The Entrepreneurial Philosophy of GNTA Head Mariam Kvrivishvili

Meet the Head of the Georgian National Tourism Administration (GNTA), Mariam Kvrivishvili, a bold risk-taker and innovative female who was unafraid to step out of her comfort zone to contribute to the strategic development of her country. Having moved from the private sector to the public service to face new challenges, she now has to pull Georgian tourism into a new stage of dynamic development.

Old Experience - New Challenge

Mariam has had ten years of fruitful activity in the field of tourism, a very solid and varied experience which includes aviation, tour operating and running a hospitality business in both the public and private sectors. Before becoming the Head of the National Tourism Administration, she was the managing partner of the big tour operator ‘Voyager,’ served as the regional manager of the airline FlyDubai in Georgia, and years ago held office as Deputy Head of the National Tourism Administration in the marketing direction. She also worked at Adjara Group in the tourism field.

Heading the GNTA turned out to be a great challenge for her and this became her main motivation for taking on this responsible position. Mariam believes that, besides being a big responsibility, this sphere offers numerous opportunities and says it is an honor for her, together with her team, to be able to implement projects in this sector to help her country move forwards.

The First Steps and Management Style

The first step she took after being appointed as Head of the GNTA was to analyze what information they had, then organize meetings with private sector representatives.

Her main principals as a manager are teaming up and implementing modern management approaches. She tries to break down any hierarchy in the Administration to allow each employee to get involved in the decision-making process and have direct access to the managers. "It's important for me that the GNTA become more dynamic, creative and fruitful, because tourism itself is all about emotions and interesting experiences."

Being a Female Leader

She says there is a big difference between female and male leaders, and breaking the stereotypes is “everyone’s job” when they hold leadership positions, be it in the private or public sector. "Unfortunately, in our reality, women are more likely to hold back their capabilities, though this stereotype is far from new. It’s good to see more women these days taking on leading roles. It's important for me that people who are able, strengthen their support for having more women involved in decision-making and social processes.”

Mariam herself started working at the age of 18 and believes that her career was “a very difficult and long path,” where, as a woman, she had to do double the work and make twice the effort to get respect.

Priorities

A lot is being put on the Georgian private sector when it comes to tourism development, and that includes the right bilateral communication. "It's important to listen carefully and to understand what the private sector feels and thinks, then, based on this information, to make future plans together. By doing this, we’ve almost fixed our 2020-2025 agendas," she says.

The new chief has high expectations of the private sector and asks them to speak up and communicate more effectively with the GNTA about their activities, issues and needs in order for the right steps forward to be made.

Under Mariam’s leadership, the role of the GNTA has changed; it has become more functional, the main goal being promotion of private sector development and increasing the motivation of more people to become successful start-uppers for the benefit of tourist sector development.

A particular challenge facing Georgian tourism is the service sector, as there is a need for improvement of services to accompany the rapid growth of tourism development. Training is needed not only for guides, but also for those working in family-style guesthouses. In 2019, the government announced the planned retraining of 51,000 Georgian residents, from which 11,000 will be trained directly under the auspices of the Ministry of Economy and Sustainable Development of Georgia, and the GNTA will retrain about 1500. Within the framework of the budget, the State will fully fund the training, including at the regional level, boosting the knowledge and skills much needed in the tourism sector.

Special events are planned to increase tourist flows from neighboring and developed countries. In this regard, the GNTA has developed several strategies. Increasing the number of visitors received from neighboring countries is a significant challenge, however, the main goal is to diversify the market so that Georgia’s tourism development is not only dependent on one region or country. Further, they have already begun working with airlines in numerous EU countries to negotiate adding direct flights.

Special emphasis is being put on America, China, Japan, India and similar regions, with the aim to place Georgia as one of the most attractive tourist destinations within the next few years.

"In my opinion, the main priority of the Georgian tourism sector is the creation of more employment countrywide, the involvement of a larger part of the population in the tourism field, and greater mobilization of small, medium and large businesses in attracting new investments,” Mariam says. “The next challenge is infrastructural development: arranging municipal roads, arranging cultural sights and so on. We also need to increase the service level; to diversify products and encourage the emergence of niche products; separate business, leisure and medical tourism; and tighten the focus of marketing campaigns so as to create specialized, specific marketing content for target audiences. I think all these directions are equally important and necessary."

Entrepreneurship

She considers the role of entrepreneurship as very important for the field of tourism, and the involvement of local or small and medium entrepreneurs in this area is essential. "Even a Georgian carpet can be seen as a source of tourism revenue," Mariam notes. "The state-run Enterprise Georgia plays a significant role in the promotion of entrepreneurs and start-uppers and it counts among the most successful projects of the Ministry of Economy. The GNTA was also involved in the fruitful promotion of entrepreneurs and creative society within the frames of this program.

"There are many who think that what they do has no connection to with tourism. Our role is to show that tourism is also their sphere and to show that, for example, if they work in the medical direction, they can develop within the framework of medical tourism." More opportunity, more employed people and a greater chance of doing business – these are the main goals and motivation of the new GNTA head.

Believing in Yourself

Mariam stepped out of her private-sector comfort zone to implement innovative and large-scale projects that are important for the country. But she says she sees it as her civic responsibility.

Her role is a busy one, as much of the strategic development of the country depends on her activities, and, she says, it is necessary to “step boldly.”

For Mariam, her job is a unique opportunity to carry out large-scale projects and contribute to the tourism development history of her country. "The risk was high; leaving a 10-year career, the partnership, risking my reputation; but I believe I made the right choice."

She believes more in being in the right place at the right time than she does in luck; that capabilities are given to people at a particular moment, and they must be used. She has such an approach to what life throws at her and believes in hard work and continual self-development and education.

"Many times, I've experienced that the more you believe in your idea, the greater the chances are to get it done. More – it’s impossible not to succeed. Maybe not today, but in a couple of years the idea will be fulfilled. You should use your abilities in the right place at the right time to reach that goal."

The Key to Success

Mariam says that today's ruthless, competitive environment offers success only to good, hard-working and mobilized people. "Work, willpower, the right time and place, and purpose and determination create success. It is also very important to take on social responsibility and promote one another, because the strength and development of a person is directly proportionate to the society around him/her."

Mariam advises that start-uppers, young entrepreneurs and people who are just starting work, first understand exactly what they want out of life. And if they have no answers to this question today, then they should aim to learn, get a variety of experience, come to the idea and then settle short, medium and long-term goals as to how to achieve their ultimate ambition. All of this implies working on yourself, learning and then working some more!

By Tako Gvazava, Entrepreneur Magazine