Jagged mountains awaiting to be conquered by skis, a smorgasbord of dishes and flavours that rivals the world’s culinary powerhouses, and a history and culture that stretches back millennia; it’s easy to see why Georgia has become such an attractive destination for intrepid and luxury travellers. HRH Prince Juan Bagration-Mukhrani is a great champion of the country’s fantastic experiences as well as its limitless potential. Here, he talks about the best of what Georgia has to offer and to where he loves to travel.

Georgia has become a popular destination for UAE travellers in recent years. What makes Georgia such an attractive destination for tourists?

Georgia’s cultural richness is its heartbeat, drawing travellers year after year with an unparalleled blend of heritage and hospitality. Indeed, in 2024 the country welcomed 7.3 million visitors – a record number and proof that it is making its mark as a desirable destination for business and pleasure.

From its ancient wine-making traditions – it is recognised as the oldest winemaking tradition in the world and as a cradle of wine by UNESCO – to its vibrant culinary scene, people often say to me that Georgia lingers in the mind long after a visit ends. For adventure lovers, the country’s diverse landscapes provide endless possibilities, whether it’s skiing in the pristine Caucasus mountains, basking in the Black Sea’s coastal beauty, wandering through historic streets, or embracing Georgian traditions alongside welcoming locals. Then you’ve got surprising wellness experiences like the historic sulfur baths in Tbilisi – much loved by Middle East travellers – where natural hot sulfur-rich waters soothe the body and transport visitors to centuries-old traditions of relaxation.

Georgia’s geographic location is another undeniable advantage. Situated at the crossroads of Europe and Asia, it provides effortless access for global travellers. Nearly 100 nationalities, including UAE citizens, can enter visa-free for up to a year, making it incredibly inviting for extended stays. Connectivity is also expanding – Flydubai already offers daily direct flights to Tbilisi, and new direct routes to Batumi are set to launch later this year, further simplifying travel to this amazing destination.

Alongside tourism, Georgia has great potential for real estate investment. Can you tell us about the opportunities that are available to investors?

I’m pleased to say Georgia is fast becoming a premier destination for real estate investment. The market continues to thrive, driven in part by its recent EU candidate status. According to a 2024 market study, property prices have risen by an average of 12 per cent year-over-year, signaling strong appreciation potential. Compared to other European cities, Georgia remains incredibly affordable, offering investors an opportunity to secure high-value assets at a fraction of the cost.

The Georgian government actively promotes foreign investment through tax incentives and streamlined regulations, ensuring ease of entry for international buyers.

The country’s ever-growing tourism numbers fuel a robust short-term rental market, creating lucrative opportunities for investors seeking passive income. From luxury seaside residences in Batumi to modern apartments in Tbilisi, demand continues to rise. We can see 2025 is shaping up to be a transformative year for Georgia’s real estate market.

You’re a Managing Partner of Mardi Holding. Tell us about the company and its portfolio.

Mardi Holding is a trusted name in Georgia’s luxury real estate sector, offering discerning investors unparalleled opportunities. For over 30 years, we have been at the forefront of premium development, ensuring every property embodies excellence in design, functionality and great return on investment. Our portfolio spans a diverse range of properties, from high-end branded residences to hospitality ventures. These include the Accor-branded Novotel Living Batumi, the exclusive Mardi Hills Batumi by the Handwritten Collection, and the beautifully designed Aquapark Residence Batumi, branded by Mercure.

Looking ahead, Mardi Holding is set to unveil ambitious new developments, including a new residential complex and a serene mountain retreat in Batumi designed for luxury and tranquility. Every project is crafted with a deep appreciation for Georgia’s beauty, ensuring investors are part of something truly remarkable.

Mardi Holding recently announced its expansion into the UAE real estate market. What is the desired impact that will have for the company, Georgia and the UAE?

By expanding to this region, we look to bridge the gap between UAE investors and lucrative opportunities in Georgia. Through our subsidiary Zam Prime Properties, the real estate arm of Mardi Holding, we can offer in-person support in Dubai and a dedicated team of experts with extensive real estate knowledge. Our goal for the company is to continue supporting investors in their journey, standing by them in every step of the process and providing reliable advice on Georgia’s property market.

The ties between the UAE and Georgia have never been stronger, with EMAAR’s recent US $6 billion investment in the country. By connecting UAE residents with real estate opportunities in Georgia, we want to contribute to the development of economic relations between both nations, creating mutual growth and supporting buyers in diversifying their portfolios.

Georgia has developed massively over the last decade. What do you think is the future for the country in terms of tourism and real estate investment?

Georgia has carved out an exciting niche as a dynamic, open economy in the Caucasus region, and is attracting increasing global attention as both a travel destination and an investment hub. The country’s potential to remain a regional powerhouse for tourism and a rewarding market for real estate has never been stronger. With ongoing infrastructure modernisation – including expanded highways and upgraded airports – Georgia is actively enhancing accessibility and fostering economic growth.

One standout example of Georgia’s progress is Cityzen Tower in Tbilisi, an innovative mixed-use development that seamlessly integrates luxury residential spaces, commercial hubs and leisure amenities. It represents Georgia’s ability to embrace contemporary advancements while staying deeply rooted in its rich heritage. Strategic reforms, an openness to foreign investment, and a growing global awareness have positioned Georgia as a key player in the region’s future. Those who engage with Georgia’s vision today will be part of an extraordinary journey.

Luxury has become a necessity when it comes to travel. What is your definition of luxury?

I think luxury in travel is about crafting an experience that feels uniquely yours, knowing every detail is tailored to you. True luxury means travelling on your terms, without compromise.

Aside from Georgia and the UAE, where is your favourite place to travel?

I love to travel to Spain, the country where I was born and where my mother lives. From lively plazas and golden coastlines to the country’s eventful history and warm hospitality, every visit feels special.

If you could travel to one place tomorrow, what destination would that be and why?

I would visit Japan. I have never been, and I am fascinated by its ancient history, unique culture and famous gastronomy.

The last word

I hope everyone will visit Georgia, where we believe guests are a gift from God.