The Georgian National Tourism Administration (GNTA) is launching a targeted B2B (business-to-business) campaign in GCC countries — specifically the UAE, Saudi Arabia, and Kuwait. (Zawya)
This push includes a roadshow: in-person events along with destination webinars aimed at travel agencies, tour operators, and MICE (Meetings, Incentives, Conferences, Exhibitions) companies. (Connecting Travel)
The goal is to build long-term partnerships, co-create tourism products, and increase high-value travel from the Gulf region. (Zawya)
Why the Gulf Is Important
The GCC outbound travel market is projected to more than double, making it a very attractive segment. (Zawya)
Georgia is positioning itself as a “high-value” destination: not just for mass tourism, but for premium experiences, MICE travel, and investment in tourism infrastructure. (Trade Arabia)
GNTA believes Georgia’s authenticity, natural beauty, and cultural richness can appeal strongly to Gulf tourists. (onevillenews.com)
On-the-Ground Marketing Activities
The GNTA is holding roadshows in Dubai, Riyadh, and Kuwait City where about 20 Georgian tourism companies are participating. (Georgia Today)
These events include B2B meetings to help Georgian suppliers (tour operators, hoteliers) connect directly with Gulf travel businesses. (Connecting Travel)
The program gives Gulf travel trade companies access to in-depth market briefings, co-marketing frameworks, and training. (Dxb News Network)
Real Data on Tourist Arrivals & Trends
According to GNTA, visits from Saudi Arabia have grown: in the first nine months of this year, they increased by 8.8% (84,384 visitors). (Georgia Today)
Meanwhile, arrivals from the UAE fell slightly (–0.6%) and Kuwait saw a drop of 13.5% in that same period. (Georgia Today)
Despite the drop in some markets, GCC tourism is still seen as a high-potential area for growth. (Zawya)
MICE (Business Tourism) Emphasis
The GNTA is explicitly targeting MICE operators in the Gulf, not just leisure travel. (Trade Arabia)
They plan to develop “innovative tourism products” for MICE — for example, combining business travel with Georgia’s natural experiences, cultural tours, and events. (Zawya)
This could boost long-term, high-revenue tourism with a steady business-travel component.
Competitive Advantages of Georgia
Georgia is promoting its unique selling points: a mix of mountains, wine regions, cultural heritage, and year-round nature. (Georgia Today)
According to GNTA, Georgia’s tourism infrastructure is growing: better hotels, more prepared suppliers, and a push for premium experiences. (UAE News 24/7)
There is also value-for-money: for many Gulf travelers, Georgia can be more affordable than some European destinations, while still offering quality luxury or nature-focused experiences. (onevillenews.com)
Policy & Accessibility
Connectivity is improving: Georgia benefits from direct flights and good transport links, which make it easier for Gulf tourists to visit.
According to long-term tourism strategy documents, Georgia has identified Gulf (and Iran) markets as priority markets for high-spending tourism.
Georgia’s tourism strategy also emphasizes “higher spending visitors” from these markets.
Recent Success & Momentum
In H1 2025, Georgia recorded 2.9 million international visitors, according to GNTA-reported data. (Zawya)
There was reportedly revenue of USD 826 million in Q1 of 2025 from tourism, contributing significantly to the economy. (UAE News 24/7)
The GNTA is using this momentum to deepen Gulf engagement via its B2B strategy. (Trade Arabia)
Analysis & Commentary: What This Means
Strategic Shift to High-Value Tourists
By targeting GCC tourists, Georgia is shifting from purely volume-driven tourism to value-driven growth. Gulf tourists often spend more, especially on luxury travel, MICE, and cultural experiences.
This could help Georgia increase its tourism receipts and boost economic impact per visitor.
Long-Term Vision, Not Just Short Campaigns
The B2B roadshow and strategic partnerships suggest Georgia is playing the long game — building relationships with Gulf-based travel businesses, not just running seasonal ads.
Developing MICE-focused products (e.g., conference + mountain trip) means Georgia wants to be a business-plus-leisure destination for Gulf companies.
Risk & Challenges
Some Gulf markets (like the UAE and Kuwait) are already seeing declines in visitor numbers per recent data; so, Georgia must maintain strong marketing to reverse or stabilize these trends. (Georgia Today)
Co-developing tailored products is complex: tourism authorities and private companies must align on pricing, quality, and experiences.
There is also risk around geopolitical instability, visa policy changes, or airline route shifts that could affect inbound travel.
Potential Upsides for the Georgian Economy
More Gulf tourists → higher spending → more investment in hotels, transport, and tourist infrastructure.
MICE tourism can translate to year-round demand (not just peak-season vacationers), which helps stabilize the tourism industry.
Strengthening these partnerships can attract foreign investment (hotels, resorts, event venues) from Gulf investors who see Georgia as a growth market.
Marketing & Brand Building
Georgia can position itself as an “authentic but modern” destination: combining tradition (wine, history) with modern infrastructure, appealing to Gulf travelers who want both luxury and a unique cultural experience.
B2B engagements help Georgia build its reputation in the Gulf tourism trade, not just as a niche getaway but as a reliable MICE + leisure partner.
Sustainability & Capacity Building
If done well, this expansion could help Georgia manage tourist flows more sustainably by balancing mass tourism with higher-value travel.
Encouraging longer stays and repeat visits from Gulf tourists could build a more resilient tourism sector.
Good question. Here are some case studies and expert‑style commentary (“comments”) on Georgia’s push to attract more tourists from Gulf (GCC) countries, based on recent news and tourism‑strategy sources.
Case Studies
Case Study 1: GNTA Roadshows in Key Gulf Cities
The Georgian National Tourism Administration (GNTA) organized a B2B roadshow across Dubai, Riyadh, and Kuwait City. (Georgia Today)
About 20 Georgian tourism companies participated, meeting nearly 50 GCC travel‑industry representatives. (Georgia Today)
These events included structured B2B networking, destination presentations (Georgia’s winter tourism, year-round offerings, infrastructure), and partnership discussions. (Georgia Today)
The goal: co-create innovative tourism products (especially for MICE — meetings, incentives, conferences, exhibitions) tailored to Gulf demand. (Zawya)
Case Study 2: Positioning Georgia as a MICE Destination
GNTA is explicitly targeting MICE operators in GCC markets, not just leisure travel. (Trade Arabia)
Georgia emphasizes its strategic value as a MICE hub: modern conference facilities in Tbilisi and Batumi, plus unique venues like castles, vineyards, and mountain resorts. (Zawya)
This helps Georgia offer a dual value proposition: business + leisure (bleisure), making it more attractive to GCC companies planning events. (Dxb News Network)
Case Study 3: Tourism‑Trade Partnership for Long-Term Growth
GNTA is building long-term alliances with GCC travel trade, OTAs (Online Travel Agencies), and investors to co‑develop “high-quality, immersive tourism experiences.” (Zawya)
The campaign includes webinars, in-market training, and co‑marketing frameworks. (Dxb News Network)
GNTA highlights that GCC outbound travel is projected to more than double by 2034, making this a very strategic segment. (Trade Arabia)
Case Study 4: Growth in Kuwait Tourist Arrivals
According to the Times Kuwait, Kuwait is becoming a very important source market: Georgian officials say that tourist arrivals from Kuwait grew 38% in the past year. (Times Kuwait)
Georgia offers visa-free entry to Kuwaiti citizens for up to 365 days, which is a powerful incentive. (Times Kuwait)
There is growing cooperation with airlines: direct flights (e.g., via Kuwait Airways / Jazeera Airways) to Tbilisi and Batumi are being emphasized as part of the push. (Times Kuwait)
Case Study 5: Presence at Arabian Travel Market (ATM) Dubai
GNTA (and Georgian tourism companies) have participated in Arabian Travel Market Dubai to showcase Georgia’s tourism potential to GCC buyers. (CBW)
At ATM, Georgia highlighted a variety of its offerings: nature, cultural heritage, mountain tourism, and also modern & coastal destinations. (CBW)
They also engaged in strategic talks with Gulf-based tourism companies to strengthen B2B partnerships. (CBW)
Expert Commentary & Analysis
Strategic Shift Toward High-Value Tourism
By targeting GCC markets through B2B roadshows, Georgia isn’t just going for volume — it’s aiming for high-spending visitors, including business event attendees (MICE).
This is smart: MICE travelers often spend more per trip and create steady demand (conferences, corporate incentives).
Strong Value Proposition for Gulf Trade Partners
Georgia’s offer of “co-marketing frameworks” and joint product development is appealing. It lets Gulf tour operators & MICE agencies build bespoke packages (e.g., “Georgia + wine + mountains + business event”).
For GCC investors, the pitch is also compelling: Georgia is improving its tourist infrastructure (hotels, unique venues), so there’s potential for investment.
Competitive Advantages
Cost + value: According to GNTA, Georgia can deliver 30‑40% more value compared to many European destinations. (Zawya)
Accessibility: Visa‑free access (or easy e-visas) for GCC nationals makes it very attractive, especially for frequent or business travelers. (Zawya)
Diverse experiences: In one trip, a Gulf tourist can experience mountain landscapes, historic towns, wine regions, and modern city life — maximizing “Instagram-worthy” diversity.
Risks & Challenges
Mixed Performance: Even though there is a push, arrivals from some Gulf countries are declining: GNTA data shows that in one recent period, arrivals from UAE dropped slightly, and from Kuwait dropped more significantly. (Georgia Today)
Product Execution: Co‑creating tailored packages is challenging; it requires local businesses in Georgia to scale up quality, logistics, and flexibility.
Flight Connectivity & Infrastructure: While direct flights are mentioned, sustaining and expanding routes requires collaboration with airlines — not always easy.
Sustainability: Rapid tourism growth without planning could strain local infrastructure; balancing “high-value” tourism and sustainability is key.
Long-Term Impact Potential
If GNTA’s strategy pays off, Georgia could establish itself as a top-tier MICE + leisure destination for GCC companies.
This could help reduce seasonality: business travelers (MICE) may travel in off-peak tourist seasons.
Growth in Gulf tourism could attract GCC investment in Georgian hotels, resorts, and event venues — boosting economic development.
Stronger B2B ties may lead to repeat visits and better brand awareness in Gulf markets, which could sustain growth over many years.
