Valeri Chekheria: Our Focus is on Attracting Quality Tourists Who Drive Business Growth

Georgia must prioritize attracting high-quality tourists who contribute to business prosperity, says Valeri Chekheria, founder and CEO of Salt Projects. Speaking on Business Partner, he emphasized that European tourists, including visitors from the UK, play a key role in elevating the quality of tourism in the country.

“We have a serious quality issue in tourism today, and European tourists help raise the overall standard in Georgia,” Chekheria stated, adding that visitors from the UK and other European markets are not only interested in Georgia but are also financially capable, making them highly desirable tourists.

For businesses to thrive, Chekheria argues that a stable and predictable tourism environment is crucial. This includes accurate projections of visitor numbers and market conditions that attract tourists from Europe and the United States.

“The Israeli market is also important, particularly in the casino sector, where the majority of high-value customers come from. Strategic marketing campaigns by the Tourism Department and the Ministry of Economy are essential to strengthening these markets,” he explained.

While there is an ongoing push to increase tourist numbers, Chekheria stresses that the real focus should be on attracting high-spending visitors who contribute to business growth and encourage the development of premium tourism products.