Georgia is expanding its international tourism promotion, with China and the United States among the markets receiving particular attention. The Georgian National Tourism Administration (GNTA) has organized the “Emotions are Georgia – China Roadshow 2026” across four major Chinese cities, while nine US tour operators have visited Georgia to explore the country’s tourism potential, culture and cuisine.
The two initiatives reflect different approaches to international tourism marketing. In China, the focus is on media exposure, influencers and destination awareness. In the United States, the emphasis is on building relationships with tour operators and presenting Georgia’s tourism experiences directly to travel professionals.
Georgia Promotes Its Tourism Products in Four Chinese Cities
As part of its international marketing campaign, the Georgian National Tourism Administration organized the “Emotions are Georgia – China Roadshow 2026” in Beijing, Shanghai, Guangzhou and Chengdu.
During the events, representatives of leading Chinese media outlets attended presentations about Georgia and its tourism products. Chinese journalists, influencers and bloggers had the opportunity to learn more about the country’s destinations, attractions and travel experiences.
The campaign also included outdoor advertising in central locations in Beijing. Promotional banners introduced residents and visitors to Georgia’s tourism potential, resorts and natural attractions.
The main objective of the campaign is to strengthen Georgia’s visibility in the strategically important Chinese tourism market, promote the country’s tourism products and attract more visitors from China.
Official information: Georgian National Tourism Administration – Emotions are Georgia: China Roadshow 2026.
China Remains an Important Tourism Market for Georgia
Georgia’s promotional activities in China are taking place alongside growing visitor numbers from the country.
According to the Georgian National Tourism Administration, Georgia recorded 119,081 international visits from China between January and September 2026. This represents a 23.6% increase compared with the same period in 2025.
Growth accelerated during the third quarter. Between July and September, Georgia received 64,527 visits from China, an increase of 30.2% year-on-year.
Georgia’s efforts to develop the Chinese market extend beyond advertising campaigns. They include participation in international tourism exhibitions, business-to-business meetings, familiarization trips for travel companies and media representatives, and the development of air connectivity.
In 2026, direct flights between Shanghai and Tbilisi were also launched, creating additional opportunities for travel between the two countries.
Read more: Chinese Tour Operators Visit Georgia.
For further analysis of international visitor trends, see Travel News: Georgia Tourism Markets 2026: Nine-Month Trends.
Nine US Tour Operators Explore Georgia’s Tourism Potential
Alongside its activities in China, the Georgian National Tourism Administration is strengthening its promotional efforts in the United States.
The administration hosted a group of nine American tour operators on a familiarization trip to Georgia.
The visitors explored Tbilisi’s tourist attractions and traveled to Mtskheta and the Kakheti wine region. Their programme included opportunities to experience Georgian culture, history, cuisine and traditional winemaking.
In Kakheti, the tour operators participated in the grape harvest, visited the Alexander Chavchavadze House Museum in Tsinandali and attended a traditional qvevri-making masterclass.
The programme also included Georgian wine tastings, a visit to Mukhrani and culinary experiences.
The main objective of the familiarization tour was to position Georgia in the US tourism market as a year-round destination, increase awareness of the country and attract more American visitors.
The initiative also aimed to promote Georgian culture, wine and cuisine among travel professionals who can introduce the destination to their clients.
Source: Business Media Georgia – Nine US Tour Operators Explore Georgia’s Tourism Potential.
The US Tourism Market: Opportunities for Georgia
The United States is another important international market for Georgia’s tourism industry.
According to the Georgian National Tourism Administration, Georgia recorded 46,920 visits from the United States during the first nine months of 2026. This was a 6.7% increase compared with the same period in 2025.
Inviting American tour operators to Georgia gives travel professionals the opportunity to assess the country’s tourism products firsthand.
This is particularly relevant for companies developing international travel packages and looking for new destinations to introduce to their customers.
Georgia has several tourism products that can appeal to American travelers throughout the year.
These include wine tourism in Kakheti, culinary experiences, cultural heritage, mountain destinations, nature-based activities and city breaks.
Combining these experiences into diverse travel itineraries can help Georgia attract visitors with different interests and travel preferences.
Explore more about Georgia’s tourism products:
- Wine Tourism in Georgia – Wineries and Wine Tours
- Gastronomy Tourism in Georgia
- Tourism in Georgia – Destinations, Attractions and a Complete Travel Guide
China and the US: Two Markets, Different Tourism Marketing Approaches
The recent activities in China and the United States demonstrate two different approaches to promoting Georgia internationally.
In China, the strategy focuses on media relations, influencer engagement, roadshows and outdoor advertising. These activities aim to increase destination awareness and introduce Georgia to a wider audience.
In the United States, the familiarization trip focuses on professional relationships with tour operators and direct exposure to the country’s tourism products.
Both approaches can support Georgia’s international tourism positioning. However, the long-term results should be measured not only by the number of promotional events or visitors participating in familiarization trips.
It will also be important to assess whether these activities lead to lasting partnerships, new travel packages and an increase in actual visitor numbers.
The quality of tourism products, international service standards, transport accessibility and regional tourism infrastructure will also influence Georgia’s competitiveness in these markets.
What Comes Next for Georgia’s International Tourism Markets?
Georgia’s promotional activities in China and the United States are part of a broader effort to diversify its international tourism markets.
Media exposure and influencer engagement in China can help strengthen the country’s visibility among potential travelers. Meanwhile, direct cooperation with American tour operators can create opportunities for new partnerships and travel products.
The next important step is to turn international interest into long-term business relationships and actual travel demand.
For Georgia’s tourism industry, successful international marketing must go hand in hand with quality services, competitive tourism products and stronger cooperation between the public and private sectors.
The effectiveness of these campaigns will ultimately be reflected in new partnerships, tourism business opportunities and the growth of international visits to Georgia.
Sources:
- Georgian National Tourism Administration (GNTA)
- Business Media Georgia
- Travel News
