Adjara Region tourism development strategyStrategic development and action plan
"The company performed the process of work planning, organization, execution, control and presentation of results in a qualified manner. Employees involved in the project are distinguished by their professionalism and high level of responsibility. The Department of Tourism and Resorts of Adjara recommends it as a highly qualified company."
Chairman of the department - Tinatin Zoidze
In 2018, we developed the tourism development strategy of the Adjara region for the years 2019-2025, our client organization was the Department of Tourism and Resorts of the Autonomous Republic of Adjara. The main tasks of the project were:
- Analysis of the field of tourism of the Adjara region;
- Analysis of the tourism potential of the Adjara region at the scale of each municipality;
- Identification of relevant tourist products/services for positioning Adjara as a 4-season resort and development of their development plan
- Development of a plan for the development of old Batumi as a tourist product
The development of Adjara tourism development strategy was related to the execution of complex works and consisted of several stages. First of all, we conducted basic research, which included in-depth interviews with various interested parties, about 40 physical meetings were held, including with the mayor's office of each municipality, ministries of the Autonomous Republic of Adjara, representatives of the central government, non-governmental, international organizations and experts in the field.
On the spot, we got acquainted with the situation in each municipality, we met with representatives of local municipalities and non-governmental and international organizations working there. We held 5 focus group meetings with different target audiences, among them were: guides and representatives of tourist companies, large and small hotels, catering facilities, residents of Batumi.
We studied the strategic documents of the Autonomous Republic of Adjara and its municipalities, as well as at the national level. We requested statistical information from state and private institutions. We conducted 2 quantitative studies on the following issues:
- The level of awareness of the population of Batumi about the field of tourism;
- Research of European (Schengen countries and Great Britain) tourists in Adjara.
We prepared the strategy and action plan based on the analysis of basic research data, in close cooperation with the Department of Tourism and Resorts of the Autonomous Republic of Adjara. In the strategic document - both at the level of each municipality and at the level of the region - the main challenges and directions of development are outlined. Long-term goals and corresponding activities to achieve them are outlined.