Challenges and Opportunities for Sustainable Development of Mountain Tourism in Georgia

The paper addresses the challenges and opportunities of sustainable development of mountain tourism in Georgia in the context of contemporary global and regional challenges. It examines the impact of various crises — including the pandemic, the ongoing war in the region, and other related disruptions — on the tourism sector, particularly in mountain areas, where the growing demand for distance, clean air, and nature-based travel has created new opportunities. The research component of the paper is based on secondary data analysis and aims to review and evaluate the best international practices in mountain tourism. This allows for the identification and transfer of essential knowledge for sectoral development, as well as an understanding of successful strategies and crisis management experiences from countries with similar mountainous landscapes and well-developed mountain tourism. For the empirical part, an online survey was conducted to determine the trends of sustainable tourism development in Georgia’s mountain regions. A structured online questionnaire was used, and 120 respondents — active mountain and cultural guides, as well as representatives of travel companies — participated in the quantitative study. The findings reveal that the sustainable development of mountain tourism in Georgia is hindered by insufficient knowledge, environmental pollution, inadequate infrastructure, and a sharp rise in prices. The paper emphasizes the crucial role of the state and local governments in managing these processes and recommends the establishment of professional training programs and the promotion of environmentally responsible tourism. In conclusion, despite the existing challenges, Georgia’s mountain tourism holds significant potential that requires a long-term, sustainable, and integrated approach. Keywords: mountain tourism, sustainable development of tourism, travel industry, resorts, natural resources.