Schuchmann Wines Chateau, Villas & SPA, located in Kakheti region, expects a 15% growth in hotel occupancy this year, Nutsa Abramishvili, CEO at Schuchmann Group says.
“The start of the year was difficult for the hospitality sector, but the recent trends give us reason for optimism,” Abramishvili notes. “Tourism is showing signs of recovery, we expect this season will be good.”
In Abramishvili’s words, despite a crisis in tourism in the first quarter, positive dynamics were seen ahead of the summer season. “Although growth is slight, it creates positive expectations across the sector,” she said.
She highlights an important upward trend in the nymber of local tourists and notes that in the regions, local tourism has practically hit the global tourism levels.
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 explains. “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 adds that Schuchmann Wines operates at an average annual occupancy of 65–70%, rising to 90–95% during the high season from summer through fall.
