Georgia Tourism targets GCC travel trade with new roadshow

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Tbilisi in Georgia

Georgian National Tourism Administration (GNTA) has launched a B2B roadshow across the UAE, Saudi Arabia and Kuwait, aiming to drive visitor growth from the Gulf region to Georgia.

The initiative forms part of GNTA’s broader strategy to boost inbound leisure and MICE travel from the GCC region.

Rolling out throughout Q4 2025, the campaign combines destination webinars with in-person industry events, delivering educational content and networking opportunities for GCC tour operators, OTAs and MICE agencies.

Participants will gain access to Georgian suppliers, in-depth market insights and co-marketing frameworks designed to enhance collaboration.

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With GCC travellers expected to more than double their spending to US$158.8 billion by 2034, Georgia aims to capture a bigger share of the growing market with its easy access, great value and rich cultural appeal.

The country has seen triple-digit arrival growth from the Gulf in recent years, and according to the latest Connecting Travel Insight Report, Georgia ranks among the top 10 outbound destinations for GCC travellers in 2025.

In the first half of this year alone, 2.9 million international tourists visited Georgia, generating US$826 million in Q1 revenue and contributing 7.2% to national GDP.

MICE tourism has been identified by GNTA as a priority growth segment. With modern venues in Tbilisi and Batumi, as well as distinctive options in castles and vineyards, Georgia is positioning itself as a hub for business events and incentive programmes.

Batumi botanical gardens in Georgia

Affordability is another draw, with Georgia providing an estimated 30–40% greater value compared to similar European destinations, across luxury and mid-market offerings.

The country’s convenient visa policy, offering visa-free entry for GCC nationals and fast-track e-visas for residents, adds another advantage, complemented by expanding air connectivity and airport upgrades.

Flight capacity between the GCC and Georgia continues to grow, led by Emirates, Flydubai, Air Arabia and Flynas, with Air Arabia Abu Dhabi recently increasing flights to eight times weekly, while Etihad Airways will launch eight weekly flights from Abu Dhabi to Tbilisi from 13 March 2026.

Highlighting Georgia’s compact yet diverse appeal, GNTA notes that travellers can experience mountains, seaside resorts and cosmopolitan cities all within a day’s journey.

Martvili Canyon in Georgia

The capital, Tbilisi, charms visitors with its cobbled old town, sulphur baths and wine culture set against mountain backdrops, while Batumi on the Black Sea coast offers a European-style seaside escape with a subtropical climate and mix of contemporary and heritage attractions.

Maia Omiadze, Head of Administration at GNTA, said: “We are building a foundation for long-term growth by forging strategic alliances with the GCC travel trade and investors to jointly develop high-quality, innovative tourism products that cater to the evolving demand for authentic and immersive experiences.”

She adds: “Georgia’s dynamic tourism landscape offers unprecedented opportunities for partnerships and collaborations as we continue to enhance the country’s appeal as a preferred international destination.”

Trade partners are invited to register their interest in co-marketing initiatives and tourism investment opportunities with GNTA.

For more information, visit gulf.georgia.travel