Tskaltubo has seen a decline in tourist and visitor numbers in recent years, while most visitors currently stay at the resort for just one or two nights, according to Teona Kobuladze, Executive Director of the Tskaltubo Development Group.
Speaking on the Business Course programme, Kobuladze said the resort continues to attract visitors for spa and wellness treatments, with existing spa centres operating at full capacity. However, she stressed the need to diversify tourism services and provide more activities for visitors who come for shorter stays.
She said Tskaltubo should develop new tourism offerings, including adventure and agro-tourism, while also promoting attractions in surrounding villages. According to Kobuladze, the resort's scenic central park alone is not enough to encourage visitors to extend their stays.
She added that a comprehensive tourism development strategy, supported by effective marketing and infrastructure improvements, would help make Tskaltubo and the wider municipality more attractive to both tourists and investors.
