Travel in Georgia

Ongoing marketing strategies highlight variety of attractions to both domestic and international tourists

With travel generating positive growth for the Georgian economy, the Georgian National Tourism Development Strategy 2015-2015 can take some credit for the further development for encouraging ongoing demand from both domestic tourists and inbound arrivals in 2019. The latter continued to record the strongest growth compared to outbound departures and domestic trips, as international visitors developed a greater understanding of what the country has to offer in terms of natural beauty and its mountainous regions, climate, and cuisine and Old World wines.

Online travel intermediaries continue to gain ground on offline operators

Online travel intermediaries continued to record impressive double-digit current value growth in 2019, moving gradually closer to overall value sales held by offline operators by offering convenience and competitive package deals, although offline travel agents still appeal to many Georgians, particularly older generations, who appreciate face-to-face customer service. On the other hand, online travel intermediaries tend to focus on inbound arrivals and are developing tours within the country specifically created to showcase Georgia’s outstanding attributes, with most members of Georgian Incoming Tour Operators Association and Georgian Tourism Association focusing on catering to international arrivals.

Expansion and further investment in Georgia’s travel infrastructure to cope with increasing demand

The increasing number of inbound arrivals to Georgia over the review period has encouraged expansion in the country’s infrastructure with a rise in the number of new sites being built to accommodate the growing demand for lodging, particularly from international brands, in addition to the number of return visitors who repeatedly come to enjoy Georgia’s diverse offer of natural beauty and excellent cuisine. New routes and destinations are also developing to accommodate the increasing number of visitors from different countries who want to visit Georgia, encouraged by marketing campaigns run over the review period.

Georgia named as one of the most exciting destinations to explore in 2019

Georgia is enjoying increasing interest as an interesting destination country from a global perspective due to a number of initiatives and marketing activities such as the government’s Strategy 2025, and a campaign that ran towards the end of the review period called “Emotions are Georgia” which included a video created by using stories shared on social media by tourists who had travelled to the country with the aim of targeting potential new visitors to the country. In addition, Georgia has been named by UNWTO (World Tourism Organization) as one of the most exciting countries to visit in 2019 for tourists who want to explore less obvious destinations and who appreciate a diverse range of activities to try such as visiting the Caucasus Mountain villages, cave towns, vineyards offering Old World wine, stunning scenery, and numerous churches and cathedrals.

Positive growth predicted across Georgian travel

Improving infrastructure in the form of expanding airports, a growing number of international brands entering lodging to address rising demand and increasing sales through online travel intermediaries are all positive factors that will lead to a strong performance for Georgian travel over the forecast period. Despite the difficult geopolitical situation in the region, particularly with Russia, neighbouring countries are still predicted to record positive growth, creating a basis for expansion of both domestic and inbound trips.

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