Racha needs a comprehensive development plan and stronger support from the central government to fully realize its tourism potential, according to Tamar Davituliani, founder of the “Garemo” hotel. She said the region lacks meaningful dialogue with authorities despite the private sector’s understanding of local development needs.
Davituliani argued that large-scale public investment, infrastructure upgrades, and efforts to attract major investors are essential, while international marketing campaigns are needed to boost foreign visitor numbers, as Racha currently relies mostly on domestic tourists.
She also noted that the region’s tourism season lasts for less than two months, leaving many accommodation providers struggling to remain profitable. According to Davituliani, developing year-round attractions, including adventure and agritourism, is key to making Racha a sustainable tourism destination.
