ITB Berlin News 2021 - Preview Edition

I EXCLUSIVE INTERVIEW I
international visitors as well as the local
population.
Georgia is gradually and safely restarting
the hospitality and tourism sectors, placing
special emphasis on innovative trends and
high quality services. Furthermore, proven
and accepted standards in responsible
travel must be adapted to the move
towards industry recovery. Coordination,
cooperation, and sharing of best practices
are needed now more than ever. Therefore,
despite the current challenges, through joint
efforts of the public and private sectors, we
will be able to take tourism development to
a whole new level.
Can you tell us a little more about the
“Remotely from Georgia” project, and what
kind of success it has had?
The Government of Georgia developed
the innovative project Work from Georgia
to support the tourism sector during the
pandemic. The procedure for the entry of
project participants into the country was
developed in total compliance with safety
standards, in line with the policy of the
gradual opening of the country's borders.
The Work from Georgia project is also
part of the country's tourism strategy,
which involves receiving more highbudget
international visitors in Georgia.
Fundamentally, the project is not designed
to generate mass tourism, but is instead
tailored to a specific target segment with
a minimum monthly income of $2,000, and
whose average stay in the country will
amount to six months. By meeting these
indicators, the country will receive longterm
international visitors who consume
local products and services, as well as
tourism-related services. This, in turn,
creates additional opportunities for the
private sector.
IN THE NEW
POST-COVID
REALITY,
ADVENTURE,
ECO, AND AGRO
PRODUCTS
WILL BE IN
HIGH DEMAND
The effectiveness of the project is evidenced
by the applications received from around
2,500 people in six months, of which, more
than 900 have already arrived in Georgia.
Among them are visitors from such
countries as the United States, Great Britain,
and Ukraine, with applicants coming from
90 different countries. 53% of the accepted
applicants are freelancers, 28% are full-time
employees, and 19% are entrepreneurs.
What are the key elements that Georgia is
placing under the spotlight at ITB Berlin
NOW?
Since we are the Sustainability and
Adventure partner of ITB Berlin NOW
2021 the key elements are: Georgian
living culture – a sustainable approach
to our traditions, the variety of adventure
tourism possibilities off the beaten track,
from mountains to the beach, and Georgian
diverse natural resources.
What are the three biggest “selling points”
of Georgia as an adventure destination?
Georgia is famous for its favourable
temperate climate which attracts tourists
all year-round - ranging from scuba diving
in the Black Sea to alpine skiing atop the
highest mountains in Europe. In Georgia,
you can experience four seasons in a single
day. This small country in the Caucasus
Mountains offers almost every climate type,
with highly diverse ecosystems. Visitors
can enjoy ski slopes in the morning, sunbathe
in the afternoon, and breathe sea air
while admiring an orange sunset. Nestled
between Eastern Europe and Asia, yet
still quite undiscovered, Georgia is an
adventurer's gem. From the uber cool of
capital Tbilisi to the quiet wilderness of the
mountains, there is much to uncover in this
diverse and welcoming country.
The Government of Georgia is actively
working to promote various resort
destinations, and offers investors an
excellent opportunity for hotel and
entertainment (mixed use) infrastructure
development possibilities in summer and
winter resorts, as well as medical & wellness
destinations.
Why is your official partnership with ITB
Berlin NOW important?
We are honoured to be an official partner of
ITB Berlin NOW. For such a small country, it
is a great chance to be affiliated with one of
the largest travel fairs in the tourism industry.
It enables us to prove that a small and offthe-beaten-track
destination like ours can
offer a world class tourism service. We will
have the opportunity to show the world all
of Georgia’s hidden gems. We believe the
partnership with ITB will help us gain more
awareness among tourism professionals
and people looking for interesting and safe
travel destinations, especially during and
after the Covid pandemic. We will do our
best to showcase our country from all its
different angles
GEORGIA & ITB BERLIN
– A THREE-YEAR PLAN
Georgia and ITB Berlin have agreed a wideranging
partnership that will span three
successive years. Within this framework
Georgia and the World’s Leading Travel Trade
Show have signed a partnership for 2021, 2022
and 2023.
While as early as this year, Georgia is
the Digital Adventure & Sustainability Partner of
ITB Berlin NOW, in 2022, as ITB Berlin’s Official
Cultural Destination, Georgia will highlight
its cultural heritage. The title of Official
Host Country will follow in 2023. In cooperation
with ITB Berlin, the host country traditionally
organises the Opening Ceremony of ITB Berlin
and will be highlighted during the entire trade
event
GEORGIA – THE LAND
WHERE THE VISITOR IS
A GIFT FROM GOD
Georgia is a small country (just 69,700 sq km) with
a population of 3.7m people. The cradle of wine
production, its history dates back 8,000 years. Its
unique living culture is expressed in biodiversity,
amazing flavours, unique polyphony, and untouched
nature. In Georgia, they have a saying that “the
guest is a gift from God”, which speaks about famous
Georgian hospitality culture.
Georgia’s key source markets are its neighbouring
countries, western European countries, CIS countries,
Middle Eastern and Gulf Countries and long-haul
markets like North America, Japan, China, South
Korea. With the country’s strong anti-Covid measures,
its tourism authority aims to bring-in more travellers
from Western countries and the Middle East
© jirovsky-Unsplash
ITB BERLIN NEWS • TUESDAY 2 ND MARCH 2021 15