As the global tourism landscape shifts towards meaningful experiences and sustainability, Georgia finds itself at a critical inflection point. Long regarded for its dramatic landscapes and rich traditions, our nation is now gaining recognition not just as a destination—but as a story worth telling. At the heart of that story is a growing inbound tourism movement, one I’ve had the privilege of helping shape since the early days of my career.
Through my work as the founder and director of Guide of Georgia LLC, I have focused on building a bridge between Georgia and the world—particularly with underserved, high-potential markets. Our vision is clear: create culturally sensitive, sustainable, and personalized travel experiences that deepen international appreciation for Georgia while ensuring benefits flow back to our local communities.
The First to Open the Gate: Bringing Arab and Indian Tourists to Georgia
When I entered the tourism sector, Georgia had not yet tapped into the massive potential of inbound travel from the Arab Gulf and South Asia. Recognizing a gap in the market, I pioneered tailored services that catered to the unique cultural and logistical needs of travelers from the UAE, Saudi Arabia, Kuwait, Oman, and India.
From offering Arabic-speaking guides and halal-certified dining to organizing private family tours and luxury wellness getaways, our approach was not transactional—it was transformational. We became the first tour operator in Georgia to focus strategically on these regions, leading to a dramatic shift in the industry. Airlines added direct routes, hotels upgraded amenities, and government agencies began exploring diplomatic and economic ties with these countries.
Today, Arab and Indian travelers are among the most valuable visitor segments to Georgia, and I’m proud that our work helped lay the foundation for that evolution.
Inbound Tourism as Cultural Diplomacy
What distinguishes our work is a deep understanding that tourism is not just an economic activity—it is cultural diplomacy in motion. Every guest who visits Georgia returns home with a new understanding of our values, history, and people. By curating authentic, respectful experiences, we turn tourists into storytellers, clients into ambassadors.
A prime example of this was our 2017 hosting of the former Prime Minister of Jordan and his family. Their genuine admiration for Georgia’s cleanliness, hospitality, and serenity affirmed what I already knew: inbound tourism is one of the most effective soft power tools available to any nation.
Sustainability and Community Impact at the Core
As the tourism sector grows, so does our responsibility. Our model goes beyond logistics—we work with local artisans, eco-lodges, family-owned restaurants, and regional guides to ensure that tourism benefits every level of society. In rural areas like Svaneti and Racha, we have created bespoke packages that emphasize heritage preservation, local storytelling, and environmentally conscious travel.
We also educate travelers on responsible tourism, emphasizing minimal impact and maximum respect. From introducing reusable welcome kits to promoting off-season travel, we are actively shaping tourism behavior in a way that protects Georgia’s natural and cultural resources.
Award-Winning Leadership on the Global Stage
My contributions to inbound tourism have been internationally recognized. In recent years, I have received several global honors, including:
• Best Inbound Tour Operator 2023 – Golden Tree Awards, Dubai
• Award for Excellence in Service 2024 – Travel and Hospitality Awards, London
• Global Recognition Award for Leadership 2024 – Dubai
• Leader of the Year 2023 – Swiss Rating Association & National Business Rating, Georgia
• Tailor-made company of the year in Georgia 2025- Travel and Hospitality Awards, London
Championing Female Entrepreneurship and Thought Leadership
As a female entrepreneur in a traditionally male-dominated industry, I’ve made it a personal mission to uplift other women in tourism. My co-authored academic research on female entrepreneurship and marriage explores how women balance business leadership with societal expectations—highlighting the challenges and triumphs we face.
Furthermore, I frequently speak at international tourism forums and serve as a mentor to young professionals entering the field. Thought leadership is not just about sharing knowledge—it’s about paving the way for future generations.
The Road Ahead: Digitization, Personalization, and Smart Tourism
Looking forward, the future of inbound tourism lies at the intersection of technology, personalization, and sustainability. At Guide of Georgia, we are investing in CRM systems, AI-assisted itinerary planning, and advanced customer profiling to create hyper-personalized travel experiences.
We also plan to launch a digital storytelling platform that allows travelers to document and share their Georgian journeys in real time—amplifying word-of-mouth marketing and user-generated content.
With our proven model, growing global network, and unwavering commitment to quality, I believe Georgia can become the most visited country in the Caucasus within the next decade. And I am committed to helping make that vision a reality.
Inbound tourism is more than my profession—it’s my platform for impact. I’ve witnessed firsthand how well-designed travel experiences can elevate perceptions, build bridges, and transform communities. As Georgia moves forward, I remain dedicated to leading with vision, integrity, and innovation.
We are not just welcoming tourists. We are welcoming the world—and showing them who we are.
Feature By Ekaterine Jikidze, Director of Guide of Georgia LLC
