Svaneti, like the rest of Georgia, is in its most colorful season, seeing much of its tourism wind down. Some provinces of this country will empty almost to the last individual, as their roads close, with snow soon behind them- Tusheti and Khevsureti in particular. Others, like Svaneti, Racha and Adjara, will remain largely open throughout the winter; and some towns will then have their main busy season with winter sports, such as Bakuriani and Gudauri. For me, it is a convenient time to think about shifts in tourism with the seasonal change.
Although Mestia will remain vibrantly open throughout the year, most of Svaneti’s other villages will lose all or most of their tourists in winter. Etseri (our village) is one of these. This was a major factor in my wife’s and my decision to begin wintering in Tbilisi two winters ago. While we had been keeping the shop open in our house, and she was also still teaching English at the nearby school, the tourism virtually dried up to nothing once the snows came.
But what about those in the hospitality industry who don’t have this luxury of another apartment to escape to in winter? Or who want simply to improve their competitiveness in possibly a fierce atmosphere of many choices of lodging? Mestia could certainly be described thus. How to stand out, in any season? Here are some of my suggestions for doing tourism the best.
– Get English! This has to be key; with Russian a close third after your native Georgian. Have at least one family member able to interpret. There will be so many requests for information, and help, that the more you know of these languages, the better. It really helps your advertising, too. My wife and I stressed the vital importance of knowing languages, especially the English we were teaching, locally. Don’t fancy moving to Tbilisi, young person? You’d rather stay put and work or raise a family right where you are? English knowledge can only help you stand out! Or if you DO want to go to the Big City (or even abroad), English there too can only help.
– Take photos. Video, too. Your cellphone camera is usually adequate for this key element of advertising, showing off what makes YOUR place unique. Study photography online for free via the huge range of YouTube channels, to improve your image-making.
– Use different online and other media platforms. Which ones does my own guest house use, all free? AirBnB, booking.com, Google Maps and Google Business, a Facebook page. That’s five. Instagram and X/Twitter: I don’t even use these, but they’re available too.
– Add some good, clear and long-lasting signage: not free, but essential for directing foot and vehicular traffic your way. Try to get into the main guide books, such as Lonely Planet and Bradt (have their writers stay for free when they come through once every few years to update the book).
– Think: What can my guest house do or have in order to really stand out? There are many possibilities; brainstorm a list, then consider the best ones. Horse and guide connections to landmarks nearby (within your village and its unique attractions) or far (everywhere else); drives to and from the house right across the country, including to airports; knowing enough about your area to be a good source of information; having a games room, swimming pool, playground; a range of budgets from DIY camping to three full meals and ensuite bathrooms; Offering, either in-house or nearby, lessons in local cuisine, handicrafts, singing, dancing, language, photography, and more.
– Connect well with your village and even your “competitors”. Have someone nearby available to direct overflow guests to when you’re full. Offer mutually to exchange recommendations with guest houses in other communities. This is the principle of scratching each other’s back, and not being afraid to offer kindness even with no expectation of it being returned. Sooner or later, it will.
– Learn SEO optimization. Say WHAT?! How to improve the position of your facility when someone is searching online for somewhere to stay. This involves learning, for example, what keywords to use when describing the place in online advertising; but there’s a lot more to it than just that. Doing it well can really move you up in the ranks.
– Have a backup system for when there are failures in electricity, water, internet and so on. Then you will panic less and worry less when these things happen. They are likely to, at some point. Also, if there’s not a handy-person on staff for repairs or renovations, know whom to reach out to locally when these needs arise.
– Use local talent when you can. The aforementioned handy-person; a furniture maker; horse owners; local guides inside and around the community.
– Host singing, local films, or exhibitions of local art and crafts. Know the local calendar of events.
Just a few ideas, but they are all things my wife and I have tried to implement in our business. I would sum them up as “Compete AND Cooperate”.
BLOG by Tony Hanmer
Tony Hanmer has lived in Georgia since 1999, in Svaneti since 2007, and been a weekly writer and photographer for GT since early 2011. He runs the “Svaneti Renaissance” Facebook group, now with over 2000 members, at www.facebook.com/groups/SvanetiRenaissance/
He and his wife also run their own guest house in Etseri: www.facebook.com/hanmer.house.svaneti
