Abstract

Tourism is one of the most important and rapidly developing sectors of the global economy, contributing significantly to economic growth, employment creation, cultural exchange, and the international positioning of countries. In the contemporary world, tourism has become closely interconnected with digital technologies, which have fundamentally transformed the ways in which tourism services are produced, promoted, and consumed. The present study explores the role of modern digital technologies in supporting sustainable tourism development in Georgia. It examines how digital transformation, including online platforms, mobile applications, social media, artificial intelligence, and digital marketing systems, influences tourist behavior and reshapes the tourism industry. Georgia possesses substantial tourism potential due to its rich cultural heritage, historical monuments, diverse landscapes, and unique geographical location. However, despite continuous growth in tourist arrivals, the country still faces structural and technological challenges that limit full utilization of its tourism resources. The paper analyzes both opportunities and challenges associated with digital tourism development, including globalization of tourism markets, increasing digital dependency of tourists, changes in consumer behavior, and issues such as digital inequality and lack of technological infrastructure. The study concludes that sustainable tourism development in Georgia is directly dependent on the effective integration of digital technologies, improved marketing strategies, and the strengthening of human capital in the tourism sector