For almost three decades, VisitGeorgia has played a defining role in positioning Georgia as a compelling destination on the global tourism map. With a strong focus on high-quality, tailor-made experiences and deep regional expertise, the company has built lasting partnerships across international markets and welcomed more than 170,000 travelers to the country. Today, it stands as one of the leading inbound tour operators in the South Caucasus, recognized for its consistency, innovation and commitment to sustainable tourism — most recently underscored by winning the Golden Brand award in the category of “Travel Company”.
Thank you for reading this post, don't forget to subscribe!We spoke with founder and director Alexander Mamulashvili about the evolution of inbound tourism, emerging trends and the company’s strategic vision.
Q. First of all, congratulations on winning the Golden Brand Award. What does this recognition mean for your company and your team?
A. Thank you very much! We see this award as recognition of VisitGeorgia’s 29 years of successful work and tireless dedication. It reflects the efforts of our team and our continuous commitment to showcasing Georgia to the world.
Q. How has inbound tourism in Georgia evolved over the past 29 years and what has been VisitGeorgia’s contribution?
A. When we started in the late 1990s, Georgia was largely unknown to international travelers and faced many challenges. Today, the situation is completely different — millions of tourists visit the country. We believe that our company has contributed to this development. Over the past three decades, we have participated in 230 international tourism exhibitions, hosted numerous foreign journalists and tourism professionals and welcomed over 170,000 visitors through our services alone. Many of them go on to promote Georgia in their home countries. Of course, government support has also been very important in developing the tourism sector.
Q. Today, your company covers not only Georgia but also several countries in the South Caucasus. What advantages do multi-country tours offer to your international partners and travellers?
A. Visiting Georgia, Armenia, and Azerbaijan in one trip offers travellers a unique opportunity to experience three distinct countries. This is especially attractive for visitors coming from far away, like Japan, South Korea, or Australia. That’s why we often combine these destinations to offer a more diverse and memorable experience.
Q. In recent years, there has been a growing interest in thematic tours. Which types of tours are currently the most popular in your portfolio?
A. Georgia, located in the mountains of the Greater Caucasus, is increasingly attractive to trekking enthusiasts. Walking tours have grown significantly in popularity in recent years. At the same time, Georgia, as the birthplace of wine, continues to attract wine and food lovers, so interest in wine and gastronomic tours has also increased.
Q. VisitGeorgia offers fully tailor-made tours. What are the main challenges in creating personalised itineraries?
A. Interest in customised travel is definitely growing. Creating these kinds of trips requires deep knowledge of the country, close attention to each traveller’s preferences, and the ability to anticipate what they might enjoy. It’s challenging, but that’s also what makes the work so interesting and rewarding.
Q. You became the first Georgian tour operator to achieve Travelife Certified status. What does this certification mean in practice, and how does it impact your daily operations?
A. Travelife is a leading organization in Europe focused on sustainability certification. It is a significant success and recognition for us to achieve Travelife Certified status, which highlights our commitment and achievements in social and environmental responsibility.
Q. How do you assess Georgia’s competitiveness in the international inbound tourism market, and which areas have the greatest growth potential?
A. Georgia is very competitive globally. Its location, natural beauty, rich culture, cuisine, wine, folklore, and traditions all help it stand out. However, to fully realise this potential, careful planning and strong cooperation between the government and the private sector are essential.
Q. MICE and corporate tourism are an important part of your services. How is this sector developing in Georgia, and what are corporate clients looking for today?
A. MICE and corporate tourism are important not only for our company but also for the country. The pandemic and the Russia-Ukraine war significantly affected this sector. Previously, most interest came from CIS countries, but today we see growing interest from Europe as well. Georgia represents a new, attractive destination for these clients, which is very promising for the country.
Q. Which countries show the strongest interest in Georgia, and why do you think Georgia is an attractive destination for international travellers?
A. Currently, most visitors to Georgia come from the Middle East, India, and China.
Today, just as at the beginning of our operations, we continue to work closely with partners in Western Europe, South Korea, and Japan.
Georgia attracts travellers because of its diverse landscapes, unspoiled nature, and rich cultural heritage. To strengthen this further, it’s important to continue developing tourism policies and invest more in infrastructure, especially in regional areas.
Q. Finally, what are VisitGeorgia’s main strategic priorities for the coming years, and which markets or products will you focus on?
A. Our strategy remains consistent. We focus on stability in the region, adapting to the digital world, maintaining high service quality, and ensuring sustainable growth.
