With Georgian National Day, 26th May, coinciding with the opening of this year’s edition of ITB China, the country put on an immersive cultural showcase for those attending the opening gala last night, 25th May, at W Shanghai - The Bund.
Georgia is the official partner destination for the annual travel trade event which is now on its ninth edition.
The Eastern European nation pulled out all the stops with a cultural festival based on its traditional supra, a celebratory feast that honours the divine, one's ancestors, and the bonds of camaraderie and family.
The menu featured traditional Georgian specialities and a selection of wines and spirits produced in the region, while folk dances endemic to the region and the country's famed polyphonic singing kept attendees entertained.
A strong presence
Back in February, Messe Berlin (China) managing director David Axiotis said of the country: “Georgia has built a strong and growing presence in the Chinese market. Its visa-free travel policy, combined with distinctive strengths in cultural experiences, gastronomy and wine, and diverse natural landscapes, has steadily increased its visibility among Chinese travelers. Securing the role of ITB China's Partner Destination for 2026 reflects Georgia's sustained commitment and long-term strategic planning for the Chinese market. Through this partnership, we look forward to deepening understanding of Georgia among Chinese travel professionals and enabling meaningful, substantive cooperation.”
Speaking at last night’s gala, Georgian deputy minister of economy and sustainable development Irakli Nadareishvili expressed his appreciation to working partners and guests who came to celebrate the spirit of global tourism and international cooperation.
Nadareishvili declared: “In 2023, Georgia had the great honour of serving as a host country of ITB Berlin, which marked an important milestone in strengthening Georgia's global tourism position. Today we are proud to continue the journey of success in the region of Shanghai as the official partner destination of ITB China in 2026.”
Bringing people together
The deputy minister likewise said that tourism stands among the most dynamic and rapidly growing sectors of the global economy in this day and age.
Indeed, tourism serves as a powerful driver of economic growth, sustainable development and the formation of cooperation.
Beyond economics, tourism also plays a major role in bringing people, cultures, and nations closer together.
According to Nadareishvili: “Tourism fosters mutual understanding in China and encourages meaningful dialogue and lasting connections through shared experiences and cultural exchanges.”
The country at the crossroads
Historically, Georgia has been a meeting point and melting pot for cultures, traditions and traditions as it stands at the crossroads between Asia and Europe.
Throughout time, this unique geographical and geopolitical position helped shape a strong and distinctive national identity grounded in history and continuity.
Nadareishvili said: “At the core of this identity, Georgia's hospitality, a deeply rooted cultural value defined by respect, generosity and openness towards every guest. Combined with the oldest winemaking traditions, a rich and diverse gastronomy, and well-preserved living heritage, Georgia presents a unique competitive proposition to the global stage.”
