Tbilisi (GBC) - With the support of the European Union, Sweden, and Austria, the Svaneti region recently participated in the world's largest tourism trade fair.

Infinite Hospitality" - with this slogan, Georgia introduced itself as the official host country at ITB Berlin 2023. This event is where the future of the travel industry is shaped, strong business connections are established, and the world comes together to share future plans and make critical decisions. For Georgia, participation in the world's largest tourism exhibition with this status is of paramount importance, as it serves as proof that the country has a robust tourism industry and that tourism is a top priority for Georgia.

The development of mountain tourism in Georgia is being fostered with support from the European Union, Sweden, and Austria as part of the GRETA project. This initiative aims to promote adventure tourism in Georgia on a global scale. As part of this effort, the Svaneti destination organization "ShanLand'' presented four tourism concepts, including an adventure offer, a panel discussion on the trekking festival, showcasing impressions of adventure in Georgia, and presenting the hiking guide of Zemo Svaneti and Racha.

„The support of the EU, Sweden, and Austria has had a significant impact on the development of Georgia's tourism industry, particularly in strengthening regional tourism and destination management organizations (DMOs). This has also bolstered small and medium-sized enterprises operating in the regions. Thanks to the support of these donors, the DMO of Svaneti was present with us in Berlin, promoting not only the region but also the country as a whole." - The Deputy Minister of the Ministry of Economy and Sustainable Development of Georgia - Mariam Kvrivishvili announced.

For 57 years, ITB Berlin has remained one of the world's most influential and inclusive exhibitions in the tourism sector. This year, over 80 Georgian companies from the tourism and hospitality industries participated, providing them an excellent opportunity to forge business relationships with top representatives of the international tourism industry.

Dominik Papenheim, Team Leader for Economic Development and Trade at the EU Delegation to Georgia, emphasizes the importance of connecting Georgia's tourism offer to European and international markets. - "I very much welcome the participation of Georgian tourism providers at this years ITB, including the Svaneti DMO. I hope very much that the Georgian tourism operators will benefit from this visit, develop their products in line with recent market trends, find new partners for working together towards the green and digital transition."

Svaneti, a hidden mountain treasure of Georgia, offers unforgettable experiences and discoveries to international visitors.

"At ITB Berlin, we presented a range of tourism products, including walking tours, cultural tours, pilgrimage tours, culinary tours, and ski tours. This exhibition provides us with an opportunity to showcase the hidden mountain treasure to a global audience with diverse tourism offerings, thereby attracting more tourists and strengthening the region's economy." - Davit Zhorzholiani, head of Svaneti DMO, states.

 

In addition to establishing long-term partnerships, this event is vital for positioning Georgia as an integral part of European culture and family.

"On the one hand, Georgia is ready to contribute to European tourism by offering new services and a new country to discover. On the other hand, it can learn from the experience of our successful European colleagues."- This is how destination brand expert Levan Koberidze evaluates the perspective of Georgia.

Participation in similar platforms provides a unique opportunity for Georgia to establish robust business connections and promote its tourism potential to European countries, ultimately leading to increased tourist flows and the growth of the tourism industry. This is a critical step in raising Georgia's tourism industry to new levels.

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Project GRETA | "Green Economy: Sustainable Mountain Tourism and Organic Agriculture" is implemented by the Austria Development Agency in Georgia with the support of the European Union, Austria, and Sweden. The project aims to improve the business environment and create new income opportunities in two important sectors of the Georgian economy, mountain tourism and organic agriculture.

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