During the August, 2024 the hospitality facilities of the "Tea Route Association" welcomed 1,050 visitors, of which 75% were foreign tourists and 25% were local travelers. In the period of May – August total visitor’s number was 3250. This figure represents a 15% increase compared to the same period in 2023, highlighting the growing popularity of Guria as a destination.
The management of the Tea Route Association is actively working on strengthening the Gurian tea program and promoting its awareness. As part of this program, the hospitality project aims to foster tourism in Guria, focusing on the cultivation, care, and traditional preparation of Gurian tea. Offering such a unique experience, distinct from other regions, makes Guria more attractive and unique to travelers. The project not only raises the profile of the Gurian tea brand but also empowers the families involved in this enterprise.
The "Gurian Tea Route" project is a collaborative effort between Bakhvi HPP and USAID's Economic Security Program. Supporting small and medium-sized businesses is a key focus of Bakhvi HPP's social program, which the company implements in the Ozurgeti municipality.
"I am delighted with every success of the 'Tea Route Association' because I believe that a strong village is the foundation of a strong country. A lot has been achieved in the association over the past three years. Whether it's seminars, training, visits to various regions to share experiences, or exhibitions and sales, significant progress has been made. This year, most of the companies represented at the traditional exhibition-sale in Musicians Park are members of the association. I am pleased that we are witnessing the development and growth of these companies. I wish success to Gurian tea and all the entrepreneurs who are committed to the development of Georgian production," said Davit Koberidze, Manager of Environmental, Social, and Governance Affairs at Bakhvi HPP.
Organized by the "Tea Route Association," the traditional Georgian Tea Festival was held for the fifth time this year in Musicians Park, Shekvetili. The festival featured more than 60 small and medium-sized businesses from various regions of Georgia, including Guria, Samegrelo, Adjara, and Racha-Lechkhumi. Additionally, about 30 tea producers participated. Among the participants were members of the "Tea Route Association," who showcased natural products such as tea, honey, wine, churchkhela, and dried fruits to festival visitors. The festival had an interactive character, with opportunities for attendees to participate in tea-making masterclasses, and performances by local choreographic and folklore ensembles, as well as various entertainment activities for children. The festival attracted numerous tourists. Among the official attendees were Giorgi Urushadze, State Representative in Guria, his deputy Zaza Shoshitaishvili, and Avtandil Taalakvadze, Mayor of Ozurgeti Municipality. The event concluded with a concert. The "Tea Route Association" is supported by Bakhvi HPP and USAID's Economic Security Program.