Resources and Prospects of Wellness Tourism in Kakheti Region within the Context of Sustainable Development

Abstract

The study “Resources and Prospects of Wellness Tourism in Kakheti Region within the Context of Sustainable Development” examines the growing demand for wellness tourism and its implications for the country and the region. The aim of the paper is to identify the measures necessary for the development of therapeutic and wellness tourism in Kakheti region. Statistics demonstrate an increasing interest among modern travelers in therapeutic and wellness tourism, which is characterized by a significant advantage: high-spending visitors.

Georgia's 2024 Tourism Action Plan and its communication strategy have identified the development of wellness and medical tourism as one of the primary objectives. The country possesses substantial resources for the development of balneological and climatic resorts, which remain largely unexploited and unstudied. The development of these resources should be preceded by scientific research and the analysis of its findings.

Mineral waters, therapeutic mud, forests, a healthy environment, favorable climate, and wine production provide sufficient grounds to explore the potential for developing wellness and “wellness” tourism in Kakheti region. The natural and recreational resources in the region should be utilized more actively for the purposes of relaxation, prevention, and rehabilitation for both local residents and foreign visitors. Notably, tourists who visit Kakheti for sightseeing tend to stay for no more than one to three days. To attract high-spending tourists who are likely to stay longer and spend more at the destination, it is essential to develop therapeutic and wellness tourism.

The conclusions presented in the study highlight the importance of quality, continuity, and balance for the sustainable development of tourism, requiring a comprehensive approach. The objectives outlined in the study are achievable, as Kakheti region has the necessary recreational resources for the development of therapeutic and wellness tourism. To properly assess these resources, research should be initiated, and a unified database should be created based on the findings. Additionally, the potential of these resources must be clearly defined.