Georgian Tourism Industry Alliance to Address Challenges in Hospitality Sector

Business associations representing various sectors of the hospitality industry in Georgia agreed to establish Georgian Tourism Industry Alliance (GTIA). The memorandum of understanding will be signed on 5 May, 2020. The initiative is supported by The USAID Economic Governance Program. 

The Georgian Tourism Industry Alliance (GTIA) is a national tourism organization, founded mainly to promote the Georgian tourism identity and improve the private sector reputation.

The mission is aimed to plan and implement the overall strategy for the sector, as well as raising awareness through advertising to promote tourism, both locally and abroad. The target is to show the country's tourism potential, as well as improving the quality and development of this sphere.

Tourism is one of the main leading industries for Georgia. The coronavirus epidemic is putting the country's travel and tourism sector at risk and is having a serious negative impact. Therefore it's important to unite all those specialists and associations which are working in the tourism service with one complete vision which is to conduct a dialogue with the government's economic groups.

Levan Qoqiashvili, the Head of the Gastronomic Association of Georgia, noted that such a large-scale union of associations is unprecedented in the country and their joint efforts are aimed at finding a way out of the difficult situation.

On May 1, The USAID Economic Governance Program expressed its desire to advocate between the state and the mentioned union, which will improve the country's economic climate.

Alliance Group members:   Gastronomic Association of Georgia (GAG); Georgian Ecotourism Association(GEA); Georgian Hotels, Restaurants and Cafe Federation (GHRCF); Gastro Tourism Business Association (GTBA); Georgian Business Tourism Association (GBTA); Georgian Farmers' Association (GFA); Georgian Tourism Association (GTA); Georgian Incoming Tour Operators Association (GITOA); Tourism Institute; Georgian Tourism Network (GTN); Sakartvelo's Certified Guides Association; Georgian Craft Association.

"The above agree that better and effective results are in unification to advocate our vision to the country's leadership. We will overcome the difficulties together to push forward the country's economy and development," note the alliance group members.