Business Insider Georgia prepared an exclusive interview with Edelweiss on the company’s entry into the Georgian market, its 2025 performance review, and its plans for 2026.

1.      What motivated Edelweiss to enter the Georgian market at this particular time?

Georgia has a lot to offer to Swiss tourists as a destination. With its' diversity and its' culture, the country has been gaining popularity for tourists from Switzerland. The route between Zürich and Tbilisi has not been served before but thanks to social and economic connections between Switzerland and Georgia, there has been a significant number of passengers travelling every year between the two countries. We believe, it was the right time to launch this new route because tourists are increasingly looking for new and different experiences.

2.      How does Georgia fit into Edelweiss' long-term regional strategy?

Edelweiss wants to develop new touristic markets. In collaboration with the Georgian National Tourism Administration we are investing a lot to attract tourists from Switzerland to Georgia. When we launched the new route in April 2025, we had for the first season published 2x weekly flights between Zürich and Tbilisi from April until the end of October. Our goal is to increase flights and extend the season, which we have already done: we have operated flights during Christmas and New Year 2025-2026 and we will launch the upcoming season already at the beginning of March. From April 2026 until October 2026 we are increasing our flights to 3x weekly. We hope that in the long-term we can establish a year-round service on this route and in the future maybe also serve other airports in Georgia and the neighboring countries.

3.      Which factors were the most important when deciding to launch flights to Georgia?

The route between Zürich and Tbilisi has not been served before but thanks to social and economic connections between Switzerland and Georgia, there has been a significant number of passengers travelling every year between the two countries. That existing demand was one of the key factors. Furthermore, Georgia has a lot to offer to Swiss tourists as a destination. With its' diversity and its' culture, the country has been gaining popularity for tourists from Switzerland. Our talks with the Georgian National Tourism Administration have confirmed their interest in jointly developing tourism into Georgia and had been the final piece to make the flights happen.

4.      How have ticket sales performed since the first flight?

Sales and passenger numbers have in general developed along our expectations – that's why we are increasing to 3x weekly flights from April 2026 onwards. 
We have seen especially strong development and lots of bookings coming from the Georgian market, while the Swiss market is still lacking behind a bit. We are surprised and happy that the Georgians are booking our flight even though Edelweiss Air has previously not been known in Georgia. Our partnership with Swiss International Air Lines and our affiliation with Lufthansa Group have certainly helped us.

5.      Have you offered any promotions or special deals for local passengers, and are there plans to further activate marketing campaigns in this direction?

We believe our prices are always competitive and attractive. In contrast to a lot of our competitors, in our standard fares we always include checked baggage and high quality meals onboard. 

6.      What feedback have you received from passengers since the launch?

Passengers are extremely happy about this new flight and we are often asked to add more flights.

7.      How do you assess the impact of Edelweiss' operations on Georgia's tourism industry so far?

The between Zürich and Tbilisi has grown by 43% percent in 2025 compared to 2024 – the new flight has brought several thousand additional visitors to Georgia. That growth will continue in 2026 thanks to the additional flights.

8.      How has the Georgian market performed compared to your initial expectations?

The Georgian market has performed above our expectations, the Swiss market was behind our expectations. Combined, the route matched our expectations. The good launch of the Georgian market can most likely be attributed to our affiliation with Lufthansa Group and our partnership with Swiss International Air Lines.

9.     What are the next steps for Edelweiss in Georgia over the coming months or years?

The upcoming season will start at the beginning of March with 2x weekly flights. The flights will be increased to 3x weekly from April 2026 onwards. We hope to be able to offer flights until the first week of November 2026 and after a short break again for Christmas and New Year in 2026/2027.

10.     From today's perspective, how do you assess the decision to enter the Georgian market, and what are your expectations for 2026?

We are happy with the decision to enter the Georgian market. We still need to work hard to develop tourism from Switzerland to Georgia and we are ready to do so through marketing campaigns and collaboration with the Georgian National Tourism Administration.

11.     Based on 2025 data, how would you assess average load factors on routes operated from Georgia?

We don't disclose that data, however we are satisfied with our load factors to and from Georgia.

12.     Edelweiss' entry into the Georgian aviation market was preceded by extensive and intensive cooperation with the United Airports of Georgia, the Ministry of Economy and Sustainable Development, and the Ministry of Foreign Affairs. How would you evaluate this collaboration?

The collaboration with all these entities was crucial for the successful launch of this new route. United Airports of Georgia provided the basis for everything and opened the right doors for us. The Ministry of Economy and Sustainable Development and the current but especially also the former ambassador for Georgia in Switzerland, Mr. Revaz Lominadze have supported us a lot by making this new route an important goal for the country.

13.     What is Edelweiss' marketing strategy for 2026, and how does Georgia fit into this vision?

Edelweiss wants to show Swiss tourists the most beautiful places in the world. Georgia's nature, history and culture fit perfectly into this story. We promote destinations with images on digital channels and out-of-home advertising.

14.     What opportunities does Edelweiss' operation in the Georgian aviation market create in terms of strengthening economic ties between the two countries?

We believe that with our increased flights from April 2026 onwards, we offer an even better schedule to also appeal to any business travellers between Switzerland and Georgia, bringing the economies closer together. We are also currently evaluating the possibility of transporting cargo on our flights between Tbilisi and Zurich, which would open even further opportunities for trade between the two countries.