Georgia, known for its clean air and curative waters, was formerly known as a rest and relaxation area recommended by doctors during the Soviet era.
But two decades later and the country’s reputation as a place to relax and rejuvenate has been all but eroded. That could be about to change, however, as policy makers and investors are looking at the country’s ageing and dilapidated spas as an opportunity to get a slice of the $2tn (£1.2tn, €1.5tn) global spa and wellness market.
Georgia’s clean air is a notable selling point with the small town of Abastumani – one of the country’s oldest health destinations. Using the region's fresh air and hyperthermic springs, rich in sulfate-sodium chloride, have been used as a method to reduce symptoms of asthma, bronchial infections and even tuberculosis. Elsewhere, the slightly radioactive waters of Tsqaltubo have been credited with curing a variety of ailments from infertility to paralysis.
For Georgia to successfully tap into the spa market, heavy investment will be required to bring the country up to par with the rest of the world, as it has suffered much national stress over the past two decades. The separatist war with Abkhazia has left the once glamorous hotels and resorts in the country as makeshift homes which now house thousands of families.
The World Bank has invested US$30m (£18.4m, €22.1m) towards a total of US$37.5m (£23m, €27.6m) to restore Imereti – a central region of the country which has a large number of spas.
Kazakhstan is proving to be a good source of spa visitors, with Kazakh natives taking the four-hour flight in search of cheaper wellbeing alternatives.
A notable name already making its way to Georgia is GOCO Hospitality, which is working on a large-scale wellness retreat in the country, while other possible strategies include a rehabilitation centre for athletes or a Georgian version of Germany’s Baden-Baden spas.
During the course of the year several countries have looked towards spas in an effort to boost visitor numbers, with
Spain, Greece, Serbia and Bulgaria all identifying the spa sector as key for bringing in additional tourism revenue.
