The world of tourism is notoriously competitive, however, Ekaterine Jikidze has established herself as a leader, blending innovation, determination, and dedication in her work. As the founder and director of Guide of Georgia, she has positioned her company as a premier destination management service, catering to high-end travelers, particularly from Arab and Indian markets. Her exceptional service providing customized, high-quality experiences has won multiple accolades, including the prestigious ‘Leader of the Year’ award from the Swiss Rating Association and the National Business Ratings Union.
Ekaterine Jikidze’s work in the field was driven by her interest in cultural exchange and her vision to showcase Georgia’s rich heritage to the world. “Tourism is a form of diplomacy,” she says. “It is not just about organizing trips; it is about representing Georgia on a global scale, highlighting its beauty, culture, and hospitality.”
The key to Guide of Georgia’s success is its meticulous approach to service. The company specializes in organizing tailored experiences for couples, families, and groups with specific needs. From adventure tours in Georgian landscapes to visits to historic sites, every itinerary is thoroughly created. “Our priority is constant communication with our guests and ensuring a stress-free experience,” Ekaterine explains. “We offer 24/7 support, personalized services, and post-tour follow-ups, often with exclusive offers for returning clients.”
Success is not just about achieving goals, it’s about constant growth, resilience, and making a positive impact on those around you
The company’s remarkable reputation has attracted high-profile guests, such as the former Prime Minister of Jordan and his family. Looking back on the experience, Ekaterine remembers, “At first, we expected special requests, luxury cars, and high-end accommodations. But they were just like regular tourists—humble and easygoing. His wife even told me, ‘I have traveled to many countries, but I have rarely seen a place as clean as Georgia.’”
Ekaterine’s career has been formed by a lifelong interest in the diversity of cultures, beginning with exchange programs in school, later getting a master’s degree at Webster University’s Georgian campus, where she was the only Georgian student. “Understanding cultural differences and learning from them has been an integral part of my professional growth,” she notes.
She has ambitious expansion plans. Guide of Georgia has already reached Azerbaijan, Armenia, Turkey, and the United States. “A few years ago, a major travel agency manager told me he wished he had an ‘Ekaterine Jikidze’ in every country to guarantee the same level of service,” she recalls. “That conversation inspired me to launch Guide of the World—a project aimed at expanding our high-quality tourism services internationally.”
Balancing personal life with such a fast-paced industry is not easy, but Ekaterine has her own approaches. “Free time is a luxury for me, but when I have it, I dedicate it to my family and personal growth,” she says. As a mother of two, she often brings her children along on work trips. “If you really want something, you can always make it happen,” she adds.
With the company’s reputation growing day by day, its commitment to innovation, and a strong belief in the power of tourism as cultural diplomacy, Ekaterine Jikidze continues to advance the Georgian travel industry, making it more connected and welcoming. As she puts it, “Success is not just about achieving goals; it’s about constant growth, resilience, and making a positive impact on those around you.”
By Mariam Razmadze
