touristic offers. Its main resource is the unique cultural (tangible and intangible) resource, product and the entrepreneur.4 Generally, creative tourism is viewed as a new (alternative) direction of traditional cultural tourism, which is an opposite form of mass tourism and implies paradigms and principles of sustainable development. According to the general characterization, tourism unites travel, expedition, folk crafts, traditions, popular art, gastro-, agro- and art-tourism, festivals, outdoor activities, etc.5 Creative tourism, as the “new generation” of cultural tourism first appeared in the national strategy of Georgian culture. In the country’s tourism development strategy (2015-2025), cultural and natural resources, are viewed as a touristic value together with the Georgian wine and cuisine, elements of traditional hospitality, which attract modern travelers most of all.6 IP Protection as a Foundation for Creative Tourism Creative tourism is based on personal creativity, skills and talents and has the potential of increasing resources and jobs by using intellectual property. Similar to the creative industry, creative tourism the commercial sale of creative ideas and pieces of art at the professional and amateur level. Similar to creative industry products, one of the conditions of creating creative touristic products is protection of intellectual property.7 GIS AS DRIVERS OF TOURISM AND ECONOMIC DEVELOPMENT Georgia’s Accession to the Geneva Act of the Lisbon Agreement International commerce made it critical to attempt to integrate the many techniques and criteria that countries used to register GIs. The 1883 Paris Convention for the Protection of Industrial Property was the first effort, followed by a considerably more detailed provision in the 1958 Lisbon Agreement for the Protection of Appellations of Origin and their International Registration. Georgia is among the 30 countries that have signed the Lisbon Treaty.8 4 See Khartishvili, L., Creative Tourism Development Models towards Sustainable Tourism, Georgian Arts and Culture Center, Tbilisi 2022, p. 8, available at <https://blacksea-cbc.net/images/e-library/BSB1130_ THC_-_Creative_Tourism_in_Georgia_EN.pdf>, accessed 20 August 2025. 5 See Ibid, p. 9. 6 See Ibid, p. 14. 7 See Ibid, p. 10. 8 See Rasmi, A.A., Phuoc, J.C., Othman, Z., Azman, N., Geographical Indication for Gastronomy Tourism: Maximising Intellectual Property Value and Branding, Academy of Strategic Management Journal, Volume 21, 296 GIORGI AMIRANASHVILI
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