Hotels in Kakheti say demand has dropped, linking the decline to a shift in the tourist segment. According to Maia Tsereteli, Vice President of McInerney Hospitality International, the region had enjoyed strong, year-round popularity, which encouraged hotels to raise prices significantly.
She notes that weekend stays in Kakheti had become so expensive that they were comparable to flying to Europe and staying in a budget hotel. However, the changed market can no longer sustain such pricing, and hotel owners must now adjust their rates and expectations.
Tsereteli adds that the downturn was predictable and should stabilize over time. She expects hotels to adapt through price changes, staff adjustments, or expanded marketing. Political events have also contributed to instability, as tourism is highly sensitive to the political environment.
Despite the challenges, she does not believe Kakheti hotels will close. Instead, she argues that the government should improve regional accessibility by developing railway connections, and potentially even airport or helicopter services, to support long-term tourism growth.
