The The Impact of Digital Technologies on the Development of Wine Tourism in Georgia

The Impact of Digital Technologies on the Development of Wine Tourism in Georgia


  • Nino Abesadze I. Javakhishvili Tbili State University


Purpose of the article. The aim of the research was to determine the current situation of wine tourism in Kakheti, to identify the problems identified during the pandemic and to find ways to solve them for the post-pandemic period.

Wine tourism is quite popular in Georgia, but according to certain regions the picture is differentiated, traditionally Kakheti region is the unconditional leader, but in other regions as well, for example, Adjara, Imereti, Samegrelo-Zemo Svaneti, Racha-Lichkhumi and Guria, etc. Sh. There are a variety of wine tours.

However, Kakheti region has the greatest potential for the development of wine tourism.

Methodology/methods Statistical observation, grouping and analysis methods were used in the research process.Domestic tourism can save wine tourism in the era of digital transformations. To determine these expectations, we conducted a survey of wine tour consumers and wine companies and family wineries involved in tourism. To do this, we  used the platform Google Drive and, in the format available there, use a pre-compiled questionnaire to assess the impact of the pandemic on the winemaking business.

Scientific aim. Identify the factors hindering the development of the wine tourism business and look for ways to overcome the existing problems.


The way to survive wine tourism is in the development of domestic tourism. It is necessary to support it from the state and increase the awareness of the population.

Conclusions The results of the research show that the pandemic has had a huge negative impact on wine tourism, the near future is impossible to reach the level of 2020, respondents believe it is necessary to intensify domestic tourism, strengthen state support, promote wine and tourism, Introduction of digital technology innovations, etc.


Keywords: tourism, research, business, methods, popularization.

JEL Classification C1






Section 2: Perspectives of Law