Racha’s active tourist season was cut in half this year, with the peak period lasting only three weeks, according to Gvantsa Rekhviashvili, founder of Onuka café in Oni. She said last year’s season lasted around a month and a half, while this year it ran from August 10 to August 28. “Those three weeks were very good, but businesses have to spread that three-week income across the entire year, which is extremely difficult,” she said.
Bad weather contributed to the shorter season, but Rekhviashvili said the visitor structure is a bigger challenge. Georgians accounted for around 80% of visitors during the summer peak, mainly people with roots, homes or relatives in Racha. Foreign tourists, mostly from Europe, arrived mainly in autumn, while the region currently sees little to no tourism from Asian markets.
Rekhviashvili said local residents are opening small cafés and family guesthouses, but largely rely on their own resources. She also pointed to poor information management after a landslide on the Ambrolauri-Oni road. Although an alternative route was prepared and was safe, insufficient communication about it discouraged some visitors.
The Onuka founder said Racha also lacks “passing tourists” who explore streets and enter businesses spontaneously, with visitors often choosing venues only after researching them online. “Racha remains a ‘region of potential,’ and it is disappointing that we still do not see a clear path to realizing that potential,” she said, calling for stronger marketing both domestically and internationally.
