Georgia Tourism Administration steps up international marketing to diversify tourist flows

The National Tourism Administration is continuing its active marketing campaigns in international markets as part of efforts to diversify tourist flows and expand the range of target countries, the agency reported.

Maia Omiadze, Head of the Georgian National Tourism Administration, said on Tuesday that the increase in tourist flows from EU countries, the United Kingdom, China and Central Asia is directly linked to the expansion of direct air connections and marketing activities in these markets.

Omiadze stressed that market diversification and the availability of direct flights are crucial for attracting tourists from long-haul markets.

“When British Airways and easyJet were added to the London route last year, with six weekly frequencies, the statistics we received shortly afterwards, in the following quarter, showed that the United Kingdom had entered the top 10 countries. Direct flights brought us this result. The same applies to China. When a new flight to Shanghai was added, we monitored the load factor together with the airline and found that 98% of passengers on the flight were Asian travelers. Shanghai is not limited to Chinese travelers, as it is a hub. When a traveler from Japan or South Korea wants to come to Georgia, Shanghai Airport is the closest option for them”, she said.

Omiadze further noted that the administration continues to organise roadshows and B2B meetings in international markets in cooperation with the United Airports of Georgia and representatives of the tourism industry. The activities aim to diversify tourist flows, raise awareness of Georgia as a tourism destination and support the private sector.

She added that a large-scale presentation and exhibition is planned in Japan at the end of September, with around 20 Georgian tourism companies expected to participate alongside the National Tourism Administration.

“Active preparations for the winter tourism season are already underway, with relevant international marketing campaigns being carried out across various tourism markets”, Omiadze concluded.