Katsitadze, NanaKharade, NataliaKochlamazashvili, LelaKandashvili, Teimuraz2026-05-182026-05-182025The 9th International Scientific Conference Dedicated to The International Day of the Seafarers "Sustainable Transport Systems and Maritime Logistics&quot, 2025, pp. 129-132978-9941-517-58-7https://dspace.tsu.ge/handle/123456789/27861. Butler, R. (1980)The Concept of a Tourist Area Cycle of Evolution: Implications for Management of Resources. Can. Geogr. Géographe Can. 24, 5–12; 2. Scheyvens, R.(2009). Pro-Poor Tourism: Is There Value Beyond the Rhetoric? Tour. Recreat. Res. 2009, 34, 191–196; 3. Doxey, G. A causation theory of visitor–resident irritants, methodology and research inferences. The impact of tourism. In Proceedings of the Sixth Annual Conference Proceedings of the Travel Research Association, San Diego, CA, USA, 8–11 September 1975; 4. Katsitadze, N., (2018) State Policy in Tourism – Business (MICE) Tourism in Georgia, “Economics and Business,” vol. XI, #4, pp.127-145; 5. Katsitadze, N., Aladashvili, M., Kochlamazashvili, L., Tushishvili, N. (2025). The role of small and medium-sized hotel development in the sustainable development of mountainous regions (on the example of the Adjara region). Journal of Sustainable Tourism and Entrepreneurship (JoSTE). ISSN: 2714-6480, Vol 6, No 2., 193-200; https://doi.org/10.35912/joste.v6i2.2780 6. Katsitadze, N., Baliashbili ,E., & Tushishvili, N. (2022). The way to save the mountainous regions of Georgia is the clustering of tourism!!! Economics & Business (1987-5789), 2023, Issue 4, p173., ISSN 1987-5789; 7. Katsitadze N., Natsvlishvili I., (2020). The Role of State Regulation and Policy in Tourism Development: The Case of Georgia. Eurasian Economic Perspectives (pp. 419-434). Springer, Cham; 8. Markusen, A. Fuzzy Concepts, Scanty Evidence, Policy Distance: The Case for Rigour and Policy Relevance in Critical Regional Studies. Reg. Stud. 2003, 37, 701–717; 9. Pizam, A. Tourism’s Impacts: The Social Costs to the Destination Community as Perceived by Its Residents. J. Travel Res. 1978, 16, 8–12; 10. UNWTO (Ed.) Overtourism? Understanding and Managing Urban Tourism Growth beyond Perceptions; UNWTO: Madrid, Spain, 2018.;The article explores the phenomena of "overtourism" and "tourismophobia," which negatively impact the quality of life of host communities and the visitor experience on a global scale. The theoretical framework is based on the classical models of R. Butler and J. Doxey; however, it emphasizes that in the contemporary stage, the paradigm of purely economic growth must be replaced by principles of social well-being and sustainable development. Using the Batumi case study, the author demonstrates that the social impact of tourism depends not only on quantitative indicators of tourist flows but also on visitor behavior, adherence to local etiquette, and the tolerance level of the local population. The key findings of the study are as follows:  Absence of a Universal Model: Addressing overtourism requires a tailored approach that considers specific local circumstances.  Alternative Strategy: For Georgia, and the Adjara region in particular, rather than adopting the European policy of "prohibitions and restrictions," it is more effective to implement mechanisms for the rational distribution of flows.  Solutions: Overcoming the seasonality factor and diversifying tourism types (ecological, rural, and ethnic tourism). The paper concludes that to alleviate pressure on the coastal zone and prevent overtourism, it is essential to develop less popular destinations and establish robust cluster networks.otherArticle