Sustainability is becoming an increasingly practical business issue for Georgia’s tourism sector.

Hotels, guesthouses, wineries, resorts and other tourism businesses face significant electricity, heating and cooling costs. At the same time, international visitors and business partners are paying more attention to how destinations and accommodation providers manage their environmental impact.

renewables.GE spoke with Natalie Kvachantiradze, Chairperson of the Georgian Tourism Association, about renewable energy, operating costs and the role clean energy could play in Georgia’s tourism development.

Sustainability as a business strategy

renewables.GE: Sustainability has become an important topic in international tourism. What does it mean in practical terms for Georgian tourism businesses?

Natalie Kvachantiradze: Sustainability is no longer simply an environmental concept. It has become a business strategy.

In practical terms, it means using resources more efficiently, reducing energy and water consumption, minimising waste, supporting local communities, and protecting Georgia’s natural and cultural heritage.

Sustainable businesses are often more resilient, reduce operating costs, improve guest satisfaction, and are increasingly preferred by international travellers and tour operators.

For Georgian tourism, sustainability is essential for ensuring long-term competitiveness and preserving the destinations that attract visitors.

renewables.GE: How important are electricity and heating costs for hotels, guesthouses and other tourism companies in Georgia?

Natalie Kvachantiradze: Energy costs represent one of the largest operating expenses for many tourism businesses, particularly hotels, mountain resorts, wellness facilities and accommodation operating throughout the year.

Heating and cooling expenses can fluctuate significantly depending on the season, and rising energy prices directly affect profitability.

Improving energy efficiency and diversifying energy sources can therefore make a substantial difference to business sustainability and financial performance.

Growing interest in renewable energy

renewables.GE: Some Georgian hotels and resorts have already installed solar panels. Are you seeing wider interest in renewable energy across the tourism sector?

Natalie Kvachantiradze: Yes. Interest is growing steadily.

More tourism businesses recognise that renewable energy is both an environmental responsibility and a sound financial investment.

While early adopters have demonstrated positive results, we are now seeing increasing curiosity among hotels, guesthouses, wineries and tourism complexes that are exploring renewable-energy solutions to reduce long-term operating costs and strengthen their sustainability credentials.

renewables.GE: Which tourism businesses are best suited to solar energy—large hotels, small guesthouses, mountain properties or another group?

Natalie Kvachantiradze: Solar energy can benefit almost every type of tourism business, although the application varies.

Large hotels often achieve significant savings because of their high energy consumption. Small guesthouses can also benefit through lower utility costs and greater energy independence.

Mountain lodges, eco-resorts, wineries and rural tourism facilities, particularly those located in areas with abundant sunlight or less reliable grid access, may find renewable energy especially valuable.

The key is selecting solutions that match each property’s operational needs.

Reputation and international expectations

renewables.GE: Apart from lowering electricity costs, can renewable energy improve how a hotel or destination is viewed by international visitors?

Natalie Kvachantiradze: Absolutely. Today’s travellers increasingly value responsible businesses.

Hotels that invest in renewable energy demonstrate environmental responsibility and a long-term commitment to sustainability.

This strengthens their reputation, appeals to environmentally conscious travellers, and can improve relationships with international tour operators, corporate clients and organisations that prioritise sustainable suppliers.

Sustainability has become an important element of destination branding.

renewables.GE: Do tourists and international travel partners now ask more questions about sustainability when choosing destinations and accommodation?

Natalie Kvachantiradze: Yes, particularly in European and other mature tourism markets.

International tour operators, travel agencies, event organisers and corporate clients increasingly include sustainability criteria in their supplier-selection processes.

Travellers also look for accommodation with responsible environmental practices, whether through recognised certifications or visible sustainability initiatives.

This trend will continue to grow, making sustainability a competitive advantage rather than a niche offering.

Financing remains a key barrier

renewables.GE: What usually stops tourism businesses from investing in solar or energy-efficiency measures?

Natalie Kvachantiradze: The primary barriers are the initial investment costs, limited access to affordable financing, and uncertainty about the return on investment.

Some businesses also lack technical knowledge or independent advice on selecting appropriate technologies.

Smaller enterprises may have limited management capacity to evaluate the available options.

Addressing these challenges requires stronger information sharing, technical assistance and financial-support mechanisms.

renewables.GE: Could financing, clearer information or successful local examples encourage more hotels to make these investments?

Natalie Kvachantiradze: Definitely.

Access to favourable financing, grants or incentive programmes can significantly accelerate investment.

Equally important are practical case studies from Georgian tourism businesses that have already achieved measurable savings through renewable energy and energy efficiency.

Seeing successful local examples builds confidence and demonstrates that these investments deliver both economic and environmental benefits.

Connecting tourism and renewable-energy companies

renewables.GE: What role could the Georgian Tourism Association play in connecting tourism companies with renewable-energy providers and technical experts?

Natalie Kvachantiradze: The Georgian Tourism Association can serve as a bridge between the tourism industry and the renewable-energy sector.

We can organise workshops, share best practices, facilitate dialogue with technology providers, financial institutions and government agencies, and help members access reliable information and expert guidance.

By creating partnerships and raising awareness, the Association can support tourism businesses in making informed investment decisions and accelerating the sector’s green transition.

renewables.GE: Looking ahead, could clean energy become a visible part of Georgia’s tourism identity and competitiveness?

Natalie Kvachantiradze: Yes, I believe it can.

Georgia has exceptional natural resources and strong potential for sustainable tourism development.

Integrating clean energy into hotels, resorts, visitor centres and tourism infrastructure would reinforce our image as a responsible, modern and forward-looking destination.

As global tourism increasingly values sustainability, clean energy can become an important element of Georgia’s competitive advantage.

It can help attract environmentally conscious travellers, strengthen the country’s international reputation, and support long-term economic growth while protecting Georgia’s unique natural heritage.

renewables.GE thanks Natalie Kvachantiradze for sharing her perspective on renewable energy and the future of Georgia’s tourism sector.

Interview responses provided directly to renewables.GE.