The Development of the Tourism Cluster in the Kakheti Region as One of the Priority Directions of the Economy

The article discusses the issues of tourism cluster development in the Kakheti region as a priority direction for increasing the economic growth of the region. It is mentioned that the economic development of the Kakheti region is one of the main priorities as for the region, as for the country in general. Recently, initiatives implemented by the state support the development of clusters, that is, the creation of business clusters, which allow small and medium-sized companies to make partnership with other businesses representing the same industry to become more competitive and create more jobs. Development of a market-oriented cluster and introduction of a pilot model will unite the thematic cluster in the tourism sector. for example, in the local wine and gastronomic tourism cluster of Kakheti, local food producers, wine enterprises that offer tourist and hotel services to customers, restaurants and family hotels that sell local culinary products will be united. Also, wine bars and sector associations; clusters lead to a new perspective about the economy and its development, the role of cooperation of business, government and institutions. Our study region, Kakheti, has great potential for tourism development. It has a unique, natural, complex and rich cultural heritage, which is a solid foundation for a sustainable economy, raising the standard of living of the population and ensuring long term social and economic development. For the Kakheti region, the development of tourism contributes to the development of small businesses and is an important source of attracting foreign investments. Tourism proportionally contributes to the development of other sectors as well. The rise of tourism in the region is one of the most important factors in raising the standard of living of the population, strengthening the tourism potential and establishing a modern industry in the region. According to the reports of the National Tourism Administration of Georgia and Geostat.ge, the Kakheti region plays an important role in the tourism sector, which is confirmed by the surveys of visitors and tourist companies and the increase in direct investments. The attractiveness of modern tourism is the unique impressions received during the trip. That is why Kakheti is identified with the most important phenomena of Georgia, such as: - "the homeland of wine", the birthplace of "Kvevri wine"(recognized by UNESCO as a world intangible heritage). We have to consider the Caucasus Mountains with unique scenery: the highlands of the Eastern Caucasus, where medieval architecture and harmonious examples of coexistence with nature are still preserved; Ancient archaeological finds, magnificent examples of pre-Christian and medieval architecture and a living tradition of monastic life; special landscapes and unique biodiversity preserved in national parks (Lagodekhi, Tusheti, Vashlovni national parks); Ultimately, Kakheti is characterized by three main tourist attraction factors: (1)historical and cultural heritage and its knowledge; (2) Unrepeatable nature and adventure travel and (3) Wine and the tradition of hospitality. Tourism is quite competitive industry. Therefore, the development of a tourism requires appropriate local infrastructure, logistics, transport communication, safety and healthy living conditions, competitive prices and, most importantly, service area- skills of staffs. In this regard, several urban nodes have been established in the region from the point of view of tourism - Telavi, Kvareli, Sighnaghi, Akhmeta. Small villages, chains of wineries and hotels, and recreational spaces are actively developing around these junctions (for example: around Telavi - the villages of Vardisubani, Ikalto, Tsinandali; around Kvareli - Ilia Lake, Kvareli Lake, Lopota; around Sighnaghi - the villages of Nukriani, Kedel, Anaga, Bodbes historical-cultural complex). This Trend is quite positive and natural. Considering the perspective of tourism development, it is important that the region can develop its logistics functions: transport hubs - hotel/accommodation center (it is necessary to transform existing buildings into small family hotels and create new buildings of the appropriate scale), it is necessary to invest in new medium (maximum 40 rooms) and small (15-20 rooms) for the construction of shelters. Beyond the historical centers of Kakheti, restaurants and food facilities, shopping and entertainment facilities should be developed on the outskirts, shopping spaces in the city center should be organized. This process is a precondition for cluster formation in tourism sectors. In relation to the latter, emphasis should be placed on the development of local production. There are resources for this and companies must be promoted. In the direction of tourism, it is desirable to create three thematic clusters in Kakheti, (1)a cluster of local wine and gastronomic tourism, (2) a cluster of authentic hotels and a (3) cluster of cultural heritage, where entrepreneurs and organizations providing relevant products and services will unite. Specific activities include familiarization with international standards, development of opportunities in the areas of marketing and online presentation, etc. Thus, as the research showed, the effective functioning of clusters depends on the distance between the groups included in it and the influence of variables. Clusters are not equally sensitive to variables. They differ in risk. The latter indicates that dividing the cluster into groups will give qualitative results. Depending on its nature, risks will be distributed among the groups, the priority of each will be identified and used as much as possible, which is necessary for the continuity of the processes in the cluster. In the end, with all of the above, it will be possible to use the export potential of the region in a targeted manner and develop the economy of the region/country in a sustainable way. The use of the cluster model in the conditions of the pandemic (and not only) will be one of the strong levers for the rapid development and full use of the national economic potential, both for the regions and for the country as a whole. Keywords: tourism, tourism cluster, regional economy, state policy.