CENN Supports Digital & Green Growth of the Caucasus Tourism Sector

The tourism industry is vital to the economies of most countries. Any doubts about the truth of that statement were dissolved by the reality of COVID-19, with the world having seen various states quickly reopening their borders, as far as possible, in the wake of the world pandemic. The restrictions that have come as a result of the pandemic have switched many working platforms, forcing real-life experiences to adapt to remote realities. At this time, digital tourism is becoming ever-more interesting, as it provides a tech-driven way for people now stuck at home, longing for their next trip, to research, plan, and experience their future vacations. Those employed in the hospitality sector could use this time to develop their businesses by improving their digital tourism services: in our simplified, full-of-choices modern times, only properly marketed businesses survive.

In this article, as we focus on the rural and adventure-touristic potential of Georgia, and the importance of digital technology use for the purpose of touristic development, we will tell you about two projects: ‘Digital Caucasus,’ and the ‘Social Entrepreneurship Ecosystem Development’ (SEED) program for ‘Green Growth in Borderline Communities’, both implemented by CENN.

Digital Caucasus

This project is supported by a Grant awarded by USAID’s E&E Bureau, Economic Development, Governance and Enterprise Growth (EDGE) Project. Digital Caucasus envisions Synergies and the Digital Transformation of SMEs (small and mid-sized enterprises) for Smart Economic Growth in the Caucasus Tourism Sector.

The idea of the project, which officially kicked off on July 1st and is planned to wrap up in September 2021, came about in the wake of the pandemic as the Caucasus region, like the rest of the world, struggled with a crippled tourism industry. The challenge for the Caucasus tourism sector is to find the best way to promote the rural, eco and adventure tourism potential of the region.

By encouraging its digital transformation, this project aims to ensure the economic growth of the tourism sector in the Caucasus region. The Digital Caucasus project works to support the growth of SMEs involved in the sustainable tourism value chain. The project targets selected regions in Georgia, as well as in Armenia and Azerbaijan, and promotes the online presence of the Caucasus region by creating a Caucasus Tourist Destination Portal. The project supports up to 250 SMEs from Georgia, Armenia and Azerbaijan to improve their business operations and increase their sales. In Georgia, the Digital Caucasus project focuses on the regions of Adjara, Kvemo Kartli, Samtskhe-Javakheti, and Kakheti.

The Digital Caucasus project also creates strategic partnerships between regional and local authorities in the target areas and national administrations active in the fields of tourism, protected areas and forestry. Furthermore, it streamlines gender integration and women’s engagement in the tourism sector by supporting female-owned and female-managed businesses.

A Blogger’s view on Georgia’s tourism potential

Blogger Emily Lush shared with GEORGIA TODAY her views on Georgian agrotourism potential.

“I’ve been travelling to Georgia since 2017. As a blogger, I always try to seek out new stories by visiting places away from the tourist trail. My website, Wander-Lush.org, has a strong focus on responsible tourism and cultural immersion, so my adventures often take me to remote and rural locations.

“Georgia’s tourism landscape has changed a lot since my first visit. For all the achievements made, I still see so much untapped potential here. After the struggles of the past few months, I think future travelers will be searching for deeper, more meaningful experiences that take them beyond the must-sees and into local communities. There’s never been a better time to invest in Georgia’s ecotourism potential,” she says, adding that there are three regions in particular – Kakheti, Samtshke-Javakheti and Shida Qartli – where she can see agritourism flourishing in the coming years.”

Kakheti

Emily notes that most tourists are familiar with Kakheti as Georgia’s cradle of wine. Comparing the Tusheti highlands with the surreal landscapes of Lagodekhi and Vashlovani in the south, Kakheti clearly has a lot to offer beyond its vineyards.

“As well as a variety of climates and scenery, Kakheti is also very culturally diverse,” she tells us. “I’ve spent a lot of time in Pankisi Valley learning about Kist history, Chechen cuisine and Sufi rituals. Agritourism has already taken root in the valley, and Pankisi is a great example of how responsible tourism can be used as a tool for social change.”

Emily says she sees a huge potential for homestays and community managed projects to grow in Kakheti region and elsewhere.

“As long as there are families willing to open their hearts and homes to travellers, to share their traditions and take pride in their heritage, Georgia’s cultural diversity will always be one of its greatest strengths.”

Samtshke-Javakheti

Emily tells us she was first drawn to visit southern Georgia because of the history wrapped up in the fortresses and cave cities around Samtshke-Javakheti.

“I had no idea how beautiful this part of Georgia is. In summer, it’s one shimmering lake after another. Between Paravani, Tabatskuri and Bughdasheni Managed Reserve, this could be Georgia’s own Lake District. A network of hiking trails and village guesthouses could be set up to link these beautiful lakes together,” she suggests. “The stunning volcanic backdrops and abundance of wildlife and birds are huge assets.

“I always enjoy visiting Poka St. Nino’s Monastery and Convent, where the nuns draw on natural ingredients and local honey to craft food and beauty products.”

Shida Qartli

“Like most tourists, I’ve passed through Shida Qartli many times when crossing the country,” Emily notes. “There is a huge potential for towns and villages in this region to establish themselves as stop-off points between east and west. Uplistsikhe is well-known, but Khashuri, Surami and Rkoni all have historical points of interest too.

“One of my favorite social enterprises in Georgia, Ikorta Enamel Jewelry, works in Shida Qartli, supporting IDPs in Tserovani. Agritourism could be a perfect complement to their work, helping extend their impact to more families,” she tells us.

“I strong believe that every traveler to Georgia should take the time to learn about the nation’s history and events of the recent past. Shida Qartli offers lots of opportunities to learn about lots of different chapters of Georgian history while also showing that the past doesn’t have to define your future.”

The SEED Program for Green Growth in Borderline Communities

As long as it is properly managed, sustainable tourism will be the premise of improving the livelihoods and inclusion of many, protecting cultural heritage and natural resources, and employing young people, granting them new opportunities and giving them the needed skills, all the while promoting international understanding and dissolving gender barriers as the tourism sector opens more doors to women’s leadership. SEED is a program that serves these missions.

Funded by the EU, under the EU4Youth program and implemented in Georgia by CENN, the ‘Social Entrepreneurship Ecosystem Development (SEED) program for Green Growth in Borderline Communities’ empowers disadvantaged youth to successfully transition from education to work in Georgia and Armenia by developing their social entrepreneurship and Green Innovation skills.

The program targets the municipalities of Gori, Akhmeta, and Ninotsminda, locations which are underrated touristic destinations, which creates problems in the regions. Shida Kartli, for example, has great agricultural potential, and should be promoted on the touristic routes as such. The Samtskhe-Javakheti, and Ninotsminda municipalities in particular should become better known for their nature conservation areas and unique landscapes, an eco-tourism must-see.

The SEED program will encourage young locals from these regions and municipalities to act and use the full touristic potential of the country for the improvement of their communities. The SEED program’s targeted areas in Georgia suffer problems that could be solved were these locations better promoted to tourists. One of the biggest challenges in these regions is the high-level of unemployment, yet the recreational and agro-entrepreneurial touristic potential is great. Local youth, unemployed and limited in opportunities, has little choice but to become easy targets to crime and extremism. The situation is even worse for girls, who are not only limited based on the social and economic life in these villages, but are also rarely given the ‘authority’ to make their own decisions and seek employment.

With this reality in mind, it becomes ever clearer that youth need to act to promote the naturally blessed and beautiful regions properly, with results that can benefit everyone.

One of the SEED program’s target areas is the municipality of Akhmeta, and specifically Pankisi Gorge. Tourism in picturesque Pankisi was long unimaginable due to its stigmatized reputation of being an unsafe place. It took one eager and smart woman to start the destigmatization process, and now her guesthouse is so packed, you might have to wait to get a room there.

Nazy Dakishvili talked to us about her journey to becoming a businesswoman in Pankisi, and shared with us her view on the importance of promoting the place, and employing locals.

“At the age of 23, I decided to abandon my career as a lawyer in Tbilisi and focus my all energy on setting up a guesthouse in Pankisi Valley and promoting tourism to change the reputation of the valley. Disproportionate and sensationalized media coverage focusing on Pankisi Valley had damaged the image of the welcoming Kist community, ensuring that tourists would never choose it as a travel destination, especially considering that travelers were advised to avoid the area entirely.

“Moving here was a life-changing decision. I was motivated by my wish to provide an income for my family and contribute to the positive development of the Kist community, Pankisi Valley and Georgian society.

“With over 90% unemployment in the valley and no opportunities, life is a struggle for both young and old, educated and skilled. So, I’d say, starting was hard,” Nazy tells us.

“As our business grew, we began to employ more people and created job opportunities for guide-work, interpreting, horse riding, driving, cooking and cleaning. We began employing local unemployed young people and adults. With my experience, I started to help other women to set up their own guesthouses through training and support. Today, there are nine guesthouses in the valley,” Nazy says.

“More information about tourism potential should be published by the media. We need to start seeing, valuing and using the resources which our country has,” Nazy states.

“Sustainable tourism plays a crucial role in the development of the local community, she adds. “In 2013, I launched our business on Facebook and other social media platforms to promote local events, cultural tours, horse treks and key local attractions to reach a wider audience.” Nazy also runs TripAdvisor.co.uk, Booking.com, Airbnb.com profiles for her guesthouse.

We ask the businesswoman how she thinks Pankisi should be promoted, and she replies: “Pankisi Valley, as well as the Kakheti region as a whole, has great tourism potential. State and private sectors need a united effort in tourism development and promotion. Georgia is becoming more popular. It is necessary for every enterprise and organization involved in the tourism and hospitality industry to master marketing approaches. Pankisi Valley alone proves how ethnically and culturally diverse Georgia is, and this should be promoted.”

By Nini Dakhundaridze

Emily Lush, Bughdasheni Managed Reserve