The Undiscovered Nook of Europe Drawing World Vacationers

With worldwide arrivals at file highs, tourism knowledgeable Ekaterine Jikidze is transferring from a little-known vacation spot to one in all Europe’s most intriguing journey tales

As People proceed to broaden their horizons past the same old Canada–Mexico hall, even when conserving budgets tight, European locations stay prime of thoughts. In truth, Financial institution of America’s 2025 Summer season Journey Outlook exhibits that Europe is a number one selection for U.S. vacationers going overseas this 12 months, rating greater than Asia or South America in worldwide spending and journey planning.

The place does the Republic of Georgia slot in? It’s rising quick as one in all Europe’s most fun and inexpensive journey tales. Between January and June 2025, Georgia noticed a file 2.3 million worldwide visits, fueling each financial development and recent worldwide curiosity.

Tourism has turn into one in all Georgia’s strongest engines of development, creating jobs and shaping the nation’s worldwide picture, with the work of Ekaterine Jikidze, Founder and Director of Information of Georgia LLC, instantly contributing to the expansion. Her methods, from opening Gulf, Indian, Chinese language, and U.S. markets to sustaining Georgia’s visibility throughout the pandemic, have earned worldwide recognition, together with the World Recognition Award (2024), Chief of the 12 months (2023), and the Order of Honor in Financial system (2025).

On this interview, she shares how Georgia is positioning itself as a must-see vacation spot for American vacationers and why the nation’s tourism story is just starting.

Ekaterine, with Georgia, welcomed a file 2.3 million worldwide vacationers within the first half of the 12 months. What do you suppose makes your native nation stand out to American vacationers who’re discovering it for the primary time?

For a lot of People, Georgia remains to be an undiscovered place, and that makes it particular. In a single journey, they’ll see mountain peaks, historic cave cities, Black Sea seashores, and world-class wine valleys—all inside just a few hours of journey. What typically surprises them most is the hospitality: individuals don’t simply welcome you as a visitor, they deal with you as household. That sense of authenticity and connection is one thing guests say they’ll’t discover anyplace else, and it’s what retains them coming again.

In recent times, you’ve taken half in exhibitions comparable to ITS New York, a number one journey present for the U.S. market, and IMEX Las Vegas, one of many world’s greatest conferences and incentive business occasions. How are you planning to advertise the nation additional amongst American vacationers?

The U.S. is a big and really aggressive journey market, so now we have to concentrate on each visibility and partnerships. Exhibitions like ITS New York and IMEX Las Vegas are vital as a result of they put Georgia in entrance of tour operators who determine what goes into their applications. On the similar time, we’re utilizing digital campaigns that spotlight Georgia’s wine, meals, and journey experiences—issues that resonate strongly with American vacationers. Constructing long-term collaborations with U.S. businesses is one other precedence. As soon as Georgia is included of their gives, it turns into a lot simpler for People to decide on us, and I imagine that word-of-mouth will multiply the impact after their first visits.

You have been among the many first to open Georgia to the Gulf market at a time when the nation had little infrastructure for it. As we speak, guests from the area are a gentle influx. What did it take to construct that belief, and what classes are you making use of now as you increase into India, China, and the U.S.?

Within the Gulf, the most important problem was consciousness. Folks didn’t even know Georgia existed as a journey possibility. It took many conferences, detailed shows, and internet hosting the primary teams to show we might meet their wants. As soon as that they had an excellent expertise, the demand grew shortly. That confirmed me that each market has its personal start line—it’s a must to perceive what issues to that viewers, whether or not it’s security, tradition, or journey, and construct from there.

Below your management, Information of Georgia has acquired distinctions comparable to Finest Inbound Tour Operator in Dubai in 2023 and Excellence in Service in London in 2024. How do awards like these have an effect on the best way worldwide businesses and vacationers understand Georgia as a vacation spot?

Awards make an enormous distinction, particularly in new markets. When an Indian or American company sees {that a} Georgian firm has been acknowledged in Dubai or London, it sends a powerful sign of reliability. For vacationers, too, it reassures them that they’re selecting a vacation spot and an organization that has been examined internationally. It builds confidence, and that confidence turns into bookings.

Georgia As we speak described your method as “Good Tourism,” highlighting your use of know-how and innovation to advertise the nation. How have you ever utilized digital instruments in your work to attach with businesses and vacationers extra successfully?

Digital instruments permit us to work quicker and extra exactly. We use reserving platforms that simplify operations for businesses and focused on-line campaigns to succeed in particular teams of vacationers. For instance, when selling in India, we centered on digital channels the place younger vacationers seek for journey locations. With out these instruments, it could be inconceivable to handle so many worldwide markets on the similar time.

Tourism now contributes 7.2% of Georgia’s GDP and generated $4.4 billion in 2024. How do you be sure that this development additionally advantages native households and communities?

For me, tourism shouldn’t be solely about numbers. It’s about individuals. When a household in Kakheti begins internet hosting friends or a craftsman in Tbilisi begins promoting to worldwide guests, it creates dignity in addition to revenue. I imagine each customer we convey to Georgia must also create alternatives for native communities. That’s how tourism turns into sustainable, and that’s what makes me happy with the work we do.

The Chief of the 12 months and the World Recognition Award, which you acquired, spotlight the rising position of tourism in Georgia’s growth. Do you view this award extra as a private milestone or as recognition that tourism has turn into one of many nation’s strongest financial drivers?

For me, these awards are much less about private recognition and extra about acknowledgment of tourism as a strategic power for Georgia. A decade in the past, it was not often spoken of within the context of financial growth. Now it’s acknowledged alongside main industries as a driver of jobs, revenue, and worldwide popularity. The truth that worldwide organizations see tourism on this means confirms that the work we’ve been doing—opening new markets, constructing partnerships, and conserving Georgia seen globally—has had an influence far past my firm.

You’re additionally serving as a choose for the World Recognition Awards, the place leaders from all over the world set benchmarks for his or her industries. How does bringing Georgia’s story to that stage assist place the nation as a vacation spot worldwide vacationers needs to be taking note of proper now?

Being a part of the jury is each humbling and thrilling, as a result of it places me in dialogue with leaders shaping world requirements in lots of industries. It additionally offers me the prospect to convey Georgia’s story into these conversations. When individuals hear about our development and resilience, they’re stunned that such a small nation has achieved a lot. It creates curiosity—and curiosity is step one towards somebody reserving a ticket. In that sense, judging isn’t just about evaluating others; it’s additionally about elevating Georgia’s profile in locations the place it could not but be totally recognized.

You spend a lot of your time selling Georgia overseas and touring to worldwide exhibitions. Once you take day off, what sort of vacation spot do you personally select?

After I take day off, I keep in Georgia. For me, it’s not about seeing new locations, however about slowing down and reconnecting. I typically select the mountains of Svaneti, the place life strikes at a distinct rhythm and traditions are nonetheless lived day by day. Strolling by a village the place households bake bread in stone ovens or listening to polyphonic songs sung within the night feels very grounding. These moments remind me that Georgia’s actual energy shouldn’t be solely in its landscapes however within the individuals who preserve our tradition alive. That’s what restores me, and that’s additionally what I imagine makes guests fall in love with our nation.

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