Improving infrastructure, promoting the region, and attracting private investment are essential to unlocking Racha’s tourism potential, according to Nina Chiladze, Head of Marketing at KA Group. She noted that the region has significant potential for nature, wine, gastronomy, and winter tourism, but its existing infrastructure does not yet meet demand.
Chiladze highlighted accessibility as one of the main challenges, noting that some tourist locations are difficult to find even with Google Maps. She emphasized the need to improve basic infrastructure and digital access to attractions, alongside coordinated efforts by the government and private sector to promote the region and encourage investment.
She added that increasing the number of hotels alone would not be enough to attract more international tour operators. Racha also needs reliable transport, restaurants, wine cellars, guided tours, and a wider range of activities to offer visitors complete tourism packages. Despite seasonal challenges and investment risks, KA Group believes businesses must actively contribute to developing the region rather than wait for demand to grow on its own.
Meanwhile, KA Group plans to expand its hotel management portfolio. In 2027, the company expects to add a new property in Kakheti and manage several boutique hotels in Tbilisi. It is also exploring expansion into Armenia, although negotiations are still ongoing.
