Strategic Objective 4: Promote Svaneti in the global adventure travel market
SI 4.1
Open an Adventure Tourism School Branch in Mestia
Municipality
4.1.1
Create an Effective 1-year Marketing Plan
Mestia, Lentekhi
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Autumn-Winter 2023
Municipality
4.1.2
To optimize investment organize annual meetings with tourism professionals
Mestia, Lentekhi
Responsible Party
Estimated Budget
5000 EUR
Estimate Timeline
End of the season
Municipality
4.1.3
Review and benchmark destination marketing plans from other DMOs
Mestia, Lentekhi
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Autumn-Winter 2023
Municipality
4.1.4
Create partnership with other DMOs, especially with Kutaisi DMO
Mestia
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Ongoing
Municipality
4.1.5
Draft marketing plan and share it with the public
Lentekhi
Responsible Party
Estimated Budget
5000 EUR
Estimate Timeline
End of the year
Results
Collaboration and joint initiatives amongst tourism and marketing stakeholders enhancing Svaneti's tourism marketing efforts. Targeting specific markets with the right messages and achieving bigger results.
SI 4.2
Develop and Maintain the Svaneti website
Municipality
4.2.1
Develop a comprehensive website with a user-friendly interface
Mestia, Lentekhi
Responsible Party
Estimated Budget
5000 EUR
Estimate Timeline
3 months
Municipality
4.2.2
Provide detailed information on local businesses, accommodations, attractions, and events.
Mestia, Lentekhi
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Ongoing
Municipality
4.2.3
Maintain the website with regular updates and fresh content (events calendar)
Mestia, Lentekhi
Responsible Party
Estimated Budget
TBD
Estimate Timeline
Ongoing
Improved accessibility for tourists, enabling them to access essential resources and stay updated on local services and community events. Visitors have access to a wealth of information, making it easier for them to plan their trip, explore local offerings, and support local businesses. The website remains current and relevant, providing accurate and up-to-date information to residents, visitors, and potential investors. Visitors plan their trips based on the calendar.
Results
SI 4.3
Enhance the Online Presence of Svaneti
Municipality
4.3.1
Collaborate with online travel marketplaces and OTAs (Online Travel Agency)
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.3.2
Utilize review networks like Tripadvisor to build credibility
Mestia, Lentekhi
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Ongoing
Municipality
4.3.3
Engage with a diverse audience on social media platforms through targeted campaigns
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.3.4
Regularly upload high-quality videos and optimize for search visibility - create dedicated channel on Youtube and Tiktok
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Increased global reach and visibility among adventure-seeking travelers, leading to a higher number of bookings and visitors to Svaneti. Enhanced reputation and trustworthiness among potential travelers, increasing the likelihood of choosing Svaneti based on positive reviews and feedback. Increased brand presence, engagement, and community-building, leading to a larger following and potential travelers becoming advocates for Svaneti. Improved visibility in search results and increased viewership, attracting potential travelers and providing them with immersive experiences of Svaneti.
Results
SI 4.4
Create Svaneti Visitor Guide and Map
Municipality
4.4.1
Develop a visually appealing and comprehensive visitor guide
Mestia, Lentekhi
Responsible Party
Estimated Budget
5000 EUR
Estimate Timeline
Winter-Spring 2024
Municipality
4.4.2
Design an accurate and user-friendly map of Svaneti
Mestia, Lentekhi
Responsible Party
Estimated Budget
5000 EUR
Estimate Timeline
Winter-Spring 2024
Municipality
4.4.3
Distribute the visitor guide and map at strategic locations
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.4.4
Provide a digital version of the visitor guide, regularly update, and incorporate captivating visuals.
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Results
Wide range of visitors have access to valuable information-highlights, landmarks, attractions, hiking trails, points of interest. Wide availability and accessibility of the visitor guide and map at the airports, train stations, hotels.
SI 4.5
Implement a Storytelling Marketing Campaign
Municipality
4.5.1
Craft compelling narratives that highlight the region's unique charm and cultural heritage
Mestia, Lentekhi
Responsible Party
Estimated Budget
TBD
Estimate Timeline
Winter-Spring 2024
Municipality
4.5.2
Incorporate different stories such as the first European adventurers and mountaineers to create attractive experiences and tourism offers
Mestia, Lentekhi
Responsible Party
Estimated Budget
5.000 EUR
Estimate Timeline
Winter-Spring 2024
Municipality
4.5.3
Collaborate with local storytellers, artists, and content creators
Mestia, Lentekhi
Responsible Party
Estimated Budget
TBD
Estimate Timeline
Winter-Spring 2024
Results
Engage with audience emotionally, fostering a deeper connection with Svaneti and creating a memorable impression.
SI 4.6
Engage Content Creators and Influencers
Municipality
4.6.1
Develop a training course focusing on Safety and Risk Management
Mestia, Lentekhi
Responsible Party
Estimated Budget
No Cost
Estimate Timeline
Ongoing
Municipality
4.6.2
Collaborate with content creators and influencers through sponsored trips
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.6.3
Encourage content creators and influencers to produce stunning photography and videography
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Results
Establish partnerships with individuals who can effectively communicate the essence of Svaneti to their followers, increasing the reach and appeal of the region. Enable these individuals to experience Svaneti firsthand, creating authentic and engaging content that showcases the region's unique offerings and drives interest among their followers. Showcase the natural beauty, cultural heritage, and adventure opportunities of Svaneti through visually captivating images, attracting the attention of potential visitors and inspiring travel to the region.
SI 4.7
Support Skills Development for Local Hospitality and Transport Businesses
Municipality
4.7.1
Forge strategic partnerships with established tour operators and travel agents
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.7.2
Develop and curate adventure travel itineraries with tour operators
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.7.3
Organize study tours and invite DMOs from Alpine countries to share experiences
Mestia, Lentekhi
Responsible Party
Estimated Budget
TBD
Estimate Timeline
Ongoing
Results
Establish collaborative relationships that leverage their expertise to develop and promote adventure packages showcasing Svaneti's unique features. Craft comprehensive travel packages. Exchange knowledge, expertise, and best practices with industry professionals, expanding Svaneti's network and promoting the region as a premier adventure travel destination.
SI 4.8
Participate in Adventure Travel Trade Shows
and Exhibitions
Municipality
4.8.1
Engage with publications and media outlets in different European countries
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.8.2
Position Svaneti as a modern skiing and adventure destination with rich cultural heritage in Germany and Northern Europe
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Municipality
4.8.3
Participate in exhibitions such as ITB Berlin or World Travel Market
Mestia, Lentekhi
Responsible Party
Estimated Budget
Varies
Estimate Timeline
Ongoing
Generate interest among European travelers by collaborating with platforms such as the Geographical Society, BBC, and Travel Channel, creating awareness of Svaneti as an exciting adventure travel destination. Capture the interest of European travelers by showcasing Svaneti's diverse offerings, combining thrilling adventure opportunities with ancient cultural experiences, drawing upon historical archives and explorers' accounts. Connect with European travel agents, influencers, media representatives, representatives of other countries.
Results
SI 4.9
Launch Targeted Campaigns: Mountaineering, Agritourism, Food Tourism, Extended Vacations, and Exploration
Municipality
4.9.1
Launch agritourism campaigns showcasing Svaneti's rural charm and agricultural traditions.
Mestia, Lentekhi
Responsible Party
Estimated Budget
Starting from 1000 EUR
Estimate Timeline
Ongoing
Municipality
4.9.2
Promote food tourism campaigns highlighting Svaneti's gastronomic offerings
Mestia, Lentekhi
Responsible Party
Estimated Budget
Starting from 1000 EUR
Estimate Timeline
Ongoing
Municipality
4.9.3
Position Svaneti as an ideal destination for extended vacations
Mestia, Lentekhi
Responsible Party
Estimated Budget
Starting from 1000 EUR
Estimate Timeline
Ongoing
Municipality
4.9.4
Emphasize Svaneti's unspoiled nature and off-the-beaten-path experiences
Mestia, Lentekhi
Responsible Party
Estimated Budget
Starting from 1000 EUR
Estimate Timeline
Ongoing
Results
Attract European travelers seeking authentic experiences with local culture and cuisine through farm stays, interactive encounters, farm-to-table dining, and unique culinary adventures featuring local delicacies and traditional recipes. Promote longer stays and diverse activities like hiking, skiing, cultural tours, and village experiences to foster meaningful connections and in-depth exploration. Collaborate with local restaurants, food festivals, and showcase local producers to enhance the overall appeal.
SI 4.10
Implement Brand Guidelines
Municipality
4.10.1
Ensure consistent use of the brand and visuals across all communication channels
Mestia, Lentekhi
Responsible Party
Estimated Budget
No cost
Estimate Timeline
Ongoing
Municipality
4.10.2
Collaborate with local businesses to align their services and experiences with the Svaneti DMO brand
Mestia, Lentekhi
Responsible Party
Estimated Budget
No cost
Estimate Timeline
Ongoing
Results
Ensure brand consistency and coherence across all communication materials, presenting a unified and recognizable representation of Svaneti's brand.
Strengthen the brand image through strategic partnerships with local providers who align with our brand values.