The interview describes how the Georgian Ecotourism Association was formed in 2012 out of an earlier Ecotourism Development Centre initiative, with a mission to build a more sustainable model of tourism in Georgia rooted in conservation, cultural heritage, and community participation. From the beginning, the organization worked without many established models, so it developed its own approach centered on a simple principle: sustainability means using available resources responsibly while protecting both natural ecosystems and cultural heritage passed down through generations. Over time, this evolved into a broader ambition to help shape a national ecotourism strategy.
A key focus of the organization is connecting people—local communities, small businesses, and visitors—through interpretive, story-driven tourism experiences. With around 100 members, the association supports SMEs that respect ecological values and cultural landscapes. Rather than mass tourism, it promotes “authentic experience” products where storytelling and interpretation are central. This means that tourism is not just about visiting places, but about understanding local ways of life, traditions, and the relationship between people and nature.
One example discussed is the Lost Ridge Inn in Sighnaghi, where abandoned rural space has been revived through ecotourism. The project reintroduces intangible cultural practices such as horse riding, traditional cooking, gardening, and herbal knowledge by involving local residents. This creates a living ecosystem where visitors actively participate in rural life rather than observing it passively, reinforcing the idea of “going back to nature” as an immersive cultural experience.
Another major initiative is the Oda Houses Cultural Route in Western Georgia. Oda houses are traditional wooden homes, often over 150 years old, known for their unique nail-free construction and carved balconies reflecting local identity and craftsmanship. Many of these houses are disappearing due to modernization and neglect. The project aims to preserve and restore them as living heritage rather than static museum objects. Supported by European and German development funding (including GIZ programs), the initiative restores buildings and revitalizes rural communities, making heritage economically and culturally valuable again. The houses are presented as expressions of identity, history, and personal stories embedded in architecture.
The discussion emphasizes that tourism here is deeply interpretive and educational. Visitors are encouraged to engage with cultural meanings, not just physical sites. This form of travel fosters intercultural exchange, where learning flows both ways between hosts and guests. Tourism becomes a slower, more reflective process that can have a lasting intellectual and emotional impact on travelers.
The second major pillar of the interview is the Georgian Greenways project. This initiative transforms old historical routes—once part of trade and communication networks like the Silk Road—into non-motorized corridors for walking, cycling, and horseback riding. The goal is to reuse forgotten infrastructure as ecological and cultural pathways that reconnect people with landscapes and history while supporting sustainable tourism development.
Three pilot regions were selected for the project: Akhmeta, Tianeti, and Lanchkhuti. These areas were chosen because they are relatively close to Tbilisi but still underdeveloped in tourism terms. The approach is intentionally incremental: instead of large-scale infrastructure investment, the project begins with simple trail development and community engagement, gradually building a network of green corridors. The broader vision aligns with European Greenways concepts, which aim to stimulate rural revitalization and encourage slow travel.
Greenways are described not just as physical routes but as a philosophy of travel—“the art of reawakening forgotten roads.” They promote slowing down, observing nature and heritage, and experiencing places more deeply. The emphasis is on connection: between regions, between past and present, and between people and landscapes.
The interview also highlights the strong role of women in ecotourism and Greenway development in Georgia. Many leadership and operational roles are held by women, especially in hospitality and community-based tourism. Rather than framing this as a formal equality initiative, the speaker describes it as a natural outcome of competencies and collaboration, where different skills contribute to a shared value chain. Women are portrayed as particularly active in sustainability and cultural heritage preservation.
The conversation ends on a personal note, where the speaker expresses a desire for greater national freedom and democratic self-determination, reflecting broader social and political aspirations beyond tourism development.
Georgian ecotourism is as a holistic system where environmental protection, cultural preservation, rural development, and human connection are tightly interwoven, with storytelling and slow travel at its core.
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ecotourism.ge
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