SWOT ANALYSIS OF GEORGIAN RESORTS

The present article, “SWOT Analysis of Georgian Resorts,” includes a brief history of resort development in Georgia, as well as an overview of the current situation and future opportunities. Among the Strengths, it presents Georgia’s favorable geographical location, diverse climate, abundance of mineral and thermal waters, recognition of certain resorts (Borjomi, Tskaltubo, Gudauri, etc.), rich historical and cultural heritage, the high rate of tourism growth in the country, government support, and more. The Weaknesses discuss the absence of a unified national strategy for resort development, outdated infrastructure, inadequate sanitary conditions, limited diversification of the visitor market, and a shortage of qualified personnel. The excessive focus on treatment and weak marketing also remain significant challenges. The Opportunities relate to clustering resorts, establishing a coordination system between the public and private sectors, diversifying the tourism product, implementing measures to extend the season, involving local communities, and creating favorable conditions for investments. The Threats include risks of political and economic instability in the country and the region, insufficient state regulation of medical tourism, lack of protection of legislation, and threats arising from climate change, which have a particularly significant impact on resorts. Overall, the document emphasizes the need for a unified national strategy, professional development, modernization of infrastructure, and strong branding in order for Georgia to become a high-quality international resort destination.