THE REALITY OF THE COVID-19 PANDEMIC AND THE CHALLENGES OF THE TOURISM INDUSTRY IN GEORGIA

Abstract

Due to the pandemic we discussed the challenges of the tourism industry. Problems of affected sectors close to the sector were identified. We got acquainted with the opinions, forecasts and assessments of the National Bank data from internal research sources in Georgia. We rely on the research conducted by Geostat, the analysis of the decrease in international visitors, the reduction of costs, the main part of tourism statistics. We reviewed assessments and observations by the World Tourism Organization and European organizations. Opinions of Galt & Taggart’s unparalleled expertise analysts on the current reality of tourism and tourism recovery. We compared the indices with foreign countries. For the purpose of this paper, it is important to analyze the socio-economic situation in the post-pandemic conditions, what are the indicators of restored tourism in Georgia, a global trend. Restaurants are open on weekdays for both indoor and outdoor service, and opened at weekends from 21 May for outdoor service only. Delivery/drive-through services operate every day of the week. Kindergartens and classroom schooling has resumed although distance learning remains in some cases. Shopping malls and open-air markets are open. Systematic COVID testing of staff working in trading, catering and teaching professions is taking place. Working from home continues to be recommended where possible. It is mandatory to wear masks inside shops, hotels and restaurants, and in outdoor public spaces. Failing to do so can result in a 20 L fine for an individual or 500 L for a legal entity. Tourism development priorities need to be defined according to market segments. If neighboring countries choose to vacation at sea and consider visiting mountainous regions in integration, European tourists are mainly interested in our old culture. Ecotourism and gastronomic tourism, which is an expression of the nation's identity, history and traditions, are also discussed in a harmonious union. Stimulating domestic tourism and involving self-governments in tourism management is essential. Domestic tourism will become a good platform for preparation for future tourist flows. Initially, stimulating domestic tourism will be necessary to start a commercial "movement" in the tourism sector. Obviously, different cities will have different challenges in this regard.