Destination Development Visionary Jerry Inzerillo: “Peace equals Georgia and Georgia equals peace”

Georgia, a country with a rich cultural heritage and breathtaking landscapes, is poised to become one of the leading global destinations for travellers seeking authentic and immersive experiences. Agenda.ge has invited Jerry Inzerillo, the United Nations Tourism Ambassador, known as one of the world's leading destination development visionaries, to share his insights on the future of Georgia's tourism industry and the strategies crucial for advancing its development.

Inzerillo has been the Group Chief Executive Officer of Diriyah Company in Saudi Arabia since 2018. In this role, he oversees all aspects of the organisation and its management in creating The City of Earth. Prior to his tenure at Diriyah Company, Jerry held the position of CEO at Forbes Travel Guide.

With five decades of global senior managerial experience in complex development roles, he has the expertise to drive the creation of one of the world's largest, most dynamic, and visionary urban development projects currently underway at Diriyah.

Q. You are a leading figure in global destination development. How do you envision the future of Georgia's tourism industry? What specific strategies do you think are crucial for advancing its tourism development?

A. The first time I visited Georgia was in the 1980s. Today, I see same wonderful people in the same beautiful country. Tbilisi was not as developed back then as it is now, but there is now a much bigger commitment to development. It was very encouraging for me to hear the Prime Minister, [Irakli Kobakhidze], deputy prime minister, and ministers express their strong commitment to tourism this morning [during the World Tourism Day event]. This is definitely a positive step forward.

I believe that as small and medium businesses in Georgia experience increased employment and benefits, the public will become even more proactive in promoting tourism. This, in turn, will lead to greater regional cooperation among tourism ministers and an increase in both inbound and outbound flights.

As Georgians become wealthier, they are likely to engage in more regional travel. With a greater focus on tourism in the country, there will be a heightened interest from visitors. This will result in an increase in flights, private sector investments, improved hotels, charming small inns, and diverse activities for tourists. Additionally, the restaurant industry will thrive, and the already excellent wine industry will further flourish throughout the country.

I believe the country is heading in the right direction. What is even better than that is that it is authentic. There are plenty of great things to do here. In order to further its growth, authenticity and legitimacy are crucial.

Photo: Agenda.ge

Q. What are your personal experiences as a visitor to our country and in your opinion why should people visit Georgia? 

A. After Covid, people have a desire to see new and authentic things. So, if a country has a reputation for being very inviting and warm, why would not I go? You have a society that has great food, great wine, great dance, great music, great costuming, great scenery. People already been to other places want to see something new and Georgia has plenty “new” to offer. Because Georgia is safe, warm, and has committed politics, I think the future is very bright.

Q. Speaking about Georgia being a "safe" country, how do you view the World Tourism Day event hosted by the county under the theme Tourism and Peace? How symbolic is it?

A. I believe it is extremely important that this event took place here, as it provided an opportunity for many government officials who had never been to Georgia to witness the hospitality and kindness of its people, as well as the beauty of the country, which I have known for 40 years. Moreover, there is symbolic significance in associating peace with Georgia and vice versa - peace equals Georgia and Georgia equals peace. It is a powerful symbol for the country to host an event that is dedicated to promoting peace.

Additionally, the presence of the Prime Minister, deputy prime minister, and the entire cabinet at tonight's dinner in honour of the head of the Government demonstrates a strong commitment to both tourism and peace.

Q. What can Georgia learn from what you have built in the Saudi Arabian city of Diriyah, where you have been supporting Diriyah Company as the Group CEO?

A. I believe that Saudi Arabia can learn from Georgia the importance of respecting the authenticity of culture, and vice versa. When visiting Georgia, you will experience Georgian hospitality, while in Saudi Arabia, you will experience Arab hospitality. Although both cultures are gracious, they differ in terms of food, beverages, music, dancing, and other cultural elements.

Saudi Arabia is a member of the G20 and is rich in resources. The Crown Prince aims to shift the country's image away from its reliance on oil and gas to focus on its culture and physical beauty. Arab culture is rich and diverse beyond its religious aspects.

Georgia is home to many beautiful cathedrals and churches, each one more stunning than the last. People love being able to go on day trips, drive around the country, and enjoy the delicious food and drinks. There are so many things to do here, and that is something worth celebrating. I believe both cultures can learn to embrace and promote their authenticity, respect their heritage, and offer a warm welcome that benefits both countries.