The tourist facility “Kesane Forget-Me-Not”, located in the village of Khotevi, Ambrolauri district, has successfully completed its third summer season, recording higher activity and income compared to previous years.
Speaking on BMGTV’s “Women’s Narrative”, founder Gvantsa Kruashvili emphasized that while the season brought positive growth, businesses in the Racha region continue to face serious obstacles such as seasonality, inflation, and accessibility issues.
“Unlike September, all other months were much more active compared to previous years. We definitely see growth in income. However, inflation, rising prices, and problems with location accessibility still pose a serious challenge,” Kruashvili explained.
Despite growing awareness of the region and an increase in tourist flows, Kruashvili underlined that the short tourism season significantly limits long-term business growth.
“Racha is only active for two or three months a year. The income earned during this short period can sustain the business, but it is impossible to develop it further,” she noted.
Kruashvili also pointed to difficulties in price determination within the tourism sector. Balancing rising operational costs with consumers’ purchasing power requires constant adjustments.
“Setting prices in tourism is very complex because many factors must be considered at once. At the same time, price increases and economic challenges directly affect the solvency of consumers,” she said.
Despite these challenges, “Kesane Forget-Me-Not” continues to strengthen its reputation as a unique destination in Racha, showcasing the region’s natural beauty while navigating the economic realities that small tourism businesses face.
