Georgia

Georgia moved from obscure to oversold in about three years in the Indian market, and the reason was the same arithmetic as Kazakhstan: short sector, low cost base, mountain scenery, and an easy entry position. The consequence is that the standard Tbilisi–Kazbegi–Borjomi circuit is now quoted by every supplier in the trade, and competing on it means competing on price alone. We operate the full country rather than just the sellable fragment. Tbilisi as the base with the old town, sulphur baths and the Mtskheta day; Kazbegi and the Gergeti Trinity ascent, which is a 4x4 leg and not a coach route; Kakheti for the wine country, which is where this destination’s genuine differentiator sits; and Batumi for the Black Sea coast. Svaneti and Mestia work for clients wanting serious mountain country, though the access is demanding and the hotel stock is basic. Wine is the under-used part of the pitch. Georgia claims one of the oldest winemaking traditions anywhere, and the qvevri cellars in Kakheti give agents something to sell that isn’t another mountain viewpoint.