Adjara region of Georgia is expanding its outreach to Chinese travelers through a new digital promotion campaign on major online platforms, led by the Adjara Tourism Department.
As part of the initiative, Adjara’s tourism offerings will be promoted on Tongcheng Travel, one of China’s leading travel service platforms with a multi-million user base. The platform provides a full range of travel-related services and will feature content highlighting the region’s tourism attractions, infrastructure and experiences.
In preparation for the campaign, Tongcheng Travel’s marketing head visited Adjara to explore tourism products firsthand and assess the region’s offerings for international visitors. Content created during the visit will be distributed through the platform’s digital channels.
Tongcheng Travel maintains a strong presence across Chinese social media and digital ecosystems, including WeChat, where its mini-program reaches approximately 280 million monthly active users, and Weibo, where it has around 180,000 followers. Overall engagement across its channels, including shares, likes and comments, totals around 1.5 million interactions.
In parallel, Adjara has been running a nine-month digital marketing campaign since March across major Chinese platforms such as Douyin, Red Note and Weibo. As part of this effort, a dedicated promotional page, ‘Visit Batumi,’ has been launched to provide information about Adjara and Georgia’s tourism to Chinese tourists.
The campaign focuses on showcasing the region’s mountain, ecotourism and seaside destinations while positioning Batumi as a four-season destination. Millions of users across these platforms are expected to engage with the content over the campaign period.
Further promotion is planned at international events. The Adjara Tourism Department will present the region at ITB China 2026, where Georgia will participate as a partner country.
