The paper analyzes the possibilities of making full use of the agro-tourism potential in the Guria region on the basis of agricultural development, engaging tourists in agricultural activities and promoting various spectacular events, promoting the colorful or cultural individuality of the region. Recommendations for overcoming the problems in the development of agro-tourism in the region are proposed.

The article presents the history, existing condition and development trends of viticulture-winemaking in the Guria region. Winemaking is one of the directions of agritourism, which includes the following services: accommodating and feeding visitors in farmer's house, working in the vineyard, learning winemaking technology and participation in it, wine tasting. The diversity of the tour depends on the enthusiasm and capabilities of the farmer. Presented materials are based on the results of our research conducted in 2021. During the research, 12 winegrowers and one potter were identified in all three municipalities of Guria, who are engaged not only in wine production and pitcher making, but in agritourism activities as well. The aim of the research was to get to know the activities of local farmers, to identify problems and to determine the ways of their regulation. Relevant recommendations have been elaborated, which serve the development of the field, the growth of the farm’s expansion possibilities, the creation of new tourist routes and refinement and perfection of the service quality. As a result of all this, the level of migration will decrease, the local population will be employed, and their social and economic situation will be improved. In the end, all these benefits will have a positive effect on the economic development of the region.

One of the preconditions for the development of agritourism is the cultivation and production of natural agricultural products. It is for this purpose that we studied the specificity of the interdependency between tourism and agriculture on the example of Guria, one of the regions of Georgia. The potential and development perspectives of all three municipalities of the region (Ozurgeti, Chokhat’auri, and Lanchkhuti) are discussed in the article. The study is focused on the main elements of agritourism, on the local possibilities of food production, and on its natural character. The results of the research prove that there is a great interest among tourists in this activity, which is due to the purchase and tasting of quality and safe food and their participation in its production. Besides that, hindering factors are identified: in the first place, it is the ignoring of food safety rules, the failure of the infrastructure, and insufficient financial resources.