It is noteworthy that recently, on 14 July 2025, the Government of Georgia deposited its instrument of accession to the Geneva Act of the Lisbon Agreement on Appellations of Origin and Geographical Indication (“Geneva Act”). The Geneva Act will enter into force with respect to Georgia on 14 October 2025. This accession will allow Georgia to protect its appellations of origin and geographical indications not only in the wine and spirits category, but also in the agricultural and food product categories under the Geneva Act.9 Unlocking Tourism Potential Through GIs Although geographical indications may be used for a wide variety of agricultural products, their use is not limited to these. They may also highlight specific qualities of a product that result from human factors in the product’s place of origin, such as specific manufacturing skills and traditions. This applies to agricultural products, wines and spirits, handicrafts and more. Geographical indications are understood by consumers to denote the origin and quality of products. Many of them have acquired a valuable reputation, which, if not adequately protected, may be misrepresented by commercial operators. The reputation of specialty products with a geographical indication designation can provide opportunities for market diversification with potential spillover into the tourism sector10. These products often come from UNESCO World Heritage Sites, which boosts the appeal for tourism and cultural heritage promotion further.11 The Case of Georgian Chacha It is generally recognized that the GI system has had a positive impact on the production and marketing of products. It leads to economic, social, and environmental sustainability in the relevant regions. This is especially true for Issue 2, 2022, p. 2, available at <https://www.abacademies.org/articles/Geographical-indication-for-gastronomytourism-maximising-intellectual-property-value-and-branding-1939-6104-21-2-165.pdf>, accessed 20 August 2025. 9 See <https://www.wipo.int/en/web/lisbon-system/w/news/2025/georgia-joins-the-geneva-act-of-the-lisbonagreement>, accessed 20 August 2025. 10 Noteworthily, the European Union has always argued that producing a specific agricultural item outside the original place undermines the reputation of the product and the region itself. The EU makes this argument because eno-gastronomic tourism is affected by damage to the image or reputation of places or goods that recall those places: Borroni, A., Comparative Gastronomy: Legal and Cultural Framework, Schulthess, 2007, p. 95, available at <http://www.e-collection.isdc.ch/zoom/4294/view>, accessed 20 August 2025. 11 See World Intellectual Property Organization (WIPO) and World Tourism Organization (UNWTO) (2021), Boosting Tourism Development through Intellectual Property, Geneva: WIPO, p. 36, available at <https://www.wipo.int/edocs/pubdocs/en/wipo_pub_1054.pdf>, accessed 20 August 2025. 297 INTELLECTUAL PROPERTY RIGHTS AND GASTRONOMIC TOURISM IN GEORGIA
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