Meet Jurijs
A London-based traveller who has visited around 40 countries, and built Justvia to share a Georgia that most people haven't discovered yet.
Jurijs Ovcinnikovs, Jurijs to most people, is the founder of Justvia Bespoke Travel. Based in London and a traveller at heart, he has spent much of his life on the road: around 40 countries so far, using almost every free stretch of time to explore new places, routes, food, and cultures.
Justvia grew from that way of travelling, curious, practical, and personal. Jurijs is drawn to places that still feel lived-in and real: mountain villages, family guesthouses, local tables, and routes that make far more sense when someone has already walked them.
Why Georgia, and why now
Jurijs discovered Georgia, and Svaneti in particular, relatively recently, and it stayed with him. It is one of those rare places that is genuinely beautiful and still largely undiscovered by mainstream tourism: dramatic mountains, ancient stone towers, warm hospitality, and a pace that rewards travellers who don't want to rush.
He started Justvia to share exactly that with a discerning audience, people who travel deliberately, value real experiences over crowds, and want a trip that feels personal rather than packaged. Svaneti is where that story begins.
How Jurijs works
For the first Georgia departures, Jurijs plans to accompany guests together with a local guide, so the group feels supported from the first enquiry through to the journey itself. Every Justvia route is built from lived travel experience: real routes, local contacts, practical logistics, and the small details that make a journey feel cared for.
