The National Tourism Administration of Georgia has launched an ambitious and far-reaching marketing campaign across the European Union and the United Kingdom, aimed at significantly increasing Georgia’s profile as a leading travel destination.

Running from May through December, the campaign is being rolled out in strategic partnership with major airlines, prominent media outlets, and influential public figures, covering key tourism markets such as the UK, Germany, Austria, France, Switzerland, Poland, Norway, and Sweden.

As part of the initiative, dedicated Georgian workspaces will be established in major European cities to facilitate business-to-business (B2B) meetings, foster international partnerships, and support the private sector in expanding its global reach.

“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 campaign spokesperson stated.

The campaign spans a diverse mix of media and outreach formats, including:

• Social media, radio, and TV campaigns

• Podcasts and outdoor advertising

• Roadshows in 32 European cities

• Participation in eight major international tourism exhibitions

Introductory presentations and promotional tours will be held in four cities in each target country, featuring interviews, TV and radio segments, print and digital content, and dynamic promotional videos designed to spark interest among international audiences.

Cities set to host roadshows include Berlin, Frankfurt, Hamburg, Munich, Paris, Lille, Lyon, Oslo, Warsaw, Wrocław, Kraków, and Poznań. These efforts will be supported by influencer collaborations and familiarisation (FAM) tours in Georgia to create authentic content and amplify reach.

Each month, the campaign aims to engage over 20 potential partners per market through workshops, webinars, and meetings with leading airlines and global tour operators, forging vital connections to attract both individual travellers and institutional tourism partners.

A high-profile collaboration with British Airways has already begun, featuring promotional video clips and imagery of Georgia at London Heathrow Airport, as well as a 30-second in-flight video highlighting Georgia’s landscapes, culture, and experiences.

Additionally, National Geographic is preparing special editorial content about Georgia for UK readers, while celebrity chef Jamie Oliver is set to release a culinary video spotlighting Georgia’s diverse food culture, reinforcing the country's growing appeal in gastronomic tourism.

With this comprehensive strategy, Georgia is aiming to solidify its presence on the global tourism map and attract a new wave of international visitors.