Chinese tour operators have visited Georgia as part of efforts to strengthen cooperation between the Georgian and Chinese tourism sectors. Representatives of nine leading Chinese tourism companies visited several regions of Georgia and met with representatives of the local tourism industry.
The visit comes as Georgia continues to increase its focus on the Chinese tourism market. In the first half of 2026, Georgia recorded 54,554 international visits from China, an increase of 16.7% year-on-year.
Chinese Tour Operators in Georgia — What Did They Explore?
As part of the familiarization tour, the Chinese tour operators visited Kutaisi, Lechkhumi, Svaneti and Batumi.
The participants explored Georgia’s tourism products, hotel infrastructure and major attractions. The tour gave representatives of the Chinese tourism market an opportunity to experience Georgia’s tourism offerings firsthand and learn more about different destinations.
The visit also highlighted the diversity of Georgia’s tourism products, from mountain destinations and cultural attractions to seaside tourism and regional experiences.
For a broader overview of Georgia’s destinations and tourism opportunities, read the Travel News guide: Tourism in Georgia – Destinations, Attractions and a Complete Travel Guide
Chinese Tour Operators Meet Georgian Tourism Companies
As part of the visit, B2B meetings were held between Chinese and Georgian tourism industry representatives.
The meetings focused on establishing direct business contacts and identifying opportunities for future cooperation between companies from the two countries.
B2B meetings give tourism businesses an opportunity to present their products and services, exchange information and explore potential partnerships.
The meetings also provided an opportunity for Georgian tourism companies to better understand the Chinese travel market and establish direct communication with potential partners.
Chinese Tour Operators and the Chinese Tourism Market
The growing interest from Chinese tourism companies comes alongside stronger air connectivity between Georgia and China.
Since July 15, 2026, China Eastern Airlines has operated direct flights between Shanghai and Tbilisi three times a week.
Read more about the new route in the Travel News article: China Eastern Airlines to Operate Direct Flights Between Tbilisi and Shanghai from July 15
Direct air connectivity can make travel between the two countries more convenient and create additional opportunities for tourism and business cooperation.
Chinese Actor and Influencer Sun Yi Also Visited Georgia
As part of the tourism promotion campaign targeting the Chinese market, Chinese actor and influencer Sun Yi also visited Georgia.
During her trip, Sun Yi visited Tbilisi, Mtskheta, Ananuri, Gudauri, Kazbegi and Gergeti Trinity Church, according to the Georgian National Tourism Administration.
The visit was aimed at promoting Georgia’s tourism potential and introducing the country’s destinations and travel experiences to Chinese audiences.
Georgia Continues Tourism Promotion in China
The visits of the Chinese tour operators and Sun Yi were carried out as part of the Georgian National Tourism Administration’s marketing campaign in China.
According to the Georgian National Tourism Administration, the campaign is being implemented in cooperation with international company Dragon Trail International.
The official Georgian National Tourism Administration announcement about the visit is available here.
Dragon Trail International is working with the Georgian National Tourism Administration to support Georgia’s promotion in the Chinese tourism market. More information about the company’s work with tourism boards is available on its official website.
What Does the Visit Mean for Georgia’s Tourism Industry?
The visit of nine Chinese tourism companies is significant not only from a promotional perspective but also from a business perspective.
Direct meetings between Chinese tour operators and Georgian tourism companies can help create new partnerships, develop travel products and increase Georgia’s visibility among Chinese travelers.
The next step will be turning these contacts into concrete tourism products and long-term cooperation.
For Georgian hotels, tour operators, guides, restaurants and other tourism businesses, stronger connections with the Chinese market could create additional opportunities as the number of visitors from China continues to grow.
Travel News has also analyzed the growth of Chinese tourism in Georgia in more detail in the article: Chinese Tourists in Georgia: What Does the 16.7% Growth Mean for Tourism?
The Chinese Market Is Becoming More Important for Georgia
The growing number of Chinese visitors, new direct air connections and increasing cooperation between tourism companies indicate that the Chinese market is becoming an increasingly important part of Georgia’s international tourism strategy.
However, the development of the market will depend not only on visitor numbers. Factors such as travel products, service quality, digital communication, payment options, length of stay and visitor spending will also be important.
For Georgia’s tourism industry, establishing direct relationships with Chinese travel companies can therefore become an important part of developing this market.
Source: Georgian National Tourism Administration
