PROSPECTS FOR SUSTAINABLE TOURISM DEVELOPMENT IN GEORGIA

The paper discusses the opportunities, prospects and trends for the development of sustainable tourism in Georgia. It is noted that tourism is recognized by the Georgian government as a priority sector, that Georgia has the opportunity, based on its historical past, culture and excellent geographical location, to contribute to the sustainable development of the economy through the development of sustainable tourism. According to GSTC, any tourism business or destination should strive to protect and preserve the world's natural and cultural resources, while ensuring that tourism meets its potential as a tool for poverty reduction. This arises as a result of an attempt to develop a common language on sustainability worldwide. Tourism is constantly expanding and, accordingly, has become one of the most dynamic and rapidly developing economic sectors of the world economy, including in Georgia. Due to the rapid development of tourism, society should pay more attention to the preservation of natural, historical, and cultural values. This problem concerns the whole world. Achieving sustainability in tourism is a continuous process that requires constant monitoring of the environment, care, and reasonable exploitation, which ultimately contributes to achieving overall economic sustainability. Four directions are distinguished, namely: sustainable management, socio-economic impact, cultural impact, and environmental impact. When analyzing the process of sustainable tourism development, it is important to review the annual report of the GSTC. As GSTC Executive Secretary Randy Durband says: “The work reflected in the 2025 Annual Report shows that advancing sustainable tourism is an ongoing process that requires consistency, cooperation, and practical implementation. Across destinations, businesses, and institutions, there is growing acknowledgement that sustainability must be embedded from the very start when tourism is planned and managed. GSTC remains committed to supporting that effort through standards, education, and collaboration.” Georgia, with the support of international and local organizations and the Government of Georgia, is trying to use Georgia’s resource potential to maintain and develop the process of sustainable tourism development. The Government of Georgia has developed a program that turns rich natural and cultural resources into a world-class tourism product and an opportunity to receive unique impressions. Tourism, as an interdisciplinary complex, improves people's living standards, therefore all tourist countries, including Georgia, should take care to promote the sustainable development of tourism.