Svaneti’s tourism recovery is being hindered by changing tourist preferences and limited international accessibility. According to the hotel sector, increasing visitor numbers alone is no longer enough to restore tourism to pre-pandemic levels.
Tatia Tetrashvili, founder of Villa Chelo, told BMGTV’s “Women’s Narrative” that the summer season in Svaneti was busy, but tourist activity has still not returned to pre-pandemic levels. She said visitors are no longer looking only for accommodation and increasingly expect distinctive experiences from hotels.
The growing influence of social media has also changed demand, Tetrashvili said. Tourists want unique locations and memorable experiences that become part of their travel stories. She added that new markets, including Asian and Arab countries, have become more active in Svaneti, although visitors have different expectations: some seek longer stays and hiking routes, while others prefer short trips covering several destinations in Georgia.
Transport accessibility remains another major factor. Tetrashvili said direct and relatively affordable flights from specific countries can significantly increase tourist flows, while a reduction in air connections has the opposite effect. She believes the slower recovery is a global trend but could also create an opportunity for Georgia to attract new markets through stronger promotion and improved air connectivity.
