TMI Consultancy Director: Diversity is Georgia’s Strength

Interview

On February 17, leading tourism professionals from the outbound travel sector participated in the B2B Luxury & Mice Workshop in Tbilisi. It is the second time that Georgia has hosted this event. GEORGIA TODAY took the chance to interview Helene Lloyd, Director of TMI Consultancy, the main event organizer.

As a founder of the B2B Luxury and Mice Workshop, how would you rate the current Georgian tourism sector?

We see good potential in the Georgian market, both in terms of out-bound travel, which is the main focus of our workshop, and for inbound traffic. The main aim of the B2B Luxury & MICE workshop is to bring international participants and develop outbound travel to the different destinations and hotels that have taken part in the event. However, as many of the international participants are visiting Georgia for the first time, we believe that the event provides great exposure of the country as a travel destination and it helps raises people’s awareness of Tbilisi and Georgia in general.

As the event organizers, we had a very positive experience, and we see not only the potential for the outbound market, but also that Georgia is an emerging destination for inbound tourism, and that tourism is in general an important sector for the Georgian economy. One of Georgia’s key strengths is its appeal to the different niches which are now fast developing in tourism. In particular I can imagine that it’s a true heaven for the ‘foodie’ niche due its excellent and varied cuisine and superb wines. I personally enjoy drinking Georgian wine, especially the semi-sweet and dry red varieties, and I would love to see it more successfully distributed abroad, so I could access it more easily and so more people can enjoy it. I believe that the successful distribution of wine could be a key way of attracting highly educated visitors with sophisticated tastes, who would put a mark of respect on the destination.

It is the second time the Workshop has been held in Georgia. Why is it important for local tourism companies to attend the conference?

I think the main benefit for local Georgian travel companies is that it helps them increase their knowledge of new tourism products and destinations, without having to travel abroad themselves. It is convenient when partners come to you. Apart from the Workshop itself, we also have a ‘Knowledge Session’ for both international and local participants. This year’s Workshop knowledge session for local participants was hosted by Slovenia, which enabled local travel companies to have a more in-depth presentation and understanding of Slovenia as a tourism destination. Slovenia is a great role model for Georgia, as it has half the population of Georgia, but has over the years managed to become a well-developed destination, without becoming a mass tourism destination. Slovenia has put a lot of focus on being a ‘green’ and sustainable tourism destination. This means that Georgian participants do not simply get educated about the potential of a new destination, but also increase their understanding of how to develop and promote their own country. It also helps the Georgian travel industry to gain an in-depth knowledge of a new destination, which they can then offer their clients. The international session for international participants included the introduction of a new technology called Chute, a platform to help destinations promote themselves more successful using user-generated content, as well as an introduction to the Georgian market, which included the participation of a local travel industry player.

What are the key characteristics required for success in tourism?

One of the key elements in travel today is for the visitor to have an authentic experience. Visitors are no longer interested in experiencing a destination as an outsider who passively observes the country visited. Instead, they want to have an experience and get involved, they want to sample the local food and do activities that they would not do during their daily life at home. Destinations which are only price-driven, such as a seaside resort in Egypt, are likely to experience an enormous challenge in the future as they will only attract a limited number of visitors, against huge competition from other destinations where experience driven holidays are priced at a premium rate. Visitors will always enjoy the good weather and sometime on the beach, but the main attraction of a destination is linked to the whole cultural and experiential experience. Tourists want to feel more like a paying guest than a tourist, and the superb Georgian hospitality makes people feel very special and is a great asset to the country’s attractiveness as an experiential tourism destination.

Of course, high levels of services and the ability to communicate with visitors is also key, so the more languages that are spoken, especially international ones like English, French and Russian, the more engaged the visitor will feel. Also, when we talk about high levels of service, we are not only referring to services in a hotel, but the overall experience: how locals interact with tourists, how friendly and helpful they are, etc. All of these aspects can be developed in Georgia’s favor, with the right incentive schemes in place and the correct education of the population, to ensure they are tourist-friendly and receptive in the long-run.

What areas still require improvement for the further development of tourism in Georgia?

There is still a lot of work to do to promote the many and varied regions of Georgia, beyond the obvious places where people usually go. However, before this is done, there needs to be further investment and improvement in the infrastructure. This would make it easier for people to move around and entice them to the more far-flung regions of the country. This is especially important as all the trends show that the future of travel is based on independent travel. I had the pleasure to go on the train from Tbilisi to Batumi and the train was excellent, with free WiFi and clean and comfortable seats. This is a fantastic first step in the right direction. Good infrastructure is not only convenient for tourists, but it helps both local businesses and the local population develop as well as helping to reduce the great move from rural areas to cities. It allows people to remain where they are and still enjoy a decent standard of living. Moreover, they help to maintain the local culture and traditions, a vital aspect of tourism.

Which are your favorite regions in Georgia?

So far, I’ve only seen Tbilisi and Batumi, and I liked both very much. Batumi was really surprising; I didn’t realize it would be so different from Tbilisi, with its own micro-climate, its wealth of modern, hotel infrastructure and its own style of cuisine. Much like Slovenia, Georgia is a ‘boutique destination’ which offers a wide range of experiences in a relatively compact space. Diversity is Georgia’s strength.

Sopio Javakhishivili