About Samtskhe Javakheti DMO

Samtskhe-Javakheti Destination Management Organization was established in 2019 by all six municipalities of the region, with both the initiative and support of the Georgian National Tourism Administration and USAID Zrda Activity in Georgia.

The main aims of the organization are the following:

  • To develop unique tourism products and services in all six municipalities of the region based on sustainable tourism principles
  • To popularize the tourism potential of the region: coordinate the activities and events between the private and public sector, and the members of the organization, all directed towards the popularization of the region; develop new tourism products; encourage public-private partnership and collaboration in order to popularize tourism
  • To promote the image of the region both locally and internationally
  • To develop a strategy for the tourism development of the Region which will be in line with the principles of sustainable tourism and the Georgian National Tourism Development Strategy and its priorities
  • To support the enhancement of the quality of the businesses operating within the Region
  • To encourage an increase of visitor spending and stay in the Region

Mission

The Mission of the Samtskhe-Javakheti Tourism Management Organization is to successfully position the region’s natural and anthropogenic resources in the world tourism market, and at the same time strengthen the local economy by promoting the well-being of the local population.

Vision

By 2030, Samtskhe-Javakheti is a sustainable tourist destination, positioning itself in the international and local market as a diverse, multicultural and special region offering a unique impression.

At the same time, the unique impressions are based on the cultural and natural heritage of the region, which is preserved and restored. We offer high quality products which are focused on the maximum use of local primary and secondary tourism products.

Main Directions of the DMO activity

  • Product Development: Restoration of traditional handicrafts, gastronomy, agriculture and tourism development. Thematic routes, restoration of special days, and adventure destinations;
  • Promoting education and quality management in tourism;
  • Marketing Positioning, Innovative Marketing;
  • Establishment of Public-Private Partnership;
  • Develop standards and regulation and/or recommendations;
  • Investment packages and programs.
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