SUSTAINABLE TOURISM AND GEORGIA’S COMPETITIVENESS: DEVELOPMENT OPPORTUNITIES AND CHALLENGES

Sustainable tourism is a key foundation for the destination's long-term competitiveness. For Georgia, transforming tourism growth into a sustainable competitive advantage requires the effective use of natural and cultural resources, environmental protection, consideration of local communities’ interests, and the adoption of innovative approaches. The study aims to analyse the relationship between contemporary sustainable tourism trends and Georgia’s tourism competitiveness, identify key opportunities and challenges, and determine development priorities. The research is based on an analysis of the scientific literature, documents published by international organisations, and official statistical data from Georgia. It examines economic, environmental, social, cultural, and digital dimensions of tourism. The paper emphasises the need to shift tourism growth from quantitative to qualitative development. It identifies primary priorities for strengthening sustainable competitiveness: developing regional tourism, harnessing digital innovations, protecting natural and cultural resources, and increasing the economic benefits accruing to local communities.