Maia Omiadze, the Head of the Georgian National Tourism Administration, said on Wednesday that the agency’s main goal was to diversify Georgia’s tourism markets, with a range of activities carried out annually to achieve this objective.

In her remarks, Omiadze emphasised that targeted marketing campaigns, combined with close cooperation with the Georgian Airports Association, would help attract new airlines. 

She said these joint efforts would have a direct impact on visitor statistics, reflected in the growing diversity of countries represented in Georgia’s top ten source markets.

“This is precisely what a diversified market looks like, as reflected in the statistical data we receive from the tourism industry. Our top ten source markets include countries such as China, India, EU member states, Gulf countries and, of course, Israel, as well as neighbouring countries. In line with our strategy, we work with these markets every year to ensure that many more travellers visit Georgia”, Omiadze said.

She added that the country’s planned market diversification policy had contributed to a steady year-on-year increase in the number of international travellers.

“It is precisely this planned action plan focused on diversification that has ensured a year-on-year increase in the share of travellers coming to Georgia. According to statistical data, Georgia has never before received so many travellers from EU countries. Their share reached 9.1% in the first quarter of 2026 and in the overall statistics”, Omiadze concluded.