Georgia needs “to re-brand” itself and recreate its image of safe country in order to offset falling tourism after the August war, Lasha Zhvania, the acting economy minister, told lawmakers from the parliamentary committee on foreign affairs and European integration on February 3.

“Our tourism fell by 80% after the Russia’s aggression, which is a serious blow to this industry, including to hotels and service sector,” Zhvania said. “This is very important sector, capable to quickly create new jobs. So Georgia now needs re-branding, meaning to remind potential tourists that Georgia is a safe country,” he added.

According to the Georgian National Investment Agency international arrivals reached “an all-time record” of 1.051 million in 2007 and the total number of international visitors, crossing national borders of Georgia, has been increased by 7% compared to 2006.