Georgia sets the scene
As this year’s Official Partner Destination for ITB China, Georgia is stepping up its global visibility. In this interview, Maia Omiadze, Head of the Georgian National Tourism Administration, explains how the country is showcasing its diverse tourism offer and strengthening its position in a key growth market.
As the Official Partner Destination for ITB China, what are you looking to highlight and communicate at the show?
Georgia’s participation as the Official Partner Destination this year gives us a significant opportunity to position the country more prominently on the global stage. Our aim is to highlight the diversity of experiences Georgia offers, bringing together nature, culture, gastronomy and hospitality.
Georgia will proudly represent its cultural heritage via a wide variety of special programmes. Visitors will have the opportunity to experience traditional dance and polyphonic singing, both recognised by UNESCO, as well as take part in interactive activities inspired by Georgian traditions.
Within the framework of the event, we will host gastronomic masterclasses where visitors can experience traditional cuisine, representing one of the central parts of the country’s tourism identity and a strong point of connection with international travellers. Within the wine tasting experience, Georgia will be introduced to our guests as a homeland of wine, with over 8,000 years of continuous winemaking tradition. We will also be showcasing our diversity of tourism products.
Why is China an important strategic market for you?
China represents one of the most important and dynamically growing outbound tourism markets globally, making it a key strategic priority for Georgia. Beyond its scale, the Chinese market holds particular significance due to its strong potential for long-term growth, increasing demand for high-quality and culturally-rich travel experiences, and its broader role in strengthening economic and people-to-people ties between our countries.
Georgia views China as a strategic partner in advancing bilateral cooperation across tourism, trade, investment, and cultural exchange. The existing Strategic Partnership Agreement, visa-free regime, and expanding air connectivity provide a solid foundation for further deepening these relations and unlocking new opportunities within the tourism sector.
China represents one of the most important and dynamically growing outbound tourism markets globally, making it a key strategic priority for Georgia.
What are your goals for ITB China 2026?
ITB China 2026 represents an important platform for strengthening Georgia’s presence in the Chinese market and advancing our strategic objectives. Our key goals include enhancing destination awareness, promoting Georgia’s unique tourism offerings to a wider professional audience, and deepening cooperation with leading Chinese tour operators, travel platforms, and industry stakeholders.
We also aim to further position Georgia as an attractive, year-round destination offering authentic cultural experiences, diverse landscapes, and high-quality tourism services aligned with the evolving preferences of Chinese travellers.
What are some of the main trends in Georgian tourism right now?
One of the defining trends is the shift toward a more diversified and year-round tourism model. Georgia is increasingly positioned as a four-season destination, offering a wide range of experiences across different regions and climates.
At the same time, global travel behaviour is evolving and we clearly see a growing demand for authentic, experience-driven tourism. Visitors are seeking deeper cultural engagement, including gastronomy, wine, traditions, and nature-based experiences.
Another important trend is the strengthening of regional tourism. Industry development is becoming more balanced, with increasing interest in destinations beyond the capital and major cities, supporting inclusive growth across the country.
Which tourism segments are growing most quickly? How are these being displayed at ITB China 2026?
Several segments are showing particularly strong and consistent growth: wine and gastronomy tourism, nature and adventure travel, cultural, wellness, and business tourism.
These segments are aligned with global demand for more personalised and experience-based travel, and they reflect Georgia’s unique advantages as a destination.
At ITB China, Georgia’s renowned tourism products will be represented through interactive and experience-oriented formats. Rather than a traditional showcase, we are creating opportunities for visitors to engage directly with Georgian culture, through taste, storytelling, and live experiences, which is far more impactful in communicating the essence of the destination.
Are there any specific events travellers can look forward to in Georgia in 2026?
Georgia offers a vibrant, year-round calendar of events, further strengthening its appeal as a distinctive four-season destination at the crossroads of Europe and Asia.
Among the highlights are Rtveli, the traditional grape harvest in Kakheti, where guests are invited to take part in centuries-old winemaking traditions, while wine festivals offer an excellent introduction to Georgia’s ancient wine culture, which continues to attract growing international interest. Gastronomy festivals in Georgia celebrate the country’s rich culinary traditions and are held throughout the year across various regions, where visitors can discover local dishes and produce. For instance, Gemo Fest was created by the Georgian National Tourism Administration to help preserve and develop local culinary traditions across the regions, and is a vibrant food festival showcasing diverse Georgian cuisine and Tbilisoba, a celebration of the capital’s history and culture.
A growing lineup of music festivals features internationally acclaimed and world-renowned artists alongside regional talent, spanning jazz, electronic, classical, and contemporary genres, primarily in Tbilisi, Batumi, and other cultural hubs.
It is noteworthy that Georgia celebrates the New Year twice, on January 1 and again on January 14, known as the “Old New Year,” which represents a distinctive cultural aspect, granting visitors the opportunity to dive deeper into the country’s traditions. For many years, cities in Georgia have been beautifully decorated, especially Tbilisi, which is recognised as one of the most beautiful cities during Christmas.
Importantly, these events are distributed across different regions and seasons, from the capital Tbilisi and the wine region of Kakheti to the Black Sea coast and Georgia’s scenic mountain regions, encouraging visitors to explore the country, while supporting sustainable tourism development and balanced regional growth.
What are some of the main obstacles Georgian tourism is facing at the moment and what are your strategies for overcoming them?
Tourism is among the most dynamic and fast-changing sectors, shaped both by external factors and by the evolving behaviour and expectations of travellers.
With these challenges in mind, Georgia has been making consistent and effective efforts to position itself as an appealing destination for a wide range of visitors. The country aims to offer a diverse and distinctive tourism product with each visit, ensuring that the overall experience is both rich and memorable.
This approach is reflected in the relatively high rate of returning visitors, which we regard as a particular point of pride and a clear indication of visitor satisfaction. We intend to continue working actively in this direction, with the ambition of establishing Georgia as one of the region’s exemplary destinations, where tourism serves as a key means of presenting its diversity, uniqueness and positive character to the wider world.
Stand E01
Georgia is consolidating its position as a competitive tourism destination, supported by reforms, investment and a clear long-term vision. The sector continues to drive growth, boosting economic competitiveness, investment, job creation and regional development. Recent results confirm strong momentum, with record figures and positive trends strengthening the country’s international visibility.
Georgia tourism at a glance:
- 7.8 million international visitors in 2025
- $4.7 billion in tourism revenue
- 7.4% contribution to GDP
- Higher visitor spending and longer stays
- Strong repeat visitation
- +49% arrivals from China (Q1 2026)
格鲁吉亚：开启旅游新篇章
作为2026 ITB China官方合作伙伴目的地，格鲁吉亚正持续提升其在全球旅游业界的认知度。在本次专访中，格鲁吉亚国家旅游局局长Maia Omiadze介绍了该国如何集中呈现多元旅游资源，并进一步深化在中国这一重点增长市场的布局。
问：作为ITB China官方合作伙伴目的地，您希望在本届展会上重点呈现哪些内容？
答：作为本届ITB China官方合作伙伴目的地，格鲁吉亚希望借此机会在国际旅游业界进一步提升认知度。本次参展将围绕多元化旅游体验展开，重点呈现自然风光、文化遗产、美食传统以及独具特色的待客文化，全面展现格鲁吉亚的目的地魅力。
在文化板块，格鲁吉亚将通过一系列特色项目集中展示其丰富的文化遗产。观众可以现场欣赏传统舞蹈和多声部合唱，这两项文化形式均已被联合国教科文组织列入非物质文化遗产名录。同时，现场还将设置互动体验环节，让观众以更直观的方式感受格鲁吉亚传统文化。
展会期间，格鲁吉亚还将举办美食大师课，带来传统料理的现场体验。美食不仅是格鲁吉亚旅游的重要组成部分，也是连接国际游客的重要文化载体。在葡萄酒品鉴环节中，格鲁吉亚将重点呈现其“葡萄酒发源地”的独特地位，展示延续超过8000年的酿酒传统。同时，还将系统呈现多样化的旅游产品体系，进一步丰富整体展示内容。
问：为什么中国是格鲁吉亚重点布局的战略市场？
答：中国是全球最重要且增长最为迅速的出境旅游市场之一，因此始终被格鲁吉亚视为重点战略市场。
除规模优势外，中国市场在长期增长潜力方面同样具有重要意义。近年来，中国游客对高品质及文化体验型旅游的需求持续提升，也为格鲁吉亚带来了更广阔的发展空间。同时，这一市场在推动两国经贸往来和人文交流方面发挥着积极作用。
格鲁吉亚将中国视为重要的战略合作伙伴，在旅游、贸易、投资及文化交流等领域持续深化合作。当前，双方已建立战略伙伴关系，实施免签政策，并不断拓展航线网络，这些都为进一步深化合作、拓展旅游领域发展空间提供了坚实基础。
================
中国是全球最重要且增长最为迅速的出境旅游市场之一，因此被格鲁吉亚视为重点战略市场。
================
问：格鲁吉亚参加 ITB China 2026 的主要目标是什么？
答：ITB China 2026 是格鲁吉亚进一步提升在中国市场影响力、推进整体战略布局的重要平台。
本次参展的核心目标包括：持续提升格鲁吉亚在中国旅游业界的认知度，向更广泛的专业受众推广其独特的旅游资源，并进一步深化与中国头部旅行社、旅游平台及行业伙伴的合作。
同时，格鲁吉亚也希望进一步强化其“四季旅游目的地”的市场定位，突出真实文化体验、多样化自然景观及高品质旅游服务，以更好契合中国游客不断变化的出行需求。
问：当前格鲁吉亚旅游业呈现出哪些主要发展趋势？
答：目前一个较为显著的趋势，是格鲁吉亚旅游业正向更加多元化、全年化的发展模式转型。随着这一进程推进，格鲁吉亚正逐步强化“四季旅游目的地”的市场定位，在不同区域与气候条件下形成更加丰富的旅游体验供给。
与此同时，全球旅游消费行为正在发生变化，市场对真实且以体验为导向的旅游方式需求持续增长。游客更加关注深度参与型的文化体验，包括美食、葡萄酒、传统文化以及自然体验等内容。
另一个重要趋势是区域旅游的持续发展。除首都及主要城市外，越来越多的目的地开始受到关注，带动旅游产业在全国范围内实现更加均衡的发展，并促进整体市场的协调增长。
问：当前增长较快的旅游细分领域有哪些？这些内容将在 ITB China 2026 上如何呈现？
答：目前，格鲁吉亚多个旅游细分领域保持稳步增长，其中包括葡萄酒与美食旅游、自然与探险旅游、文化旅游、健康养生旅游以及商务旅游等。
这些细分领域与全球旅游市场向个性化、体验化发展的趋势高度契合，也体现了格鲁吉亚在资源禀赋与目的地特色方面的综合优势。
在 ITB China 展会上，格鲁吉亚将通过更加互动化、体验导向的形式呈现其核心旅游产品。相比传统展示方式，更注重打造直接互动的体验场景，通过味觉体验、文化讲述及现场互动等形式，让观众更直观地感知格鲁吉亚文化内涵，从而更有效地传递目的地特色。
问：2026年，格鲁吉亚有哪些值得关注的节庆活动？
答：格鲁吉亚全年拥有丰富多样的节庆活动，这也是其作为欧亚交汇地带四季旅游目的地的重要吸引力。
其中，卡赫季地区的传统葡萄采收节（Rtveli）是最具代表性的活动之一，游客可以亲身参与延续数百年的酿酒传统。各类葡萄酒节为了解格鲁吉亚悠久的葡萄酒文化提供了重要窗口，并持续吸引国际关注。此外，格鲁吉亚各地全年举办形式多样的美食节，集中展示当地丰富的饮食传统。例如，由格鲁吉亚国家旅游局发起的 Gemo Fest，通过推广地方美食文化，推动各地区文化的传承与发展。而第比利斯城市文化庆典（Tbilisoba）则围绕首都历史与文化展开，是当地最具代表性的年度活动之一。
音乐节同样发展迅速，涵盖爵士、电子、古典及当代音乐等多种类型，既汇聚国际知名艺术家，也为本地音乐人提供展示平台，主要在第比利斯、巴统等文化城市举办。
值得关注的是，格鲁吉亚保留着独特的“双新年”传统，分别在1月1日和1月14日庆祝新年，其中1月14日被称为“旧新年”。这一传统为游客深入了解当地文化提供了独特契机。多年来，当地城市在节日期间都会进行精心装饰，尤其是首都第比利斯，被认为是圣诞期间最具魅力的城市之一。
这些节庆活动分布于不同地区与季节，从首都第比利斯、葡萄酒产区卡赫季，到黑海沿岸及山地景区，形成覆盖全国的活动体系。这不仅带动游客在更广范围内深入探索，也有助于推动可持续旅游发展及区域均衡增长。
问：格鲁吉亚旅游业面临的主要挑战有哪些？又将如何应对？
答：旅游业是变化最为迅速的行业之一，既受到外部环境影响，也与游客行为及需求的持续变化密切相关。
在此背景下，格鲁吉亚持续推进目的地形象建设，不断提升其对不同客群的吸引力。同时，通过持续丰富旅游产品供给，力求为每一次到访提供更加多元且具有差异化的体验，使整体旅行体验更加丰富且具有记忆点。
这一策略也体现在较高的游客回访率上，这既是格鲁吉亚引以为傲的重要成果，也从侧面反映了游客的整体满意度。未来，格鲁吉亚将继续在这一方向持续发力，致力于成为区域内具有示范意义的旅游目的地，并通过旅游这一重要载体，向国际市场持续呈现其多元文化、独特魅力与积极形象。
展位号：E01
在持续推进改革、加大投资及明确长期发展战略的支持下，格鲁吉亚正不断巩固其作为具有竞争力的旅游目的地的市场地位。
旅游业持续发挥增长引擎作用，带动经济竞争力提升、投资增长、就业创造及区域发展。
最新数据显示，行业发展动能持续增强，多项指标创下新高，整体向好趋势进一步提升了格鲁吉亚在国际市场的认知度。
格鲁吉亚旅游概况：
- 2025年接待国际游客：780万人次
- 旅游收入：47亿美元
- 占GDP比重：7.4%
- 游客消费水平提升，停留时间延长
- 回访率保持较高水平
- 2026年第一季度中国游客同比增长：+49%
