Increasing Tourism Competitiveness in Georgia Against the Backdrop of Global Challenges and Geopolitical Instability

Enhancing the competitiveness of Georgia’s tourism sector amidst global challenges and geopolitical instability is a multidimensional, systemic, and strategic undertaking. It requires simultaneously deepening internal structural reforms and formulating policies adapted to changes in the external environment. In the context of the modern global economy, tourism is no longer viewed merely as a sector supporting economic growth; it has evolved into a vital instrument for shaping the country's international image, economic positioning, and cultural diplomacy. Consequently, the issue of Georgia's tourism competitiveness transcends sectoral boundaries and assumes strategic importance for national development. Global challenges and geopolitical instability including energy crises, climate change, and the acceleration of digital transformation are fundamentally altering the operational dynamics of the tourism industry. In this context, competitiveness is determined not only by the presence of natural resources or cultural heritage but also by institutional resilience, management quality, the use of innovative technologies, and the integration of sustainable development principles. It is within this multifaceted environment that Georgia’s tourism sector faces both significant opportunities and systemic challenges. The aim of this paper is to provide a comprehensive assessment of Georgia’s tourism competitiveness against the backdrop of global challenges and geopolitical instability, to identify the factors shaping it, and to analyze prospects for its development.