Destination Overview

Due to its high elevation, villages in Oni typically enjoy a pleasant and mild climate during the summer months, making it a popular escape from the heat for both locals and tourists. Spring and summer sometimes bring heavy rains and flood waters that have washed away roads, leaving the upper villages cut off. Autumn is the perfect season to enjoy the harvests of the summer growth, to forage for mushrooms, to preserve foods and to prepare for the long winter. “Racha is one of the few places in Georgia where you can see exquisite fall colors…we visited [...] at the beginning of November and the colors were absolutely mind blowing” (Wander-Lush, 2023). During the winter months, which can be harsh and snowy, the area offers opportunities for skiing, snowboarding, and other winter sports attracting visitors who enjoy those seasonal activities. And with the promise of spring awakens new life and warmth to melt away the cold. It is this season when the fresh mountain air is mixed with the pollen of pine trees, reputed for its respiratory benefits.

For service providers operating in the tourism sector, domestic visitors are considered the main target audience. Accordingly, they primarily rely on familiar social channels to attract domestic tourists, with repeat visits from loyal guests and new visitors through word of mouth recommendations being common. Most tourism facilities do not have a website with their own domain name and instead use Facebook for self-promotion, managing reservations primarily through phone calls and Facebook messaging. They believe this is sufficient marketing for their purposes at this stage of development. Some accommodation facilities are listed on Booking.com and Airbnb, but most of them are not currently accepting bookings due to difficulties in managing reservations from various sources. The PMCG found in its interviews that most guest house owners also choose not to use Booking.com because of the commission fee, though it could be an extremely useful tool to reach higher paying international tourists and to fill up occupancy during low season. Their interviews also revealed that international tourists learn about the guest houses through travel agencies, even though there hasn’t been any direct contact or communication between the agencies and the guesthouse owners. This is likely due to the agencies’ customer service skills (assisting clients with extending stays, etc) and the need to develop more content for their website traffic. 

The construction of the new Radisson hotel and the rebuilding and development of higher-end resorts may force the destination to grow in digital content and modern marketing. This passive approach to marketing by individual MSMEs opens an incredible opportunity for cooperative destination marketing through the Tourism Cluster, counteracting the idea that “aggressive marketing of an imperfect product can be counterproductive” because the destination itself is ready to be promoted, especially to bring in investment and build back after disaster.

Skiing and winter sports activities within the municipality are primarily experienced and accessed through local knowledge and informal arrangements due to the absence of official facilities, grooming, and marking of trails. In this area, enthusiasts often embark on their adventures independently, equipped with their own gear, equipment, and a solid understanding of the terrain or with a local guide. The lack of formalized facilities necessitates a self-reliant approach, where individuals draw upon their personal expertise and resources to engage in these winter activities. The paths suffer inadequate maintenance, leading to potential difficulties for travelers during winter due to the lack of visible markers. There is no singular predefined descent route, affording skiers and hikers the freedom to select from multiple paths or create their own. The off-piste ski slopes near Buba Glacier within Shovi resort were some of the best opportunities for skiing, but unofficial routes may have been damaged or rerouted in the recent landslide.

There are cold and hot mineral springs scattered across the municipality. These natural springs are believed to have therapeutic properties, and many people come here for generations to take baths and drink the mineral water for health benefits. Currently, no products made from or packaging of the water takes place. Most of the springs have not been lab-tested for a list of mineral contents. Creative development, products and experiences around these springs is highly encouraged and should include the testing of the water content. 

Known for its 16 types of therapeutic carbonic acid-hydrocarbonate sodium-calcium mineral waters with reputed healing properties, Shovi Resort had been a popular mountain destination in the Racha region since its establishment in 1926 when balneological resorts were built around the mineral springs in the area. Unfortunately, on August 3 of 2023, a devastating landslide caused by glacier melt destroyed the springs and many of the historic resort buildings. Rebuilding efforts are starting, but on sites further up and away from the river. Historically accurate restoration of the resort’s landmark building, the “old holiday house,” should be considered as a long term strategy as a part of more luxury and historical experience offerings in the region.

The Rioni River, also known as Rion, is one of the major rivers in Georgia. Located in the western part of the country, it is one of the longest and most important rivers in the region, flowing directly through the towns of Utsera and Oni. There is also a tributary that flows through Glola and Shovi known as the Chanchakhi River. The Rioni River has played a significant role in Georgia's history and culture, as the valley has been inhabited for centuries and various ancient settlements and historical sites can be found along its banks. The Rioni River's flow and water management are essential for the region's agricultural productivity and energy needs. Additionally, the river and its surrounding landscapes offer opportunities for recreational activities and tourism, especially fishing, rafting, swimming, and family picnics.

Thanks to its remote location and sparse population, this rural region offers a unique opportunity to experience the night sky in its purest form. With little to no light pollution, the stars in Oni shine brightly - the natural beauty of the mountainous area and lack of urban disturbances make it an ideal destination for a genuine stargazing or astronomical experience. 

Dark Sky and stargazing tourism can be developed in Oni Municipality by organizing educational workshops, stargazing tours, and astronomy-themed events led by experts to educate tourists and locals about the night sky. Stargazing infrastructure like observation points, clear geodesic domes for lodging, or potentially an observatory, would be instrumental in developing this tourism sector. Involving the community, organizing public astronomy events, and creating stargazing packages with local businesses can enhance visitor experiences. Additionally, the municipality might get certified by DarkSky International, make use of stargazing apps/maps, host astronomy festivals, and emphasize environmental conservation to preserve the region's natural beauty and attract tourists interested in night and nature.

Hiking to glaciers in Oni has been a tourist activity for over 100 years. Kirtisho is a glacier located on the southern slope of the Central Caucasus, in the Chveshuri basin, the left tributary of the Rion River. It is the largest glacier in the Rion basin; the width of the feeding basin is 3.0-3.2 km and the length is 2.8-3.0 km. The glacier is of the valley type, with a well-defined fissured tongue. The length of the glacier is 6.45 km, the width of the tongue in the middle is 600 m.