The Bakhvi HPP social program is focused on long-term economic benefit projects. In this regard, Bakhvi HPP has been collaborating with USAID's Economic Security Program for the second consecutive year. This partnership is realizing a significant initiative in the Guria region, specifically the creation of the "Tea Road of Guria." The project includes the development of tourism products, assessing and enhancing the capabilities of tea producers, supporting the "Tea Road of Guria" Association, and establishing market connections with the tourism industry to position tea in the region similarly to how wine is positioned in Kakheti.
The "Tea Road" route connects various types of guesthouses and estates with appropriate locations that produce authentic products and, most importantly, have the capacity to host tourists. On this route, visitors can taste tea, enjoy local dishes, and, experience the ethnographic features of Gurian villages up close.
The "Tea Road Association," supported by Bakhvi HPP and USAID’s Economic Security Program, identified 16 host families in the municipalities of Chokhatauri, Ozurgeti, and Lanchkhuti. It attracted industry experts to help identify needs and offer services tailored to these requirements. For example, each site received a marketing plan and logo, social media pages, integrated with various tourism applications, and optimized tourist routes. Additionally, they organized the tourist infrastructure, which included creating or reconstructuing tasting areas, conducted individual consultations for product development, and provided gastronomic consulting and menu updates.
During the summer, these 16 sites welcomed tourists, utilizing new skills and offering a fresh environment. The knowledge and experience gained through the project serve as tools to attract tourists and increase satisfaction levels. The "Tea Road Association" is working on creating a Gurian tea brand, which involves developing a common standard for Gurian tea producers. This initiative aims to mobilize a large volume of high-standard products to facilitate the export of Gurian tea in significant quantities.