Founders of the international consulting company Salt Projects, Valeri Chekheria and Levan Berulava, believe that Georgia’s future is inseparable from Europe, emphasizing that the country must “definitely be a member of the European family.” The two hospitality experts made this statement on BMGTV, where they discussed the importance of European integration and stability for Georgia’s tourism sector and overall development.
“Georgia is Europe and must definitely be a member of the European family,” said Levan Berulava. His business partner, Valeri Chekheria, added: “Of course, we are also implementing European projects.” Salt Projects currently manages multimillion-dollar initiatives across Georgia, the United States, Armenia, and Italy, reflecting the firm’s growing international presence.
When asked what should change in Georgian tourism, both founders agreed - “unprofessionalism and poor quality” must end. According to Berulava, quality is a key factor in attracting international visitors, while Chekheria stressed the need for a more balanced distribution of tourist flows across regions and the revival of international events, conferences, and cultural programs that once made Tbilisi vibrant. “When we have more and larger events, Tbilisi will also be busier,” Chekheria noted, adding that event-driven tourists spend more and stimulate local hospitality and gastronomy industries.
Looking ahead, Berulava said the focus should shift toward high-spending tourists and luxury tourism, which would encourage the development of premium services and higher-quality products. “Both the state and private sector should make every effort to strengthen this direction. The mass product is important for the economy, but we must not lose the luxury segment,” he concluded.
