In any tourism destination globally, the public sector shapes the fundamental identity, aiming for economic growth and community wellness, while the private sector drives future development with distinct goals and responsibilities. The Tourism Cluster of Oni will be the representative of the destination’s private sector, doing business under the brand name of “Discover Oni,” which was selected in the stakeholder survey. While the Municipality handles public services, infrastructure development, and policies affecting the tourism industry, the private sector stakeholders are the driving force behind the actions and decisions for the tourism destination. These individual stakeholders form a cooperative that can advocate to the government for their vision and industry needs. The Tourism Cluster will serve as the central hub for all stakeholders involved in the tourism industry and is responsible for the destination management of Oni. 

Destination management is a holistic international practice that involves overseeing various aspects of tourism for a particular area, including marketing, sustainability, product development, advocacy, visitor services and community engagement. This includes planning and production of accommodations, transportation, attractions, and cultural activities while considering the impact on local communities and the ecosystem. The goal is to ensure tourism benefits everyone involved, maintains environmental integrity, and provides visitors with exceptional experiences. Under this model, Discover Oni will be responsible for: 

• Marketing and Sales Promotion: Promoting the assets of the destination and creating brand awareness in order to attract visitors who will spend money and therefore enhance the economy.

• Coordination and Collaboration: Being a platform for stakeholders to come together, align their efforts, and work cohesively towards sustainable tourism goals. Engaging local communities to ensure that tourism development is mutually beneficial for tourism stakeholders (this includes visitors) and residents. 

• Planning and Development: The coordinated and thoughtful planning of all elements of the tourism product or offerings that make up an enhanced and engaging tourism destination. This includes providing excellent visitor services, which leads to longer stays and repeat visits. This effort should also be concerned with destination stewardship and sustainable management practices with the goal to preserve environmental, social, and cultural assets.

Destination Marketing

The marketing objective proposed in the Strategic Plan incorporates various activities, including development of the Oni brand, formation of a Marketing Committee, the development of a website, utilization of social media and blogging, creation of video content, production of visitor guides and maps, installation of signage and wayfinding systems, promotion of destination events, and collaborative efforts with industry stakeholders. These strategies are essential for effectively promoting Oni as a desirable tourist destination and attracting visitors from near and far.

A business's brand identity, comprising both visual and intangible elements, is essential for distinguishing Oni in the competitive tourism market and gaining recognition from potential visitors. A strong brand identity fosters trust and credibility, and by infusing Oni's brand with a distinct personality, it can establish a deeper connection with consumers, with visual elements such as logos and colors playing a pivotal role in conveying this identity. Through strategic branding initiatives, Oni can effectively carve out a unique market identity that amplifies its presence in the tourism market.

A marketing committee will serve as a driving force behind the destination's promotional efforts, bringing together stakeholders from various sectors to collaborate on marketing strategies and initiatives. They may work closely with GNTA, national tour operators and international associations to create market linkages for the development of their campaigns.

The destination website is essential for promotion and sales in the modern digital age. It is a centralized platform for visitors to access information about the destination, including attractions, accommodations, activities, and events. A well-designed website enhances visibility, credibility, and accessibility, making it easier for potential visitors to plan their trip to Oni, and also make their reservations online, if a booking platform is set up. Social media and blogging are also powerful tools for engaging with potential visitors and showcasing the unique experiences Oni has to offer. Platforms like Facebook and Instagram allow for the sharing of visually captivating content that offers a glimpse into destination events, attractions, activities, and culture, enticing viewers to visit. By incorporating video and social media content into its digital marketing strategy, Oni can effectively capture the attention of potential visitors and inspire them to explore the destination further.

A visitor guide and maps are excellent resources for travelers to navigate Oni and discover its hidden gems. Providing comprehensive information about attractions, accommodations, dining options, and transportation enhances the visitor experience and encourages exploration. The installation of signage and way-finding systems will improve accessibility and ensure easier navigation of the destination and to points of interest. 

Collaborative marketing efforts with the Georgian National Tourism Administration (GNTA) and participation in conferences and travel expos further enhance Oni's visibility and reputation as a tourist destination. By leveraging partnerships and participating in industry events, Oni can reach a wider audience and strengthen its position in the tourism market.