Georgia’s balneological tourism sector is feeling the strain as shifts in visitor demographics impact demand for regional and health-focused travel. According to Andro Jishkariani, founder and director of Legends Tskaltubo Spa Resort, 2025 has started with considerable challenges for the industry.
“The Georgian tourism segment has changed,” Jishkariani told BMG. “Citizens from countries currently dominating our visitor flow, such as those from the Gulf region, India, and to some extent China, show no interest in regional, medical, or wellness tourism. Compounding the issue is a lack of targeted marketing in these markets to promote Georgia’s balneological offerings.”
Although Georgia has seen an overall statistical increase in tourist numbers, Jishkariani argues this growth has not translated into tangible benefits for the health tourism sector. With limited awareness among new visitors and no specialized campaigns highlighting the country’s wellness resorts, establishments like Legends Tskaltubo Spa Resort are being forced to fill the gap through self-promotion.
External factors have also played a role in the downturn. The closure of Georgia’s land border with Azerbaijan since 2020, along with geopolitical tensions in Israel, have significantly reduced foot traffic to Tskaltubo.
Faced with these realities, Legends Tskaltubo Spa Resort is adapting by diversifying its services and targeting broader tourist segments.
Jishkariani emphasized the importance of ongoing investment and innovation. “Without constant updates, the hotel becomes morally outdated, even our most loyal customers lose interest. But we are not stopping, and we don’t plan to. In this business, there’s no alternative to development.”
Looking ahead, Legends Tskaltubo Spa Resort anticipates an increase in bookings starting July 15, with projected occupancy exceeding 80% during the peak summer months of July and August.
With 135 rooms, the resort is working hard to maintain steady occupancy rates. To appeal to family travelers, the complex now features 40 family rooms, a swimming pool, a 16-hectare park, and soon, a modern aquapark with four large water slides. Additionally, a renovated medical spa center is also set to open.
