Tskaltubo’s future lies not in reviving its Soviet-era sanatorium model, but in embracing a new identity, possibly as a city of festivals or sports. This is the vision proposed by Otia Ioseliani, founder of Otia’s Marni, during an interview with TV-program “Real Estate Prospect.”
Ioseliani emphasized the need for a comprehensive and locally informed master plan for Tskaltubo’s development, arguing that the current approach, often driven by foreign experts detached from the city’s context, has repeatedly failed to deliver sustainable results.
“Concepts remain concepts. Someone brings new ideas, then another comes along with something different, and nothing gets implemented,” he said. “They bring in foreign groups, who may be good professionals, but if you don’t live in this city and don’t know what’s really needed, it’s hard to come up with the right plan.”
He criticized the cycle of outsourcing urban development to external consultants who lack an intimate understanding of local dynamics, often resulting in master plans that are eventually discarded or revised.
“The master plan has been developed several times, and it’s still not perfect because it doesn’t suit the resort,” Ioseliani noted. “More locals should be involved. They feel the pulse of the resort better than outsiders.”
Challenging the commonly held belief that reviving the old sanatoriums and attracting thousands of tourists is the path forward, Ioseliani called this vision outdated and unfeasible in today’s context.
“Many believe we should rebuild sanatoriums and fill 2,000 rooms with tourists, but that’s no longer physically possible,” he said. “That was a reality in the Soviet Union. We can’t repeat that today.”
Instead, Ioseliani proposed rebranding Tskaltubo as a destination for festivals, sports events, and large-scale gatherings, organized in a structured and consistent manner, rather than the “spontaneous and chaotic” events that happen now.
“It can be a place for student events, sports tournaments, or cultural festivals,” he added. “The main thing is having the right vision.”
As one of the voices actively engaged in Tskaltubo’s local development, Ioseliani’s comments reflect a growing call for bottom-up planning and innovative rethinking of Georgia’s historical resorts.
