GEMO Fest

Description

Georgian national cuisine is one of the richest in the world, since each region of the country stands out for its self-sustained and diverse culinary. It is an integral part of local culture, that forms and strengthens national identity. Gastronomic culture of the Georgian nation dates back to ancient times, while the country is considered as one of the first hubs of agriculture and farming. Hence, the interest toward Georgian culinary and its popularization is growing. 

Gemo Fest is a new project of National Tourism Administration, which was held for the first time in Racha Region of Georgia,  located in the northwestern part of the country. However, the festival is planned to become a tradition and will be held annually throughout Georgia. 

The main goal of the festival is to develop local gastronomic culture, preserve authenticity and transform Georgian cuisine into a competitive tourism product with the involvement of local inhabitants. This will contribute to the development of tourism industry even more. The festival is vital for the development of the region and diversification of tourism throughout different parts of the country. 

By attending local festivals, the tourist gets a rich impression, that helps one to discover more about local culture. Through organizing such events, gastronomy toursim shapes the view of the tourist about the country, nation, its culture and particular region. 

The festival took place at the square in Ambrolauri, where the visitors could taste traditional dishes from Racha-Lechkhumi and Svaneti Regions presented in an unusual way.

Key message

The aim of the project is to popularize local dishes in the regions, that will help to attract more domestic and international tourists to different parts of the country. The goal of Gemo Fest is to promote local cuisine and develop new gastronomy tourism offers.

Key activities

Within the frames of the festival, visitors have an opportunity to taste dishes from Racha, Svaneti and Lechkhumi regions of the country. Local Georgian wine is also presented at the fair, which guests can sample and pair with different dishes. Along with food stalls the festival includes craft fair, kids’ space, bars and musical spaces for performances. Therefore, apart from tasting variety type of dishes, the visitors can enjoy other activities as well.

Experiential and interactive activities

This year interactive activities were available only for kids. Various games and activities were offered at kids’ space.  It is planned to add interactive activities and services for adults as well in the coming years.

Innovative elements

Within the frames of the project, experienced chefs visited the villages of Racha, Lechkhumi, Lower Svaneti and assisted the participants of the festival in selection of the dishes and their visual presentation. As a result, through joint work traditional dishes were offered in the form of street food that made it easier to present and sell the food at the market.

Main features and services that attract public

Visitors can discover unique flavors at the festival and taste traditional dishes typical to the region provided in a modern way. Unfortunately, there are not many places in Racha where one can eat variety of dishes. Hence, the festival gave an opportunity to the visitors to discover such places, that they can put on their list and visit in the future as well.

Key partners and supporters

Gemo Fest is organized by National Tourism Administration and supported by German Agency for International Cooperation (GIZ).

Participants, local community and customer segment

15 local vendors were selected from Racha-Lechkhumi  and Lower Svaneti community to take part in the festival. The customer segment of the festival are vacationers staying in the region as well as domestic and international tourists. 

Communication and dissemination channels

Information about the festival is disseminated through social media channels and television.

Specific elements and features

Managerial and organizational specifics

Rural Development Agency, local municipalities, Racha-Lechkhumi  and Lower Svaneti administrations were involved in the search of the participants of the festival and their preparation process. National Tourism Administration organized the festival area and provided the food stalls, while the vendors prepared menus based on consultations of the experienced chefs.

Accessibility

The festival was organized at the newly constructed square, in the center of Ambrolauri. There is proper infrastructure, therefore, the area is easily accessible by different means of transport. People with disabilities and of different ages can also easily move in the space.

Liaison with other activities and events of the Black Sea Basin region

Gastronomy tourism has a huge potential, it helps to sustain local culture and tradition as well as contributes to the regional development.  Hence, for sustainable development of tourism it is essential to organize such festivals and include them in tourism routes.

Image Sources: Gemo Fest, Facebook