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threats. Prospects for the development of tourism in Georgia, primarily associated with
overcoming of these negative aspects. To do this, you must develop a strategy for the
development of tourism, aimed at increasing tourist attractiveness and global
competitiveness of Georgia. Such a strategy will allow the country to take its rightful place in
the global tourism market and create conditions for rational use of tourism potential
available in the country.
Table 2. Matrix of SWOT analysis of Georgia's tourism industry
Strengths
Favorable geographical location;
Favorable natural conditions and the
variety of climatic zones;
A rich historical and cultural
heritage;
A variety of recreational resources;
Unique culture and national
traditions;
Cheap labor;
An open economy and liberal
business environment;
Quite a democratic political system;
State support for tourism
development.
Weaknesses
Political instability, the lost
territories and the high level of
geopolitical risks;
Imperfect institutional and legal
mechanisms to promote tourist
activities;
Low level of development of tourism
infrastructure;
Low level of management;
Unfavorable investment
environment;
Low level of information flow to all
social levels;
Insufficient number of direct
international flights;
Low professional level staff;
Low income;
High prices for services.
Opportunities
The rapid growth of the economy;
The interest of foreign tourists in
Georgia;
Government's interest in the
further development of tourism;
The growth of the private sector in
the field of tourism;
Reconstruction and restoration of
historical and cultural monuments;
The interest of neighboring
countries in the implementation of
joint projects in the field of
tourism.
Threats
Increased costs of production of
tourist products;
Growing inflation;
A security issue;
Mastering foreign country's main
tourist market segments;
A budget crisis;
A weak focus on the quality of
tourist products;
Inadequate advertising of tourism
products;
Orientation of travel agencies of
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not on entry;
Language problems.
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