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AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 19, No. 1 (2025), pp. 101-113 

 

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DEVELOPING SUSTAINABLE GAMBLING TOURISM IN ADJARA: 

STRATEGIC MARKETING INSIGHTS 

  

A. ELIZAROVA 

 

Ana Elizarova  

Caucasus University, Georgia 

https://orcid.org/0009-0006-5956-5366 E-mail: anelizarova@cu.edu.ge  

 

Abstract. This research investigates the gambling landscape in Georgia, focusing on 

strategic marketing approaches to developing sustainable gambling tourism, particularly in 

the Adjara region. Georgia's gambling industry, encompassing both traditional land-based 

venues and an emerging online sector, has become a significant contributor to the national 

economy. Over the past decade, the gambling sector has grown substantially, playing a vital 

role in Georgia's financial well-being. This study delves into the importance of land-based 

gambling establishments, such as casinos, in driving tourism, with Adjara emerging as a key 

destination. Amidst the COVID-19 pandemic, understanding the strategic marketing strategies 

employed by these establishments to attract gambling tourists and contribute to sustainable 

regional development is crucial. Qualitative research methods, including in-depth interviews 

and data analysis, were employed to examine the marketing strategies utilized by leading land-

based casinos in Georgia. The findings reveal a focus on customer satisfaction, promotional 

campaigns, and collaborations with “junket” operators. Additionally, challenges such as 

regulatory constraints and geopolitical instability are identified, along with opportunities like 

targeting tourists from alternative countries and improving infrastructure. Statistical data 

further highlight the significant contribution of the gaming sector to the economy of the Adjara 

region, underlining its pivotal role in driving sustainable economic development and growth. 

Keywords: Sustainable Gambling Tourism, Marketing Strategies, Gambling 

Marketing, Recreational gambling. 

 

1. INTRODUCTION  

The multifaceted landscape of gambling in Georgia is the focus of comprehensive 

scrutiny in this research, with a particular emphasis on strategic marketing approaches aimed 

at fostering tourism within this thriving sector. Georgia's gambling scene encompasses a 

dynamic mix of traditional land-based venues and an evolving online gambling industry, which 

has solidified the country's standing as a prominent tourism gambling destination. The surge in 

online users, particularly during the computer and internet era, has presented significant 

opportunities for online gambling companies, further enhancing Georgia's position in the 

global gambling market.  

Over the past decade, Georgia has witnessed remarkable growth in its gaming turnover, 

making a substantial contribution to the country's financial well-being. Revenues generated 

from gambling constitute a significant share of the national economy, with the presence of 

numerous casinos, gaming machine salons, and sports betting salons underlining the sector's 

pivotal role in contributing to budget revenues and fostering employment opportunities.  

https://orcid.org/0009-0006-5956-5366
mailto:anelizarova@cu.edu.ge


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MARKETING INSIGHTS 

 

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According to data from the Revenue Service (2023), Georgia is home to 17 casinos, 89 

gaming machine salons, and 23 sports betting salons, further emphasizing the sector's 

significance in the national economy. These establishments collectively contribute to the 

country's financial wellbeing and provide employment opportunities for many.  

The tourism sector, with a specific focus on gambling tourism, emerges as a vital 

component of Georgia's economy. Positioned strategically to attract visitors primarily from 

neighboring countries such as Turkey, Israel, Russia, Ukraine, and Azerbaijan, Georgia enjoys 

a competitive advantage due to restrictions on gambling in these nations. The economic inflow 

from tourism significantly contributes to the local economy, making gambling a strategically 

important field in Georgia, particularly in regions like Adjara.  

The Adjara region, recognized as an autonomous republic within the framework of the 

Constitution of Georgia, accommodates a population of 361.411 inhabitants (National 

Statistics Office in Georgia, 2024). Renowned for its capital city, Batumi, the region serves as 

a prominent focal point for tourism within Georgia. Adjacent to the Black Sea coast, Adjara 

has risen as the second most-visited destination in Georgia, following Tbilisi. The region's 

well-established tourism infrastructure, including resorts and recreational areas, has played a 

crucial role in attracting a growing number of visitors. Notably, in the first three quarters of 

2023, Adjara experienced a significant influx of international visitors, with a considerable 

portion specifically drawn to the region for recreational purposes.  

According to the National Statistics Office in Georgia (2024), Adjara received over 1.6 

million international visitors during this period, with 867.1 thousand visitors specifically 

attracted to the region for recreational purposes. Tourism holds a pivotal role in the economy 

of Adjara Autonomous Republic, positioning it as a priority sector. The region strategically 

markets itself as a prominent tourist destination, leveraging its coastal beauty, mountainous 

terrains, and cultural offerings to draw visitors. In the same period, Adjara secured its position 

as the second most visited destination in Georgia, accounting for 723.6 thousand out of the 

total foreign visitors, according to the National Statistics Office in Georgia (2024).  

The Adjara region, renowned for its land-based gambling offerings, attracts a 

significant number of tourists. Georgia's gambling industry has seen substantial growth, with 

traditional venues like casinos and betting salons playing a pivotal role in the country's 

economy. This study focuses on land-based gambling in Georgia, exploring how strategic 

marketing efforts drive tourism in this sector. Amidst the COVID-19 pandemic, understanding 

how these establishments utilize marketing strategies to draw tourists and contribute to regional 

development is crucial.  

While state policies play a crucial role in addressing social challenges like gambling 

addiction, adult involvement, and financial issues, it's equally imperative to ensure that 

regulations are adjusted in a manner that doesn't impede the sector's potential as Georgia 

emerges as a gambling hub. Legal frameworks governing gambling in Georgia encompass laws 

regulating lotteries, gambling, and winning games. Recent modifications, including 

amendments to advertising laws, seek to strike a balance between addressing societal concerns 

and supporting the growth of the gambling industry. This delicate balance is essential for 

harnessing Georgia's potential as a prominent gambling destination while safeguarding against 

negative social impacts. This research aims to analyze marketing strategies oriented towards 



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increasing tourism gambling, with the goal of understanding the industry's potential and 

investigating specific steps to enhance the flow of gambling tourists. 

 

2. Gambling Destination 

Casinos are often seen as effective tools for drawing tourists to destinations, offering 

various forms of entertainment like shopping, dining, and leisure activities (Yeskel, 2006; 

Wong & Rosenbaum, 2012). The ambience of a well-designed casino, characterized by comfort 

and elegance, plays a crucial role in enhancing tourist satisfaction and fostering loyalty 

(Johnson et al., 2012; Lee, Chung, & Bernhard, 2014). In response to changing consumer 

preferences, casino resorts are evolving to resemble vacation venues, aiming to better cater to 

customer needs (Richard, 1997). However, the competitive landscape among gaming 

destinations has compelled operators to prioritize customer satisfaction and loyalty. Richard 

(1997) identified several factors influencing consumers’ decision to revisit a casino, including 

its location, hospitality, and gaming offerings. Petrillose and Brewer (2012) highlighted the 

significance of price and value in influencing customers’ return visits. Additionally, traditional 

quality standards such as security, cleanliness, and friendliness also play crucial roles in 

shaping revisits. Many casinos implement loyalty programs to foster repeat patronage. While 

some studies affirm the effectiveness of these programs (Barsky & Tzolov, 2010; O’Brien & 

Jones, 1995), others suggest that their impact on behavior is limited (Sharp & Sharp, 1997; 

Uncles et al., 2003). Furthermore, Barsky and Tzolov (2010) argued that loyalty programs are 

particularly beneficial for specific market segments, such as the Elite Elder Group, while their 

effectiveness for the majority of customers, termed the Unmoved Members, depends on 

activation and long-term engagement. 

 

3. Methods  

3.1. Research Methodology  

This study employs a qualitative research approach to comprehensively investigate the 

multifaceted marketing strategies employed by leading representatives of land-based casinos 

in Georgia and their implications for tourism development, particularly in the Adjara region. 

 

3.2. Sampling Method  

In selecting participants for this study, a snowball sampling technique was meticulously 

employed. Recognizing the specialized nature of the target population – key representatives of 

major land-based casinos – snowball sampling proved instrumental in facilitating access to 

individuals with in-depth expertise and insights within the industry. Through initial contacts 

and referrals from within the industry, a diverse and representative sample of potential 

participants was identified. Out of the initial pool of 12 potential participants, 5 prominent land-

based casinos (Casino Peace Batumi, Casino International Batumi, Leo Grand, Princess Casino 

Batumi, X Palace Batumi) graciously consented to participate in the interviews, thereby 

offering a robust and comprehensive sample for the study.  

After conducting 5 in-depth interviews, it was observed that there was a notable 

similarity in the responses obtained, indicating saturation of data. Recognizing this, the 

decision was made to halt the interviewing process as further interviews were unlikely to yield 

significantly new insights.  



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In recognition of the need for a comprehensive understanding of the industry, additional 

efforts were made to enhance the depth of insight obtained. Specifically, the president of the 

“Ajarian Casino's Association” (ACA) was contacted and engaged in discussions to summarize 

the findings of the interviews. Given their comprehensive insight and expertise within the field, 

the president of the association provided valuable perspectives and statistical data that further 

enriched the study's findings. 

 

3.3. Data Collection  

The data collection process for this study was meticulously planned to capture a 

nuanced and comprehensive understanding of the marketing strategies employed by land-based 

casinos in Georgia. Structured in-depth interviews were meticulously conducted to explore 

various dimensions of the casinos' marketing efforts. These dimensions encompassed audience 

targeting, promotional activities, collaboration with tourism stakeholders, and challenges 

encountered in their marketing endeavors. To accommodate the geographical dispersion of 

participants and ensure inclusivity in participation, 5 of the interviews were conducted online 

using the Zoom platform. This mode of interview delivery was carefully chosen to facilitate 

participation and minimize logistical barriers while maintaining the integrity and rigor of the 

data collection process.  

Each interview was conducted with a standardized protocol to ensure consistency and 

reliability across all interactions. Participants were encouraged to share their insights and 

experiences candidly, fostering an environment conducive to rich and meaningful dialogue. 

The interviews were audio-recorded with the participants' consent to capture their responses 

accurately and comprehensively. Following the completion of the interviews, the recorded 

conversations were transcribed verbatim, ensuring meticulous documentation of the data 

collected. 

 

3.4. Data Analysis  

In this study, the qualitative data obtained from the in-depth interviews were 

meticulously analyzed using NVivo 14, a powerful software tool designed for qualitative data 

analysis. NVivo 14 facilitated a structured and systematic approach to analyzing the rich 

interview content, allowing for efficient organization, coding, and interpretation of the data. 

Using NVivo 14, the textual data were systematically coded to identify themes, patterns, and 

recurring concepts within the interviews. Researchers applied descriptive codes to segments of 

text that were relevant to the research questions and objectives. These codes were created 

iteratively based on the emerging themes and patterns identified within the data. NVivo 14 

provided tools for visually exploring and analyzing the coded data. Researchers could generate 

visual representations of the coded data, such as word clouds, charts, and diagrams, to gain 

insights into the frequency and distribution of codes across the interview transcripts. These 

visualizations helped researchers identify prominent themes and patterns within the data, 

facilitating deeper analysis and interpretation. 

 

3.5. Ethical Considerations  

Ethical considerations were paramount throughout the research process to uphold the 

rights, dignity, and confidentiality of the participants. Prior to commencing the interviews, 



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informed consent was diligently obtained from all participants, clearly articulating the purpose 

of the study and the voluntary nature of participation. Participants were assured of their 

anonymity, and stringent measures were implemented to safeguard their privacy and 

confidentiality. Additionally, any potentially sensitive information shared during the 

interviews was handled with the utmost discretion and sensitivity, reinforcing the ethical 

integrity of the research endeavor.  

In summary, the research methodology employed in this study is meticulously designed 

to provide a robust and comprehensive examination of the marketing strategies employed by 

land-based casinos in Georgia and their implications for tourism development. By adopting a 

qualitative approach and adhering to rigorous ethical standards, this study endeavors to 

generate valuable insights that contribute significantly to our understanding of the complex 

interplay between the gambling industry and tourism in the region. 

 

4. Results  

This data interpretation stems from an investigation into the marketing strategies 

employed by gambling companies in Georgia, specifically focusing on attracting tourists to 

gamble and contribute to the development of the Adjara region. The analysis delves into 

various challenges, collaboration opportunities, marketing strategies, and potential avenues for 

growth identified through thematic coding of qualitative interview data.  

The data interpretation underscores the substantial impact of the gaming business sector 

on Batumi's tourist season. Over time, there has been a notable extension in the duration and 

significance of this sector, transitioning from a brief period of one and a half to two months to 

a year-round operation. This evolution highlights the pivotal role played by the gaming 

industry, particularly during the extended low season lasting approximately 8-9 months in the 

Ajara region. Such findings underscore the enduring significance of the gaming sector in 

driving tourism activity and economic sustainability throughout the year, especially during 

periods of reduced tourist visitation. During this period, the task of attracting tourists to the 

region primarily falls upon businesses within the gaming sector. This factor holds significant 

importance as it not only sustains the gaming industry but also influences other sectors such as 

local hotels, food establishments, and transportation. The interdependence among these sectors 

is crucial for ensuring their continued operation with a positive financial balance, particularly 

during the low season.  

Hence, the gaming business sector plays a pivotal role in the economy of the Adjara 

region, especially during the tourist season, where its significance is paramount for the financial 

sustainability of local operators. The in-depth interviews with the field experts provide the 

following insights about sector. 

 

4.1. Marketing Strategies  

In light of the data collected, it is evident that the gaming business sector in the Adjara 

region significantly impacts various aspects, including customer experience, decision-making, 

and loyalty programs. The sector demonstrates a commitment to providing exceptional 

customer experiences tailored to the preferences and needs of gambling tourists. This 

customization extends from specialized services such as separate restaurants with bespoke 

menus and accommodations for specific dietary requirements to amenities like spa procedures, 



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guided tours, and personal manager services focused on client needs. Furthermore, the sector's 

swift decision-making process facilitates timely responses to guest inquiries and requests, 

contributing to a seamless guest experience. Despite the absence of a dedicated marketing 

department, the sector effectively utilizes word-of-mouth marketing strategies to disseminate 

information and attract visitors to the region. Additionally, the integration of specialized loyalty 

programs across all casinos underscores the sector's dedication to fostering customer loyalty 

and satisfaction. These findings underscore the multifaceted role of the gaming sector in 

shaping tourism dynamics and highlight the importance of customer-centric approaches for 

sustainable growth and development. 

 

4.2. Promotional Campaigns and Events  

Contests, PR Events, Shows: Innovative promotional campaigns and events such as 

contests, PR events, and shows offer avenues for increasing visibility and attracting tourists to 

Adjara. Engaging and immersive experiences, such as interactive contests and high-profile 

entertainment events create buzz and excitement around gambling tourism in the region, 

driving interest and participation among potential tourists. Such type of information is speeded 

by special apps, contact persons and direct call. ROI: Respondents mentioned that measuring 

the return on investment (ROI) of promotional campaigns is essential for evaluating 

effectiveness and optimizing resource allocation. 

 

4.3. Online and Digital Marketing  

None of the enrolled casinos currently operate online gambling platforms. The 

prevailing sentiment among these establishments is that digital platforms are perceived as 

ineffective due to the absence of mass-produced products and lack of prior experience in 

promoting their casinos through international media channels. Instead, their marketing efforts 

primarily revolved around outdoor advertising through banners, a strategy that was employed 

until it was prohibited. 

 

4.4. Collaboration and Partnership  

Junkets, typically individuals or agencies with access to databases of potential clients, 

primarily comprise former gambling industry personnel or casino managers who retain 

connections with a network of gamblers. They offer diverse tour packages, including family-

style recreation, across different countries. Collaborating with junkets presents an opportunity 

to augment the visibility and allure of gambling offerings in Adjara. By leveraging established 

networks, casinos can attract high-value customers. Partnering with junket operators facilitates 

access to affluent clientele, enabling casinos to provide exclusive perks and privileges, thereby 

enhancing revenue streams and solidifying the region's status as a premier gambling 

destination.  

Previously, casinos in the Adjara region had engaged with traditional tour 

agencies/operators in an attempt to attract and retain customers. However, this approach was 

found to be ineffective in achieving desired outcomes. Despite efforts to leverage the services 

of these entities, the casinos experienced challenges in effectively attracting and retaining 

customers. As a result, the reliance on traditional tour agencies/operators as partners in 

customer acquisition and retention proved to be suboptimal. 



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4.5. Segmentation  

Following the pandemic period, changes in the economic and political landscape have 

led to a shift in the segment of tourist gamblers visiting the Adjara region. Currently, the 

majority of gamblers originate from Israel, followed closely by tourists from Turkey, with 

others comprising a smaller proportion. Demographic characteristics vary significantly 

between these two primary segments.  

Tourists from Israel primarily consist of elderly individuals with higher disposable 

incomes. They perceive Georgia as a desirable gambling destination and opt for leisurely 

holidays with their families. This segment prioritizes spending quality time and indulging in 

pleasurable experiences during their stay in the region.  

In contrast, the segment comprising tourists from Turkey tends to be younger, typically 

ranging from 25 to 50 years old, and generally possess lower levels of disposable income 

compared to their Israeli counterparts. These individuals are attracted to the gambling offerings 

in Adjara but may have budgetary constraints that influence their spending habits and 

preferences during their visit. The remaining portion of the tourist gambling segment is 

characterized by a mix of various demographics and preferences, contributing to the diverse 

visitor profile observed in the region. 

 

4.6. Opportunities 

Direct Flights and Airport Infrastructure: Increased availability of direct flights 

presents an opportunity to enhance accessibility and attract tourists from a wider geographic 

area. Improving air connectivity to Adjara can facilitate easier travel arrangements for potential 

tourists, reducing travel time and logistical barriers, and expanding the reach of gambling 

tourism marketing efforts to new markets.  

Alternative Countries: Targeting tourists from Gulf countries represents an untapped 

opportunity, leveraging their high disposable income and interest in luxury tourism 

experiences. Gulf countries, known for their affluent population and penchant for luxury travel, 

present a lucrative market segment for gambling tourism in Adjara, offering the potential for 

significant revenue generation and market growth.  

Business Consideration: An opportunity for the advancement of gambling tourism in 

Adjara lies in the consideration of policy development and stakeholder engagement. In this 

context, stakeholders within the gambling sector possess the capacity to articulate their 

perspectives, express positions, and substantiate arguments during decision-making processes. 

This participatory approach fosters transparency and inclusivity, enabling the sector to 

contribute constructively to policy formulation and implementation.  

Furthermore, ensuring that decisions affecting the sector are communicated in advance 

is paramount. By providing timely information regarding preparation and implementation 

plans, particularly those with financial implications, stakeholders can adequately prepare and 

adapt to forthcoming changes. This proactive approach not only facilitates effective sectoral 

response but also cultivates an environment conducive to sustainable growth and development 

within the gambling tourism industry in Adjara.  

Regulations: A less frequent escalation of taxes within the gambling tourism sector has 

the potential to cultivate a more stable investment environment. This stability engenders 



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predictability and reduces perceived risk, thereby fostering investor confidence and facilitating 

long-term planning. Moreover, by providing operators with greater financial predictability, 

infrequent tax adjustments enable more efficient resource allocation and promote business 

expansion. The resultant perception of government commitment to sectoral growth further 

enhances the sector's attractiveness to potential investors, potentially stimulating increased 

investment and sectoral expansion in Georgia. 

 

4.7. Challenges  

Airport Infrastructure: The adequacy and efficiency of airport infrastructure emerged 

as a significant challenge, potentially hindering the influx of tourists interested in gambling 

tourism in Adjara. Limited capacity and outdated facilities may impede the seamless arrival 

and departure of visitors, impacting the overall travel experience and deterring potential 

tourists.  

Competitors in Cyprus: The presence of competitors in nearby destinations like Cyprus 

poses a competitive challenge, requiring strategic differentiation and positioning to attract 

tourists to Adjara. Cyprus, with its established gambling industry and robust tourism 

infrastructure, presents a formidable competitor for Adjara, necessitating innovative marketing 

strategies to carve out a distinct market niche.  

Direct Flights: Limited availability of direct flights to Adjara presents a barrier to 

accessibility for potential tourists, impacting the ease of travel to the region. The absence of 

direct air routes may deter travelers seeking convenience and efficiency in their journey, 

leading them to opt for alternative destinations with better flight connectivity.  

Regulations: Regulatory constraints and frequent changes in tax policies create a 

turbulent environment for gambling companies, necessitating adaptability and compliance. 

Uncertainty surrounding regulatory frameworks and taxation policies can impede investment 

and expansion efforts, posing challenges for sustainable growth and development in the 

industry.  

In the past, there have been instances where the government unexpectedly raised or 

imposed taxes on the gaming sector without prior notice or consultation with industry 

stakeholders. Two recent cases serve as examples of such occurrences. 

- On December 30, 2022, the Batumi City Council passed a resolution to increase local 

feesimposed on businesses, including the gaming sector, by approximately 40%. This 

decision, which came into effect just two days later on January 1, 2023, was communicated 

to the public through mass media channels. The sudden and disproportionate nature of this 

fee hike has placed significant pressure on the gaming sector, leading to a range of 

challenges and difficulties that stakeholders are still grappling with. 

- Tax changes were adopted on December 13, 2023, through amendments to the Tax Code, 

which came into effect on January 1, 2024. These changes introduced several new taxes 

affecting the business sector, including the gaming industry. However, stakeholders in the 

gaming sector were not adequately informed about the proposed changes, as they learned 

about the existence of the bill only during the parliamentary hearing stage. This lack of 

prior notification prevented stakeholders from presenting their opinions and defending their 

interests effectively during the legislative process. As a result, the gaming sector, 

represented by Casinos, found itself in a particularly challenging position following the 



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implementation of the new tax regime. In response to the increased tax pressure, businesses 

in the gaming sector have been forced to take measures such as reducing employee numbers 

and cutting costs. Despite these efforts, navigating the new tax landscape remains a 

significant challenge for stakeholders in the gaming industry. 

War in Neighbor Countries: Political instability and conflicts in neighboring countries 

pose geopolitical challenges, potentially affecting tourist arrivals to the region. Turbulence and 

unrest in neighboring nations may disrupt regional travel patterns and deter tourists from 

visiting Adjara, impacting the overall demand for gambling tourism in the region.  

Weather: Weather conditions influence tourist preferences and travel patterns, 

impacting the appeal of Adjara as a gambling tourism destination. Unfavorable weather, such 

as inclement conditions or seasonal variations, may deter tourists from engaging in outdoor 

activities and exploring the region, limiting the overall tourist influx and revenue generation 

potential. 

The assertion outlined above is unequivocally supported by statistical evidence 

obtained from a comprehensive dataset comprising information from ten casinos in the Adjara 

region, as provided by the Adjara Casino's Association. Analysis of the collected data for the 

years 2022- 2023 reveals the following trends: 

- By the land-based casinos operating in the Adjara region during the year 2022, revenue 

generated from services such as hotels, transportation companies, and local food and 

beverage service establishments amounted to approximately 82,300,000 (eighty-two 

million three hundred thousand) GEL.  

-  According to the data from the first three quarters of 2023, expenditures made by 

landbased casinos in the Adjara region on services provided by hotels, transportation 

companies, and local food and beverage establishments amounted to approximately 

69,100,000 (sixty-nine million one hundred thousand) GEL.  

- Furthermore, concerning the tourism sector in the Adjara region, the influx of foreign 

visitors is notable. Specifically, in the year 2022, the total number of foreign visitors 

amounted to 1,126,086 individuals, with 88.3% originating from foreign countries.  

- According to data from the third quarter of 2023, the number of visitors to the Adjara 

region amounted to 1,047,988 individuals. Notably, 91.1% of these visitors were foreign 

citizens. 

The gaming business sector also represents a significant source of local employment 

within the Adjara region. It is imperative to acknowledge that the salaries offered within this 

sector are among the highest compared to other industries operating within the country. 

- In 2022, the gaming business sector in the Adjara region disbursed approximately 

80,800,000 (eighty million eight hundred thousand) GEL as the salary fund for its 

employees. By the third quarter of 2023, this figure increased to approximately 

105,600,000 (one hundred five million six hundred thousand GEL). Additionally, the 

average salary of employees within this sector experienced growth over the specified 

period. For instance, the average salary of a secretary amounted to 2,392 GEL in 2022, 

and by the third quarter of 2023, it increased to 2,520 GEL.  

- The gaming business sector also holds a significant position as one of the largest 

contributors to the tax revenue across the country. The total tax paid or generated by the 

gaming sector, referred to as land-based Casino, is directly correlated to the budget of the 



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Adjara region. Specifically, in 2022, the taxes paid directly by the gaming sector 

amounted to 57,500 (fourty seven million five hundred thousand) GEL, constituting 

14.9% of the region's budget for that year.  

- Indirectly generated as a consequence of the operations of the gaming sector in 2022, the 

total tax revenue amounted to 36,200,000 (thirty-six million two hundred thousand) GEL. 

This figure represents approximately 9.3% of the region's budget for the same year. 

Consequently, the combined direct and indirect tax contributions from the gaming sector 

in 2022 amounted to 25.2% of the region's budget.  

- In 2023, the direct taxes paid by the gaming sector amounted to 91,860,000 (ninety-one 

million eight hundred sixty thousand) GEL. This figure represents 19.2% of the region's 

budget for the year 2023.  

- In 2023, the indirect tax revenue generated as a consequence of the operations of the 

gaming sector amounted to 55,700,000 (fifty-five million seven hundred thousand) GEL. 

This figure represents approximately 11.4% of the region's budget for the same year. 

Consequently, when combined with the direct tax contributions, the total tax revenue 

generated by the gaming sector in 2023 amounted to 30.2% of the region's budget. 

The figures presented above unequivocally underscore the significant contribution of 

the gaming sector, represented by Casino, to the economy of the Adjara region. They highlight 

the pivotal role played by both the gaming and tourism sectors in driving economic 

development and growth across the region. 

 

5. CONCLUSIONS 

In conclusion, this study sheds light on the multifaceted landscape of the gaming 

industry in the Adjara region of Georgia, emphasizing its significant contribution to the local 

economy and tourism sector. Through in-depth interviews and data analysis, we have 

uncovered valuable insights into the marketing strategies, challenges, and opportunities faced 

by land-based casinos in attracting tourists and sustaining growth in the region. The findings 

highlight the pivotal role of the gaming sector in driving tourism dynamics, employment, and 

tax revenue generation in Adjara. Despite facing challenges such as regulatory constraints, 

infrastructure limitations, and sudden tax changes, the gaming industry remains resilient and 

adaptable, leveraging collaborations, customer-centric approaches, and strategic partnerships 

to enhance its competitiveness. Furthermore, the study underscores the importance of 

stakeholder engagement, transparency in policymaking, and proactive measures to address the 

needs and concerns of businesses operating in the gaming sector. Moving forward, 

policymakers, industry stakeholders, and regulatory authorities must work collaboratively to 

create a conducive environment for sustainable growth and development of the gaming 

industry, ensuring its continued contribution to the economic prosperity of the Adjara region. 

Overall, this research provides valuable insights and recommendations for policymakers, 

industry stakeholders, and academics seeking to understand and enhance the role of the gaming 

sector in regional development and tourism promotion. By addressing the challenges and 

capitalizing on the opportunities identified in this study, the gaming industry in Adjara can 

continue to thrive and contribute to the overall prosperity of the region. 

 

 



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6. Limitations of the Research  

Sample Size: The study relied on a limited sample size of interviews conducted with 

representatives from a select number of land-based casinos in the region. As a result, the 

findings may not fully capture the diversity of perspectives and experiences within the gaming 

industry.  

Generalizability: Due to the specific focus on the Adjara region, the findings of this study may 

not be generalizable to other regions or countries with different socio-economic contexts and 

regulatory environments.  

Self-reporting Bias: The data collected through interviews and surveys may be subject to self-

reporting bias, where participants provide responses that are influenced by social desirability 

or their own perceptions of the topic.  

Despite these limitations, this study provides valuable insights into the gaming industry in the 

Adjara region and serves as a foundation for further research in this area. 

 

7. Recommendations 

Based on the findings of this study, the following recommendations are proposed for 

stakeholders within the gaming industry, policymakers, and researchers:  

1. Diversification of Marketing Strategies: Gaming establishments in the Adjara region 

should explore diversifying their marketing strategies beyond traditional methods like 

outdoor advertising. Investing in digital marketing channels, including online platforms 

and social media, can help reach a wider audience and adapt to changing consumer 

preferences.  

2. Long-term Planning and Monitoring: Developing long-term strategic plans for the 

sustainable development of the gaming industry in Adjara is essential. This includes 

monitoring trends in tourist demographics, market demand, and regulatory changes to 

adapt strategies accordingly and ensure the continued growth and success of the 

industry. 3. Responsible Gambling Practices: Gaming establishments should prioritize 

responsible gambling practices to mitigate potential social and ethical concerns 

associated with the industry. Implementing measures such as age verification, self-

exclusion programs, and promoting responsible gambling education can help foster a 

safer and more sustainable gambling environment.  

4. Continued Research and Collaboration: Continued collaboration between academia, 

industry stakeholders, and policymakers is vital for advancing knowledge and 

addressing challenges within the gaming industry. Further research is needed to explore 

emerging trends, evaluate the impact of marketing strategies, and identify opportunities 

for innovation and growth.  

5. Host Congresses and Events: Organize congresses, conferences, and trade shows 

focused on the gambling and tourism industries. These events provide platforms for 

networking, knowledge exchange, and business development opportunities. By hosting 

such gatherings in Georgia, the country can showcase its potential as a prominent 

gambling tourism destination and attract stakeholders from around the world. Invite 

Investors: Extend invitations to investors interested in the gambling sector to explore 

investment opportunities in Georgia. Highlight the country's favorable business 

climate, market potential, and opportunities for growth in the gambling industry. By 



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facilitating meetings and discussions with key stakeholders, Georgia can attract 

investment to develop new gambling facilities, infrastructure, and tourism offerings. 

Engage Representatives of Gambling Companies: Reach out to representatives of 

leading gambling companies to participate in industry forums, roundtable discussions, 

and site visits. Provide opportunities for them to learn about Georgia's market 

dynamics, competitive advantages, and investment potential.  

By fostering direct engagement with industry leaders, Georgia can cultivate 

partnerships, collaborations, and investments that drive the development of its 

gambling tourism sector. Collaborate with Tourism Promotion Agencies: Partner with 

national and international tourism promotion agencies to coordinate marketing 

campaigns and promotional activities targeting investors and gambling companies. 

Leverage their expertise and networks to amplify Georgia's message as a desirable 

destination for gambling tourism investment and development.  

By implementing these recommendations, stakeholders can work towards enhancing 

the competitiveness, sustainability, and positive impact of the gaming industry in the Adjara 

region, contributing to the overall economic development and prosperity of the region. 

 

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https://aca.ge 

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and behavioral intentions. International Journal of Hospitality Management, 31(4), 

1356–1364. https://doi.org/10.1016/j.ijhm.2012.03.002 

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governed units, as of 1 January. 

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https://www.rs.ge 

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