If the investment opportunity in Nunisi came up today, it likely wouldn’t be considered, - says Irma Daushvili, founder of Nunisi Hotel. In an interview with BMG, she points to the lack of basic infrastructure, roads, internet, gas, as a major obstacle for developing regional resorts.
“In 90% of resort zones, the necessary infrastructure doesn’t exist. This should be the state’s responsibility,” Daushvili explains. “We got involved 23 years ago with youthful enthusiasm, but today it wouldn’t seem profitable.”
Another challenge is low public and international awareness. Despite Georgia’s rich natural healing resources, she says promotion is minimal and investors prefer ready-made, developed opportunities.
“We were better known during the Soviet era. Today, raising awareness globally is too big a task for private businesses alone, it requires government support.”
Daushvili also criticizes the lack of recognition in modern medicine for resort-based treatments like balneotherapy and phytotherapy, once widely respected.
“No research, no academic interest, no recommendations from doctors. Meanwhile, Europe is returning to natural therapies.”
She calls for state involvement, through subsidies, insurance coverage, and marketing, to revive interest and restore Georgia’s resorts to their full potential.
“People have forgotten that healing and rest can happen at resorts. It’s time to remind them, with help from the state,” - Daushvili said.
