Georgia’s hotel sector is seeing increased demand, but rising prices, service quality, and changing tourist expectations remain key challenges, according to Keti Meladze, founder and head of the Georgian Hotels and Restaurants Federation.
Speaking on BMGTV’s program “Women’s Narrative,” Meladze said some federation member hotels have recorded around 20% growth this season. She noted that alongside rising tourist numbers, the structure of visitors is also changing, with stronger demand from European and Asian markets, including Poland, Germany, and China.
However, Meladze emphasized that higher tourist numbers do not automatically translate into greater revenues for the industry. She said the sector needs to focus on attracting higher-value visitors and improving service standards, noting that hospitality is not only about welcoming guests but also about the overall experience they take away from Georgia.
The sector representative also highlighted the need for better-trained staff and stronger quality control. She said new markets require adaptation, while initiatives such as guide certification and professional training are important for aligning Georgia’s tourism industry with international standards.
