Georgia Tourism Administration steps up international marketing to diversify tourist flows
The National Tourism Administration is continuing its active marketing campaigns in international markets as part of efforts to diversify tourist flows and expand the range of target countries, the agency reported.
Maia Omiadze, Head of the Georgian National Tourism Administration, said on Tuesday that the increase in tourist flows from EU countries, the United Kingdom, China and Central Asia is directly linked to the expansion of direct air connections and marketing activities in these markets.
Omiadze stressed that market diversification and the availability of direct flights are crucial for attracting tourists from long-haul markets.
“When British Airways and easyJet were added to the London route last year, with six weekly frequencies, the statistics we received shortly afterwards, in the following quarter, showed that the United Kingdom had entered the top 10 countries. Direct flights brought us this result. The same applies to China. When a new flight to Shanghai was added, we monitored the load factor together with the airline and found that 98% of passengers on the flight were Asian travelers. Shanghai is not limited to Chinese travelers, as it is a hub. When a traveler from Japan or South Korea wants to come to Georgia, Shanghai Airport is the closest option for them”, she said.
Omiadze further noted that the administration continues to organise roadshows and B2B meetings in international markets in cooperation with the United Airports of Georgia and representatives of the tourism industry. The activities aim to diversify tourist flows, raise awareness of Georgia as a tourism destination and support the private sector.
She added that a large-scale presentation and exhibition is planned in Japan at the end of September, with around 20 Georgian tourism companies expected to participate alongside the National Tourism Administration.
“Active preparations for the winter tourism season are already underway, with relevant international marketing campaigns being carried out across various tourism markets”, Omiadze concluded.
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Maia Omiadze, Head of the Georgian National Tourism Administration, on Tuesday reviewed the summer tourism season, expressing confidence that positive trends in both visitor numbers and tourism revenue will continue.
Speaking about the sector’s performance, Omiadze noted that despite significant challenges at the beginning of the year, including hostilities in the Middle East, Georgia’s long-term diversification strategy helped mitigate the impact on tourism from the region.
“There were many challenges at the beginning of the year, but despite the military developments in the Middle East, we managed to minimise losses from the region’s tourism markets. We worked extensively before the start of the summer season and did everything possible to reduce those losses as early as the second quarter. As for the third quarter, it has been a very active season. I do not want to get ahead of the official figures, but we expect it to be a very strong quarter. Overall, positive year-on-year dynamics in both tourist arrivals and tourism revenue are expected to continue”, she said.
Omiadze stressed that expanding into new target markets and increasing the geographic reach of direct air connections remain crucial for sustaining stable growth and offsetting potential market fluctuations.
“What we have achieved is the result of a consistent and diversified policy. When you are not dependent on a single market and instead operate across multiple markets, you can compensate for fluctuations by redirecting or replacing visitor flows from one market with those from another. We worked actively with China, as well as European and Central Asian countries. New air routes were launched, while the frequency of existing flights was increased”, Omiadze concluded.
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