Dear Residents, Stakeholders, and Partners,

I am delighted to present the Oni Destination Management and Marketing Plan—a roadmap that encapsulates our vision for the future of Oni Municipality's tourism industry. Through extensive collaboration and careful consideration of our community's needs and aspirations, this plan outlines actionable steps to enhance visitor experiences, preserve our cultural heritage, and drive economic growth. It reflects our commitment to harnessing the potential of our vibrant communities.

We believe that by implementing the strategies outlined in this plan, we can create a thriving tourism destination that benefits both residents and visitors alike. As we continue to evolve into a sought-after destination, we recognize that sustainable growth is essential. We believe in nurturing our local businesses, empowering our workforce, and preserving the environment that makes Oni unique. By working together, we can ensure that our tourism industry benefits both residents and visitors, enhancing the quality of life for all.

I extend my gratitude to all those who have contributed to the development of this plan, and I invite you to join us in shaping the future of Oni Municipality as a tourism destination. Your insights and support are invaluable as we embark on this journey. Let us together transform Oni into a beacon of responsible tourism, where every traveler discovers the magic of our mountains and the warmth of our community. We look forward to your support and partnership as we embark on this journey toward a brighter future for Oni.

Sincerely,

Manana Bolkvadze 

President of the Tourism Cluster of Oni

We would like to express gratitude for those involved in creating this plan and to those stakeholders who provided inputs through participation in workshops, meetings and individual interviews. Special thanks to the Tourism Cluster of Oni and its member businesses. 

Thanks to our writers and researchers, project associates, CNFA tourism team members, and interns who supported elements of this initiative: Giorgi Danelia, Maria Fernanda de la Selva, Madeline Ferland, Tekla Gurgenidze, Lindsey Johnson, Yaseen Eiweida, Sylecia Johnston, Giorgi Khidesheli, Archil Lezhava, Nika Saghirishvi, and Natia Tediashvili.

Image credits:  Oni Tourist Information Center, Tourism Cluster of Oni, Edena Traditional Crafting Workshop, GNTA, Sylecia Johnston and Archil Lezhava.

Our gratitude to the USAID Resilient Communities Program team for supporting this intervention. 

Merging international standards and experience with local knowledge and passion is the only way to obtain specific information to then develop a holistic, comprehensive, tailor-made strategy and action plan. With that in mind, a team of experts conducted research and, with support of the Tourism Cluster of Oni, organized meetings with the local stakeholders in Oni, Glola, Tskhmori, Utsera and also in Tbilisi. The methodology used to develop this plan was structured around answering the following questions: 

Question 1: Where are we now? 

The research and analysis phase was first conducted to collect data on key tourism indicators to help describe the current situation in Oni. This involved desk research, field research, an online survey, and consultations with a wide range of stakeholders from local government, tourism operators, accommodation providers, small business owners, and residents across Oni Municipality.  As a result of the desk research, many relevant documents and studies available at national, regional and municipal level were collected, and reviewed. This assessment work reflects information about a wide range of factors that directly or indirectly impact tourism development in the area and are detailed out in the Situation Analysis section of this document. 

Question 2: Where do we want to be? 

The second phase involved the defining of a shared vision and objectives in the Strategy section of this document. Once there is a baseline understanding of the current situation, the next step is to find out where the stakeholders want to see themselves as a destination in the future and what are the objectives they want to achieve. Interviews, draft document reviews and validation meetings were held to complete this phase. The topics of these answers focused on destination recovery and rehabilitation, year-round activities and seasonality, trends as opportunities in tourism and marketing, and new products and experiences that can be developed by 2030. 

Question 3: How do we get there? 

The third phase of a DMP details out the activities and interventions required to reach the strategic objectives identified by specialists and stakeholders. This Action Plan is a road map that defines the priority steps and actions to take for the next 5-6 years, including who is the lead responsible party and the estimated timeline and budget required. It will also act as the initial business plan for the Tourism Cluster of Oni and the basis for upcoming Annual Plans and a Marketing Strategy for the organization on behalf of the destination. 

Question 4: How do we know we have arrived? 

Finally, monitoring progress and assessing success is an integral part of the plan. Achieving the vision requires a clear system of Key Performance Indicators (KPIs) and ongoing evaluation. To measure success, KPIs were established that align with the objectives, including visitor numbers, satisfaction levels, economic impact, and environmental sustainability benchmarks. Regular data collection, surveys, and feedback mechanisms will provide crucial insights to analyze trends, identify areas for improvement, and ensure the plan remains responsive to changing circumstances. The commitment to continuous monitoring and adaptation will guide stakeholders in achieving the vision for Oni Municipality's sustainable and thriving tourism sector.