According to the Administration of Gudauri, the resort has been experiencing significant growth for the past years; number of visitors in 2017-2018, amounted 346,000 people, which marked 25% growth, compared to the previous season;
Tragic accident happened on March 16, 2017. The incident saw skiers being violently thrown from a malfunctioning chairlift at the Gudauri resort when it suddenly began running backwards at high speed. 9 people were injured;
The footage of accident quickly went viral, endangering reputation of the resort;
Even though the rehabilitation works were swift and efficient, no fatal risks were caused and the safety measures were increased, the communication of given process was much more limited on international level – two newsletters were sent to partner organizations and embassies all around world, but after the accident there were no positive mentions or anything at all about Gudauri in international media.
Therefore, it is vital to restore the reputation of the resort and communicate the fact that Gudauri is safe, beautiful place to visit and offers huge opportunities for skiing;