The potential and development opportunities of ecotourism in Georgia

The development of sustainable tourism in Georgia, its economic, political and social importance in the international tourism market depends to a significant extent on the development of such a type of tourism, which is in high demand today, is in the interest of the population of almost all countries and provides the opportunity to receive environmentally friendly tourist services, as well as the protection of the environment, the country's ecological safety and the preservation of biodiversity as much as possible. The main goal of the work is to study and investigate the potential of ecotourism in Georgia and the challenges in this field and the opportunities for its development. However, it is worth noting how deliberately and systematically the potential of ecotourism will be utilized and the existing opportunities will be used, which can almost completely change the current reality in terms of traditional tourism. Based on the fact that, according to various estimates, ecotourism accounts for approximately 10% of capital turnover in the international tourism business. The paper analyzes the prospects for the growth of ecotourism potential in Georgia and the positive economic and financial effects derived from it. However, ecotourism can become such a priority area of tourism that can be more beneficial than the economic and financial effects obtained from it, which is manifested in the preservation of the country's environment, natural and cultural heritage and biodiversity.