Other Touristic Areas & Highlights

Beyond Georgia's famous cities and primary tourist destinations lies a wealth of lesser-known regions offering extraordinary natural beauty, historical sites, and authentic experiences. From ancient cave cities to dramatic canyons, from highland plateaus to subtropical forests, these areas represent Georgia's hidden gems with significant tourism potential and investment opportunities for those willing to venture off the beaten path.

Georgia's Undiscovered Regions

While Tbilisi, Batumi, and the main mountain resorts capture most tourist attention, Georgia's diverse geography creates numerous other regions worth exploring. These areas often feature attractions comparable to famous destinations but with far fewer crowds, lower prices, and more authentic experiences. For investors and entrepreneurs, they represent frontier opportunities where first-movers can establish positions before mass tourism develops.

The challenge with these regions is infrastructure – accommodations may be basic, English speakers rare, and tourist services minimal. However, this lack of development also means prices remain very low, competition is limited, and the authentic character remains intact. As Georgia's tourism industry matures, many of these areas will likely see significant development over the next decade, creating appreciation potential for early investors and tourism entrepreneurs.

Understanding these regions requires recognizing that Georgia is extraordinarily diverse for such a small country. Climate, culture, cuisine, and landscape vary dramatically across regions. What works in one area may be completely inappropriate in another. Success requires researching specific regions thoroughly, understanding local dynamics, and tailoring approaches to regional characteristics.

Mtskheta: The Ancient Capital

Mtskheta, located just 20 kilometers north of Tbilisi at the confluence of the Aragvi and Mtkvari rivers, served as Georgia's capital for nearly a thousand years until the 5th century. The town's historical and religious significance earned it UNESCO World Heritage status, with the Svetitskhoveli Cathedral and Jvari Monastery representing masterpieces of medieval Georgian architecture and important pilgrimage sites for Georgian Orthodox Christians.

The town's proximity to Tbilisi makes it the single most visited destination for day-trippers and tour groups. Thousands of tourists pass through daily during peak season, creating a bustling atmosphere around the main cathedral and market area. However, most visitors spend just 2-3 hours before returning to Tbilisi, creating challenges for accommodation providers but opportunities for restaurants, cafes, souvenir shops, and short experiences.

Investment opportunities in Mtskheta focus on serving this day-trip market. Restaurants with traditional Georgian food and views of the cathedral do well during peak season. Souvenir and craft shops benefit from the steady tourist flow. However, overnight accommodation struggles due to proximity to Tbilisi – few tourists see reason to stay when the capital is 20 minutes away. Property prices have risen with tourism but remain reasonable, with small commercial spaces or houses available for $50,000-150,000 depending on location and condition.

Samtskhe-Javakheti: Borjomi, Vardzia, and Highland Lakes

The Samtskhe-Javakheti region in southern Georgia offers extraordinary diversity from spa resorts to cave monasteries to highland plateaus. Borjomi, the region's most famous destination, has served as a spa resort since the 19th century, renowned for its mineral water that's bottled and sold throughout the former Soviet space. The town sits in a green valley surrounded by forested mountains, offering cooler summer temperatures that attract tourists escaping the heat of Tbilisi.

Borjomi's infrastructure includes hotels, sanatoriums, restaurants, and the extensive Borjomi Central Park with attractions including a cable car to the plateau above town. The town has seen renewed investment with new hotels and improved facilities. However, Borjomi faces competition from more modern destinations and needs continued investment to maintain appeal beyond its mineral water reputation. Property in Borjomi ranges from $30,000-80,000 for apartments to $100,000-200,000+ for guesthouses or small hotels.

Vardzia, approximately 60 kilometers south of Borjomi, represents one of Georgia's most spectacular historical sites. This 12th-century cave monastery complex carved into a cliff face once housed thousands of monks and served as a fortress. The dramatic setting and historical significance make Vardzia a must-see destination, though its remote location limits visitor numbers compared to more accessible sites. The nearest accommodation is in Akhaltsikhe, 40 kilometers away, creating opportunities for hospitality development closer to the site.

The Javakheti Plateau in the eastern part of the region offers entirely different attractions. This highland area at 2,000+ meters elevation features volcanic landscapes, lakes including Lake Paravani, and a predominantly Armenian population. The area remains largely undeveloped for tourism, with basic infrastructure and few services. However, the dramatic landscapes, birdwatching opportunities, and cultural distinctiveness create potential for adventure and nature tourism. Winter is harsh with heavy snow, limiting the season to May-October.

Samegrelo: Canyons, Caves, and Subtropical Beauty

The Samegrelo region in western Georgia has emerged as a growing tourism destination, particularly for day trips from Batumi and overnight tours. The region's subtropical climate creates lush vegetation, dramatic canyons, and unique natural attractions. Martvili Canyon, with its turquoise water and boat tours through narrow gorges, has become one of Georgia's most photographed natural sites. The nearby Prometheus Cave features impressive stalactites and stalagmites with a well-developed visitor experience including lighting and walkways.

Okatse Canyon, featuring a suspended walkway along cliff faces, provides another dramatic experience. These attractions can be combined in a day trip from Kutaisi or Batumi, creating a growing tourist circuit. The infrastructure is developing with improved roads, signage, and facilities at major sites. However, accommodation options remain limited, mostly consisting of basic guesthouses in nearby villages.

The region's capital, Zugdidi, serves as a transit and administrative center but lacks major tourist attractions. The Dadiani Palace Museum provides some historical interest, but most tourists use Zugdidi primarily as a jumping-off point for Svaneti or the canyons rather than a destination itself. Investment opportunities in Samegrelo focus on establishing quality accommodation near the natural attractions, tour services, and restaurants serving the growing visitor flow.

Shida Kartli: Ancient Sites and Conflict Shadows

Shida Kartli, the central Georgian region, contains significant historical sites but remains affected by the proximity to the breakaway region of South Ossetia. The 2008 war and ongoing occupation of Georgian territory by Russian forces create a shadow over parts of the region, though the main tourist areas are secure and regularly visited.

Uplistsikhe, an ancient rock-hewn town dating to the early Iron Age, represents the region's premier attraction. The complex carved into cliffs above the Mtkvari River includes streets, halls, a theater, and various structures spanning centuries. The site's proximity to Gori (just 15 kilometers) makes it accessible as a day trip from Tbilisi, though like Mtskheta, most visitors don't stay overnight. The site has been improved with better paths, railings, and interpretation, making it more accessible and safer than in past years.

Gori itself draws tourists primarily due to its association with Stalin, who was born there in 1878. The Stalin Museum, despite its controversial glorification of the dictator, attracts many visitors curious about Soviet history. The town otherwise functions as a regional center without major tourism infrastructure. Investment in Shida Kartli remains constrained by geopolitical concerns and the proximity to conflict zones, though the security situation in tourist areas is stable.

Imereti Beyond Kutaisi: Natural Wonders

The Imereti region extends well beyond Kutaisi, encompassing numerous natural and historical attractions. The Sataplia Nature Reserve features both dinosaur footprints preserved in limestone and an impressive cave system with stalactites and stalagmites. The site's proximity to Kutaisi (9 kilometers) makes it an easy excursion, and the reserve has developed good infrastructure including a glass platform suspended over the forest canopy.

The Gelati Monastery, a UNESCO World Heritage Site 11 kilometers from Kutaisi, represents one of medieval Georgia's most important religious and cultural centers. Founded in the 12th century, the monastery complex features exceptional frescoes and mosaics. The nearby Motsameta Monastery perches dramatically on a cliff above the river, providing stunning views and photo opportunities.

These attractions have benefited from improved access and facilities, making them popular stops on western Georgia tours. However, accommodation remains concentrated in Kutaisi itself, with limited options closer to the sites. This creates opportunities for developing quality guesthouses or small hotels positioned to serve tourists exploring multiple sites in the region.

Guria: Tea Country and Coast

The small Guria region in southwestern Georgia remains one of the least-visited areas despite possessing interesting attributes. The region's subtropical climate made it the Soviet Union's northern tea-growing area, and tea plantations still operate, though on a reduced scale from Soviet times. The tea culture and plantation visits create unique tourism potential that remains largely undeveloped.

Guria also includes Black Sea coastline, though the beaches are less developed than those in Adjara around Batumi. The town of Ureki features magnetic black sand beaches that some believe have therapeutic properties, attracting Georgian tourists seeking health benefits. However, the area lacks the infrastructure and services of Batumi, operating more as a budget alternative for local tourists than international destination.

The region's capital Ozurgeti and other towns retain authentic Georgian provincial character without significant tourist development. For investors, Guria represents a long-term speculation – if Georgia's tourism continues growing and coastal areas develop beyond Adjara, Guria could see significant development. However, the timeline for such development is uncertain, and current infrastructure and services remain minimal.

Kvemo Kartli: Archaeological Heritage

Kvemo Kartli in southeastern Georgia features significant archaeological sites though it receives minimal tourist traffic. The David Gareja monastery complex, located partly in the semi-desert area near the Azerbaijan border, represents one of Georgia's most unique religious sites. Founded in the 6th century, the complex includes cave monasteries carved into colorful rock formations in a stark landscape unlike anywhere else in Georgia.

Access to David Gareja has been complicated by border disputes with Azerbaijan, which claims part of the monastery complex. The road requires a long drive from Tbilisi (100+ kilometers) on rough roads, limiting visitor numbers. Despite these challenges, the site attracts those seeking off-the-beaten-path experiences and the distinctive desert monastery atmosphere. As border issues are gradually resolved and access improves, visitor numbers should increase.

The region's population is predominantly Azerbaijani and Armenian rather than Georgian, creating distinct cultural characteristics. Towns like Bolnisi feature historical churches but limited tourist infrastructure. The region functions primarily as agricultural and transit space rather than tourism destination, though archaeological tourism could develop further with improved access and promotion.

Inland Adjara: Mountain Villages and Nature

While coastal Adjara around Batumi receives extensive tourism, inland Adjara remains little-visited despite offering beautiful mountain landscapes and traditional villages. The mountainous area features green valleys, waterfalls, stone arch bridges, and villages preserving traditional architecture and customs. The climate is much cooler and wetter than the coast, with significant rainfall creating lush vegetation.

Areas like Khulo and Shuakhevi attract mainly Georgian tourists seeking mountain air and nature, plus some adventurous international visitors. Infrastructure remains basic with simple guesthouses and limited services. However, this creates opportunities for those willing to develop quality accommodation and experiences in an undeveloped market. The proximity to Batumi (50-80 kilometers depending on location) allows positioning inland Adjara as an alternative or complement to beach tourism.

Investment Considerations for Lesser-Known Regions

Investing in Georgia's lesser-known regions requires different analysis than established destinations. The upside potential can be substantial if tourism develops as hoped, but risks are correspondingly higher. Infrastructure is often minimal, requiring significant investment to create quality offerings. Local markets are small, making dependence on outside tourists complete. Competition is low currently but could quickly emerge if an area takes off.

Property costs are very low – village houses can be purchased for $10,000-40,000, land for a few thousand dollars per plot. However, renovation and development costs remain substantial relative to purchase prices. Building materials, skilled labor, and equipment must often be transported from cities, increasing costs. Timeline from purchase to operating business can be long due to construction challenges and permit processes.

Marketing becomes critical in lesser-known areas. Unlike Batumi where tourists naturally arrive, remote locations require active marketing through social media, booking platforms, travel blogs, and tour operator relationships. Building visibility and reputation takes time and effort. Many small operations in remote areas struggle to achieve sufficient occupancy despite offering good products, simply because tourists don't know they exist.

Operating in remote areas requires acceptance of logistical challenges. Supply chains are longer, professional services scarcer, and problems take longer to resolve. Language barriers increase since English speakers are rarer than in cities. Permits and bureaucracy can be more complicated without local relationships and language skills. These challenges can be overcome but require patience, resourcefulness, and often local partners.

Tourism Development Trends

Georgia's tourism development shows clear patterns that suggest which lesser-known areas may develop next. Areas within 2-3 hours of Tbilisi or Batumi and offering distinctive natural or historical attractions are developing fastest. Day-trip accessibility from major cities provides baseline visitor flow that can support hospitality businesses. Attractions that photograph well for social media are seeing accelerated growth as Instagram and similar platforms drive discovery.

Government investment in roads and basic infrastructure predicts development. Areas receiving new roads, improved signage, and facility upgrades usually see tourism growth within a few years. Following government infrastructure plans can help identify emerging destinations before they become crowded. Similarly, domestic Georgian tourism often precedes international tourism – areas popular with Georgian tourists on weekends may be future international destinations.

Adventure and nature tourism is growing faster than cultural/historical tourism in many lesser-known areas. Activities like canyoning, rafting, hiking, and nature photography attract younger, more adventurous travelers willing to accept basic accommodations in exchange for unique experiences. Positioning for this segment may be more viable than trying to serve mass tourism with luxury expectations.

Who Succeeds in Lesser-Known Areas?

Successful entrepreneurs in lesser-known regions typically share certain characteristics. They have tourism or hospitality experience, understanding how to create and market experiences rather than just providing accommodation. They possess or develop language skills – Georgian and/or Russian – enabling local integration and operations. They bring adequate capital to weather slow periods and development timeline, rather than requiring immediate returns.

Many successful operators in emerging areas are passionate about the specific location or activity, viewing the business as lifestyle choice as much as investment. This passion provides motivation to overcome challenges that would discourage purely profit-motivated investors. They often live on-site or nearby, directly managing operations rather than attempting remote ownership.

Those who struggle typically underestimate challenges, lack sufficient capital reserves, can't manage remoteness and isolation, or expect quick returns. Pure real estate speculation rarely works in undeveloped areas – the appreciation timeline is too uncertain and liquidity too limited. Success requires active involvement in developing and operating tourism businesses rather than passive property ownership.

Practical Recommendations

For those considering lesser-known regions, extensive research and personal exploration is essential. Visit multiple times across different seasons to understand the area's characteristics and tourism patterns. Talk to existing tourism operators about their experiences – most are surprisingly open about challenges and opportunities. Research planned infrastructure development that might affect the area's tourism potential.

Consider starting with very small investments to test concepts and learn the market before major commitments. Perhaps rent a property for a season to operate a small guesthouse, testing the market with minimal capital risk. This approach provides education about actual operations, guest preferences, marketing effectiveness, and whether you can handle the lifestyle before investing heavily.

Develop relationships with tour operators and travel agencies who might bring guests. Many small operations succeed primarily through relationships with one or two reliable tour operators who regularly send groups. Building these relationships takes time but can provide baseline business that supports operations while you build direct booking channels.

Plan for longer timelines than you initially expect. Tourism development in remote areas takes years, not months. Building reputation, establishing presence on booking platforms, and developing word-of-mouth requires patience. Ensure you have capital and income sources to sustain operations for 2-3 years minimum before expecting meaningful profit. Many good operations fail simply because owners run out of capital before the business reaches sustainability.

These lesser-known regions represent Georgia's tourism frontier – areas with genuine potential but requiring pioneering spirit, adequate resources, and realistic expectations. For the right people with appropriate skills and capital, they offer opportunities to establish positions before competition intensifies and prices rise. However, they're not suitable for passive investors or those seeking easy, quick returns. Success requires genuine commitment, active involvement, and willingness to accept the challenges that come with operating in frontier markets.

Related topics

Explore other articles that connect with this topic.

Travel

Living in Tbilisi

A look at districts, lifestyle and practical aspects of living in Tbilisi.

Travel

Airports & Flight Connections

How to get in and out of Georgia via Tbilisi, Kutaisi and Batumi airports.

Taxes

Personal Income Tax

Learn about personal income tax rates, exemptions, and how territorial rules apply to individuals.

Taxes

Virtual Zone Company

Overview of the Virtual Zone regime for IT and digital businesses serving foreign clients.

Taxes

Tax Residency Rules

Understand how tax residency is determined and what it means for your obligations in Georgia.

Taxes

Small Business Status

See how small business status works and when the 1% turnover regime may apply.