As this year’s official destination partner for ITB China, the former Soviet state of Georgia put its best foot forward as it showcased its cultural heritage to the over 900 exhibitors and 1,500 hosted buyers in attendance.

Indeed, the country is rolling out the red carpet for travellers from the world over, especially given how international arrivals to the country hit 7.8 million as of end-2025, an increase of around 5.9 percent from the total reported at end-2024.

According to the country’s deputy minister for economy and sustainable development Irakli Nadareishvili: “At the core of [our national] identity is Georgia's hospitality, a deeply rooted cultural value defined by respect, generosity and openness towards every guest.”

But what exactly gives Georgia a competitive advantage against its neighbours in Eastern Europe, and exactly how does it mean to woo travellers from China as well as the greater Asian continent?

All-time highs

In April of this year, Georgian publication Business Insider reported that the country welcomed 997,529 foreign arrivals between January and March, up four percent from the end of Q1-2025.

This is an all time quarterly high for the country where, interestingly enough, foreign travellers outnumber the locals.

The bulk of visitors actually comes from Georgia’s closest regional neighbours: Turkiye, for example, is at the top of the list with 238,368 nationals entering the country.

While Kazakhstan and China aren’t far behind, Georgia’s top 15 source markets also include Germany, India, the United Kingdom, and the United States.

In fact, UK arrivals are up by 45.7 percent, while those from China surged by around 48.6 percent throughout the first quarter.

Tourism revenues also hit a record high in Q1 as the country earned US$829.8 million, up 0.5 percent from the same period in 2025.

The Georgia advantage

Writing for Georgia Today earlier this year on the eve of the country’s participation at ITB China, Guide of Georgia LLC founder Ekaterine Jikidze declared: “Georgia has the potential to become a strategic hub for East-West tourism. As travellers seek destinations that offer safety, authenticity, and soul, we can present Georgia as a new kind of global destination: one that is proud of its heritage and open to the world.” 

With Jikidze’s words in mind, we can definitely say that Georgia is coming into its own as a global destination thanks to a variety of factors, including its diverse landscapes which range from the jagged peaks and crags of the Caucasus Mountains to the rolling waves of the Black Sea.

Likewise, the visa-free entry accorded to 98 nations has also paved the way for greater visitor arrival numbers, along with the entry of global hospitality brands and offerings rooted in authentic Georgian traditions.

It has also helped that UN Tourism has designated the country as a potential venue for tourism investment given the steady rise in international arrivals.

As UN Tourism secretary-general Zurab Pololikashvili remarked: “Georgia offers a unique blend of history, culture, and natural beauty. With extensive reforms and a business-friendly environment, [the country] stands as a promising market for investors.”

Photos by Marga Manlapig