THE ROLE AND CHALLENGES OF THE HOTEL BUSINESS IN GEORGIA'S TOURISM INDUSTRY

Tourism is one of the most important sectors of the Georgian economy, and the hotel business is a central component of this industry. The paper discusses the impact of the hotel business on the growth of tourist flows, service quality, promotion of regional development and the formation of the country's international image. Given that in 2025 the number of tourists and visitors arriving in Georgia reached almost seven million, and revenues from tourism services amounted to 4.7 billion GEL, which is a rather impressive result, the paper aims to analyze the role of the hotel business in the development of Georgian tourism and identify the main challenges facing the tourism sector in modern conditions.