Adjara Tourism Department has launched a major online marketing campaign in China to promote the region’s tourist destinations, cultural landmarks, gastronomy and experiences. The initiative’s goal is to increase awareness of both Adjara and Georgia as attractive travel destinations for Chinese travelers.
The campaign is being carried out on popular Chinese social media platforms, including Douyin, Red Note, WeChat and Weibo. As part of the campaign, a dedicated promotional page, ‘Visit Batumi’, has been created to showcase Adjara’s mountain, adventure, eco-tourism and coastal attractions.
Through the campaign, millions of Chinese internet users will gain insights into Batumi as a year-round destination, emphasizing its scenic landscapes, cultural experiences and recreational opportunities. The online promotion will run until December 15, 2026.
The campaign leverages platforms with massive audiences: Red Note reaches up to 300 million monthly users, Douyin has approximately 766 million, WeChat exceeds 1.4 billion and Weibo counts 599 million users. This strategic exposure is expected to significantly help Adjara’s visibility in one of the world’s largest outbound tourism markets.
In addition to the online campaign, Adjara will be represented at the upcoming Shanghai International Tourism Expo. Georgia will participate in ITB China 2026 as a partner country.
