Investors in Georgia’s hotel sector are expected to focus on technology, spa, wellness, medical, gastronomic, and business tourism over the next at least five years, according to Maia Makhatadze, a representative of the hotel development company Radar, speaking on BMGTV’s program “Women’s Narrative.”
She explained that this trend is driven by international travelers, who increasingly seek diverse experiences and additional services, beyond the core activity offered by a destination.
“Just as hotels are diverse, so is the trend: tourists visiting Gudauri or Bakuriani no longer come only for skiing. There is high demand for aesthetic medicine, spa and wellness services, and gastronomic experiences. This motivates investors to develop properties that offer more than just accommodation, providing added value to guests,” Makhatadze noted.
According to her, Georgia’s gastro-tourism has been growing since 2015, while today the health, medical, and leisure tourism segments are particularly expanding, providing additional economic opportunities for the country.
“This is no longer just an accommodation facility—it’s a multifunctional space that meets almost every need of a traveler. Over the next five years, investors’ main focus will be on technological development and additional services,” she added.
Regarding current seasonal trends, Makhatadze noted that summer weather conditions extended the season along the seaside, while winter resorts are now finalizing preparations and the first snow has already arrived. “It will be interesting to see how long the winter season extends, as the autumn period has already taken on the characteristics of a long-term season, which positively impacts the entire tourism industry,” she said.
