Foreign tourists accounted for around 40% of guests at the Art Racha family hotel this year, while Georgian visitors made up the remaining 60%, founder Mariam Charkhalashvili told BMGTV’s Women’s Narrative. The most active foreign markets were Germany, France, Italy and Israel. She said the season differed from previous years, with poor weather reducing bookings in June and July, while August was particularly strong.
Art Racha mainly attracts middle-spending travelers seeking local experiences and an opportunity to explore Georgian culture. The hotel offers activities such as felt-making and photography workshops, with Charkhalashvili noting that demand has increasingly become spontaneous. This year, guests began contacting the hotel themselves to request and pre-book masterclasses, rather than simply joining activities organized by the hotel.
The hotel also assists guests with tour planning and logistics and plans to further expand these services. A guide service was introduced last year and remained popular this year. Charkhalashvili said the business bases its planning on previous years’ statistics while also responding to current customer demand, aiming to balance what the hotel offers with what the market is seeking.
Art Racha doubled its marketing spending and activities this year compared with 2025, citing stronger competition and the need to maintain a leading position. The hotel uses social media to attract domestic visitors, while focusing on international platforms, particularly Booking.com, to reach foreign tourists.
