Georgia is reinforcing its reputation as one of the world's fastest-growing tourism destinations, supported by rising international arrivals, strong tourism revenues, expanding air connectivity, and increasing interest from the Gulf region. The country welcomed 7.8 million international visitors in 2025, generating USD 4.7 billion in tourism revenue, highlighting tourism's growing contribution to the national economy.
In an interview with Gulf Times, Maia Omiadze, Head of the Georgian National Tourism Administration (GNTA), said the country's success is the result of a combination of strategic planning, diverse tourism offerings, and sustained investment in infrastructure and service quality.
"Georgia's tourism growth is the result of a strong combination of strategic location, expanding international connectivity, diverse tourism products, and consistent investment in infrastructure and service quality," she said.
Positioned at the crossroads of Europe and Asia, Georgia has capitalised on its accessibility while offering an impressive variety of travel experiences within a relatively compact territory. Visitors can enjoy everything from UNESCO-listed cultural heritage sites and world-renowned gastronomy to mountain adventures, Black Sea resorts, wellness retreats, and eco-tourism making the country an attractive destination throughout the year.
Tourism has become one of the key pillars of Georgia's economy, accounting for 7.4% of GDP while supporting employment, regional development and international visibility.
Omiadze noted that GNTA plays a central role in promoting Georgia globally by strengthening the country's destination brand, developing tourism products, diversifying source markets and improving service quality. The administration also works closely with private-sector partners through marketing initiatives, capacity-building programmes and international partnerships.
GCC emerges as a strategic market
Among Georgia's fastest-growing tourism markets, the Gulf region has emerged as one of the country's key priorities.
According to GNTA, visitor arrivals from GCC countries increased by 3.4% in 2025 compared with the previous year. Saudi Arabia recorded the strongest growth with a 9.1% increase, making it one of Georgia's top 15 source markets, while arrivals from Qatar rose 4.6% and visitors from the United Arab Emirates increased 0.7%.
"The GCC region has become an important tourism market for Georgia, both in terms of visitor growth and its strategic potential," Omiadze said.
To build on this momentum, Georgia launched a large-scale marketing campaign across the Gulf countries in 2025 in collaboration with its regional representative office. The campaign focuses on promoting Georgia's tourism offerings while strengthening partnerships with leading media organisations, tour operators and tourism industry stakeholders.
"Our objective is to build long-term partnerships that support stronger awareness of Georgia, improve access to tourism products, and encourage sustainable growth in visitor flows from the region," she said.
GNTA is also placing significant emphasis on strengthening cooperation with airlines, travel agencies and tour operators across the Gulf to further improve connectivity and make travel even more convenient.
Why Georgia appeals to Gulf travellers
According to Omiadze, Georgia offers exactly the type of experiences many GCC travellers seek.
She said the country's cooler climate, lush green mountains, wellness resorts and peaceful natural landscapes provide an ideal escape during the hot Gulf summer.
Beyond its pleasant weather, Georgia allows visitors to experience several distinct attractions in a single trip.
"Georgia's appeal lies in its ability to offer a refreshing, authentic, and comfortable travel experience within a relatively short distance from the Gulf region," she explained.
The country is also increasingly popular among families thanks to its accessibility, diverse accommodation options, international-standard hospitality services and the ease with which travellers can explore multiple regions within one holiday.
Diversifying tourism beyond the major cities
While destinations such as Tbilisi, Batumi and Kakheti remain major attractions, GNTA is actively promoting lesser-known regions to encourage visitors to explore more of the country.
Omiadze said the strategy focuses on showcasing regional experiences including adventure tourism, gastronomy, wellness, rural tourism, cultural heritage and authentic local traditions.
"This approach helps distribute visitor flows more evenly, supports regional economic development, and encourages travellers to discover authentic experiences beyond the most popular routes," she said.
The administration's long-term objective is to ensure that every region develops its own unique tourism identity while contributing to sustainable national tourism growth.
Georgia is also using cultural festivals to showcase its rich heritage and attract international visitors. Events such as Gemo Fest, which celebrates regional cuisine, traditions and local craftsmanship, provide visitors with authentic experiences while supporting local producers and small businesses.
"Cultural festivals help Georgia present itself as a destination with a living culture that is deeply rooted in everyday life," Omiadze said, noting that today's travellers increasingly seek genuine cultural experiences rather than conventional sightseeing.
Expanding connectivity
Accessibility remains one of Georgia's strongest competitive advantages. The country continues to expand direct air connections with destinations across Europe, the Gulf, Asia and other international markets while benefiting from its open-skies policy and liberal visa regime.
Alongside increased airline connectivity, Georgia is investing in airport infrastructure, transport networks, digital services and visitor facilities to create a smoother travel experience.
Sustainable growth for the future
Looking ahead, GNTA plans to continue refining Georgia's tourism offerings with greater emphasis on authenticity, sustainability and regional development.
Future initiatives will include enhanced tourism infrastructure, improved visitor services and new opportunities for travellers to engage with local communities, cuisine and traditions.
Omiadze believes Georgia's tourism industry will continue evolving toward a more competitive, higher-value and sustainable model over the next decade.
"We see Georgia becoming a destination where visitors stay longer, explore more regions and engage more with local experiences," she said.
She added that continued investment, growing international connectivity and a commitment to authenticity, quality and sustainability will ensure tourism remains one of the country's most important drivers of economic growth.
Inviting more visitors from Qatar and across the Gulf, Omiadze said Georgia offers far more than many first-time travellers expect.
"My message would be simple: Georgia is closer than you think and it offers much more than you expect," she said.
Highlighting the country's famous hospitality, she added that visitors are welcomed with warmth, generosity and respect, making every journey to Georgia both comfortable and memorable.
