ShakoOutlook | “贵州是格鲁吉亚与中国沟通的桥梁”，对话伊梅列季州目的地管理组织经理马穆卡·卡卡沙泽 Interview with Imereti Province Destinatio

Last year, Georgia's Imereti Province and China's Guizhou Province established their first contact. Both parties have initiated efforts to deepen their relationship, building bridges between their peoples. However, residents on both sides remain largely unaware of each other, particularly concerning tourism opportunities.

2023年，格鲁吉亚伊梅列季州与中国贵州省正式签署了友好省州关系意向书，旨在在努力深化两国关系，搭建两国人民沟通的桥梁。然而，两个省（州）人民在很大程度上对彼此并不了解，尤其是在旅游方面。

To address this gap, I have decided to conduct an interview with Mr. Mamuka Karkashadze, a representative of the Imereti Destination Management Organization (DMO), who has been actively involved in strengthening the ties between the two provinces. The Imereti Destination Management Organization (DMO) is likely a regional tourism body responsible for managing and promoting tourism in the Imereti region of Georgia.

为此，我特别邀请了格鲁吉亚伊梅列季州目的地管理组织经理马穆卡·卡卡沙泽先生，分享自己的观点和见解。马穆卡先生长期致力于促进两省（州）间的文化旅游交流。格鲁吉亚伊梅列季州目的地管理组织是一个区域性旅游机构，负责管理和推动格鲁吉亚伊梅列季州的旅游业发展。

 Shako's interview with Imereti Province Destination Management Organization

 尚可对话伊梅列季州目的地管理组织经理马穆卡·卡卡沙泽

Shalva Chikhladze: Mr. Mamuka, summer is an exceptionally busy and active season for the tourism industry. The Imereti Province is also actively seeking to attract visitors from abroad. It is well known that the Imereti Province has begun strengthening its relationship with the People's Republic of China. Could you elaborate on your plans concerning the Chinese market? What specific steps is the Imereti destination management organization taking to prepare for an influx of Chinese tourists following the visa-free regime?

尚可：马穆卡先生，夏季是旅游产业发展的高峰期和活跃期。以此为契机，格鲁吉亚伊梅列季州正在寻求拓宽国外旅游客源。众所周知，格鲁吉亚已经与中国达成了战略伙伴关系。您能分享一下对中国旅游市场的看法吗？中格互免签证后，伊梅列季州目的地管理组织计划如何迎接大量涌入的中国游客？

 The beauty of Georigia 

格鲁吉亚风景

Mamuka Karkashadze: China-Georgia strategic partnership was signed last year, meanwhile, Imereti region became friends with Guizhou province in 2023, and this is our first connection with China. Last year, we presented Imereti wine at the Guizhou International Alcoholic Exhibition, where there was a lot of interest in our wine. This year we participated in ITB China in Shanghai, with these steps we tried to create a certain idea of the requirements and needs of the Chinese tourist in order to provide the right information to the tourism sector after analysis. In addition, we connect Chinese tourism companies with local ones and discuss the possibility of partnership.

马穆卡·卡卡沙泽：中国和格鲁吉亚去年建立了战略伙伴关系，伊梅列季州也在2023年与贵州省签署了友好省州关系意向书，贵州成为了我们州与中国初次联系的桥梁。2023年，我们在中国（贵州）国际酒类博览会展示了伊梅列季州的葡萄酒，大家对我们的葡萄酒很感兴趣。今年我们参加了上海国际旅游交易博览会。我们希望通过这些方式了解中国游客的需求，以便为旅游部门决策提供信息支撑。此外，我们正尝试为中国旅游企业和格鲁吉亚当地旅游公司牵线搭桥，推动双方探讨合作的可能性。

Shalva Chikhladze: How are you adapting your marketing strategies to appeal to Chinese travelers, and which aspects of Imereti do you plan to highlight?

尚可：你们打算如何调整营销策略来吸引中国游客?突出伊梅列季州的哪些特点?

Okatse Canyon in Georgia 

格鲁吉亚Okatse大峡谷

Mamuka Karkashadze: As you know, Imereti is the most authentic province of Georgia, the city of Kutaisi is one of the oldest in Europe. Therefore, the best tourist product is our culture, tradition and authentic environment. We understand that in the modern digital world it is necessary to be active in social networks, so we are working with Chinese colleagues to bring influencers to represent the Imereti region in the Chinese digital space.

马穆卡·卡卡沙泽：众所周知，伊梅列季州是格鲁吉亚历史最悠久的省（州）之一，库塔伊西市是欧洲最古老的历史名城之一。因此，最好的旅游产品就是我们的文化、传统和原生态的环境。我们同样意识到了现代互联网社会中社交媒体的重要性。因此，我们正在与中国同事一起邀请一批中国网红来伊梅列季州“打卡”游玩。

Shalva Chikhladze: Are there plans to improve language accessibility, such as providing Mandarin-speaking guides or translating informational materials into Chinese?

尚可：现阶段，你们是否有计划提高中文的覆盖范围，例如提供普通话导游或将旅游指南翻译成中文?

Georgia's Katskhi Pillar and orthodox monastery above it 

格鲁吉亚的卡茨基石柱和东正教修道院

Mamuka Karkashadze: We have already translated one of the information materials "Kutaisi the Capital of Love" into Chinese, and next year we will have the materials ready to be presented to the Chinese market. This year we will observe the dynamics of tourist flows from China. As you know, Chinese-speaking guides were not in demand until now, but the strategic partnership between China and Georgia has created this demand. We are in communication with the local Akaki Tsereteli University, in which it is planned to add a Chinese language training course. Certainly, in coordination with the university administration, we will think about training Chinese-speaking personnel in the future, which will give them the necessary skills to be a guide. In addition, we have already provided information to local tourism companies about the need for Chinese-speaking guides, and we are trying to help them find staff with our resources.

马穆卡·卡卡沙泽：我们已经将其中一份名为《爱情之都·库塔伊西》的材料翻译成中文，准备明年在中国市场出版。今年，我们将观察中国游客的客流动态。大家都知道，直到现在格鲁吉亚都没有中文导游，然而中国和格鲁吉亚之间的战略伙伴关系让这项需求与日俱增。我们正在与格鲁吉亚阿卡基-采列捷利国立大学沟通，计划在学校增设汉语语言培训课程。在与高校相关部门的协调沟通后，将考虑在未来培训更多会说中文的导游，让他们具备担任导游的基本资质。此外，我们向当地旅游企业传达了需要中文导游的想法，尽全力帮助企业找到符合要求的员工。

Shalva Chikhladze: How are you working with local businesses and attractions to ensure they're prepared to cater to Chinese cultural preferences and expectations?

尚可：你们打算怎样与格鲁吉亚的企业还有景区合作，从而让他们更好地了解中国文化和满足中国游客的需求?

 Bagrati Cathedral in Kutaisi, Georgia 

格鲁吉亚库塔伊西的巴特拉特大教堂

Mamuka Karkashadze: Local businesses take great responsibility at the start of each tourist season, this year it will be a new experience for them to host Chinese tourists. This year, we participated in the exhibition ITB China in Shanghai, where we identified several priority directions from the conversation with visitors, for example, MICE tourism, which has experience in the Georgian market. After analyzing the collected information, we met with business representatives and introduced them to the requirements of the Chinese market. Therefore, travel companies, restaurants and accommodation facilities will need some time to adapt, but I am sure that the cultural preferences and expectations of Chinese tourists will definitely be met.

马穆卡·卡卡沙泽：每逢旅游旺季，旅游公司都肩负着十分重要的使命。今年，接待中国游客成为全新的挑战。今年，我们参加了在上海举办的国际旅游交易博览会。通过与参会者的交流，我们明确了几个优先发展的方向，例如会展旅游。我们在这方面拥有一定的经验。采集分析相关数据后，我们会见了旅游公司的业务代表，介绍了中国旅游市场的需求。所以说，我们的旅游企业、餐饮业，还有住宿基础设施条件，都需要一些时间进行调整，但我相信，中国游客的喜好与期待一定会得到满足。

Shalva Chikhladze: What challenges do you anticipate in accommodating increased Chinese tourism, and how do you plan to address them?

尚可：随着中国游客不断增多，您预计会遇到哪些挑战，计划如何应对这些挑战?

Mamuka Karkashadze: In Imereti province, we have 264 accommodation facilities, 50 of which are of the hotel type, the only challenge I see in the presence of large flows is only the number of hotel rooms. Therefore, I only see this challenge at the peak of tourist flows, although the business always responds quickly to the demand. On the other hand, I believe that all objects and attractions of the province are ready to host any number of tourists.

马穆卡·卡卡沙泽：伊梅列季州共有264个住宿设施，其中50家是酒店。能够预见，大量游客的涌入和有限的酒店房间数量之间存在着供需矛盾。因此，我认为一旦遇到客流高峰期，这将是一个挑战，尽管市场总是能够根据需求变化迅速进行调整。此外，我相信，伊梅列季州所有的景区都准备好了迎接大量中国游客的到来。