From East to West: Evaluating the Effects of the Russian-Ukrainian Confl ict and Russian Migration on the Tourism Industry in Georgia and the Path toward European Integration

Located at the intersection of Asia and Europe, Georgia’s tourism industry encounters unique challenges amidst regional geopolitical tensions, notably the ongoing Russian-Ukrainian confl ict and the subsequent Russian migration. This article employs both qualitative and quantitative research methods to explore the impacts of these political realities on Georgia’s tourism sector and advocates for a strategic reorientation towards European integration as a means of promoting sustainable development. Drawing insights from qualitative interviews with key stakeholders and quantitative surveys with international tourists, the study unfolds the complex relationship between politics and tourism. Despite the predominantly negative perception of the infl ux of refugees, concerns about rising prices, perceived changes in service quality, and the expanding presence of Russian-owned businesses, the resilience and appeal of Georgia’s tourism realm remain evident. Specifi cally, all respondents recommended Georgia as a tourist destination and reported feeling safe during their stay. The study also presents a comparative perspective, evaluating the potential effects of further European integration on Georgia’s tourism landscape, and underscores key mitigation strategies, including policy development, diversifi cation of tourism offerings, strategic communication, digital platform advancement and utilization, and in general, the adoption of European best practices in sustainable tourism. These findings emphasize the need for nuanced, proactive, and inclusive policymaking and industry regulation in line with Georgia’s European aspirations. This comprehensive exploration provides invaluable insights for stakeholders in the tourism sphere and contributes to the broader understanding of the intricate relationship between geopolitical realities and tourism.