Teo Taboridze, founder of Melaanian Vintage in Kakheti, believes Georgia’s tourism sector faces a serious challenge as the flow of European visitors declines. Speaking on BMGTV’s Women’s Narrative, she said Western tourists remain the country’s main target segment, as they appreciate authentic environments, eco-sustainability, gastronomy, and cultural heritage, while also spending significantly more during their stay.
According to Taboridze, years of effort were devoted to promoting Georgia in the West, highlighting its hospitality, nature, and food culture. “Now, when all this is being questioned, we are losing the segment that used to spend money not only on overnight stays and meals, but also on masterclasses, hiking tours, and wine or tea experiences,” she warned.
By contrast, she said, the growing Asian tourist market shows different preferences. “There were several reservations from Asian guests, but after detailed communication, they decided our services were not suitable for their needs,” Taboridze noted, adding that many Asian travelers are less interested in Georgia’s historical and cultural uniqueness.
Taboridze emphasized that the Asian market cannot replace the Western one, since for many of these visitors, Georgia’s centuries-old monasteries or untouched landscapes carry little value. “The work that was invested in promoting the country is being wasted,” she concluded.
