The project "Tourism Marketing, Promotion, Online Coverage and Destination Management for Georgia and for the Kakheti and Imereti Regions" is part of a World Bank support for the economic development of Georgia provided through regional development projects and aims at promoting Georgia as a tourism destination and the Kakheti and Imereti Regions.

Under the leadership of ECORYS, Kai Partale works as a consultant on the development of the Destination Management Offices (DMO) in Kakheti and Imereti and supports the Georgian Tourism Administration with a team of experts in the development of branding and marketing strategies.

As a prerequisite for a uniform and clear profile, a powerful regional tourism organisation is needed, which takes over the strategic and conceptual marketing tasks for the regions at a central point.

The central challenge in the development of DMOs is to bring together the diverse service providers of the regions under one roof. The aim is to create products that are positioned in the market under the umbrella of the destination brands. This requires the conviction of the service providers that the destinations offer the opportunity to strengthen the individual efforts of the companies in the provision of services and marketing or even to make them a success in the first place. A prerequisite for this is comprehensive and professional internal marketing, which is thus an essential part of DMO's work.