Despite an increase in visitor numbers this winter, businesses in Gudauri, Georgia’s largest ski resort, report that revenues have dropped by 15–20% compared with last year. According to Miranda Esakia, co-founder of the Mountain Resorts Business Association, the decline is mainly due to a shift in the profile of visitors.
Esakia says that European tourists, traditionally a higher-spending segment, are increasingly avoiding Gudauri, while more visitors are now arriving from Asian countries, where skiing culture is less established. As a result, demand for resort services has fallen and overall spending per tourist has decreased.
According to the association, infrastructure problems and management issues are among the main reasons European tour operators no longer actively promote Gudauri packages. Industry representatives say ski slopes are not properly maintained despite heavy snowfall, and stones frequently appear on the volcanic terrain, posing risks for skiers. Poorly maintained equipment and a shortage of functioning snow-grooming machines also affect slope quality.
Business representatives also highlight safety and logistical challenges, including insufficient warning signs on the mountain, lack of a fully equipped medical facility, and traffic congestion due to narrow roads and limited parking. While Esakia notes that police services have improved significantly, she argues that broader infrastructure and management reforms are needed for Gudauri to regain its appeal among high-spending European skiers.
