Feature by Ekaterine Jikidze*
As the founder and director of Guide of Georgia LLC, I have had the privilege to contribute to and witness the growth of Georgia’s tourism industry, and its transformation. In this article, I reflect on the core strategies and innovations I have implemented throughout my journey — and how they continue to impact the country’s tourism ecosystem today.
Pioneering New Tourism Markets
It is very important to see the opportunities and catch them. This happened when I saw the interest towards Georgia from Gulf countries and decide to use it. With our marketing strategy and customer-oriented approach, we have been successfully operating in this market since 2016.
Building on that success, we have expanded to serve Indian and Chinese travelers, two of the world’s fastest-growing outbound tourism markets. By developing targeted packages aligned with their cultural preferences and travel behaviors — including vegetarian-friendly options, family-centric programs, and shopping and entertainment itineraries — my campaigns helped make Georgia an attractive, accessible destination for these key demographics.
These efforts not only diversified Georgia’s visitor base, but also brought year-round revenue to regions previously reliant on seasonal tourism. Today, India and China are actively selling Georgia packages, and our partnerships with tour operators in those countries are helping to further strengthen Georgia’s visibility and competitiveness in Asia.
Elevating Experiences through Innovation
My approach to travel has always gone beyond sightseeing. By integrating digital tools, we’ve streamlined customer journeys and personalized services. Our offerings meet international standards of convenience and quality. These innovations are not just about technology; they are about delivering value, building trust, and creating lasting impressions.
Championing Sustainability and Responsible Growth
As tourism in Georgia grows, so does the need for sustainability. I advocate for balanced development—expanding rural tourism to reduce pressure on overcrowded destinations and working with local communities to support small businesses, traditional artisans, and eco-friendly initiatives. By promoting off-the-beaten-path experiences, we’re both preserving natural and cultural heritage and extending economic opportunities across regions.
Global Recognition and Leadership
My contributions have been recognized on both national and international levels. I’ve had the honor of serving as a judge for global recognition awards, including the Sustainability & Environmental Innovation Panel at the Global Recognition Awards in Dubai. These roles allow me to evaluate global best practices, promote Georgia’s success stories, and build partnerships that enhance our country’s global standing.
Awards such as Best Inbound Tour Operator, Leader of the Year, Excellence in Service and Tailor-Made Tour Company of the Year reaffirm that our work is not only impactful, but also held in high regard across borders.
A Vision for the Future
Looking ahead, I see Georgia embracing a bold vision—one rooted in smart tourism, digital transformation, and cultural authenticity. I foresee more collaboration between the public and private sectors, increased investment in tech infrastructure, and strong policy support for inclusive tourism development.
My goal is to continue leading the development of smart, sustainable, and inclusive tourism in Georgia, while strengthening the country’s position on the global tourism map. By fostering international partnerships, expanding digital innovation, and promoting responsible growth, I aim to shape the future direction of the industry both in Georgia and across emerging destinations. My ongoing work reflects a commitment to driving long-term impact, global collaboration, and innovation in tourism.
* Ekaterine Jikidze is the founder and director of Guide of Georgia LLC. She is an award-winning tourism expert, international panel judge, and pioneer of inbound travel development in Georgia. She actively promotes sustainable tourism and cross-cultural engagement through personalized service and innovation.
