The National Tourism Administration is initiating an ambitious, comprehensive marketing campaign across the European Union and the United Kingdom, in strategic partnership with leading airlines, media outlets, and influential personalities.

Targeting key tourism markets—including the UK, Germany, Austria, France, Switzerland, Poland, Norway, and Sweden—the campaign aims to significantly enhance Georgia’s visibility and appeal as a premier travel destination.

Running from May to December, this initiative will establish dedicated Georgian workspaces in major European cities to facilitate B2B meetings, attract strategic partners for the Georgian private sector, and foster international business cooperation.

“The goal of this campaign is to elevate Georgia’s profile on digital platforms and position the country as a top-tier travel destination,” a spokesperson stated. “It encompasses a wide array of media channels—social media, radio, television, podcasts, outdoor advertising, roadshows—and involves active participation in eight major tourism events across 32 European cities.”

Introductory tours and presentations about Georgia will be held in four cities within each target country. Each market will feature interviews, TV segments, radio broadcasts, outdoor advertisements, print and digital content, and engaging promotional videos to captivate audiences.

Roadshows are scheduled in cities including Berlin, Frankfurt, Hamburg, Munich, Paris, Lille, Lyon, Oslo, Warsaw, Wroclaw, Krakow, and Poznan. Additionally, influencer and familiarisation (FAM) tours in Georgia are integral to the campaign’s strategy.

Monthly outreach efforts will engage over 20 potential partners in each market through workshops, webinars, and meetings with airlines and leading global tour operators. These activities aim to forge strong connections with both individual travellers and international tour operators, boosting tourist arrivals and elevating Georgia’s status on the global tourism map.

In collaboration with British Airways, promotional video clips and photo collages showcasing Georgia are now displayed at London Heathrow Airport, complemented by a 30-second promotional video featured on board flights.

Furthermore, National Geographic is preparing feature articles on Georgia tailored for the UK audience. Renowned British chef Jamie Oliver is also set to release a new video spotlighting Georgia’s rich culinary tourism potential, further amplifying the country’s appeal.