Schuchmann Wines Chateau, Villas & SPA, located in Georgia’s Kakheti region, anticipates a 15% increase in hotel occupancy this year, according to Nutsa Abramishvili, General Director of Schuchmann Group. She discussed the forecast on TV program #Redakt2, citing a current 5% rise compared to the same period in 2024.
“The early months of the year were difficult for the hospitality sector, but recent trends give us reason for optimism,” Abramishvili said. “Tourism is showing signs of recovery, and we expect a strong season.”
Abramishvili noted that despite a crisis in tourism during the first quarter, positive dynamics began emerging ahead of the summer season. “Although growth is slight, it creates positive expectations across the sector,” she said.
She highlighted an important trend: the rising share of local tourists. “In the regions, local tourism has practically reached the level of international tourism,” she added, using Schuchmann Wines as an example.
Alongside visitors from traditional markets - Poland, Germany, the UK, the US, and Israel, the hotel is now attracting guests from new destinations, such as China and India. According to Abramishvili, this expansion requires adapting services and introducing educational wine and gastronomy experiences for guests unfamiliar with Georgia’s wine culture.
“These new markets have no prior knowledge of our wine tourism, so we are creating tailored packages to raise awareness,” she explained. “In time, we hope these visitors will carry our culture and identity back to their home countries, helping expand Georgia’s tourism appeal.”
Abramishvili also addressed occupancy rates, noting that Schuchmann Wines operates at an average annual occupancy of 65–70%, rising to 90–95% during the high season from summer through fall.
