ITB Berlin 2025 has once again emerged as a global stage for destination marketing, and Georgia, a rising star in international tourism, took center stage to reveal its strategic tourism roadmap for 2025 and 2026. In an exclusive interview at the show, Anna Kekelia, Head of Brand Development Department, Georgian National Tourism Administration (GNTA), shared deep insights on Georgia’s evolving tourism marketing strategies, its ambitious goals, and what’s in store for global travelers eager to explore the Caucasus nation.

A Government-Driven Tourism Vision

The Georgian National Tourism Administration, operating under the Ministry of Economy of Georgia, is spearheading an extensive global campaign to position Georgia as a top destination for international travel and exploration. According to Anna Kekelia, the strategic initiatives are aligned with Georgia’s broader economic vision and aim to tap into diverse global markets while promoting the country’s rich cultural, natural, and gastronomic heritage.

Vibrant Start at ITB Berlin 2025

Reflecting on Georgia’s experience at ITB Berlin 2025, Anna Kekelia, Head of Brand Development Department, Georgian National Tourism Administration noted the event’s energetic momentum. “It’s very busy, as always,” she remarked. She recalled Georgia’s proud moment as the official host country of ITB Berlin two years ago, which dramatically elevated the country’s international profile.

The 2023 hosting role brought Georgia into the spotlight with a spectacular opening ceremony featuring traditional music, gastronomy, and cultural performances. This exposure sparked a noticeable surge in tourism, particularly from Germany, with the country now ranking among Georgia’s top 10 source markets from Europe.

Tourism Trends in 2025: Nature, Wine, Culture

The GNTA has set its sights on leveraging integrated marketing activities and partnerships to continue attracting diverse traveler segments in 2025. Anna Kekelia, Head of Brand Development Department, Georgian National Tourism Administration highlighted nature tourism, adventure travel, gastronomy, and cultural exploration as Georgia’s core tourism pillars. These unique selling propositions are being strategically promoted across multiple continents.

To execute this, Georgia plans to hire specialized B2C and B2B marketing agencies, including a dedicated agency in Germany, to enhance visibility across Europe and adjacent markets.

Expanding Source Markets in 2025 and 2026

Georgia’s tourism marketing strategy for 2025–2026 focuses on market diversification. While traditional European markets like Germany, Poland, and Israel remain a priority, GNTA is aggressively targeting emerging markets such as:

United States
India
China
Gulf countries

Kekelia emphasized, “We’re aiming to diversify our markets and attract travelers from all over the world. Georgia offers something for every type of traveler—from cultural heritage to outdoor adventure.”

New Flight Routes to Boost Accessibility

To further support its tourism strategy, Georgia is expanding its air connectivity network. Starting late March to early April 2025, both British Airways and EasyJet will begin direct flights from the United Kingdom to Georgia, boosting inbound tourism from the UK market.

This move complements existing direct routes from Germany and other European countries, making Georgia more accessible and appealing for travelers planning short holidays, cultural exploration, or adventure trips.

Tailored Regional Promotions for Specific Markets

Another critical aspect of Georgia’s tourism plan is regional product diversification based on market interests. The Georgian National Tourism Administration is adopting a tailor-made approach to tourism promotion, understanding that different regions of Georgia appeal to different source markets.

“For Gulf countries, we adapt offerings to suit their preferences. In contrast, for Europe, we emphasize nature, adventure, and cultural experiences,” said Kekelia.

This strategy ensures each campaign resonates with the travel motivations of specific markets, increasing the likelihood of engagement and visitation.

Why Georgia is a Must-Visit Destination

Georgia is rapidly gaining a reputation as a dream destination for cultural travel and immersive exploration. Whether it’s the vineyard-dotted landscapes of Kakheti, the snow-capped peaks of the Caucasus Mountains, or the vibrant charm of Tbilisi’s old town, Georgia offers authentic and unforgettable experiences.

Key highlights for travelers include:

UNESCO World Heritage Sites
Ancient monasteries and fortresses
Traditional Georgian cuisine and wine culture
Lush national parks and eco-tourism trails
Black Sea coastal experiences

As global travel trends lean toward meaningful exploration, local heritage, and off-the-beaten-path journeys, Georgia is perfectly positioned to become a leading destination.

Strong Focus on Sustainable Tourism

Sustainability is also a growing focus in Georgia’s tourism development. While not emphasized in the interview, The Georgian National Tourism Administration has previously committed to developing community-based tourism and rural infrastructure, which aligns with eco-conscious traveler preferences.

Looking Ahead: Tourism in Georgia Beyond 2026

Georgia’s tourism board is building not just for 2025–2026, but also laying the groundwork for long-term economic and cultural exchange through tourism. The country’s plans to enhance regional airport connectivity, promote lesser-known destinations, and deepen partnerships with global tour operators are set to further boost its appeal.

With increased airline routes, strategic marketing, and a strong cultural identity, Georgia is ready to invite the world to explore its beauty.