Georgia’s Racha region is experiencing a shorter period of peak tourism activity in 2026, creating challenges for accommodation and hospitality businesses that depend on seasonal demand.
Giorgi Isakadze, founder of Glamping Georgia in the village of Krikhi, told BM.GE that this year’s active tourist season began later than usual, with unfavorable summer weather further limiting visitor activity. The glamping facility operated at full capacity mainly during August, while bookings had already begun to decline by September.
“Previously, the active period lasted around six months, with approximately three months being particularly busy. Now that period has effectively fallen to one month,” Isakadze said.
According to Isakadze, cloudy weather was frequent during the summer, with some visitors waiting for clearer conditions before traveling to the region. The change in demand highlights the extent to which weather patterns can affect businesses operating in destinations where outdoor experiences and nature-based tourism are central to the visitor proposition.
Georgian and international visitors each represent approximately half of Glamping Georgia’s guests. Isakadze said the return of European tourists in 2026 is particularly encouraging for the business following an increase in Russian visitors to the region after the COVID-19 pandemic.
He also said Racha needs additional attractions and activities to encourage visitors to stay longer and travel to the region outside its busiest period. While the area has natural landscapes and historical sites, Isakadze believes these resources alone are no longer enough to sustain consistent tourism demand throughout a longer season.
For outdoor hospitality operators, the shortened peak period also has implications beyond occupancy. Seasonal businesses may face higher staffing and operational costs when revenue is concentrated into a limited number of weeks.
Isakadze told Business Media that attracting and retaining qualified employees can be difficult when businesses can offer only one or two months of significant work.
He noted that services and dining options in nearby Ambrolauri have improved, but argued that extending the tourism season remains important for sustainable business development across the region.
Glamping Georgia Krikhi opened in 2018 and operates 10 glamping tents. Its nightly rates start at GEL 210 per person and reach up to GEL 500, depending on room type.
For operators in seasonal outdoor destinations, the situation in Racha underscores the importance of developing demand beyond traditional peak months.
Expanding the range of attractions, activities, food and beverage offerings, and weather-independent experiences could help destinations create additional reasons to visit when conditions are less favorable.
A longer operating season could also improve the ability of businesses to maintain staff, spread fixed costs across more months, and generate more consistent revenue rather than relying heavily on a single peak period.
