Georgia Emerges as a Safe, Growing Tourism Hub|Maia Omiadze, Head GNTA

Maia Omiadze | Head, Georgian National Tourism Administration

Georgia has rapidly become a key destination in international tourism, known for its rich culture, especially its heritage in wine-making. In this exclusive interview, Mariam Yad, head of the Georgian National Tourism Administration, shares insights into the factors driving tourism growth in Georgia and the country’s strategic approach to attracting visitors.

Tourism Surge and Recovery Post-Pandemic

Over the past few years, Georgia has witnessed a remarkable surge in tourist arrivals. Despite the setbacks caused by the COVID-19 pandemic, the tourism sector has shown strong resilience. In 2019, before the pandemic, visitor numbers were already high, and since then, Georgia has steadily recovered. By 2025, the summer season marked an exceptional upswing in tourism, with many foreign visitors enjoying Georgia’s hospitality, hotels, and diverse tourism products.

Strategic Markets and Diversification

Georgia’s tourism strategy focuses on diversification and cultivating multiple strategic markets. Maria highlights key target regions: the European Union, Great Britain, the UAE and Middle East, India, China, the United States, and East Asian countries such as Singapore and South Korea. The country actively promotes its unique offerings to these varied markets, aiming to position Georgia as a versatile tourist destination.

Safety and Regional Stability

Although Georgia is located in a region with geopolitical challenges, the tourism sector remains largely unaffected by regional instability. Visitors frequently report feeling safe and welcomed in Georgia, which has preserved its reputation as a hospitable and secure destination. This positive perception plays a significant role in sustaining tourism growth.

Tourism and Business Synergy

The growth of Georgia’s tourism industry goes hand-in-hand with its development as a business hub. Beyond leisure travel, Georgia is positioning itself as a prime location for business tourism, including meetings, incentives, conferences, and exhibitions (MICE tourism). The ability to combine tourism with business opportunities is a key part of Georgia’s broader economic strategy.

Year-Round Destination Appeal

Georgia offers a diverse tourism calendar. From famed wine routes, adventure tourism, and rich gastronomy to cultural experiences, the country’s attractions are broad and compelling. With winter fast approaching, the ski resorts across Georgia are set to welcome tourists who seek winter sports and mountain experiences, further extending the tourism season.