 70 persons from the 7 selected PAs and municipalities, tourism agencies and information centres, tourism services and some other stakeholders. Discussions, views, opinions and observations were registered in standardized ÖSTERREICHISCHE BUNDESFORSTE AG 6

9 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L questionnaires that enabled expert team to a systematic and proper assessment of the situation, potentials and constraints in the seven PAs. 3.3 Workshop of Assessment Phase I findings The project 1 st phase comprised the assessment of the activities, and the provision of findings and preliminary conclusions which were presented and discussed on a workshop which took place on the 18 th of September of participants took part, including: chairman and deputy chairman and advisors from APA, managers and representatives of the Protected Areas, tourism specialists from municipalities and representatives of international organizations in Georgia. After Mr Rati Japaridze, APA Chairman, opened the workshop with a Welcome speech, the Consulting Team Leader Janez Sirše presented a summary of the 1 st phase results and responded several questions. In the second part of the workshop, the participants were divided in three groups for discussion and elaboration of three areas: SWOT strengths, weaknesses, opportunities and threats; Stakeholders and Products based on the findings presented by the project team after the 1 st phase. The workshop participants discussed and added their views and proposals for SWOT improvement and selection of the most important strengths, weaknesses, opportunities and threats as well as how to improve the situation. The intensive work in groups had as result the addition of new stakeholders to the extensive list prepared by the project team and the elaboration of proposals on how to strengthen the cooperation of the PAs administrations and the different stakeholders. The group in charge of the discussion of the tourism products made a proposal on how to improve existing tourism products in PAs, the main hotspots to develop new tourism products in Pas including those connecting PAs in Georgia and with PAs in neighbouring countries Azerbaijan, Armenia and Turkey and how to develop those products within the mentioned areas. These proposals and results elaborated by the work groups from the workshop were integrated in the project assessment findings. 3.4 Phase I report submission 1 st phase project draft report was prepared and submitted to TJS on October 9 th ; after improvement and update of the report, the final version was delivered to TJS the 25 th of November ÖSTERREICHISCHE BUNDESFORSTE AG 7

10 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 4 PHASE 2 TOURISM STRATEGIES AND GUIDELINES DEVELOPMENT 4.1 Strategy for tourism development in protected areas in Georgia Tourism strategy preparation The 2 nd phase of the project started with the preparation of a Strategy for Tourism Development in Protected Areas in Georgia. Based on the assessment of potentials for tourism development, the increasing demand and market segmentation, the challenges to meet experiences of visitors with infrastructure and the tourism products and services, a draft document was prepared for its presentation and discussion with the project beneficiary APA, the client TJS and the main project stakeholders. The document consisted in an assessment of findings and proposals, a market analysis, the strategic vision and the objectives setting, resources and policy requirements for strategy implementation with an estimation of basic economic and social effects in Georgia. The annexes included a set of documents that can be used as explanatory and illustration documents of the strategy and its actions. The draft document of Tourism development strategy in Protected Areas in Georgia was prepared and submitted to TJS on November 28 th of The document is a separate Annex 6 to this Final report Tourism strategy workshop In order to present proposed Strategy for tourism development in Protected Areas in Georgia, to discuss the findings and the proposals and to improve the document a workshop was organized on the 23 rd of October of 2014 under TJS premises in Tbilisi. The workshop had 26 attendees, from APA and the selected 7 PAs, GNTA and representatives of international institutions in Georgia dealing with protected areas and tourism. The project team prepared a set of power point presentations in English and in Georgian language. Additionally, consecutive translation was provided to the participants. The attendees participated actively in the workshop providing questions, comments, proposals and suggestions for the further elaboration of the strategic document. The workshop focused in: Methodology explanation and elaboration for improving the level of understanding of the workshop participants and allowing its further use Data collection and analysis, especially the visitors surveys and its motivations to visit PAs Entrance fees and concession practice and policy Sustainability and carrying capacities and Safety situation and policy in PAs The participants in the workshop were organized in 4 groups, each of them focused in one of the following topics: Sustainable development, Marketing, Revenue generation and GNTA&APA cooperation. The extended strategy presentation and its discussion extended itself until the end of the workshop; as a consequence, the planned group work could not be realized. However, TJS offered the participants the possibility of providing their contribution per during the following weeks. For this purpose, the power point presentations of the proposed tourism strategy and the working questions for the 4 working groups were sent per . Nevertheless, no feedback and no additions comments or suggestions have been provided. The workshop related documents, such as invitation to the workshop, minutes of the workshop and list of participants are attached in Annex 1. The power point presentation of proposed Tourism strategy in PAs in Georgia can be found in Annex 2. ÖSTERREICHISCHE BUNDESFORSTE AG 8

11 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 4.2 Tourism Development and Management Plan for Imereti Caves PA APA selected the Imereti Caves Protected Area for the preparation of a detailed Tourism Development and Management Plan based on its market possibilities. This document will act as sample Plan for other PAs to address their tourism development planning and management. The preparation of the Tourism Development Plan started during the 2 nd Phase of the Project with the field visit to Imereti (19 th 24 th October). Along this visit, the project team had the opportunity to hold several meetings with the Imereti caves PA administration, discussing findings from the 1 st phase, challenges for a more efficient tourism development and the projects and policies required to achieve the strategic tourism goals. In addition, a detailed discussion was held with Tskaltubo municipality and the Tourism and Resort Management Centre of Tskaltubo. During the field work, the consulting team realized several site visits to the interesting spots for further tourism development. The document Tourism Development and Management Plan for Imereti Caves was prepared based on the Strategy for Tourism Development in Protected Areas in Georgia and considering the later development of the Guidelines for Tourism Development Planning and Tourism Management in Protected Areas. The Imereti Caves PA document, together with the Guidelines, will provide other PAs the necessary tools to deal with tourism development and management. The draft document Tourism Development and Management Plan for Imereti Caves Protected Area and the related power point presentation were prepared for the presentation and discussion of the Plan with the beneficiary on a final project workshop. The draft document was submitted to TJS the 19 th document can be found in Annex 7 of this Report. of November of The final version of the 4.3 Guidelines for tourism development planning and tourism management in protected areas The last project output was Guidelines for Tourism Development Planning and Tourism Management in Protected Areas. The aim of this document is to propose a standardized methodology in order to facilitate the elaboration of tourism development strategies and tourism management plans for protected areas. Methodology has been prepared based on the previous project documents: the general strategy for tourism development in protected areas in Georgia and the sample tourism development and tourism management document for Imereti caves PA. The guidelines content has been organized using the Tourism Development and Management Plan for Imereti Caves PA structure. All tables, templates, methodological tools used during the preparation of the Imereti Caves PA document have been included as Annexes, aiming to illustrate with clarity how such a document has been prepared. Each chapter is initiated with the objective of the chapter and main activities, use of methodological tools and ends with a reference to the appropriate Annex containing a sample illustration from Imereti caves PA tourism development plan. In addition, the guidelines point out the need for verification of the methodology, the aims and the planned activities with the beneficiary and the client at the beginning of each project. Further verification requirements, such as the ones related to the assessment phase findings and the proposed strategic vision, objectives, strategy implementation model and the detailed action plan are also pointed in the guidelines. In this case, a broader audience consisting in the beneficiary, the client, the main stakeholders, the experts and other interested entities will be required. The purpose of such verification is to present the findings and the proposed results, to discuss about them and to be able to improve findings before the end final conclusions and recommendations of the project. The draft of the document Guidelines for Tourism Development Planning and Tourism Management in Protected Areas was submitted to TJS on the 28 th of November of The full version of the document can be found in Annex 8. ÖSTERREICHISCHE BUNDESFORSTE AG 9

12 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 4.4 Final project workshop The final workshop took place on the 7 th of November of 2014 in the Imereti Caves Conference Center to present the Tourism Development and Management Plan for Imereti Caves Protected Area and the Guidelines for Tourism Development Planning and Tourism Management in Protected Areas. The project team prepared power point presentations of both topics in English and in Georgian language which were distributed to participants. From the 22 participants attending, the majority were representatives from Imereti Caves PA, APA and other PAs administrations. The workshop also counted with the presence of other international organisations. The workshop was the frame for a productive discussion related to the following topics: network of tourism products and trails among several natural monuments at different locations of Imereti caves PA SBUs and experiences of the visitors classified in 2 different types of products of Imereti caves and Okatse with Martvili canyon Step by step devolvement of responsibilities from APA to Imereti caves PA administration to support tourism development HR development for tourism and hospitality activities Entrance fees, price policy and revenue generation in Imereti caves Risk assessment and safety policy in Imereti caves PA As presentation with discussion lasted very long Guidelines were not presented and discussed and TJS proposal was adopted that the Guidelines document will be sent to participants for review and comments. The invitation to the workshop, minutes of the workshop and list of participants are attached in Annex 1.3. In the same line, the power point presentation of the proposed Tourism development and management plan for Imereti caves PA can be found in Annex 1.4 and the presentation of the Guidelines in Annex 5. ÖSTERREICHISCHE BUNDESFORSTE AG 10

13 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 5 POSSIBLE USE OF PROJECT RESULTS IN ARMENIA AND AZERBAIJAN As one of the project results, the expert team has analysed what findings, results and methods can be transposed to the neighbouring countries, i.e. Armenia and Azerbaijan. The Guidelines for tourism development planning and tourism management in protected areas are quasi entirely applicable to other PAs in Armenia and Azerbaijan. The Guidelines is a methodological document with a practical focus aimed to create capacities in tourism development and management plans elaboration based on potential developments, resource and market assessments and the expectations of the visitors during their visits to the Protected Areas. The document includes as well an implementation model with a proposed action plan. The document counts with a standardized structure and proposes the use of an internationally known and used methodology while providing a set of templates for the work facilitation. Depending on the specific country situation, the guidelines can be modified and adapted. The guidelines will need to be adapted using detailed, specific and up-to-date analyses of specific subjects according to the client s requirements and data availability. Partly applicable to Armenia and Azerbaijan are several chapters from two of the documents prepared on project basis: Strategy for tourism development in protected areas in Georgia and a sample tourism development and management document Tourism development and management plan for Imereti caves PA. The mentioned chapters are listed below: > The Key tourism trends describing the global trends in tourism. These trends are universal and easily applicable to any country or region. Minor changes should be considered when dealing with regional tourism trends which can have different effects in one or another country; > The main trends of tourism in PAs are also globally applicable with regional differences; > The guiding principles for tourism development in PAs as well as the principles for sustainable tourism development are universal. They have been developed by IUCN, UN WTO, UNEP and some other international organizations. Should the national legislation differ, the different approaches should be considered before applying these guiding principles; > The market assessment and segmentation analysis provides applicable findings and conclusions that can generally serve also to other countries in terms of tourism market for protected areas; > SBUs Strategic Business Units and main experiences expected by visitors in PAs bring applicable results also for the neighbouring countries; SBU is a general method and the SBUs elaborated in Georgia can be used as well for Armenia and Azerbaijan. > The existing and potential products, SBUs and target market segments that were elaborated for protected areas in Georgia are applicable to great extent also in Armenia and Azerbaijan > Proposals for cross-border tourism product development in Georgia is also one of the area of strategic tourism development applicable also to both neighbouring countries > Entrance and user fee policy, concession practice and policy can also be used in the case of neighbouring countries to great extent and the same is for > Sustainability and safety policy that was presented for protected areas in Georgia and can be applied also in Armenia and Azerbaijan. It can be concluded that the general structure and methodology used for the preparation of strategic tourism development products in Georgia is applicable to Armenia and Azerbaijan as well, with minor changes for country specific tourism aspects. ÖSTERREICHISCHE BUNDESFORSTE AG 11

14 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 6 CONCLUSIONS AND RECCOMMENDATIONS The project Assessing and development the eco-tourism potential of the protected areas in Georgia started the 28 th of July and ended the 9 th of November of During this period, the project team elaborated all planned activities, visited selected protected areas, met with the PAs administrations and tourism stakeholders, delivered phase results, organized the corresponding workshops and discussions and prepared the project documents and reports. The implementation of the project had a strong support provided by the beneficiary (APA) and the client (TJS) enabling the project team to visit selected PAs and discuss the subject with PAs administrations and relevant stakeholders, to collect documents, information and statistic data and to have workshops and discussions to verify findings and proposed strategic development guidelines. The results of this project give the basis for a balanced and sustainable tourism development in protected areas in Georgia. A detailed tourism development and management plan for Imereti caves PA has been developed and standardized guidelines for tourism development planning and tourism management in individual protected areas have been provided. It is not only necessary but it is also a must to implement balanced, sustainable tourism development strategy and policy due to the increasing number of visitors to protected areas and projections that this numbers will grow even faster in the future. The project results were elaborated on the basis of assessment of 7 selected PAs in Georgia but the majority are applicable to neighbouring countries such as Armenia and Azerbaijan. It was expected that assessment of other PAs would give some new facts, potentials, restrictions, implementation model and policy and possible conclusions to existing ones. The use of the Guidelines will improve the tourism development planning and tourism management and will show to what extent changes are required, based on the specific situation of the selected PA for which a Tourism development plan is developed. The use of the project results in neighbouring countries will also show to what extent the methodology and some findings are valid and in which parts amendments and improvements are needed. ÖSTERREICHISCHE BUNDESFORSTE AG 12

15 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 7 ANNEXES Annex 1. Workshop Tourism strategy : Invitation and minutes with list of participants held on 23. October

16 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L MINUTES OF THE WORKSHOP TOURISM DEVELOPMENT STRATEGY FOR PROTECTED AREAS IN GEORGIA Workshop was held in TJS/RECC conference room, Aghmashenebili Ave No floor, Tbilisi. It started at participants attended to the workshop representing APA: the deputy chairman, PA managers and tourism specialists from all 7 PAs, that were included in the assessment analysis and the preparation of Tourism development strategy for protected areas in Georgia. Several municipalities' representatives and/or their tourism departments and some representatives of international organizations also attended to the workshop. The list of invitees/participants is attached to the minutes. The project workshop was opened by Mr Servi Nabuurs, TJS team leader. He shortly presented the objective of the project and the role of the 2nd project workshop where proposals for Strategy will be presented and discussed. He provided technical information about the workshop agenda, schedule and organization. As the participants of the workshop asked for consecutive translation from English into Georgia, Mrs. Rusudan Chochua, TJS National Coordinator translated the oral presentation of the Project team leader. The presentation of the topic was held by simultaneous projections of power point presentations in English and in Georgian language. 1. Presentation of proposal of»tourism development strategy for protected areas in Georgia«Janez Sirše, the project team leader and Lela Khartishivili, the national project expert presented the findings and proposals for the tourism development strategy of the protected areas in Georgia. The presentation included: Assessment of the protected area: natural monuments and attractions, HR and stakeholders, tourism development of PAs, SWOT analysis and existing and potential tourism products and services Key tourism trends, main ecotourism and adventure market trends, segmentation of target market and market potential for PAs in Georgia Vision, mission and objectives of tourism development in PAs until 2020 Strategic tourism product development based on SBU Strategic Business Units approach 14

17 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L After the break, the strategy implementation model with resources and policy was presented: Main Investment and development projects focused to reach development objectives HR needs in APA and PAs administrations for tourism development and management Promotion and marketing Revenue sources, Entrance fees, Price policy and Concession policy and practice Sustainability policy and measures Safety and security assessment and risk management Economic and social effects of tourism development in PAs During the presentation and after it, there was place for questions and discussion of the presentation. The discussion was focused on: 1. To what extent was the assessment of protected areas done and how much were the potentials elaborated in the proposed strategy? It was answered that assessment was limited to / PAs selected by APA and a very detailed assessment was done on the field, with individual meetings and discussions, on workshops and with available documents of / PAs. Documentation is a gathered in supplementary annex to 1st phase report. 2. Motivations of the visitors, their experiences and proposed tourism product development were discussed. There were several questions related to estimation of the structure of visitors according to motives which was done on the basis of surveys of APA and PAs and on discussions with PAs administrations during field visit. A participant expressed that APA survey questionnaires should be updated and reformulated. 3. Discussion about introduction of entrance fees was eager. There were pros and cons and at the end general opinion was that entrance fees should be charged case by case where there are quality products and services available and where technical /organizational solutions to collect entrance fees exist. 4. Devolve responsibilities to PAs administration is necessary but should be implemented step by step. 5. Concession policy and practice need to be explained more, based on previous practice of APA in PAs and good practices. 6. Sustainability of tourism development in PAs must be a priority and carrying capacities, international benchmark and management of visitors flows need to be integrated in tourism development strategy. 7. Safety and security management needs full attention and preventive measures as well as actions plans need to be considered in the strategy. 8. Some participants showed the opinion that economic effects of tourism development in PAs on tourism, economy and employment on national level are too highly estimated. 2. Group work of Tourism strategy workshop In the second part of workshop group work was planned. Group work of workshop participants should discuss the following 4 areas and topics with a set of questions / challenges: GNTA & APA 1. How to organize regular coordination & cooperation (GNTA, NACHPG) on national level? 2. GNTA is preparing national tourism development strategy for Goergia (by WB support); how to assure that this strategy will integrate strategy of tourism in PAs? 3. How and what can be the role of Association of Friends of PAs? Should APA organize a network of these Associations on national level as Federation? 4. What can APA/PAs expect from GNTA? 5. In which areas to improve/introduce cooperation with GNTA? PROMOTION & MARKETING 1. What printed material is needed? How to assure enough printed materials? 2. APA & all/individual PAs website as marketing tool; 3. How to approach domestic and international individual visitors of PAs? 4. How to approach domestic and international group visitors of PAs? 5. The significance of Georgian corporate market; cross-marketing, cross product pricing, sponsorship and donations which companies & institutions to attract 6. Should APA develop PAs membership card? 15

18 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L REVENUES, CONCESSIONS, PRICING 1. Entrance fees YES or NO? 2. Services and user fees? Which services and use? 3. Certification of Products and Services and their providers? 4. Concessions: what to give to concession? Who could be concessioner? What if there is no interest of concessioners? 5. Prices: multi pricing? Prices in intervals? To what extent to leave PAs administration to decide about the price? SUSTAINABILITY AND TOURISM IN PAs 1. Carrying capacities and international benchmarking? 2. What visitation to measure? What pressure on nature, culture and society to measure? 3. Who should measure and analyse tourism & sustainability impact? 4. What measures to undertake to prevent negative impact? 5. How to assure security and safety in PAs? 6. The role of international organizations: to what extent they should support tourism development? Because of active discussion about presented topic and because of consecutive translation time and other obligations of many participants did not allow realizing this part of workshop as planned. Therefore, Mr. S. Nabuurs concluded that workshop participants would receive proposed Tourism development strategy presentation of the workshop and set of all 4 thematic group discussions by e- mail. Participants were asked to give their additional comments and proposals by in 1 week time. On the 27 th October documents were sent to workshop participants and until 7. November no feedback was received. Mr. S Nabuurs closed workshop thanking to participants for their active participation and informed them about final workshop on 7 th of November. Workshop was concluded at

19 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Tourism strategy workshop List of participants: 17

20 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 18

21 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 19

22 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 20

23 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Annex 2. in Georgia Power point presentation of proposed Tourism strategy in PAs 21

24 ASSESSING AND DEVELOPING THE ECO- TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA WORKSHOP 2: PROPOSED TOURISM STRATEGY 23. OCTOBER 2014 TBILISI JANEZ SIRSE & LELA KHARTISHVILI STRATEGY OBJECTIVE PROPOSAL OF FUTURE TOURISM DEVELOPMENT IN PAs STRATEGIC & MARKET ORIENTED APPROACH FOR SUSTAINABLE TOURISM DEVELOPMENT IN PAs The strategy aims to propose future development of tourism in protected areas in Georgia based on present situation, potentials and market demand to sustain sustainable use of natural and cultural resources and to optimise income for PAs, local economy and for national economy. The strategy of tourism development in PAs will help APA to follow strategic, market oriented, sustainableandmore structured approach that is better adapted to national tourism development strategy leading to cross sectoral cooperation and sustainable tourism development in PAs. ÖSTERREICHISCHE BUNDESFORSTE AG 1

25 VISION & MISSION OF TOURISM IN GEORGIA Vision of GNTA The vision of GNTA is to showcase Georgia as an undiscovered unique travel destination to the world, encourage to explore once and inspire to come back. Mission of GNTA The mission of GNTA is to ensure sustainable tourism development through positioning Georgia as a unique travel destination on the international tourist map, improving visitor experience and maximizing their expenditures to significantly contribute to the national economy by effective cooperation with strategic partners. GNTA STRATEGY Significantly contribute to national economy Improve visitor experience Promote Georgia as a unique travel destination ÖSTERREICHISCHE BUNDESFORSTE AG 2

26 THE TOURISM STRATEGY COMPOSITION IN PAS ASSESSMENT - RESOURCES VISION MISSION OBJECTIVES POLICY TARGETS 2020 MARKET TOURISM PRODUCTS EFFECTS SCENARIOS OF TOURISM DEVELOPMENT IN PROTECTED AREAS IN GEORGIA Spontaneous development scenario Restrictive development scenario Strategically managed sustainable development scenario with partial or regional interests, interests of private international and domestic capital and tourists selfish interests with very limited visitation and nature would be considered primarily as a subject of conservation and protection with differentiation and specialization of tourism in protected areas in Georgia with some PAs and/or parts of PAs more and other less open to visitors and efficient management of tourism flows 6 ÖSTERREICHISCHE BUNDESFORSTE AG 3

27 VISION OF TOURISM IN PROTECTED AREAS IN GEORGIA VISION Protected areas in Georgia will be one of the most attractive destinations and will strengthen the image of Georgia. They will offer to domestic and international visitors unique and genuine experience in nature, rich biodiversity and wilderness and high quality services. Tourism in protected areas will be the driving engine of local and regional development, source of employment and income of local population and significant source of revenues for APA and protected areas administrations. 7 MISSION OF TOURISM IN PROTECTED AREAS IN GEORGIA MISSION To contribute to conservation, protection and management of nature in protected areas with enabling domestic and international visitors to experience authentic biodiversity, wilderness, natural monuments and attractions and cultural landscapes. Tourism in protected areas in Georgia will contribute to more capability and financial sustainability of protected areas management and benefits of local communities and local population living in and around protected areas. 8 ÖSTERREICHISCHE BUNDESFORSTE AG 4

28 9 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA OBJECTIVE 1 Increase the number of visitors & satisfaction OBJECTIVE 4 Increase overall satisfaction of visitors OBJECTIVE 7 Implement measures to develop tourism in protected areas OBJECTIVE 2 Increase revenues from tourism OBJECTIVE 5 Develop tourism competences of APA & PAs OBJECTIVE 8 Cooperation and development of tourism network OBJECTIVE 3 Contribute to the prosperity of local communities OBJECTIVE 6 Develop quality products and services standards OBJECTIVE 9 Contribute to the image of Georgia 9 9 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA OBJECTIVE 1 Increase the number of domestic and international visitors Increase number of visitors from in 2013 to in 2020 Increase the share of international visitors from 29% in 2013 to 40% in 2020 OBJECTIVE 2 Increase revenues from tourism and commercial activities in PAs and increase financial sustainability of PAs to perform more efficiently their basic mission: conserve, protect and manage natural values, attractions and heritage and share these values with inhabitants and visitors. Increase the value of revenues from tourism GEL in 2013 to GEL in 2020 Increase the share of revenues from tourism from 16% in 2013 to 30% in 2020 VISITORS REVENUES 10 ÖSTERREICHISCHE BUNDESFORSTE AG 5

29 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA OBJECTIVE 3 Contribute to the development and welfare of local communities and population living in and around protected areas Increase economic strength in local communities by activities related to tourism in protected areas. Increase the share of population in local communities providing products and services to visitors of protected areas Increase the revenues of local population from providing to visitors products and services related to protected areas Strengthen participation of local communities and population in activities of protected areas and their commitment to nature and natural values OBJECTIVE 4 Increase overall satisfaction of visitors with experiences in PAs Increase satisfaction of visitors with products and services and decrease complaints Increase the loyalty the rate of return visitors to PAs LOCAL COMMUNITIES SATISFACTION 11 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA OBJECTIVE 5 Develop tourism competences of APA, PA and other providers products and services related to protected areas OBJECTIVE 6 Develop and efficient use of visitors' infrastructure and competitive high quality products and services standards for products and services OBJECTIVE 7 Introduce and implement measures to develop tourism in protected areas on sustainable principles and practices not to endanger natural and cultural heritage, man-made landscapes and social relations TOURISM COMPETENCES QUALITY PRODUCTS & SERVICES MEASUREMENT OF TOURISM DEVELOPMENT 12 ÖSTERREICHISCHE BUNDESFORSTE AG 6

30 OBJECTIVES OF TOURISM IN PROTECTED AREAS IN GEORGIA OBJECTIVE 8 Strengthen cooperation and develop tourism network of protected areas in Georgia and in Caucasus OBJECTIVE 9 Contribute to the image of Georgia and Georgia tourism Increase the motif to visit nature and protected areas among potental visitors TOURISM NETWORK IMAGE BUILDING 13 PRODUCTS & EXPERIENCES IN PAS Prevaling experiences New experiences in 2020 Nature, Sports & Adventure and Culture & Education MICE, Fun & Entertainment and Pleasure Specialization of tourism products in PAs Name of PA Pleasure Fun & Entertainment Nature experience Culture & Education Sports & Adventure TOTAL No of visitors 2013 No of visitors Mtirala Imereti caves Borjomi Kharagauli Javakheti Tbilisi Tusheti Lagodekhi Total Health Business MICE 14 ÖSTERREICHISCHE BUNDESFORSTE AG 7

31 PRODUCTS & EXPERIENCES 2013 AND 2020 SBU PA GEORGIA 2013 (in %) Culture & Education 33% Sports & Adventures 5% Nature experience 62% Culture & Education 16% SBU PA GEORGIA 2020 (in %) Business MICE 4% Sports & Adventure 16% Pleasure 2% Fun & Entertain ment 2% Nature experience 60% 15 STRATEGY IMPLEMENTATION - PROJECTS: PROJECTS Development of tourism infrastructure and offer in Tbilisi PA Development of tourism infrastructure and offer in Algeti, Kazbegi, Kintrishi and Pshav-Khevsureti PAs Development of tourism infrastructure and offer in Javakheti PA Development of sports and adventure Okatse-Martvili park Extension of existing trails and development of new caves and tourism offer in Imereti caves PA Georgian national visitors and eco educational center in Tbilisi Connection of Georgian PAs with tourism trails Cross border Caucasus transboundary PAs tourism development and cooperation Adaptation of visitors centers and administrative buildings in PAs to serve better to the needs of tourism and hospitability 16 ÖSTERREICHISCHE BUNDESFORSTE AG 8

32 STRATEGY IMPLEMENTATION - PROJECTS: PROJECTS Basic infrastructure: Reconstruction of access road to Mtirala and prefeasibility study of alternative access with gondola lift, Parking places, Sign posting of accesses to PAs on main roads Infrastructure in PAs: water & hygienic facilities, waste management, safety & security and ICT Tourism & PAs Information infrastructure: joint information services for PAs visitors with GNTA and other institutions, Uniform system of marking trails in Georgia, Marking trails in individual PAs, Nature interpretation boards, Visual identification of rangers to be in service for visitors Standards (national) for products and services offered and related to PAs Brand development of PAs in Georgia Measurement and evaluation of climate healing factors in selected zones in PAs 17 STRATEGY IMPLEMENTATION - PRODUCT DEVELOPMENT TOURISM PRODUCT DEVELOPMENT NEED FURTHER EXPANSION, DIVERSIFICATION AND SPECIALIZATION TOURISM PRODUCT SPECIALIZATION NEED TO RESPECT MARKET/DEMAND POTENTIAL AND COMPLEMENTARY SET OF ACTIVITES MATCHING VISITORS EXPECTED UNIQUE EXPERIENCE (SBU PRINCIPLE) PAS ARE NOT TO DEVELOP TOURISM INFRASTRUCTURE FACILITIES: HOTELS, RESTAURANTS, CONFERENCE CENTERS, SPORT CENTERS, WATER AND OTHER PARKS, ETC THIS IS FOR PRIVATE BUSINESS TOURISM PRODUCTS AND SERVICES RELATED TO PAS NEED QUALITY STANDARDS AND CERTIFICATION/LICE NCING 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 18 ÖSTERREICHISCHE BUNDESFORSTE AG 9

33 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: NATURE Back to nature, Feel authentic, Going back to origins, Experience the peace and tranquillity of the natural environment, Seeing wildlife in its natural habitat, Escaping the urban environment, Experiencing the peace and tranquillity of the natural environment, Learning about natural environment, Absence of crowd, Rest and relaxation Typical products: National park visits, hiking/bushwalking, wildlife viewing, guided trail walk, bird watching, nature photography, meeting local people, nature park visits EXISTING PRODUCTS In PAs POTENTIAL PRODUCTS in PAs MARKET TARGET GROUPS > Walking tours > Mountaineering > Hard ecotourists: committed nature visitors > Hiking tours > Soft hiking trails (rocky hiking > Horse riding tours area, etc.) > Soft ecotourists interested and casual nature visitors > Snow shoe walking > Soft nordic walking trails Special interest visitors > Wild life observation tours > Soft cycling > (fauna, flora, ethnology,etc.) > Bird watching > Soft horseback riding trails Families > Botanical tours > Donkey riding tours > > Students > Boat tour (in Prometheus > Soft trekking cave) > Sightseeing tours > Children > DINKs (dual > Jeep tours > Bird watching tours during income-no kids) > Empty nesters > Rural tours migration periods > Seniors > Bee keeping tours > Botanical tours > Botanical open air exhibition > Moonlight tours with/without torches Nature watch > animal observation tours Tours involving elements > of traditional land use systems and practices Herbarium tours with healthy > herbs Mushrooms, > berries, chestnuts etc. trails Photographic > tours > Panoramic view tours > Farm tours experience traditional life Experience shepherds > life > Safari tours > Animal feeding tours > Geological trails > Family touring > Sunrise & sunset watching Major attractions in destinations around PAs linked to tourism products and SBU in PAs: Botanic Gardens in Batumi, Tbilisi, Kakhetian wineyards and similar 19 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: SPORTS & ADVENTURES Feel the adrenalin, Experience the limit of your physical strength, Self-discovery, Having exciting and adventurous experience, Having new experience, Reputation, Opportunity to meet other people with similar interest, Being able to tell friends about experience Typical products: Cycling, Four-wheel driving, Canyoning, Rafting, Kayaking, Sport fishing, Horseback riding, Swimming EXISTING PRODUCTS In PAs > Hiking > Horse riding tours > Mountain biking > Bike tours > Four wheel tours > Canyoning > Zip line > Archery POTENTIAL PRODUCTS in PAs > Demanding hiking trails (rocky hiking area, etc.) > Demanding nordic walking trails > Demanding cycling > Demanding horseback riding trails > Donkey riding tours > Demanding trekking > Sport fishing > Cycle touring > Rock Climbing > Abseiling (rappelling) > Skating programmes > Recreational zones with water bikes and boats > Caving for Adrenaline Lovers > Adventure parks > Segway Personal Transporter (PT) Tours > Ballooning > Paragliding > Sky diving > Swimming > Summer waterboarding, > SUP Tours (Stand Up Paddling) > Kayaking (river, lakes) > Paintball > Rafting > River tours > River tubing > Bog walking (wetlands) > Sailing tours > GPS Adventure-Tours > Outdoor team adventure game "Treasure Hunt" > Winter offers: winter walking tours, cross-country skiing, show-shoeing, ice skating, sledging, ice climbing > Nature watch: tracks in the snow, to trail the nature > Sleigh and sled rides > Life- Saving Experience > Sports competitions MARKET TARGET GROUPS > Sports and adventure visitors > Sports and nature associations & clubs > Students > DINKs (dual income-no kids) > Families > Empty nesters 20 ÖSTERREICHISCHE BUNDESFORSTE AG 10

34 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: CULTURE & EDUCATION Deep understanding of local culture and experience of local daily life, Learn something new, Self-discovery, Meeting new people with similar interest, Opportunity to be with friends and/or relatives, Having new experience, Being able to tell my friend about my experiences Typical products: Historical & Archaeological sites, Educational workshops, Meeting local people, Indigenous culture tours, Scientific & research studies, Theme park visits. EXISTING PRODUCTS In PAs > Eco- educational programmes > Traditional celebrations and events (Tushetioba, Borjomioba,etc.) > Research programmes POTENTIAL PRODUCTS in PAs > Cultural tours > Forest playgrounds and Nature Discovery Trail > Learning from the Wilderness Trails > Multi ethnical tours > Historical sites and trails (fortresses, monasteries, churches, etc.) > Archaeological tours > Trails on traditional culture & art: folklore, music/signing, history, etc. > Story telling programmes > Myths, legends and history programmes > Pilgrim tours and religious events > Research and scientific study and camps > Art camps > Photo exhibition trails > Photographic courses > Photographic competition Festival > Junior rangers and young nature scientists camps > Educational camps - orientation and survival camps > Learning gastro courses in connection with nature > Learning experience of traditional activities in PAs/NPs > Gardening & other learning experience (traditions and crafts) > Natural science laboratory programme > Annual Art Festivals > Ethnological tours > Ethnographical tours > Traditional weddings > Cultural and Ethnological local festivals > Traditional local farming, MARKET TARGET GROUPS > Culture focused visitors > Nature visitors with strong cultural interest > Scientists and Researchers > Students > Youth and children > Families > Empty nesters > Seniors 21 STRATEGY IMPLEMENTATION DEVOLVE SOME RESPONSIBILITES ON PAS ADMINISTRATION APA should devolve some responsibilities on PAs administration: Apply prices (fees and charges for products and services) according to specific situation of a certain PA and market/demand situation within the price interval set by APA for all PAs; Negotiate and propose conditions and contracts for group visits organized by TO/TA Adopt working time and Engage seasonal staff for peak situations (mostly weekends or public holidays) Engage private hospitality service provider if PA cannot provide the same service to visitors on the place in the case of sudden damage, break of equipment and similar under the most favourable conditions; Negotiate and propose contract for seasonal management of PAs tourism facilities For small expenditures related to promotion and marketing, media and TOs/TAs visits and promotional gifts; for immediate repair of damage, break of equipment or similar related to activities for visitors Pricing HR mobilization Hospitality facilities management and use Dispose of a certain budget 22 ÖSTERREICHISCHE BUNDESFORSTE AG 11

35 STRATEGY IMPLEMENTATION - HR APA HR hospitality permanent staff (6 persons) Tourism Hospitality head manager Tourism product, services and quality standards developer Accommodation, F&B and other facilities manager Tourism marketing specialist Web and E- promoter - marketer (for on-line marketing tools) Tourist information specialist PAs HR hospitality permanent staff (3-4 persons) Tourism-Hospitality manager Tourism promotion/marketing specialist Tourist information specialist Capacity building and HR development, education and training programme 23 STRATEGY IMPLEMENTATION PROMOTION & MARKETING Promotion and marketing of PAs should be coordinated and performed jointly with GNTA in all phases and activites Planning promotion activities Realization (use of logo, fairs, workshops, FAM trips, PR) Evaluation of promotional results/effects Market intelligence (statistical data and market analysis) APA Information & promotion materials Printed materials (leaflets, image brochure, TO sales manual) Electronic information & promotion tools (website, e-newsletter, e-press releases..) Photo monographs, guide books, magazines (only buy certain No of copies) Products gadgets & souvenirs (postcards, wall calendar, T shirt,..) 24 ÖSTERREICHISCHE BUNDESFORSTE AG 12

36 STRATEGY IMPLEMENTATION PROMOTION & MARKETING APA web site with demand/inquiry tool Tourist fairs and exhibitions - specialized for ecotourism TO/TA workshops, Travel agents sales manual and Personal relations FAM- familiarization trips for media and journalists PR Public Relations Friends of Georgia Protected Areas Card Advertising on bilboards/jumbo panels on main roads APA Marketing tools and activities 25 STRATEGY IMPLEMENTATION ORGANIZATION OF HOSPITALITY IN APA & PAS FORMATION OF APA HOSPITALITY TEAM with Tourism Hospitality head manager Tourism product, services and quality standards developer Accommodation, F&B and other facilities manager Tourism marketing specialist FORMATION OF HOSPITALITY TEAMS IN PAS ADMINISTRATIONS Tourism-Hospitality manager Tourism promotion/marketing specialist Tourist information specialist Web and E- promoter - marketer for on-line marketing tools Tourist information specialist 26 ÖSTERREICHISCHE BUNDESFORSTE AG 13

37 STRATEGY IMPLEMENTATION COOPERATION WITH STAKEHOLDERS Stakeholders cooperation ON NATIONAL LEVEL APA, GNTA, NACHPG Federation/Union of Associations of Friends of PA of Georgia GITOA and other national HORECA associations ON REGIONAL DESTINATION LEVEL DMOs Destination Management Organizations ON LOCAL LEVEL Association of Friends of Protected Area Other tourism and hospitality associations 27 STRATEGY IMPLEMENTATION QUALITY STANDARDS AND CERTIFICATION Quality standards and certification of products and services related to PA should be introduced for Quality standards criteria should consider the following elements Accommodation Food and beverage facilities Transport Service providers: guides, sports tours and equipment providers, Shops Typical products from PA (herbs, fruit, crafts, souvenirs, etc.) Technical quality - standards (the size of the room, bed, restaurant, the quality or equipment, WC and bathroom, corridors and similar) Functional quality (places in good order, responsiveness, professional and hospitality of staff, good communication, accessibility,, information available, etc) Commitment to environment (use of natural materials, ecologically produced products, traditional habits and culture, rational use of rare resources) Knowledge of PA 28 ÖSTERREICHISCHE BUNDESFORSTE AG 14

38 STRATEGY IMPLEMENTATION REVENUE POLICY REVENUE POLICY Entrance fees Service and user fees and charges Friends of Georgia Protected Areas Card membership fee Concession & lease fees Cross marketing Sponsorship Donations Project revenues Technical assistance Volunteering 29 STRATEGY IMPLEMENTATION CONCESSION POLICY Concessions versus own management Consider to give in concession complete tourism-hospitality operations of PA Give to concession independent, bigger accommodation capacities owned by APA Give to concession complete visitors center with a minimum list of services that need to be performed Give to concession separate services as a chain in all/nearly all PAs (shops, F&B, etc) Give in concession camping places and camps for tents, BBQ places, caravans or mobile houses after defining what are typical campsites in different protected areas Operate accommodation capacities in mixed use (internally for staff or technical support and for visitors), small accommodation facilities and F&B restaurants and bars with own staff or with owners/managers and memebrs of Association of Friends in the area based on management/rent contract 30 ÖSTERREICHISCHE BUNDESFORSTE AG 15

39 STRATEGY IMPLEMENTATION CONCESSION POLICY 5 principles of concession policy FINANCIAL VIABILITY ENVIRONMENTAL COMMITMENT SOCIAL RESPONSIBILITY LEGAL VIABILITY CONCESSIONAIRE S CAPABILITY 31 STRATEGY IMPLEMENTATION PRICING POLICY Pricing strategies and policies for entry and user fees: Multi focus pricing visitors groups and season Age Individuals Groups Families Aim of the visit (recreation or research) Multi entry or single entry Packages Cross products prices Promotional Seasons & peak days: summer, weekends, hours Peak load pricing, Comparable pricing and Cost pricing 32 ÖSTERREICHISCHE BUNDESFORSTE AG 16

40 STRATEGY IMPLEMENTATION SUSTAINABILITY POLICY Carrying capacities and international benchmarking (For Imereti caves No of visitors per 1m of tourist trail in cave/per 1 m of whole length of cave) International Georgia Georgia Internationa Georgia Georgia Benchmark visitors/day visitors/ Benchmark visitors/day visitors total Visitors/ha/ / open ha/ year Visitors/day August No. Name of PA year months 1. Mtirala ,04 0,15 17, Imereti caves* /4* 128/26* Borjomi Kharagauli ,50 1,76 78, Javakheti ,06 0,92 4, Tbilisi ,87 6,22 19, Tusheti ,07 1,76 12, Lagodekhi ,32 6,06 12, Total , Georgia total , STRATEGY IMPLEMENTATION MANAGING VISITORS FLOWS ZONING PRICING AND CHARGES HONEYSPOTS TRANSPORT - ACCESS MANAGEMENT TOURIST ROUTES IN PAS INTERPRETATION AND INFORMATION CODE OF CONDUCT IN PROTECTED AREAS REGULATIONS & RESTRICTIONS: Permanent or temporary closure of some areas Visitors group size Age or physical conditions of visitors limitations Length of stay Visitation schedule PERMITS AND SPECIAL REQUIREMENTS: Special permits for entering certain areas Visitors and/or operators qualifications and skills Technology requirements: special dress, shoes, equipment, etc. MANAGING VISITORS REGULATIONS & PERMITS 34 ÖSTERREICHISCHE BUNDESFORSTE AG 17

41 STRATEGY IMPLEMENTATION SUSTAINABILITY MONITORING AND ASSESSMENT MONITORING & ASSESSMENT Systematic and regular monitoring and evaluation analysis of tourism visitation impact on PAs Registration of visitors in PAs based on: - Entrance tickets - Visitor s registration form - Visitors survey Interviews Short nature impact assessment by nature protection organizations Short social impact assessment by focus group discussions 35 STRATEGY IMPLEMENTATION SAFETY AND SECURITY POLICY APA and PAs administrations should: organize a system to allert PAs administration about accidents with a kind of SOS towers and/or with mobile transmitters; chargers for mobile phones in PAs organize rescue team and service with first aid inform visitors about potential danger and advise them how to be be properly equiped and dressed, behave or react and how to ask for help 36 ÖSTERREICHISCHE BUNDESFORSTE AG 18

42 ECONOMIC AND SOCIAL EFFECTS OF TOURISM IN 2020 ECONOMIC EFFECTS Revenue of APA: GEL 4,3 Mio $; an increase of 3,67 mio $ Revenues from international visitors to PAs in Georgia: an increase of 55 mio $ Employment: new working posts Increase of local & regional development Increase of economic welfare Improvedinfrastructure SOCIAL EFFECTS More opportunities for jobs and development in other sectors because of growing tourism demand and visitation More cooperation of stakeholders from public and private sector Better knowledge and more cultural experineces of population Better knowledge of foreign languages of population Improved awareness of nature, natural values and natural heritage and PAs Improved image of Georgia & Better knowledge of nature, culture and history of Georgia 37 THANK YOU FOR YOUR ATTENTION AND CONTRIBUTION Thank you for your support and contribution during assessment and development of tourism strategy document! დიდი მადლობა! Project team: Janez Sirse, Team leader & Int l expert Lela Khartishvili, National expert Nina Pecoler, Assistant expert 38 ÖSTERREICHISCHE BUNDESFORSTE AG 19

43 DISCUSSION : QUESTIONS & ANSWERS 39 ÖSTERREICHISCHE BUNDESFORSTE AG 20

44 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Annex 3. Workshop Tourism development and management plan for Imereti caves and Guidelines for tourism development planning and tourism management in PAs : Invitation and minutes with participants list held on 7. November

45 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L MINUTES OF THE FINAL WORKSHOP: TOURISM DEVELOPMENT AND MANAGEMENT PLAN FOR IMERETI PROTECTED AREA & GUIDELINES FOR TOURISM DEVELOPMENT PLANNING AND TOURISM MANAGEMENT IN PAs The workshop started at in the Administration Building of the Imereti caves PA, Conference room (Entrance Prometheus cave), Tskaltubo, Village Banoja. There were 22 participants attending to the workshop representing: APA (including the deputy chairman, PA managers and specialists), Tskaltubo resort DMO (director and specialist) and some representatives of international organizations. The list of invitees/participants is attached to the minutes. The project final workshop was open by Servi Nabuurs, TJS team leader. He welcomed the participants and emphasized the basic aim of this final workshop, informed participants about previous project activities and presentations and invited participants to actively participate in presentation and discussion. Mr S. Nabuurs provided to participants also some technical information about the workshop agenda, schedule and organization of group work in the second part of the workshop. 3. Presentation of proposals of:»tourism development and management plan for Imereti caves protected area«janez Sirše, the project team leader, and Lela Khartishvili presented the proposal for Tourism development and management plan in English and in Georgian (power point presentation and consecutive translation into Georgian). The presentation included: Basic findings of assessment of Imereti caves protected area: natural monuments, organization, HR and stakeholders, tourism visitation, SWOT and value chain analysis, existing and potential products Market trends, segmentation of target market and market potential for Imereti caves PA Setting of vision, mission and objectives of tourism development until 2020 Strategic tourism product development based on SBU Strategic Business Units approach Attractiveness and Competitiveness of selected new tourism products 23

46 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L After the break Tourism plan implementation was presented: 30 Investment, tourism products and services and research projects to achieve objectives Organization of Imereti caves PA administration with detailed focus on HR needed for tourism development and management Proposal for decentralized management of certain activities Promotion, marketing and sales Price policy, revenues and costs Sustainability policy and measures Safety and security assessment and risk management Action plan with 124 actions focused on 9 specific objectives of tourism development of Imereti caves. During the presentation and at the end discussion was held, questions were put and some proposals were done. These can be summarized as follows: 1. Does the Tourism development plan cover only Imereti caves - Prometheus and Sataplia or also Okatse canyon and other natural monuments? The document covers all natural monuments of Imereti caves PA but during the assessment and with further discussion with PAs' administration priority development was given to Navenakhevi, Satsurblia and Melauri caves as they are analysed enough to use them for tourism activities; other caves must be still investigated. 2. Motivations, SBUs, visitors experiences and tourism product development were explained more in details after some questions. 3. Organization and HR needs must be clearly justified in order to be able to employ new staff; organization of PA's administration and systematization of positions should be elaborated: this is the subject of management plan of Imereti caves PA that is prepared in twinning project. 4. Concession policy, procurement and management of tourism and hospitality facilities of Imereti caves by own staff of PA s administration needs more alternatives approaches and proposals for efficient management of tourism facilities. 5. Price policy was discussed with price differentiation and revenue management. 6. Sustainability situation, international comparisons and measures for sustainable tourism development were discussed. 7. Risk assessment and safety and security measures were discussed and emphasized as important segment of nature protection and visitors satisfaction. 8. Use of Imereti caves tourism development and management plan for other PAs and use in neighbouring countries Armenia and Azerbaijan was addressed by some participants. 9. Proposal was done to translate basic document (as it is nearly finalized and was reviewed by client already) in Georgian and to send it to beneficiary for review and comments; there would be 2 weeks time available for comments by the beneficiary. As the presentation with discussion (with consecutive translation) lasted longer than planned, the Guidelines for tourism development planning and tourism management in other PAs were not presented but will be sent to the participants for review and comments. Mr. Nabuurs thanked to all participants for the active discussion and to Imereti caves PA for hospitality. He also informed participants that with final workshop project mission ends. All documents will be finalized and will be available in English and in Georgian. Mr Dimitri Beridze, Deputy Chairman of APA thanked in the name of APA to TJS and experts' team for their support, work, presentation and proposals in developing protected areas in Georgia. The workshop was concluded at

47 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Imereti workshop List of participants: 25

48 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 26

49 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 27

50 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L 28

51 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Annex 4. Power point presentation of proposed Tourism development and management plan for Imereti caves PA

52 ASSESSING AND DEVELOPING THE ECO- TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA WORKSHOP 3: PROPOSED IMERETI TOURISM PLAN 7. NOVEMBER 2014 IMERETI CAVES PA JANEZ SIRSE & LELA KHARTISHVILI TASK OBJECTIVE PROPOSAL OF EFFICIENT TOURISM DEVELOPMENT AND MANAGEMENT OF IMERETI CAVES PA A SAMPLE DEVELOPMENT AND MANAGEMENT PLAN FOR PAs in GEORGIA General objective of tourism development of Imereti caves is to operate as successful model of balanced sustainable and tourism oriented protected area in Georgia with great natural and educational value and economic efficiency and as highly internationally recognized tourism attraction. ÖSTERREICHISCHE BUNDESFORSTE AG 1

53 IMERETI CAVES PA TOURISM DEVELOPMENT & MANAGEMENT PLAN ASSESSMENT - RESOURCES VISION MISSION OBJECTIVES IMPLEMENTATI ON MODEL RESOURCES & POLICY TARGETS 2020 MARKET POTENTIAL & SEGMENTATION TOURISM PRODUCTS & SERVICES ACTION PLAN WORKING PHASES Assessment phase Targets & objectives setting Implementation resources & policy Imereti caves and Tourism in PA SWOT analysis Value chain analysis Stakeholders Products and services Market potential Vision Mission General objective Specific objectives Investment HR & organization Products and services Promotion & marketing Revenues & pricing Sustainability Safety & Security Action plan 4 ÖSTERREICHISCHE BUNDESFORSTE AG 2

54 VISION OF TOURISM IN IMERETI CAVES PA VISION Imereti caves protected area will be the leading tourism focused protected area in Georgia. They will offer to domestic and international visitors unique underground karst natural mystery and diverse high quality services fulfilling personal experiences of nature, education, culture and pleasure. Tourism in Imereti caves will be one of the pillars of tourism in Imereti region, the most significant source of commercial revenues for APA and one of the most internationally recognized Georgian natural attraction. 5 MISSION OF TOURISM IN IMERETI CAVES PA MISSION To use natural resources in balanced way to preserve and even increase natural value of Imereti caves and to contribute to financial sustainability of APA and protected areas in Georgia and to economic development, employment and economic and social welfare of inhabitants in Imereti region. 6 ÖSTERREICHISCHE BUNDESFORSTE AG 3

55 9 OBJECTIVES OF TOURISM IN IMERETI CAVES SPA OBJECTIVE 1 Increase the number of domestic and international visitors OBJECTIVE 4 Restructure and use efficiently visitors' infrastructure and develop new tourism products and services in Imereti cavess OBJECTIVE 7 Implement sustainable principles and measures and provide services assuring security and safety OBJECTIVE 2 Increase revenues from tourism and commercial activities OBJECTIVE 5 Develop professional HR team in Imereti caves and provide permanent trainings OBJECTIVE 8 Emphasize and mediate education and awareness rising about nature and natural values to visitors to Imereti caves OBJECTIVE 3 Increase overall satisfaction of visitors OBJECTIVE 6 Contribute to the development of local communities and stakeholders cooperation in Imereti region OBJECTIVE 9 Contribute to the image of protected areas and tourism in Georgia 7 OBJECTIVES OF TOURISM IN IMERETI CAVES PA OBJECTIVE 1 Increase the number of domestic and international visitors Increase number of visitors from in 2013 to at least in 2020 Increase the share of international visitors from 23% in 2013 to 50% in 2020 OBJECTIVE 2 Increase revenues from tourism and commercial activities Increase the revenues from tourism from GEL in 2013 to GEL in 2020 Increase the share of revenues from sales of products and services other than from entry fees. VISITORS REVENUES 8 ÖSTERREICHISCHE BUNDESFORSTE AG 4

56 OBJECTIVES OF TOURISM IN IMERETI CAVES PA OBJECTIVE 3 Increase overall satisfaction of visitors Increase satisfaction of visitors and decrease complaints Increase the length of stay of visitors Increasetheloyalty therateofreturnvisitors to PAs OBJECTIVE 4 Restructure and use efficiently visitors' infrastructure and develop new tourism products and services in Imereti caves Complete basic PA's infrastructure Improve efficiency of use of existing tourism facilities Develop and offer new tourism products and services Connect/Link Tskaltubo heakth&spa resort and Imereti caves PA SATISFACTION TOURISM INFRASTRUCTURE 9 OBJECTIVES OF TOURISM IN IMERETI CAVES PA OBJECTIVE 5 Develop professional HR team in Imereti caves and provide permanent trainings Organize & mobilize tourism/hospitality staff Provide permanent trainings of Imereti caves PA staff TOURISM COMPETENCES OBJECTIVE 6 Contribute to the development of local communities and stakeholders cooperation in Imereti region Provide local communities and local population opportunities for business development Strengthen knowledge of local population about Imereti caves PA and PAs in Georgia Contribute to organization and cooperation of tourism stakeholders in Imereti region LOCAL COMMUNITIES OBJECTIVE 7 Implement sustainable principles and measures and provide services assuring security and safety Strengthen sustainability measures in Imereti caves PA Provide comprehensive safety and security measures and action plan SUSTAINABLE DEVELOPMENT 10 ÖSTERREICHISCHE BUNDESFORSTE AG 5

57 OBJECTIVES OF TOURISM IN IMERETI CAVES PA OBJECTIVE 8 Emphasize and mediate education and awareness rising about nature and natural values to visitors to Imereti caves Increase the knowledge of nature, natural values and PAs among visitors OBJECTIVE 9 Contribute to the image of protected areas and tourism in Georgia Increase the perception of protected areas in Georgia as tourism destination NATURE EDUCATION IMAGE BUILDING 11 TOURISM PRODUCTS IN IMERETI CAVES PA Attractions in PA > Sataplia nature reserve with cave, colchic forest, cliff and nature trails and glass view platform > Prometheus cave with rich biodiversity > Navenahevi, Satsurblia, Melauri and several other not explored caves > Okatse canyon Tourism infrastructure & facilities in PA ACCOMMODATION FACILITIES > Hotel with 8 room VISITORS FACILITIES > Visitors center in Sataplia > Ticket & info center in Sataplia > Visitors center in Prometheus > Visitors center in Okatse > Scenic glass view platform in Sataplia > Walking and view platform in Okatse canyon > Parking places in Sataplia, Prometheus and Okatse > Restrooms in Sataplia and Prometheus and Okatse in or close to Ticket & Visitors center RESTAURANTS AND SHOPS > Cafes and shops in Visitors centers, at the exit of Sataplia cave and on scenic glass view platform in Sataplia MUSEUMS > Speleological museum in Sataplia MEETING FACILITIES > Conference and meeting rooms in Sataplia hote/visitors center and in Prometheus administration building ADMINISTRATION BUILDINGS > Administration buildings in Sataplia and Prometheus and joint with visitors center in Okatse 12 ÖSTERREICHISCHE BUNDESFORSTE AG 6

58 TOURISM PRODUCTS IN IMERETI CAVES PA Tourism products in PA NATURE PROGRAMMES > Sataplia cave visit > Sataplia rock trail > Sataplia nature educational trail > Sataplia colchic forest > Sataplia Jurassic parc with dinosaur footprints > Prometheus cave visit > Boat tour in Prometheus cave > Okatse nature walking trail CULTURAL & EDUCATIONAL PROGRAMMES > Nature educational trail in Sataplia > Speleological museum visit in sataplia > Speleological research programmes SPORT & ADVENTURES PROGRAMMES > Canyoning > Adrenaline view platform in Okatse > Scenic view platform in Sataplia HEALTH PROGRAMMES FUN & ENTERTAINMENT > Small train trail in Prometheus > Wedding in cave MICE BUSINESS PROGRAMMES > Meetings in conference facilities > Wedding in cave PLEASURE > Meditation in cave > Shopping Tourist attractions and products in broader area destination Martvili/GochKadili Canyon, Svaneti, Sport park, stadium and sports hall in Tskaltubo Tskaltubo health & spa resort, Clinics and hospitals Bagrati Cathedral, Gelati Academy, Vardzia, Kutaisi State University, Quevri wine production Katskhi pillar Kutaisi and Tskaltubo hotels; TOs/TAs; Universities Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in Tskaltubo 13 TOURISM IN IMERETI CAVES IN 2013 Year Domes tic Sataplia Internati onal Total Domes tic Prometheus Internati onal Total Imereti caves total Domes Internati Total tic onal In Imereti caves, 81% of all visitors come from May till end of September in 5 months Imereti caves Visitors Foreign Domestic Country 1 Country 2 Country 3 Country 4 PA total visitors Visitors Imereti caves 145,888 41,831 Ukraine Israel Poland Russia 104,057 Georgia total 350, , , ÖSTERREICHISCHE BUNDESFORSTE AG 7

59 TOURISM IN IMERETI CAVES IN MOTIVES Name Sataplia & Prometheus cave Motiv 1 Nature 67% Motiv 2 Education 37% Name Sataplia & Prometheus cave Individuals Groups (TO/TA) 30% 70% Name Sataplia & Prometheus cave Families Couples Individual visitors Researcers/ Scientists Students Children/ Schools Total 16% 7% 20% 1% 28% 28% 100% 15 TOURISM IN IMERETI CAVES IN SATISFACTION Name Satisfaction 1 Satisfaction 2 Satisfaction 3 Nature & Prometeus cave Trail Location Landscape Visitors center and Buildings Hospitable staff services facilities Additional tourism Small train and products and services in Audio guides Visitors' service boat PA Nature & Sataplia cave Glass View point Trail Landscape Visitors center and Buildings Hospitable staff services facilities Additional tourism Visitors' service products and services 16 ÖSTERREICHISCHE BUNDESFORSTE AG 8

60 TOURISM IN IMERETI CAVES IN DISSATISFACTION Name Dissatisfaction 1 Dissatisfaction 2 Dissatisfaction 3 Dissatisfaction 4 Dissatisfaction 5 Prometheus Sataplia Prometheurs & Sataplia Visitors center and services Additional tourism products and services Visitors center and services Additional tourism products and services Availability of information & promotion Transport accessibility & Parking Sign posting on roads Tourism products and services in community/destination Waiting place (in entrance) is not organized and equipped Not sufficient number of staff Far from main entrance Not sufficient information about opening time Tourists are not informed in advance about the length of trail No regular public transport Lack of signs Limitted tourist offer especially for kids catering place Too big groups WC No picnic area Lack of interpretation desks No shelters for rainy or sunny days Lack of qualified staff Lack of guides Café does not function Parking not organized Not fully utilized visitors center No play grounds for children Public transport timetable is not precise & reliable Trails need maintenance 17 VALUE CHAIN ANALYSIS POST SALES INFORMATION CONSUMPTION TRAVEL VISIT SCORE: 1 very bad, 2 bad, 3 average, 4 good, 5 very good 18 ÖSTERREICHISCHE BUNDESFORSTE AG 9

61 TOURISM MARKET FOR IMERETI CAVES DOMESTIC MARKET pupils in one generation students enrolled in universities inhabitants of Kutaisi, Batumi and Tbilisi INTERNATIONAL MARKET mainly international visitors in Tskaltubo resort leisure tourists on Black Sea 10,5 million transit passangers 19 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: NATURE Back to nature, Feel authentic, Going back to origins, Experience the peace and tranquillity of the natural environment, Seeing wildlife in its natural habitat, Escaping the urban environment, Learning about natural environment, Absence of crowd, Rest and relaxation Typical products: National park visits, hiking/bushwalking, wildlife viewing, guided trail walk, bird watching, nature photography, meeting local people, nature park visits EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Sataplia cave visit > Sataplia rock trail > Sataplia nature educational trail > Sataplia colchic forest > Sataplia Jurassic parc with dinosaur footprints > Prometheus cave visit > Boat tour in Prometheus cave > Okatse nature walking trail > New caves visit > Nature ecological walking trail > Nordic walking > Nature & art education camps > Recreation in nature > Playgroungs in nature > Botanical tours > Geological trails > Historical trail > Soft ecotourists interested and casual nature visitors > Special interest visitors (fauna, flora, ethnology, etc.) > Families > Students > Children > DINKs (dual income-no kids) > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Svaneti, Katskhi pillar 20 ÖSTERREICHISCHE BUNDESFORSTE AG 10

62 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: CULTURE & EDUCATION Deep understanding of local culture and experience of local daily life, Learn something new, Self-discovery, Meeting new people with similar interest, Opportunity to be with friends and/or relatives, Having new experience, Being able to tell my friend about my experiences Typical products: Historical & Archaeological sites, Educational workshops, Meeting local people, Indigenous culture tours, Scientific & research studies, Theme park visits. EXISTING PRODUCTS > Nature educational trail in Sataplia > Speleological museum visit in sataplia > Speleological research programmes POTENTIAL PRODUCTS > Nature educational camps - orientation and survival camps > Junior rangers and young nature scientists camps > Art camps > Research and scientific study and camps > Natural science laboratory programme > Learning experience of traditional activities in PAs/NPs > Ethnological educational tours > Ethnographical educational tours > Traditional local crafts, culture, events > Photographic courses > Photo exhibition trails > Photographic competition Festival > Story telling programmes > Myths, legends and history programmes > Quevri & Wine history MARKET TARGET GROUPS > Culture focused visitors > Nature visitors with strong cultural interest > Scientists and Researchers > Students > Youth and children > Families > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Bagrati Cathedral, Gelati Academy, Vardzia, Kutaisi State University, Quevri wine production 21 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: SPORTS & ADVENTURES Feel the adrenalin, Experience the limit of your physical strength, Self-discovery, Having exciting and adventurous experience, Having new experience, Reputation, Opportunity to meet other people with similar interest, Being able to tell friends about experience Typical products: Cycling, Four-wheel driving, Canyoning, Rafting, Kayaking, Sport fishing, Horseback riding, Swimming EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Canyoning > Adrenaline view platform in Okatse > Scenic view platform in Sataplia > Canyon hiking trails > Rafting in canyon > Adventure tours > Kinckha waterfall > Rock climbing > Ice waterfall climbing > Caving for adrenaline lovers > Speleological tours > Cycling > Adventure parks > Mountain trekking > Zip line > Archery > Paintball > Four wheel tours > Demanding nordic walking trails > Mountain biking > Horseback riding in wilderness > Bog walking > Snow shoe walking > Mini goif > Sports and adventure visitors > Sports and nature associations & clubs > Students > DINKs (dual income-no kids) Major attractions in destinations around Imereti caves linked to SBU: Martvili/GochKadili Canyon, Svaneti tours Sport park, stadium and sports hall in Tskaltubo 22 ÖSTERREICHISCHE BUNDESFORSTE AG 11

63 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: HEALTH Be healthy, Live longer, Be fit, Look good, Absence of stress Typical products: Health and medical treatments, Beauty surgery, Health recovery, National park visits, Soft fitness sport activities (Hiking, Cycling, Cross country skiing, Snowshoeing, etc), Climate healing, Cave healing, EXISTING PRODUCTS POTENTIAL PRODUCTS MARKET TARGET GROUPS > Cave healing & spa > Climate health programmes > Anti-addiction programmes > Patieints with specific health indications > Post surgery and medical convalescents > DINKs (double income no kids) Major attractions in destinations around Imereti caves linked to SBU: Tskaltubo health & spa resort, Clinics and hospitals 23 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: PLEASURE Slow down life, Enjoy, Lifestyle Rest and Relaxation, Absence of crowds, Positive previous experience, Reputation, Having new experiences, Opportunity to be with friends and/with relatives; Being able to tell my friends about my experiences Typical products: Wellness & Spa programmes, Gastronomic tours, Wine tours and tasting, Meeting local people, Shopping, Sunbathing EXISTING PRODUCTS > Meditation in cave > Shopping POTENTIAL PRODUCTS > Shopping: postcards, T shirts, cups, caps,.. > Spiritual programmes > Meditation programmes > Wellness (gong therapy, yoga,..) > Bioenergy trail > Fitness > Sunrise/sunset watching > Sun bath platform > Soft nature walking and hiking trails > Summer kitchen with typical food > Traditional cooking and tasting > Wine tasting MARKET TARGET GROUPS > Soft ecotourists casual nature visitors > Young professionals > Social life and network searching visitors > DINKs (double income no kids) > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Wellness & Spa center in Tskaltubo, Khareba wine celler, Shopping in Kutaisi 24 ÖSTERREICHISCHE BUNDESFORSTE AG 12

64 STRATEGY IMPLEMENTATION - PRODUCTS & EXPERIENCES SBU: FUN & ENTERTAINMENT Have fun, Feel in, Having exciting experiences, Meeting new people with similar interest, Being able to tell my friends about my experiences, Share my experiences with my friends Typical products: events and festivals, concerts, partying, shopping, nightlife EXISTING PRODUCTS > Small train trail in Prometheus > Wedding in cave POTENTIAL PRODUCTS > Open days of PA > Events and festivals: popular events, celebrations, anniversary events, etc. > Fun parks for children > Badminton > Volley ball > Basket ball > Entertainment playgrounds > Concerts > Video & movie presentations in visitors center in Sataplia > Market places and market days MARKET TARGET GROUPS > Young professionals > Trend setters and trend followers > Social life and network seekers > Students > DINKs > Families > Empty nesters Major attractions in destinations around Imereti caves linked to SBU: Casinos, Festivals and concerts in Kutaisi and in Tskaltubo, Sports & Aqua parks in Kutaisi and in Tskaltubo 25 ATTRACTIVENESS & COMPETITIVENESS OF NEW PRODUCTS 26 ÖSTERREICHISCHE BUNDESFORSTE AG 13

65 PRODUCTS & EXPERIENCES IN IMERETI CAVES IN 2013 & 2020 Prevaling experiences 2013 New experiences in 2020 Nature, Culture & Education Sports & adventures, Pleasure Imereti caves Pleasure Fun & Entertain Nature experience Culture & Education Sports & Adventure TOTAL No of visitors Imereti caves Imereti caves Health Business MICE 27 PRODUCTS & EXPERIENCES IN IMERETI CAVES IN 2013 AND 2020 SBU IMERETI CAVES 2013 SBU IMERETI CAVES 2020 Culture & Education 37% Nature experience 63% Culture & Education 26% Sport & Adventure 5% Health 5% Nature experience 64% 28 ÖSTERREICHISCHE BUNDESFORSTE AG 14

66 STRATEGY IMPLEMENTATION - PROJECTS: PROJECTS - 30 PROJECTS GEL - 21 New employees - Basic infrastructure (2) - Transport, Welcome and Information infrastructure (8) - Tourism-hospitality infrastructure (8) - Tourism products and services (8) - Research & development projects (4) 29 STRATEGY IMPLEMENTATION ORGANIZATION OF IMERETI CAVES PA ADMINISTRATION Management of PA (head, deputy head and revenue manager & controller) Nature protection and sustainability (environment specialist, rangers, etc.) Products and services development (attractions caves, trails, recreation, pleasure, health, nature camps etc. development) Marketing and sales (promotion material, marketing, reservations, on site sales, cashiers,etc.) Hospitality facilities management (hotel and other accommodatio n, restaurants, cafes, shops,etc.) Supporting services (maintenance, parking, etc.) 30 ÖSTERREICHISCHE BUNDESFORSTE AG 15

67 STRATEGY IMPLEMENTATION HR TOURISM & HOSPITALITY Tourism Hospitality head manager Revenue manager & controller Marketing head manager Corporate marketing specialist Individual marketing specialist MICE marketing specialist and protocol Web and E- promoter - marketer (for on-line marketing tools) Tourism product, services and quality standards developer Accommodation, F&B and other facilities manager Accommodation, F&B and other facilities assistant Tourism animator and products and services on site promoter Tourist information specialists Tour guides 31 STRATEGY IMPLEMENTATION DEVOLVE RESPONSIBILITIES TO IMERETI CAVES PA ADMINISTRATION Employment and HR management Tourism and hospitality facilities use and management Revenue and price policy Cooperation with local/regional communities and partners Dispose of certain share of yearly budget 32 ÖSTERREICHISCHE BUNDESFORSTE AG 16

68 STRATEGY IMPLEMENTATION PROMOTION Strong promotion and marketing team in PA administration 10 15% of yearly budget of PA for promotion and marketing Logotype of Imereti caves in hierarchy with APA and GNTA logo Printed materials Image brochure Promotion leaflet for mass distribution TO sales folder for corporate market Posters Roll-ups Education leaflet for mass distribution Yearly report & magazine for corporate market Photo monography Electronic promotion tools Imereti caves web site Electronic information & promotion tools (e-newsletter, e-press releases..) Video & video spots Radio communication messages Social media: Facebook, Twitter, Flickr Electronic information boards and touch screens 33 STRATEGY IMPLEMENTATION MARKETING DOMESTIC MARKET B2B - TOs/TAs B2B FAM trips of TOs/TAs B2B - Hotels & Guest houses B2G - Schools B2C Fairs in Georgia B2C Advertising on billboards B2C FAM trips of journalists B2C CRM in Imereti caves B2C Imereti caves website INTERNATIONAL MARKET B2B - TOs B2B Speleological associations B2B FAM trips TOs B2C general & special fairs, exchange, exhibitions B2C FAM trips of journalists B2C CRM in Imereti caves B2C Imereti caves website 34 ÖSTERREICHISCHE BUNDESFORSTE AG 17

69 STRATEGY IMPLEMENTATION REVENUE SOURCES Governmental funding for nature conservation, protection and management Entrance fees for visitors User fees for products and services Concessions and lease for speleological healing and wine aging Packages for visitors Accommodation in hotel and camps Meetings (MICE) services and equipment Equipment Food sales in cafes, restaurants and stores Merchandise sales Internet access, WIFI REVENUE SOURCES Membership or alliance cards if Friends of Georgia Protected Areas Card Sales or/and licencing of intellectual property Parking Cross product selling Cross-marketing with bigger companies Public investment Private sector initiatives Technical assistance projects Sponsorship Donations Voluntourism of local population REVENUE SOURCES 35 STRATEGY IMPLEMENTATION ENTRANCE FEE POLICY PRICE DIFFERENTIATION Pupils&Student Adults Families Retired persons Multi-entry tickets July & August higher prices PRICE POLICY Entrance tickets 2013 Jul&Aug GEL GEL Pupils&Students 3,5 5 Familes Adults 7 10 Avg price 6,16 8,8 PRICE DIFFERENTIATION 12% increase of revenues REVENUE EFFECT 36 ÖSTERREICHISCHE BUNDESFORSTE AG 18

70 STRATEGY IMPLEMENTATION REVENUE & PRICING Sports&Recreation GEL Wellness&Pleasure GEL Shop GEL Stiks for nordic walking 2 Gong therapy 10 Imereti caves brochure 7 Badminton 4 Bioenergetic guided to 10 Coin Sataplia dinosau 1 Volley ball 4 Meditation guided in n 10 Postcard 1 Baskett ball (4 basket) 4 Wine tasting 15 T shirt 8 Arching 4 Packages for Tskaltubo 15 Cap 5 Mini golf 4 Calender wall 10 DVD Imereti caves Packed food Packed sweets Souvenirs 37 STRATEGY IMPLEMENTATION REVENUE & PRICING Hotel & Accommodatio GEL Cafe & Restaurant GEL Cafe & Restaurant GEL Hotel half board 70 Coffee 3 Croisson 2 Camp half board 25 Tea 2 Hot dog 3 Conference room 1 d 100 Water 1 Toast 3 1/2 day 60 Ice tea 2 Sendwich 3 Rent laptop 50 Limonade 2 Boiled egg 2 Rent projector 50 Coca Cola 3 Salad 5 Coffee break 6 Bier 3 Matsone 3 Lunch/Dinner 15 Wine glass 2 Fruit basket 3 khachapuri (1/6) 1 Ice cream 2 Daily soup vegi 4 Pop corn 1 Daily soup meat 4 Peanuts/Wollnuts 2 French fries 3 Churchela Crep 4 Small chocolates Cheese 5 Croisson 2 Hot dog 3 Toast 3 Sendwich 3 Boiled egg 2 Salad 5 Matsone 3 Fruit basket 3 Ice cream 2 Pop corn 1 Peanuts/Wollnuts 2 Churchela 38 ÖSTERREICHISCHE BUNDESFORSTE AG 19

71 STRATEGY IMPLEMENTATION REVENUE & COSTS Cost item/rveneus 2013/14 GEL Salaries permanent employees Salaries seasonal employees Costs of operations Marketing 0 Toral Costs Total Revenues Net revenues Cost item/rveneus Optimal GEL Salaries permanent employees Salaries seasonal employees Costs of operations Marketing Toral Costs Total Revenues Net revenues REVENUE ACCOUNT 2013 REVENUE ACCOUNT STRATEGY IMPLEMENTATION CONCESSION POLICY Concessions versus own management Manage complete Imereti caves PA by own management and staff Give in concession Satsurblia health & spa cave Give in concession wine ageing in cave and wine tasting 40 ÖSTERREICHISCHE BUNDESFORSTE AG 20

72 STRATEGY IMPLEMENTATION COOPERATION WITH STAKEHOLDERS Stakeholders cooperation ON NATIONAL LEVEL GNTA Federation/Union of Associations of Friends of PA of Georgia GITOA, TOs/TAs ON REGIONAL DESTINATION LEVEL TOs/TAs, Tskaltubo resort DMO Destination Management Organizations; Universities in Kutaisi ON LOCAL LEVEL TOs/TAs, Hotels & Guest houses, Municipalities, Association of Friends of Imereti caves PA, Other tourism and hospitality associations 41 STRATEGY IMPLEMENTATION SUSTAINABILITY POLICY IMPROVE VISITORS FLOWS MANAGEMENT Imereti caves PA Visitors total Visitors /1m trail/1m cave Visitors/day / open months Visitors/day August Imereti caves Prometheus cave /4* Postojna cave Slovenia /26* Škocjan UNESCO caves / Georgia total Distribute visitation of school groups throughout the year Flexible opening time for visitors Fixed scheduled visits Electronic booking system accessible via internet Open for visitors Mondays & Tuesdays 42 ÖSTERREICHISCHE BUNDESFORSTE AG 21

73 STRATEGY IMPLEMENTATION ACTION PLAN 124 ACTIONS ARE SUPPORTING 9 SPECIFIC OBJECTIVES Objective 1: 33 activities to increase the number of domestic and international visitors Objective 2: 16 activities to increase revenues from tourism and commercial activities Objective 3: 11 activities to increase overall satisfaction of visitors Objective 4: 10 activities to restructure and use efficiently visitors' infrastructure and develop new tourism products and services Objective 5: 11 activities to develop professional HR team in Imereti caves and provide permanent trainings Objective 6: 14 activities to contribute to the development of local communities and stakeholders cooperation in Imereti region Objective 7: 13 activities to implement sustainable principles and measures and provide services assuring security and safety Objective 8: 8 activities to emphasize and mediate education and awareness rising about nature and natural values to visitors of Imereti caves Objective 9: 8 activities to contribute to the image of protected areas and tourism in Georgia 43 STRATEGY IMPLEMENTATION MONITORING & ASSESSMENT SUSTAINABILITY, SATISFACTION AND SAFETY MONITORING, ASSESSMENT & MANAGEMENT Systematic and regular monitoring and evaluation of tourism visitation impact on Imereti caves PA Registration and analysis of visitors behaviour and satisfaction in PAs Regular and systematic monitoring and nature impact assessment Regular social impact assessment on local communities Further speleological research Nature impact monitoring system Carrying capacity assessment of tourist caves Risk Assessment and management 44 ÖSTERREICHISCHE BUNDESFORSTE AG 22

74 THANK YOU FOR YOUR ATTENTION AND CONTRIBUTION Thank you for your support and contribution during assessment and development of tourism strategy document! დიდი მადლობა! Project team: Janez Sirse, Team leader & Int l expert Lela Khartishvili, National expert Nina Pecoler, Assistant expert 45 DISCUSSION : QUESTIONS & ANSWERS 46 ÖSTERREICHISCHE BUNDESFORSTE AG 23

75 A S S E S S I N G A N D D E V E L O P I N G T H E E C O - T O U R I S M P O T E N T I A L O F T H E P R O T E C T E D A R E A S I N G E O R G I A F I N A L R E P O R T - F I N A L Annex 5. Power point presentation of Guidelines for tourism planning and tourism management in PAs

76 ASSESSING AND DEVELOPING THE ECO- TOURISM POTENTIAL OF THE PROTECTED AREAS IN GEORGIA WORKSHOP 3: GUIDELINES FOR TOURISM PLANNING IN PAS 7. NOVEMBER 2014 TBILISI JANEZ SIRSE & LELA KHARTISHVILI TASK OBJECTIVE METHODOLOGY FOR EFFICIENT TOURISM DEVELOPMENT PLANNING AND TOURISM MANAGEMENT IN PAs PRACTICAL & UNIFORM TOOL FOR APA & PAs TO DEVELOP AND MANAGE TOURISM IN PAs Objective of the document is to give to APA and to PAs administrations guidelines - practical tool for tourism planning and management in PAs developed on the basis of Strategy for tourism development of PAs in Georgia and sample tourism development plan for Imereti caves. ÖSTERREICHISCHE BUNDESFORSTE AG 1

77 GUIDELINES CONTENT Task objective and methodology Assessment Market evaluation Vison and objectives setting Implementation Monitoring Conclusions & recommendations Annexes 3 GUIDELINES TASK & METHODOLOGY Discuss with client and beneficiary methodology and adjust if necessary Description of the task, its objectives, client, beneficiary and expert team; Proposition of methodology, approach, methods used, data availability, limitations and phases; 4 ÖSTERREICHISCHE BUNDESFORSTE AG 2

78 GUIDELINES ASESSMENT of PA Present shortly PA Analyze tourism development SWOT Analysis Value chain analysis Stakeholders analysis Tourism products & services Tourism product potentials 5 GUIDELINES MARKET EVALUATION Discuss on workshop with client, beneficiary & stakeholders assessment and market evaluation Key tourism trends Trends in tourism in protected areas Tourism demand segmentation Market potential for PA 6 ÖSTERREICHISCHE BUNDESFORSTE AG 3

79 GUIDELINES VISION & OBJECTIVES Present development scenarios Set Vision of tourism development Set Mission of tourism development Set general objective Set specific objectives 7 GUIDELINES IMPLEMENTATION MODEL Tourism product development SBU products, experiences, target markets Investment HR and employment Organization Promotion, marketing and sales Revenue and pricing Budget revenues and costs Sustainability & visitors flows management Safety & security 8 ÖSTERREICHISCHE BUNDESFORSTE AG 4

80 GUIDELINES IMPLEMENTATION - ACTION PLAN Discuss on workshop with client, beneficiary & stakeholders vision, implementati on & action plan Each specific objective Set of actions Who in PA is responsible for actions Whom to report When actions start When actions finish Possible problems executing actions 9 GUIDELINES CONCLUSIONS & RECOMMENDATIONS Monitoring and evaluation Conclusions Recommendations Annexes 10 ÖSTERREICHISCHE BUNDESFORSTE AG 5

81 GUIDELINES ANALYTICAL TEMPLATES Guidelines provide working and analytical templates, form and tables that were used and tested while preparing Strategy for tourism development in protected areas in Georgia and Tourism development and management plan for Imereti caves PA Templates could be adapted to specific situation 11 THANK YOU FOR YOUR ATTENTION AND CONTRIBUTION Thank you for your support and contribution during our work! დიდი მადლობა! Project team: Janez Sirse, Team leader & Int l expert Lela Khartishvili, National expert Nina Pecoler, Assistant expert 12 ÖSTERREICHISCHE BUNDESFORSTE AG 6