DESTINATION BRANDING FOR GAINING A COMPETITIVE EDGE IN THE GLOBAL TOURISM LANDSCAPE: INSIGHTS AND PROSPECTS OF THE GEORGIAN CASE

Irakli Abashidze E-mail: [email protected] Doctor of business administration, associate professor Grigol Robakidze University Batumi, Georgia https://orcid.org/0000-0002-0011-6279 Abstract: Destination branding with its role in the international tourism landscape is a constantly evolving field of study. Effective branding can propel a country forward, significantly contributing to its economic development. Achieving success in this area necessitates meticulous planning and execution of marketing campaigns. However, increasing competition and global fluctuations highlight the need for comprehensive research to inform the practical implementation of successful destination branding strategies. In the post-pandemic period, the global tourism landscape has shifted, presenting both challenges and opportunities for countries aiming to strengthen their destination brands. COVID-19 has redefined traveler preferences, with heightened emphasis on safety, authenticity, and experiential tourism. As countries like Georgia seek to establish a resilient position in the tourism market, adapting destination branding strategies to align with these evolving preferences is essential. The pandemic has also brought about a surge in digital engagement, offering new avenues for countries to reach and engage target audiences through online platforms. Additionally, in a post-COVID world, Georgia has the opportunity to differentiate itself by focusing on niche tourism sectors that align with emerging global travel trends. These shifts underscore the importance of crafting flexible and responsive branding approaches that can adapt to rapid changes, thereby providing a competitive edge in the international tourism arena. The objective of this paper is to investigate destination branding, using Georgia as a case study in the post-pandemic period, to explore trends and insights with a focus on competition. Through literature review and observation, various aspects of the issue are analyzed, resulting in conclusive recommendations for enhancing Georgia’s competitive advantage as a destination brand. Keywords: Destination branding, Tourism marketing, Georgia JEL classification: M31