Resource potential of wellness tourism in Georgia and the main trends in its development

Abstract

Wellness tourism is developing in Georgia. This is evidenced by the statistical characteristics of resort and recreation areas, as well as special therapeutic sanatoriums.
The purpose of the study is to characterize the resource potential of wellness tourism in Georgia and identify the main trends in its development.
The target groups of the study were wellness tourism users. Both quantitative and qualitative research methods were used in the research process, which provides a complex analysis of the issue. The empirical part of the study is based on a field study conducted to collect information about the existing wellness resorts in Georgia. The obtained data were processed using statistical analysis methods. A comparative and descriptive analysis of the data was conducted. A comparative analysis was used to compare the characteristics of different wellness resorts. SWOT analysis was used to identify the strengths and weaknesses, opportunities, and threats of the development of wellness tourism in Georgia. Criteria for increasing the attractiveness of individual wellness resorts were established. Based on the results of the study, opportunities for the development of wellness tourism in Georgia, existing problems, and promising directions were identified. 
The development trends and potential of wellness tourism in Georgia are on the rise.
In addition to the EU countries and Central Asia, interest in wellness tourism is growing in Israel and neighboring countries. Radon water baths and mineral water therapy are in demand in Tskaltubo. In Sairme: mineral water baths, mineral waters, baths with extract. In Borjomi: mineral waters and climatotherapy. In Tbilisi: body modeling, myofascial massage. The wellness services of the resort “Bioli” are trendy among foreign visitors. The average duration of receiving preventive services is 10 days, while receiving services for therapeutic purposes lasts an average of 14 days. The geographic structure of visitors is changing, and the amount of spending is increasing.