The Head of the National Tourism Administration, Maia Omiadze, announced a new large-scale marketing campaign targeting the European Union and the United Kingdom.

The campaign will involve partnerships with major airlines, media platforms, and influencers.

“We are launching a major campaign across 32 cities in eight countries to promote Georgia as a new travel destination. The campaign will employ both traditional and digital media—blogs, podcasts, and articles will highlight Georgia’s diverse tourism offerings. Business meetings and roadshows will also be organised, and international journalists will be invited to experience the country firsthand. By the end of the year, the campaign will be packed with activities aimed at attracting more tourists and raising awareness of Georgia in Europe,” said Omiadze.

The campaign will cover key tourism markets, including the UK, Germany, Austria, France, Switzerland, Poland, Norway, and Sweden. From May to December, dedicated Georgian workspaces will be established in major European cities to facilitate B2B meetings, connect Georgian businesses with partners, and boost tourism cooperation.

Introductory tours and presentations will take place in four cities per country, along with interviews, TV and radio segments, outdoor advertising, and content across print and digital platforms.

Planned roadshow cities include Berlin, Frankfurt, Hamburg, Munich, Paris, Lille, Lyon, Oslo, Warsaw, Wroclaw, Krakow, and Poznan.