Tourism has served as a primary source of income for the Georgian economy and local population for several years. Before the onset of the pandemic, Georgia welcomed a record-high of 9 million international visitors, three times the size of its resident population. The Georgian National Tourism Administration (GNTA), a government entity responsible for managing the country's image abroad and supporting local tourism businesses, plays a pivotal role in driving the country's tourism industry forward. According to Maya Omiadze, the Head of GNTA, the administration's primary objective is to design and implement national tourism policies that drive sustainable tourism development and generate revenue for the country. 

"2023 began on a high note, as Georgia was the host country at ITB Berlin - the world's largest tourist exhibition - under the theme Infinite Hospitality. The GNTA remains committed to increasing inbound tourism, and special attention is given to MICE tourism", says Maya Omiadze.

Georgia provides visitors with a diverse range of activities in its bustling cities and peaceful green villages, its Caucasus mountains and ski resorts, and its black sea coast resorts and towns for leisure of all kinds. The country has a number of UNESCO World Heritage sites, such as the Gelati Monastery, the historical monuments of Mtskheta, upper Svaneti and the Colchic Rainforests and Wetlands. Furthermore, it is well-known for its gastronomy and excellent dining, with popular traditional dishes including Khachapuri and Khinkali, amongst many other elaborated specialities. The country is also popular for its distinct spa culture, which includes sulfur baths in Tbilisi and other regions. 

The GNTA collaborates closely with various government entities, the private sector, and international organizations to develop and enhance tourism infrastructure, as well as to support tourism-related projects and initiatives. The development of sustained relations with nearby countries, such as the United Arab Emirates, whose share in tourist flows to Georgia is increasing annually, is being prioritized. It opens up new opportunities not only for the local population but also for foreign investors.

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‍Tourism, a crucial economic driver of the country‍

Local and international tourism entrepreneurs intensively increase Georgia's standards

Georgia's tourism sector is experiencing a steady rise, with a growing number of Emirati residents showing interest in the country. This trend led airlines such as Fly Dubai, Air Arabia and WizzAir to operate up to 40 weekly flights between the UAE and Georgia during the high season. Not only is the tourism industry focused on major cities, but it is also aiding the economy's growth in rural areas and villages.

Adjara Group, a local and diversified hospitality firm with outstanding hotels, is one such company worth highlighting. Their first "Rooms Hotel" was opened in Kazbegi more than ten years ago when there was almost no tourism. Since then, the destination has become popular, and many tourism-related businesses now operate in the region. The group quickly created essential establishments to the Georgian hospitality landscape on several segments, but always with a very local print and peculiar signature: creating cultural hubs where locals want to go, with both modern and traditional designs, giving a modern twist to traditional Georgian hospitality, and a second life to big-sized post-Soviet buildings.

Inn Group is another excellent example of a hospitality company contributing to enhancing the tourism offerings of cities and the development of regional tourism. Last year, they were awarded the prestigious Golden Brand award for their "Gudauri Inn" and "Bakuriani Inn" hotels, which gained popularity within their respective ski resorts. As international hospitality brands continue to open hotels in Tbilisi and Batumi, catering to niche tourism markets such as luxury and MICE tourism, smaller operators have also made significant strides in enhancing the country's tourism infrastructure.

For example, David Ruebush, Founder and CEO of Ruebush Group, believes that "Georgia is the country of freedom and opportunities." He accidentally discovered Batumi's potential when he landed in the city in 2012. Starting with simple investments in real estate, he soon started to help other foreigners to invest and manage their properties. Subsequently, he naturally shifted to developing and managing hotels, and he is presently constructing his properties and hotels with a burgeoning team projected to expand from 70 to over 200 employees by the conclusion of 2024.

Several other investors have taken advantage of Georgia's natural wellness resources, a segment on the rise in Georgia. Dr Tamaz Mchedlidze, the founder of Bioli Wellness Resort, started with a simple vision: "The foremost factor I considered when establishing Bioli at an elevation of 1200m near Tbilisi was air quality, which is of paramount importance". On its 32-hectare property, Bioli accommodates visitors from 94 countries, despite having only 13 exclusive cottages for wellness guests. A wellness community named Bioli Residence with 21 villas will be built soon, also. With a blend of healthy nature, luxurious infrastructure, and expertise in natural treatments, Dr Tamaz proudly states, "I have already invested 40 million dollars here, but if you ask me how much 'Bioli' costs, I will tell you that it has no price."

Georgia's booming tourism industry is a testament to the country's natural beauty, rich history, and thriving hospitality sector. From international hotel chains to local operators, there are many options for tourists seeking diverse experiences, and the government's commitment to promoting tourism ensures that the industry will continue to grow and benefit the entire economy.

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Tbilisi, a charming capital city to experience and taste

Exploring Georgia's delights: from rich heritage to culinary delicacies

The mayor of Tbilisi, Kakha Kaladze says, "anyone who visited Tbilisi once will always come back”. This statement is indeed well supported, considering the rich experiences Tbilisi can provide to its visitors. 

Landing in Tbilisi, one can instantly feel a very ancient past colliding with vibrant modernity. The capital of Georgia has been influenced by Persian, Ottoman, Russian, and Soviet cultures, resulting in a unique and eclectic blend of architecture, art, and cuisine.

One of the most fascinating aspects of Tbilisi is its vibrant food scene. Georgian cuisine is a feast for the senses, offering a wide range of flavors and textures. From savory khachapuri (cheese-filled bread) to juicy khinkali (dumplings) or tender chashushuli (beef stew), Georgian cuisine is a true celebration of local ingredients and traditional cooking techniques.

However, Georgian food is more than just a culinary experience. It reflects the country's way of life, deeply rooted in hospitality and community. Georgians are known for their love of long, leisurely meals shared with family and friends. For them, food is not just sustenance but a way of connecting with others and expressing their culture and heritage.

Beyond the food, Tbilisi offers a unique glimpse into the Georgian way of life. The city has charming old-world courtyards, hidden gardens, and winding streets lined with pastel-colored houses. The sounds of traditional music and the aroma of roasting meats waft through the air, creating a lively and welcoming atmosphere. Modern art galleries, trendy cafes, and stylish boutiques coexist alongside ancient churches and traditional restaurants. For those seeking relaxation, Tbilisi offers a variety of bathhouses and spas, therapeutic treatments, with the city's famous natural hot springs. Tbilisi is a constantly evolving city, yet always staying true to its roots.

Whether you are a foodie, a history buff, or simply someone who loves to explore new cultures, Tbilisi is a city that has something to offer everyone. With its unique blend of history, culture, and cuisine, Tbilisi is a true gem of the Caucasus region, waiting to be discovered.

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Beyond Batumi: Exploring the vibrant tourism scene of Adjara

A glimpse into the dynamic and bustling travel sector of Georgia's coastal gem

The Adjara region, a picturesque corner of southwestern Georgia, is becoming an increasingly popular tourist destination. Blessed with stunning landscapes, diverse ecosystems, and rich cultural heritage, Adjara is gaining international recognition, awarded the titles of world's leading emerging tourism destination 2022 and european hidden gem 2022.

Tornike Rijvadze, Chairman of the Government of the Autonomous Republic of Adjara, acknowledges that "our state-wide growth of 15% in 2022 makes the Black Sea region a frontrunner in terms of economic outlook". He proudly shares that tourism is the main revenue generator. "Adjara hosted 4 million international and domestic visitors in 2022, and our government's ambitious goal is to exceed 6 million visitors by 2025."

He also explains that Adjara boasts a wide array of attractions, with three coastal municipalities and mountainous regions. Three of Adjara's National Parks - Mtirala, Kobuleti, and Kintrishi - have recently been recognized as UNESCO World Heritage sites, highlighting the region's commitment to preserving its natural heritage.

"Adjara is becoming a four-season destination, with each season offering its own distinct touristic products", emphasizes Tornike Rijvadze. In winter, for example, the Goderdzi ski resort is a paradise for free riders, with plans to expand its capacity. In the warmer months, Adjara's mountains and protected areas beckon hikers with 25 marked trails, while the region's numerous waterfalls offer opportunities for canyoning. Birdwatching is another growing attraction in Adjara, with 38 species of raptors drawing enthusiasts to the region. 

Moreover, Adjara's vibrant cultural scene allows visitors to experience traditional Georgian music, dance, and cuisine, creating a rich and memorable tourist experience.

Batumi, Adjara's bustling capital, is a city that harmoniously combines its historical charm with modern architecture. As the host city for the finals of the under-21 UEFA championship, Batumi showcases its capacity to cater to international events. The city is also home to the ambitious Ambassadori Batumi Island project, which features the creation of two artificial peninsulas and an island dedicated to wellness and recreation.

The head of the Department of Tourism and Resorts of Adjara, Tina Zoidze, proudly states that "60% of international visitors come back," indicating the region's success in enchanting its guests. The government's commitment to sustainable growth and investment in infrastructure will further enhance the region's appeal to travelers.

As Adjara continues to flourish, the region remains dedicated to nurturing its natural and cultural assets while embracing modernity. With its breathtaking landscapes, exceptional hospitality, and wealth of attractions, Adjara is poised to become an increasingly sought-after destination for travelers worldwide. As more people discover the allure of this hidden gem, the future of tourism in Adjara looks as bright and promising as the shimmering waters of the Black Sea.

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Georgia's Emergence as a Medical Tourism Hotspot

Affordable, High-Quality Healthcare Services Drawing Global Attention

Georgia is emerging as a competitive player in the medical tourism industry, attracting international patients seeking cost-effective, high-quality healthcare. The country's popularity is driven by affordable treatments, advanced medical technology, visa-friendly policies, unique therapeutic resources, and a rich cultural landscape. Key medical sectors attracting tourists include in vitro fertilization (IVF), dental care, and plastic surgery, with a growing number of patients from the Gulf countries.

Georgian clinics, such as Todua Clinic, offer advanced diagnostic and treatment services equivalent to leading European and American facilities. The clinic's experienced doctors and leading-edge equipment provide a range of modern services, including genetic research, immunotherapy, or laparoscopic surgery for example. Aesthetic clinics, like Total Charm and Kuzanov Clinic, and dental clinics, such as Blits Dental Kakhaber Kharebava Clinic and Rogo Dental Center, offer the latest treatments at competitive prices.

Luxurious recovery environments, such as Litz Resort in Batumi, provide patients with top-notch medical care and a comfortable setting for recuperation. Gagua Clinic, the country's first private maternity hospital, boasts ultra-modern equipment and a cozy, family-oriented atmosphere. The clinic specializes in maternity services, including IVF, leveraging its 20 years of experience and highly qualified medical personnel.

The Georgian government has recognized the potential of medical tourism and is investing in the sector to further enhance healthcare services and appeal. As a result, Georgia is becoming an increasingly attractive destination for medical tourists seeking affordable, high-quality care and a unique cultural experience.

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