Increased Middle Eastern travelers, decreasing European tourists in Imereti's tourism landscape
In the heart of Georgia, the Imereti region is experiencing a significant shift in its tourism demographics this summer. While the number of European tourists has been declining, there has been a noticeable growth in arrivals from the Middle East, particularly from Israel.
Lasha Berekashvili, the director of Travel To Georgia, has warned that this trend could have a direct impact on the local tourism industry's revenue. He emphasised the importance of investing in logistics and service quality to attract and retain visitors.
The rise in Middle Eastern travelers can be attributed to several factors. The recent easing of geopolitical issues in the region has made travel more accessible for many Middle Eastern countries, resulting in a higher influx from this region compared to Europeans. Some tourism industry insiders also point to infrastructure challenges and targeted promotional efforts, which might make Georgia, and specifically Imereti, more attractive for Middle Eastern tourists.
However, the lack of direct transportation options, such as trains, flights, and a central international bus terminal in Kutaisi, poses a significant challenge for the tourism industry in the region. This is further compounded by the poor infrastructure and weak internal connections across all 12 municipalities in Imereti.
Despite the expansion of air connections with Persian Gulf countries by budget carriers like Wizz Air, domestic tourism has not been able to fill the gap left by the decline in European tourists. This leaves the Imereti region grappling with issues that are hindering its tourism development and growth.
In conclusion, the current tourism pattern in Imereti reflects a decrease in European visitors and a rise in Middle Eastern tourists, with Israel notably contributing to the increase. This dynamic highlights changing travel trends and the region's evolving appeal and accessibility to different international markets. However, to attract and retain visitors, it is crucial for the Imereti region to invest in improving its logistics and service quality.
[1] Source: Tourism Trends in Georgia's Imereti Region: Changing Dynamics and Challenges (2021) [3] Source: Middle Eastern Tourists on the Rise in Georgia's Imereti Region (2021)
- To capitalize on the growth of Middle Eastern tourists in the Imereti region, it would be prudent for the local tourism industry to invest in financial resources for enhancing logistics and service quality.
- The aviation sector, specifically the expansion of air connections with Persian Gulf countries, offers a promising opportunity for the Imereti region to cater to Middle Eastern tourists, complementing the tourist influx from this region.
