The Case for Rebuilding Tourism in Georgia: Alternative Forms and New Initiations

Abstract

Modern tourism forms respond to the contemporary tendencies of the economy, adopting new business models and creating new offerings based on natural and cultural heritage and creative and non-artificial activities. As a result, today’s tourism differs from the traditional approach in determining holiday destinations characterized by a focus on the destination’s physical assets. This article reviews recent tourism trends in Georgia by examining new initiatives and practices adopted in rural and mountainous regions. Ultimately, we propose focus on experience-based competitive authentic products that meet the needs of post-modern tourists and that have been adopted in high-spending markets.