Gudauri remains one of Georgia’s most popular winter destinations, but infrastructure challenges limit its tourism potential. According to Tsotne Japaridze, founder of Traffic Travel, the main issue is not a lack of tourists but the resort’s ability to accommodate more visitors and generate additional revenue.
Road conditions remain a major concern, particularly on the Gudauri–Kazbegi route, where ongoing rehabilitation work causes severe traffic congestion. Japaridze warned that long delays and poor infrastructure negatively affect Georgia’s reputation among tourists. He also expressed concerns about Gudauri’s readiness for the upcoming winter season.
Japaridze believes Gudauri could operate for up to six months, from November to mid-May, if its snowmaking systems were fully functional. He noted that the ski season could have continued until mid-May this year but ended in mid-April, leaving another month of potential tourism activity unused.
Despite stable demand and regular advance bookings, Japaridze believes Gudauri could attract significantly more visitors with better infrastructure and a longer season. He also noted that demand from Western markets weakened between May and July 2026 before partially recovering in August and September, with tourists arriving from a wider range of regions, including Europe, Asia, and South America.
