As global tourism reshapes in the post-pandemic era, destinations that embrace innovation, inclusion, and strategic expansion are emerging as leaders. Georgia, with its captivating landscapes, cultural depth, and renowned hospitality, is uniquely positioned to become one of those leaders. While we’ve already seen a rise in travelers from the Middle East and India, the next major step is clear: expanding into Asia’s most powerful outbound market—China.
This year, Georgia made history by participating for the first time in OTM Mumbai 2025, South Asia’s leading travel trade show. Representing Guide of Georgia LLC and our nation, I had the honor of introducing Georgia to a dynamic Indian market eager for new experiences. The enthusiasm and curiosity shown by our Indian partners proved that Georgia’s tourism story is just beginning to unfold on the Asian stage.
Building on this success, we are now preparing for ITB China this May 2025—a landmark event where Georgia will be showcased to China’s top travel professionals, tour operators, and digital platforms. This will be another “first,” and one that signals our readiness to embrace new opportunities, forge new partnerships, and diversify our inbound tourism portfolio. I must mention that we always keep hand on pulse, see the opportunities and catch them. That is how we are successful and pioneers in bringing different nations to Georgia.
From the Arab Market to Asia: A Proven Approach
Years ago, Guide of Georgia LLC was among the first to identify the opportunity in the Arab tourism market. At a time when few in the industry recognized its potential, we developed customized, culturally sensitive packages for Gulf travelers—halal food options, Arabic-speaking guides, private tours, and family-oriented services.
That early initiative helped shape Georgia into a top destination for Arab tourists. Today, many of them return frequently, invest in property, and speak of Georgia as a second home.
This model of early market entry, cultural understanding, and high-value service design is what we now aim to replicate in China. We are not starting from scratch—we are building on a blueprint that has already delivered measurable results.
Building the Bridge: Localization, Trust, and Experience
Chinese travelers are digitally connected and culturally discerning. To earn their trust, Georgia must localize—not just translate. That means offering Mandarin-speaking guides, partnering with Chinese tour agencies, enabling payment platforms like Alipay and WeChat Pay, and showcasing Georgia on Chinese travel channels like Ctrip, Mafengwo, and Xiaohongshu.
But above all, we must tell stories that resonate—about Georgia’s ancient winemaking traditions, its mountain villages, its hospitality rituals, and its unique place at the crossroads of Europe and Asia.
This isn’t just marketing—it’s about creating real cultural connection, and that starts with respect, research, and readiness.
A Vision Beyond Borders
Our presence at OTM Mumbai and our upcoming participation in ITB China are not isolated events—they are part of a broader, long-term vision. Georgia has the potential to become a strategic hub for East-West tourism. As travelers seek destinations that offer safety, authenticity, and soul, we can present Georgia as a new kind of global destination: one that is proud of its heritage and open to the world.
Conclusion: Leading Georgia’s Global Tourism Journey
As the founder of Guide of Georgia LLC, I’ve always believed in leading through innovation. Whether welcoming Arab travelers years ago, building family and luxury tourism, or now championing our presence in Asia, my goal has always been to elevate Georgia’s global profile.
This is more than a business initiative—it’s a national mission. With bold leadership, strategic collaboration, and cultural intelligence, we can ensure that Georgia doesn’t just follow global tourism trends—it sets them.
And I am honored to help lead that journey—today in India, next month in China, and in the future, wherever opportunity calls.
Feature by Mrs. Ekaterine Jikidze
