Institutional Model "Discover Georgia" For Georgia’s sustainable tourism development

Abstract

The paper „Institutional Model "Discover Georgia" - for Georgia’s sustainable tourism development“  discusses the challenges in Georgian tourism industry and their relevance to Georgian National Tourism Strategy, which was created in 2015 for a period of 10 years. Given the current challenges and the goals of sustainable tourism, the paper proposes an innovative institutional model "Discover Georgia", which is focused on a unified, coordinated mechanism of carring out the planned activities of the strategy: improving the quality of international tourist attractions, upgrading the quality of tourist services, promoting sustainable tourism and fighting with the current pandemic situation, which poses a great threat to Georgia’s as well as the whole world’s tourism industry.