Tinatin Zoidze falou sobre as novas estratexias turísticas de Xeorxia na ITB Berlin 2025

Martes, marzo 11, 2025

Tinatin Zoidze, Head of Visit Batumi discussed Georgia’s tourism development strategy, emphasizing efforts to position Batumi and Georgia as top travel destinations through strategic marketing and international promotions.

She highlighted ITB Berlin 2025 as a key platform for networking and industry insights. Georgia’s diverse tourism offerings were outlined, including wine tourism in Kakheti, adventure travel in Svaneti, historical exploration in ancient Georgian kingdoms, and winter sports in ski resorts.

The country is working to diversify visitor markets, with a focus on European travelers, the U.S., and the Arab world, aiming to attract tourists year-round. Travel And Tour World had the pleasure of interviewing her at ITB Berlin 2025.

Tell Us About Your Company and Its Mission

Our company is dedicated to representing and promoting our regions, with a strong focus on establishing Batumi and Georgia as premier tourism destinations. As the Head of the Tourism Board, my primary objective is to develop and execute marketing campaigns that highlight the diverse tourism offerings of our country.

We aim to showcase Georgia’s full tourism potential, from its stunning natural landscapes and rich cultural heritage to its dynamic travel experiences. Our role extends beyond simply attracting visitors; we focus on building long-term engagement with international travelers, ensuring they discover, explore, and return to Georgia for unique and authentic experiences.

What Are Your Views on ITB Berlin 2025?

ITB Berlin has consistently established itself as one of the world’s leading travel and tourism exhibitions, and it remains an essential platform for tourism professionals. Whether you are a tourism board representative, a travel agent, or someone deeply involved in the industry, ITB Berlin serves as the ultimate meeting ground.

For me, ITB Berlin is the number one event for tourism networking and industry insights. It provides an invaluable opportunity to reconnect with key stakeholders, establish new business relationships, and gain insights into emerging travel trends. The event also serves as a knowledge hub, offering a deep dive into how destinations market themselves, the latest innovations in travel, and the strategies different regions adopt to attract global visitors.

Beyond business, ITB Berlin is an immersive experience in itself, allowing participants to explore a variety of destinations, tourism products, and marketing initiatives all in one place. It is an essential event for anyone working in the tourism sector, whether they are looking to expand their network, learn from industry leaders, or gain inspiration for their own destination marketing efforts.

What Strategies Are You Implementing to Promote Georgia as a Destination?

When discussing our marketing strategies, it is important to recognize that Georgia is a four-season destination, offering a variety of travel experiences throughout the year.

• Nature & Adventure: Georgia boasts a beautiful coastline along the Black Sea, majestic mountains, national parks, and protected areas that provide excellent opportunities for eco-tourism, adventure travel, and outdoor recreation.
• Culture & History: Georgian culture is deeply rooted in tradition, hospitality, and ancient heritage. Our unique customs, centuries-old traditions, and architectural marvels make Georgia a compelling cultural destination.
• Culinary & Wine Tourism: Georgian cuisine is world-renowned, and Georgian wine—considered the oldest in the world with an 8,000-year-old winemaking tradition—is a major draw for international visitors.
• Winter & Ski Tourism: Our ski resorts offer a competitive alternative to traditional European ski destinations, attracting winter sports enthusiasts looking for authentic and affordable ski experiences.

For our marketing strategy, we focus on targeting travelers who seek immersive experiences, new adventures, and emotional connections with destinations. Georgia offers visitors the opportunity to explore a coastal region that combines relaxation, business, and leisure—making every trip memorable.

We strongly believe that Georgia is one of the leading emerging destinations in Europe, and through our strategic efforts, we aim to position it as a must-visit location for travelers worldwide.

Would you mention some regions that your tourism board is promoting to attract visitors?

Georgia, as a country, strongly embraces diversity and cultural richness, offering a unique travel experience in each of its regions. Every part of Georgia has its own distinct tourism product, deeply rooted in local culture, traditions, and natural landscapes.

For instance, if a visitor is interested in wine tourism, then Kakheti is the ideal destination, as it is renowned as the wine capital of Georgia. The region offers centuries-old winemaking traditions, picturesque vineyards, and authentic wine cellars where guests can experience traditional Georgian wine production.

For those passionate about high mountains, trekking, and breathtaking landscapes, Svaneti is a must-visit. It is home to some of the highest settlements in Europe, featuring stunning mountain scenery, warm hospitality, and rich culinary traditions. Adventure seekers and nature lovers can explore untouched trails, medieval towers, and panoramic alpine views.

Travelers who prefer lush green landscapes and historical exploration can visit the ancient Georgian kingdoms, where history dates back to the earliest civilizations. Georgia has a profound cultural and emotional attachment to its heritage, reflected in its polyphonic singing and traditional dances, which are recognized as a unique human heritage. These performances have an unparalleled sound that captivates visitors and immerses them in Georgia’s artistic and spiritual traditions.

Moreover, Georgia proudly boasts four UNESCO World Heritage Sites, including Mtskheta, Tbilisi, Alaverdi Monastery, and Kolkheti National Park. In addition, the country is dotted with historic churches, ancient fortresses, and remarkable landmarks that tell the story of Georgia’s rich past and enduring spirit.

Whether visitors seek cultural experiences, nature retreats, adventure tourism, or investment opportunities, Georgia offers a diverse range of travel experiences, ensuring unforgettable memories and deep connections with its heritage and landscapes.

From which countries do you aim to attract tourists to Georgia?

Georgia is a country known for its warm hospitality, and our tourism strategy focuses on diversifying our visitor markets to showcase Georgia’s unique experiences to a global audience.

Currently, we are actively working in 25 countries, with a strong emphasis on European markets, where demand for cultural and adventure tourism is growing. Naturally, visitors from neighboring countries form a significant portion of our arrivals due to ease of connectivity and proximity.

To enhance our global reach, we have launched strategic marketing campaigns across Europe, aiming to highlight Georgia as a top travel destination for history, culture, and outdoor experiences. Additionally, we are expanding efforts to attract tourists from the United States and the Arab world, recognizing their increasing interest in authentic travel experiences, eco-tourism, and adventure tourism.

Through targeted promotions, improved connectivity, and collaborations with international travel partners, Georgia continues to position itself as a must-visit destination for travelers seeking both cultural depth and natural beauty.

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