Peculiarities of using digital technologies in Georgia's tourism industry

Abstract

Georgia has significant tourism potential, and the tourism industry has a major impact on the development of the Georgian economy, job creation, and the strengthening of both small and medium-sized businesses. Fully realizing this potential is impossible without forming and implementing new approaches. Adopting digital technologies and transformation plays a crucial role in the tourism sector's development, enhancing its competitiveness, diversifying tourism markets, and fostering industry growth. This study analyzes the role of digital technologies in Georgia's tourism industry development, key challenges, and measures taken. The research is based on a review of statistical data, an analysis of the government's anti-crisis policies, the 2021–2024 governmental program for the Construction of a European State, the National Strategy for the Development of Broadband Networks in Georgia (2021–2025), the 2021–2025 Strategy for the Development of Small and Medium Enterprises, and Georgia's Development Strategy - Vision 2030. The paper presents perspectives on optimally utilizing existing digital technology opportunities in the development of Georgia's tourism industry and explores new directions for advancement.