Cultural Tourism in Georgia: Challenges and Development Priorities

Abstract

Cultural tourism is a significant segment of contemporary tourism that integrates the preservation of cultural heritage with the creation of economic, social, and cultural value. With its rich tangible and intangible cultural heritage, Georgia has significant potential for cultural tourism development. The study aims to identify the major challenges and priority areas for the development of cultural tourism in Georgia. The research is based on an analysis of scientific literature, international studies, official statistical data, and relevant strategic documents. The findings indicate that the major challenges include increasing tourist pressure on cultural heritage sites, the need to diversify cultural tourism products, strengthen local community engagement, and advance digital transformation, as well as limitations in the statistical measurement of cultural tourism. The analysis conducted in the study demonstrates that the sustainable development of cultural tourism in Georgia should be based on synergy among heritage preservation, the use of digital tools, and the generation of local economic benefits. Such an approach can develop high-value tourist experiences while strengthening the country's long-term competitiveness in the international tourism market