Samenvatting

West Georgia is a travel agency in the seaside city, Batumi, Georgia which operates inside the country borders including services such as accommodation, food & drinks and tours. The firm offers its services in Georgian, Russian, English and Arabic languages. West Georgia has hosted tourists from a few different countries such as Israel, Ukraine and Russia. It is noteworthy that West Georgia has been competing with a big market of travel agencies offering services in Russian. GNTA releases optimistic data for more tourists arriving to Georgia by the year, with heightened percentage of West Europe countries especially. Consequently, West Georgia has decided to differentiate and adopt the Western European segment that matches the services WG can offer. Specifically, tours in English language, insured and modern transportation vans.
The core aim of this paper is to answer the following problem formulation: “What marketing communication strategy channels can West Georgia agency implement, to target the incoming Western European segment in Georgia for 2018 season?”
The aim of this report for travel agency West Georgia is to produce a marketing communication plan for the spring/summer touristic season 2018. The aim is to explore a new customer segment of EU residents, raise brand awareness and generate higher sales.