How Georgia strengthens tourism and at the same time preserves traditions

As part of the marketing campaign of the Georgian National Tourism Administration, the influential international publication Financial Times publishes an article entitled "How Georgia is strengthening tourism and at the same time preserving its traditions". In the article, the head of the National Tourism Administration, Maya Omiadze, talks about the successful tourist season, according to her, the main priority of the administration is to concentrate on the high-spending tourist segment, not on the number.

"Our goal is to attract travelers who appreciate our authenticity and culture. We develop infrastructure, service, and preserve Georgia's unique heritage, diverse nature, and the hospitality of our people," says Maya Omiadze.

The article highlights the distinctive nature and culture of Georgia: "In addition to the architecturally outstanding Tbilisi, Georgia has Black Sea coasts, snow-capped peaks, medieval towers scattered on mountains and steep cliffs Onasters".

As the Financial Times writes, 6 million international visitors took place in Georgia in the first three quarters of 2025, which shows the potential for further growth of the sector.

"In 2024, the tourism sector earned 4.4 billion dollars, which is +7.3% more than in 2023," the influential publication writes.

As Omiadze notes, this is part of a coordinated effort to create a diversified tourism economy.

"The diversity of our country extends outside of Tbilisi, from mountain villages to vineyards and the sea coast. Georgia is actively investing in the development of infrastructure and products in the regions, so that the benefits from tourism are distributed more evenly", - points out Maya Omiadze.

The article pays great attention to Georgian wine, the 8 thousand-year history of winemaking, which has developed significantly in recent years.

As the publication writes, in 2024, the National Wine Agency of Georgia recorded a record export of wine and spirits, which nbsp; 565 million dollars and is 24% more than last year.

"In the last 10-15 years, great changes have been observed in Georgian winemaking. You can notice a huge variety of style, character and approach of individual winemakers. On the one hand, winemaking is fully modernized and prepared for traditional production, on the other hand, traditional winemaking continues, which keeps this part of our culture alive," says Georgian wine expert Irakli Cholobargia.