As part of the European Business Association’s #ebahospitality series, we highlight the leaders who shape and elevate the region’s tourism landscape. Today, we sit down with Deborah Sivertsen, General Manager of Sheraton Grand Tbilisi Metechi Palace and Head of the EBA Hospitality Committee.

Deborah Sivertsen shares her lifelong calling to the industry, why Georgia stands out as an authentic haven for European travelers, and how an iconic hotel creates lasting memories high above Old Tbilisi.

What initially inspired your personal journey into hospitality, and what drives your passion for welcoming international guests?

“For as long as I can remember, hotels were where I wanted to be. In my high school yearbook, when my classmates were asked what career they thought I would pursue, every one of them answered, ‘Hospitality.’ Even then, it was clear that this was where I belonged.

What inspired me most was the opportunity to make a positive difference in someone’s travel experience. I loved the idea of creating memorable moments for guests and helping them feel welcomed and cared for. I was equally drawn to interacting with people, both guests and associates and building genuine connections.

Hospitality also appealed to my natural desire to serve others, lead by example, and make a meaningful impact. I was inspired by the beauty of hotels, the experiences they create, and the way every detail comes together to make someone feel special. From a young age, I knew I wanted to be part of an industry that brings people together, creates lasting memories, and allows me to make a difference every day.”

From your perspective as Head of the EBA Hospitality Committee, what makes Georgia a must-visit destination for European travelers and why is now the best time to explore it?

“Georgia is one of Europe’s most exciting emerging destinations because it offers something that has become increasingly rare in travel—authenticity. Within just a few days, visitors can experience a vibrant capital city, ancient UNESCO heritage sites, breathtaking mountain landscapes, renowned wine regions, and the genuine warmth of Georgian hospitality.

What makes Georgia truly unique is the diversity of experiences packed into a relatively small country. Whether you are passionate about culture, gastronomy, wellness, adventure, or simply discovering hidden gems, Georgia offers memorable experiences throughout the year.

The country’s tourism infrastructure has evolved significantly while preserving its unique identity and traditions. Improved international connectivity, a growing culinary scene, world-class hotels, and an expanding calendar of cultural events make traveling to Georgia easier and more rewarding than ever. European visitors are increasingly looking for destinations that feel authentic rather than overcrowded, and Georgia delivers exactly that.

At Sheraton Grand Tbilisi Metechi Palace, we are proud to introduce our guests to a destination where centuries of history meet modern sophistication, creating an unforgettable travel experience.”

What unique heritage, service, or experience sets Sheraton Grand Tbilisi Metechi Palace apart as an iconic stay for European visitors?

“Sheraton Grand Tbilisi Metechi Palace is more than a hotel – it is an iconic hotel of Georgia. Perched above the historic district of Old Tbilisi, our property offers one of the city’s most spectacular panoramic views while placing guests just moments away from its cultural landmarks, vibrant streets, and rich history.

What truly distinguishes our hotel is the combination of international Sheraton standards with authentic Georgian hospitality. Our team takes great pride in creating personalized experiences, whether recommending hidden local attractions, introducing guests to diverse modern Georgian cuisine at our rooftop ATI Restaurant, or providing moments of relaxation at P’auza Spa after a day of exploration.

We also understand what today’s European traveler values most: comfort, meaningful experiences, and genuine connections. From beautifully renovated rooms and spacious terraces overlooking the city to locally inspired dining, outdoor pool, wellness facilities, and thoughtfully curated service, every detail is designed to make our guests feel both at home and inspired.

Many visitors arrive to explore Georgia, but they leave with lasting memories created through the people they meet and the experiences they enjoy. We believe Sheraton Grand Tbilisi Metechi Palace becomes an integral part of that journey, offering not only exceptional accommodation but also an authentic sense of place that guests remember long after they return home.”

The European Business Association extends its sincere gratitude to Deborah Sivertsen for her valuable leadership across the sector and her dedication to positioning Georgia as a premier international destination.

To read the full interview and explore more industry features, visit our website or follow the #ebahospitality series.