Nika Kokhodze, Shareholder and  Investment Strategy Developer at SAIRME Resort, elaborates on the Investment Potential of the Four-Season Resort

One of the largest resort development projects is currently underway in SAIRME [land of deers], aimed at transforming the historic balneological resort into a modern, year-round destination that brings together premium hotels, spa and wellness facilities, medical and therapeutic infrastructure, nature-based tourism, recreational areas and complementary commercial services within a unified ecosystem.

The project goes beyond the construction of new facilities and the modernization of existing infrastructure. It seeks to establish SAIRME as a distinctive tourism destination, developed in accordance with a comprehensive vision and an integrated master plan.

Under this approach, every new facility forms part of a cohesive business model, ensuring that the resort’s development becomes a continuous and irreversible process. Ultimately, this will secure strong positioning of SAIRME in the international tourism market and drive sustained growth in visitor numbers.

Integrated Master Plan and International Expertise

The master plan for SAIRME was developed through close collaboration between Georgian professionals and experts from Austria’s Masterconcept and Switzerland’s SA Partners. The involvement of international experts made it possible to combine local knowledge with international best practices, ensuring that the resort’s development aligns contemporary standards and requirements with its natural environment, resources and historic identity as a balneological destination.

The comprehensive development plan for SAIRME Resort encompasses the modernization of existing hotel infrastructure,  construction of a new five-star hotel and spa complex, expansion of balneological services,  development of recreational areas and  strengthening of environmental protection systems. This integrated approach minimizes the risks associated with fragmented development, bringing together a diverse range of services, facilities and recreational spaces within a cohesive resort ecosystem.

Temur Kokhodze, the project’s principal investor, views the transformation of SAIRME as a long-term, multifaceted investment initiative. The project is structured around phased development,  engagement of international expertise and establishment of a management model designed to support the resort’s continued expansion and systematic introduction of new facilities and services.

Nika Kokhodze, Shareholder and Head of Investment Strategy at Sairme Resort, envisions the future of SAIRME as a distinctive tourism destination brand:

“We see SAIRME not merely as a collection of individual facilities, however exceptional they may be, but as a distinctive and attractive tourism destination brand offering an open platform rich in opportunities for international partnerships. Our objective is to offer prospective investors and partners clear, long-term cooperation models that will ensure the systematic development of the resort’s various components,” notes Nika Kokhodze.

New Hotel and Spa Infrastructure

The most significant recent development at SAIRME is the opening of a new five-star hotel and a unique spa complex. The new hotel, SAIRME North, which commenced operations in October this year, significantly enhances the resort’s capacity to offer premium leisure experiences, medical treatments, health and wellness services and wellness tourism.

The new infrastructure, encompassing the hotel, a modern spa, balneological services, dining facilities and recreational areas, diversifies the resort’s revenue streams while encouraging guests to extend their stays. At the same time, the expanded range of services makes it possible to develop packages of varying durations, from short leisure breaks to extended therapeutic and rehabilitation programmes.

Ensana, one of Europe’s leading operators of health and spa hotels, has also become involved in the management of the resort. The company operates 29 hotels with approximately 4000 rooms across several countries, serving around 300 000 guests annually.

Ensana’s expertise is particularly valuable to SAIRME in terms of enhancing service standards, strengthening operational systems, developing professional training programmes and expanding access to international sales and distribution channels.

“Ensana’s involvement goes beyond the introduction of international management standards. This partnership provides SAIRME with access to established markets and distribution channels where medical and wellness tourism is already a well-developed industry. Our objective is to transform the unique natural resources of SAIRME into a competitive offering for international visitors,” adds Nika Kokhodze.

Business Model for a Year-Round Wellness Resort

The traditional seasonality of tourism in SAIRME has been one of the principal challenges to the resort’s development. The new business model seeks to distribute demand more evenly throughout the year by combining spa and therapeutic programmes, family holidays, nature-based activities, business and corporate events and high-quality hospitality services.

Year-round operations will also enhance the financial resilience and sustainability of the resort’s business model. Autumn and winter offer particularly strong potential for spa treatments, rehabilitation and preventive healthcare programmes, while spring and summer are ideally suited to nature-based recreation, family tourism and outdoor activities.

“The four-season model creates substantial opportunities for further investment across a broad range of sectors, from hospitality and gastronomy to tourist transportation, sports infrastructure and specialized healthcare services. We are particularly interested in partners whose expertise and resources can contribute to strengthening the integrated resort ecosystem of SAIRME,” concludes Nika Kokhodze.

Recreational Farm and Nature-Based Tourism

An important component of the integrated  development project is the SAIRME Recreational Farm, which brings together ecotourism, environmental monitoring, equestrian facilities, hiking trails and the phased development of high-altitude areas.

The farm operates a 24/7 ranger monitoring system, with camera traps used to track wildlife movements and study animal populations. The project also envisages breeding and conservation programmes for red deer and chamois, both listed on Georgia’s Red List, the development of suitable feeding habitats and  restoration of native mountain trout populations in the river.

The protection of natural capital is an integral part of the project’s economic model. Preserved forests, wildlife, equestrian trails and ecotourism routes provide opportunities for new tourism experiences, extending the resort’s offerings beyond traditional hotel and spa services.

The open forest concept promotes responsible access to and use of natural areas, subject to established site regulations and environmental protection standards.

Additional Products and Commercial Ecosystem

The SAIRME project is gradually developing a range of complementary products and services designed to enhance the resort’s core infrastructure. One such initiative is SAIRME Bakery, which produces Georgian and European baked goods using SAIRME mineral water and natural fermentation techniques, without industrial yeast. This approach transforms a local natural resource into distinctive, high-value products while giving the resort’s culinary offerings a unique identity.

The project also envisages the development of an eco-market and the creation of a dedicated SAIRME honey brand.

These initiatives stimulate economic activity within the resort and establish independent commercial opportunities. As visitor numbers increase, new prospects emerge in retail, food and beverage services, the packaging and marketing of locally produced goods, adventure tourism and cultural and educational programmes.

The Next Phase of Development

The development of hotel infrastructure and spa facilities, the introduction of international management systems and the expansion of the recreational farm are already underway in SAIRME. The next phases will focus on enhancing balneological and wellness services, creating year-round tourism offerings and further developing nature trails and complementary commercial services.

The scale of the project is transforming SAIRME into an integrated platform that brings together hospitality, medical and wellness services, food and beverage operations, tourist transportation, sports and entertainment, ecotourism, specialized retail and the development of local products. Each of these sectors presents independent investment opportunities while contributing to the growth and resilience of the broader resort ecosystem.

“Our long-term vision for SAIRME extends far beyond the resort’s current capabilities. Drawing on international best practices and a comprehensive master plan, we are exploring the development of mountain and ski tourism, alongside new tourism, leisure and residential infrastructure. All future developments will adhere to the resort’s overarching concept, architectural standards and environmental principles.

The project is now entering an active phase of development, making this a particularly attractive time for international investors. They have an opportunity to become involved at an early stage and participate in SAIRME growth.

Our ambition is to establish SAIRME as an outstanding example of successful resort development on the international stage. The opportunity to help shape that success is open today,” says Nika Kokhodze, Shareholder and Head of Investment Strategy at SAIRME Resort.