Racha has the potential to attract visitors throughout all four seasons, but developing winter tourism requires new services, events, and stronger marketing efforts. Mariam Charkhalashvili, founder of the Art Racha guesthouse in Nikortsminda, Ambrolauri Municipality, shared this view on BMGTV’s “Women’s Narrative” program.
According to Charkhalashvili, Racha attracts many visitors in summer and autumn, but additional entertainment options, concerts, and events could help boost winter tourism, particularly among younger travelers. She believes targeted PR and marketing campaigns are essential to promoting the region beyond its traditional peak season.
Art Racha also aims to encourage guests to stay longer, as many currently visit Racha for only a short period despite the region’s diverse natural, cultural, and historical attractions. The guesthouse offers tours and uses photos, videos, and other promotional materials to showcase local destinations. International visitors have also recognized the region’s appeal, with one American guest describing Racha as a “hidden treasure.”
With accommodation for approximately 14 guests, Art Racha focuses primarily on small tourist groups and plans to expand its guided tours and other services. Charkhalashvili believes that stronger promotion and a more diverse tourism offering could attract more visitors while encouraging them to spend more time in Racha throughout the year
