Tourism in rural regions of Georgia has a long tradition; however, many structures had been developed during Soviet times under the framework of a centrally planned economy and forced collectivism. Today, Rural Tourism is widely discussed by the national government and international cooperation partners as a means for regional development and as an alternative source of employment in agricultural areas and mountain regions. The purpose of this study is to develop suggestions for the institutionalization of Rural Tourism in the country and to propose relevant actions. Research methods comprised a document analysis, qualitative interviews with various stakeholders, and focus group discussions. We analyzed recent tendencies and challenges of rural tourism development in Georgia with a focus on the concept of community-based tourism and integrated rural development. We also review the challenges of the current structure of tourism marketing on the national level with regard to Rural Tourism products. The key findings of the research include recommendations to create a central leading structure for rural tourism at the national level, which will work on strategic issues and general norms of Rural Tourism. At the same time, we propose the development of destination management organizations, which will integrate general provisions in regional legislation and marketing in close cooperation with local stakeholders.

In Armenia and Georgia, tourism has become part of the development strategies that aim to revitalize those mountain areas experiencing a rural exodus and anemic economic structures. Association agreements between the European Union (EU) and Georgia (2014) and the EU and Armenia (2018) promote community-based tourism (CBT), emphasizing the importance of facilitating cooperation between stakeholders and inclusion of local communities. This study describes the current application of CBT in Georgia and Armenia to elucidate the understanding and perception of the concept by different stakeholders and to provide recommendations for the development of comprehensive CBT practices in the South Caucasus. We used qualitative methods within our research. Our overall analysis includes policy documents and semistructured interviews with tourism and rural development authorities, civil society organizations, and entrepreneurs. Our key findings reveal the various factors that influence the sustainable development of CBT projects, especially in mountainous areas. We recommend integrating tourism and community development practices, elaborating specific guidelines for CBT projects, and filling the knowledge gap of community development facilitators regarding tourism practices. We also suggest focusing more on diversifying community-based products to expand cooperation among service providers.