Enhancing Tourism in the South Caucasus through Coopetition

This article explores the concept of “coopetition” as a strategic approach for enhancing tourism development in the South Caucasus region, comprising Armenia, Azerbaijan, and Georgia. The region holds significant tourism potential but faces infrastructure gaps, limited awareness, safety standards, and accessibility. Additionally, political instability, including the Armenia-Azerbaijan conflict and the ongoing occupation of Georgian territories by Russia, has hindered growth. Fortunately, recent peace efforts between Azerbaijan and Armenia offer opportunities for collaborative tourism initiatives, potentially boosting economic stability. Through an assessment of tourism intelligence, competitiveness, and regional dynamics, the study identifies key areas where these countries can both compete and cooperate to attract high-value tourists. Coopetition offers a strategy for enhancing the region’s competitiveness through joint marketing, shared tourist routes, and improved cross-border infrastructure while also allowing each country to utilize its unique strengths in niche tourism products. At the same time, coopetition also poses risks, such as unequal benefit distribution and coordination challenges in aligning policies, among other issues. The analysis concludes that by balancing competition with strategic cooperation, the South Caucasus countries can boost regional tourism, attract high-value visitor segments, strengthen their global market position, and contribute to lasting peace in the region.