As part of its marketing campaign, the Georgian National Tourism Administration (GNTA) featured an article in the influential The Financial Times titled How Georgia is boosting tourism while preserving its traditions. This information was shared by the GNTA.

In the article, GNTA Head Maia Omiadze discusses the successful tourist season, emphasizing that the administration’s main priority is attracting high-spending tourists rather than focusing on visitor numbers.

“Our aim is to attract travellers who appreciate authenticity, culture and genuine connection. We are continuing to invest in infrastructure and services, while prioritising the preservation of our country’s unique heritage, diverse landscapes and the warmth of our people,” says Omiadze.

The article highlights Georgia’s rich natural and cultural attractions: “Architecturally distinct and replete with crafted signifiers of modern luxury, this new class of hotels represents the type of tourist infrastructure that Georgia’s administration believes will attract adventurous international travellers with money to spend".

According to The Financial Times, Georgia welcomed 6 million international visitors in the first three quarters of 2025, indicating strong potential for further growth in the sector.

“In 2024, the tourism sector generated $4.4bn, up 7.3 per cent on the year before: an example of fast-paced growth that requires a clear strategy if the country is to preserve its reputation as a hidden gem,” the publication notes.

Omiadze explains that these results reflect coordinated efforts to build a diversified tourism economy.

“Our country’s diversity extends far beyond its capital, from the mountain villages to the vineyards and the sea coast. Georgia is actively investing in infrastructure and product development in the regions to spread the benefits of tourism more evenly,” she says.

The article also emphasizes Georgian wine and its 8,000-year history, which has seen significant growth in recent years.

The Financial Times reports that in 2024, the National Wine Agency recorded a record $565 million in wine and spirits exports, a 24% increase from the previous year.

“There have been dramatic developments in Georgia’s winemaking over the past 10 to 15 years. You can observe a tremendous diversity in style, character and individual winemakers’ approach. Yet conserving the heritage that makes Georgian winemaking unique is key to maintaining its growing reputation as an alternative destination for wine tourism. On one hand, winemaking is fully modernised and prepared for conventional production. On the other, traditional winemaking continues, keeping that part of our culture alive,” says the Georgian wine expert Irakli Cholobargia.