The wellness industry in Georgia has a long and rich history. Even the legend of King Kartli Gorgasali, Tbilisi and Georgia’s natural springs is linked to this industry. In the Book of Roads and Kingdoms, the Arab geographer Ibn Haukal mentions Tbilisi and writes: “In the City, there are Baths similar to those of Tiberias whose water does not burn.”
With time, ecotourism and the Wellness Center industry merged, and different regions began to offer their own unique services.
It’s fascinating to see what innovations are available in this field. Keti Dzidziguri, from the Rosalind Franklin Wellness Center, helped us to do this.
She said about the local wellness industry, “There are many good wellness centers in Georgia. But in the direction personalized medicine and with the modern equipment and practices that we use, there is no competition.” There is a general demand for wellness services in Georgia. However, until now, there was no place to receive personalized services and complex services in one location. Customers had to travel out of the country to obtain such services.
She said: “This business direction has excellent potential for Georgia.” Georgia can become the hub of the region for wellness and personalized medicine at the expense of higher prices and the same level of professionalism or equipment. This will bring foreign currency to Georgia and lead economic development.
Keti says that for the first in the region, preventive medicines and, more specifically, products and procedures tailored to the individual, based DNA-based research are available. She mentions how in recent years there has been an enormous demand for this product in Georgia and that it is growing.
Keti spoke about the differences between Georgian wellness centers and similar technology-advanced centers in other countries. According to her, “the only difference between our products compared to our international counterparts is the lower price.” The customer can expect the same experience and quality in our center as they would in other European countries, and more, for a reasonable price.
Keti concluded by focusing on the potential of the wellness center business in Georgia. She also discussed the possibility that Georgia could become a hub for personalized medicine and wellness in the region, which would bring foreign currency into Georgia and lead to its economic development.
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