Facilitating Tourism Recovery in Aftermath of Covid-19 in Georgia

The project, which has been commissioned by the UNWTO and the EBRD, supports the tourism service providers in Georgia and helps relevant MSMEs to restructure and refine themselves to cater to the domestic tourism market.

Through this activity, in collaboration with the UNWTO, the Government of Georgia (GoG), and the EBRD, consultants at PMC Research will develop a comprehensive change management program for the MSMEs of Georgia to help businesses to focus on how to support the development of domestic tourism.

In the course of the project, the following activities are being implemented:

• Research is being undertaken on tourism stakeholders and the organizational structure of businesses with a view to identifying the readiness of MSMEs for the domestic tourism market;

• The conducting of a SWOT analysis on the current situation based on the abovementioned research, identifying the structural changes necessary to cater to the domestic market demand; and

• Preparation of a comprehensive change management program for MSMEs focused on domestic tourism to help mitigate the impacts of the COVID-19 pandemic and assist such MSMEs to adapt to the new reality in the tourism and travel industry.