The 2025 tourist season has shown a 15–20% increase in visitors compared to the previous year, according to Keto Ninidze, founder of “Family Winery-Oda” in Samegrelo region. Speaking on BMGTV’s Women’s Narrative, Ninidze described the season as relatively stable, thanks in part to the efforts of Wizz Air, which manages tourist flows to the facility.
However, Ninidze noted a significant decline in local visitors, with the majority of tourists now coming from abroad.
“There is a decrease in local tourists at Martvili Canyon. The main load falls on foreign visitors. Among them, we see an increase in tourists from India and China, who, to be honest, are not particularly interested in wine, cuisine, or authenticity. They are more focused on practical eating and drinking,” Ninidze explained.
Despite the shift in visitor demographics, the winery continues to thrive, supported by high ratings on international travel platforms, ensuring consistent tourist engagement.
In terms of geography, Ninidze highlighted increased activity from Western European visitors, particularly from Poland and Germany. He added that active sales efforts have positively influenced both the number of visitors and a modest but steady increase in revenue for the winery.
