ASPECTS OF HOTEL BUSINESS DEVELOPMENT IN POST-PANDEMIC GEORGIA

Abstract

Tourism and hotel businesses are the sectors most affected by the COVID-19 pandemic in the Georgian economy. Despite the gradual removal of restrictions imposed during the pandemic period in early 2022, despite the transition to the tourism industry recovery phase, it is important to assess the impact of the pandemic on the hotel sector to better identify post-pandemic challenges and plan sustainable business development measures. The paper analyzes the impact of the global pandemic and other negative factors on the development of the hotel business in Georgia, the main challenges, measures taken to mitigate the damage caused by the pandemic to the hotel sector, and the measures taken to save the hotel business. The paper is based on a review of leading scientific publications and statistical data, an assessment of the main directions of the state anti-crisis policy, government program 2021 - 2024 "Building a European state". Opinions are expressed on the mobilization of existing opportunities in the process of hotel business development in Georgia in the post-pandemic period and the emergence of new perspectives; in the new reality with the services traditionally considered for the hotel business, the introduction of innovative technologies and innovative products.