Despite Georgia maintaining its reputation as a safe destination, the business tourism (MICE) segment remains “paused,” according to Irma Kodua, founder of Grata DMC. Speaking to BMG, she noted that the challenges facing the industry go far beyond external geopolitical factors.
Kodua emphasized that one of the most acute problems is the shortage of qualified personnel - a consequence of the mass workforce exit during the pandemic. She explained that the sector has still not been able to replace the staff it lost, and the current flow of new entrants is insufficient. Interest among young people has also declined significantly, which she warns could negatively impact service quality in the long term.
According to Kodua, the shortage affects the entire tourism chain: hotels lack staff, as do guides, tour operators, restaurant workers, waiters, and managers. She describes the issue as a sector-wide crisis that touches every operational level.
While the current period is considered a downturn for the industry, Kodua believes Georgia must continue promoting itself internationally. Most bookings have shifted to September–October, but she says long-term forecasting remains difficult.
“Everyone is in a waiting mode - both we and our clients,” she said, expressing hope that global conditions will stabilize and allow the sector to fully resume activity.
