A new driving force behind the region’s tourism development is the Oni Municipality Tourism Cluster Group, an organization formed in November 2022 established as a part of the EU initiative “Mayors for Economic Growth” implemented in Oni by PMCG along with the mayor's office. This initiative aimed to create two business clusters in Oni with at least 15 MSME members in each. In addition to the creation of these clusters, expected results included improving the skills of the clusters and their members through pilot projects and sub-grants, and the improvement of Oni municipality’s investment attractiveness. The analysis or diagnostic study report on the development of the cluster can be found listed in the Resources section. 

The organization was initially funded through international development grants, with no other sustainable revenue streams. An annual report for 2023 was recently presented and submitted to the Municipal government on their activities. Their expenses currently include the rental of an office space, but no paid staff. 

Currently, 99 tourism enterprises are registered within Oni Municipality. The Cluster group, currently consisting of 22 members and growing, includes representatives from lodging, food services, folklore and craftspeople. This passionate group of businesses is wholly committed to elevating Georgia and the surrounding region as an authentic and exceptional destination. Their main focus revolves around curating and offering genuine tastes and immersive experiences that showcase the unique cultural richness and heritage of the area. Through collaborative efforts and innovation, the Oni Municipality Tourism Cluster Group aims to bolster the region's attractiveness and foster sustainable tourism growth for the benefit of both locals and visitors alike. With these responsibilities and purpose, the cluster is considered the destination’s tourism management and marketing organization. 

To ensure that the tourism industry is thriving, it should be led by the private sector, in collaboration with and support from the Municipal government. If this were to happen, there could be opportunities for cost-sharing in office rental space and staffing, among other activities.  Then efforts are not being duplicated, but instead have synergy and effectiveness.