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Monday, 23 April 2018


A dirty country with a clean reputation

2010-09-20 19:51

7761.jpegTo develop tourism, Georgian government is ready for global deception: create an image of an environmentally pristine country. Most of the sunny Sakartvelo's guests generally coming from the CIS countries are impressed by the absolute beauty of the local nature. Still, local ecologists know perfectly well that in reality, their motherland is not that clean as it may seem in the first face and that marketing ploys might be quite useful today.


  Create the image of an ecologically pristine country - that's a task set by Georgian government for the new tourism development strategy. This year's successful attraction of the foreign tourists is obvious; still, the tourist potential has not been yet exhausted. It should be realized via special advertising campaigns that would present Georgia as a unique state which is safe and attractive all the year round.

As was reported by GeorgiaTimes, at present, the creation of such an inviting image is impeded by many factors, from Mister President up in arms and ready for another war to the foreign embassies' recommendations warning against the many hazards of this half-wild country.

Such involuntary "black PR" in no way contributes to the occupancy of the Georgian hotels, beaches and mountain resorts. It is the BBC and National Geographic video clips shot this year that will help cure the problem.

However, the constant heating of the interest via foreign movies is quite a luxury. Head of the tourist department Maya Sidamonidze assured radio Commersant that she knows cheaper promoting methods. "We've got small budget; still, we may easily realize the plans implied by the project within the confines of the allocated means. There will be no large-scale advertising on CNN. For instance, if we want to attract Ukrainian young, the advertisement should run in the media working for this segment", - she said.

The experts have long been demanding the development of a long-term tourist strategy. Georgia's declaration specifying its plans for the future has been kept at the Ministry of Economic Development and Trade since 2007; there has just been no time for it with all these war preparations. It was stated there that "We want the Georgian brand to be globally associated with a high-quality, ecologically safe and healthy products, which would encourage the export in the field of agriculture and light industry".

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