On June 26, 2025, the Georgian National Tourism Administration (GNTA) signed a contract with Spanish consulting firm FORO DE DEBATE SLU to create a comprehensive strategy for positioning Georgia as a global gastronomic tourism destination. The project is valued at €261,435 and will be completed by January 31, 2026.

Signed through a simplified procurement process, the contract outlines a three-phase, six-month plan aimed at building a long-term vision for Georgia’s culinary tourism sector.

Project Phases:

• Phase I – Diagnosis and Analysis:
  Includes a full assessment of Georgia's gastronomic landscape through interviews with chefs, winemakers, producers, and consumers. It also involves benchmarking with global trends and a SWOT analysis to identify Georgia's strengths, weaknesses, opportunities, and threats in the culinary tourism market.

• Phase II – Strategy Development:
  Focuses on crafting Georgia's gastronomic positioning strategy. It will cover sustainability, partnerships, brand storytelling, digital communication, and explore the potential of a Tbilisi-focused gastronomic brand.

• Phase III – Gastronomic Marketing Plan:
  A concrete, actionable marketing plan outlining activities, budget, and timeline for implementation over the coming years.

The GNTA will oversee the project’s progress and conduct quality checks throughout. Any deficiencies must be corrected by the supplier at no additional cost.

The initiative is part of Georgia’s broader effort to diversify its tourism appeal and establish itself as a top culinary destination on the international stage.