Georgia has been appointed Official Partner Destination of ITB China 2026, taking place in Shanghai, underscoring its strategic focus on the Chinese outbound travel market and a new phase of cooperation in destination promotion, industry exchange, and business matchmaking.

At a signing ceremony and press conference held in Tbilisi, it was officially announced that Georgia will take on the role of Partner Destination for ITB China 2026. The announcement highlights Georgia’s continued commitment to the Chinese outbound travel market and the further strengthening of tourism cooperation between Georgia and China.

As a leading B2B travel trade platform dedicated to the Chinese market, ITB China will work closely with the Georgian National Tourism Administration (GNTA) on destination promotion, industry exchange, and business matchmaking, further enhancing Georgia’s visibility and deepening cooperation within the Chinese travel industry.

David Axiotis, Vice President and Managing Director China at Messe Berlin GmbH, Maia Omiadze, Head of Georgian National Tourism Administration, Lydia Li, Deputy General Manager Messe Berlin (China)/Director ITB China (From left to right)

Georgia and ITB China Strengthen Partnership at Signing Ceremony and Press Conference

The official signing ceremony and press conference were jointly attended by the Georgian National Tourism Administration (GNTA), and ITB China organizer Messe Berlin (China).

The event brought together 35 local tourism organizations and companies including hotel groups, destination management companies (DMCs), travel agencies, and OTA platforms, alongside the participation of 15 local media representatives. The strong turnout highlighted Georgia’s strategic focus and long-term investment in the Chinese market.

David Axiotis, Managing Director of Messe Berlin (China), commented: “Georgia has built a strong and growing presence in the Chinese market. Its visa-free travel policy, combined with distinctive strengths in cultural experiences, gastronomy and wine, and diverse natural landscapes, has steadily increased its visibility among Chinese travelers. Securing the role of ITB China's Partner Destination for 2026 reflects Georgia's sustained commitment and long-term strategic planning for the Chinese market. Through this partnership, we look forward to deepening understanding of Georgia among Chinese travel professionals and enabling meaningful, substantive cooperation.”

Mariam Kvrivishvili, Minister of Economy and Sustainable Development of Georgia, commented:“Becoming the Partner Destination of ITB China 2026 is a significant milestone for Georgia’s tourism development. This partnership reflects Georgia’s strategic commitment to strengthening tourism cooperation with China, expanding business opportunities for our tourism industry, and further positioning Georgia as a diverse, high-quality, and welcoming destination for Chinese travelers. With its rich cultural heritage, unique gastronomy and wine tradition, diverse landscapes, and year-round tourism offerings, Georgia provides authentic experiences that resonate strongly with the evolving interests of the Chinese market. We highly value our collaboration and look forward to deepening industry exchange, business engagement, and destination promotion through this platform.”

Strategic Focus on China: Georgia’s Market-Driven Tourism Choice

Since the introduction of the mutual visa-free travel policy between China and Georgia, awareness of Georgia among Chinese travelers has continued to rise, bringing the destination firmly into the outbound travel consideration set. In parallel, discussions and destination-related content about Georgia on Chinese social media and travel platforms have gained momentum, further strengthening market recognition.

China’s outbound travel to Georgia has demonstrated strong growth in recent years. In 2024, Georgia welcomed 88,583 visitors from China, marking an 83.4% year-on-year increase. This momentum continued in 2025, with arrivals rising to 127,895, up 44,4% year-on-year, positioning China among Georgia’s fastest-growing international source markets.

A Destination of Cultural Depth and Diverse Experiences

ITB China Officially Announces Georgia as Partner Destination for 2026

As one of the world’s earliest wine-producing regions, Georgia boasts more than 8,000 years of winemaking history. From the traditional Qvevri clay vessel method to the enduring role of wine in everyday life and hospitality, wine in Georgia represents a living cultural tradition rather than a single tourism product.

Culturally, Georgia sits at the crossroads of Europe and Asia, shaped by influences from Byzantine, Persian, and Silk Road civilizations while maintaining a strong and distinct national identity. Ancient monasteries and stone fortresses scattered across valleys and highlands, alongside preserved traditions of polyphonic singing and folk dance, form a travel narrative defined by historical depth and cultural continuity.

In terms of nature and outdoor experiences, the Caucasus Mountains create a highly distinctive travel landscape. Hiking, self-driving, skiing, mountain exploration, and slow rural travel coexist, making Georgia well-suited for immersive and experience-driven journeys. From Black Sea resort cities to inland mountains and vineyard regions, diverse landscapes can be accessed within relatively short travel distances, offering flexibility for themed and multi-stop itineraries.

Together, this combination of cultural heritage, experience-led travel, and sustainable exploration positions Georgia in the Chinese market as an ideal destination for in- depth travel, thematic products, and high-quality customized itineraries.

Georgia’s Continued Commitment to the Chinese Market

Following an in-depth assessment of market structure and long-term potential, the Georgian National Tourism Administration (GNTA) has identified China as a key global growth market. In 2025, GNTA carried out promotional activities in major Chinese cities, including Beijing, Shanghai, and Shenzhen, utilizing roadshows, seasonal pop-up spaces, wine tastings, and interactive experiences to gradually strengthen destination awareness in the market.

Looking ahead to 2026, GNTA plans to further expand its presence in China through continued roadshows, familiarization trips, and a range of promotional initiatives. Through its Partner Destination collaboration with ITB China, Georgia aims to deepen engagement with the Chinese travel trade, enhance market visibility, and support the development of high-quality tourism projects and commercial partnerships.

Georgia Showcases Destination Strengths and Industry Exchange at ITB China 2026

As ITB China’s Partner Destination for 2026, Georgia will participate with a national pavilion at the show, presenting its tourism resources and destination appeal in a more comprehensive and immersive format.

A Georgia-themed opening dinner, on-site tastings of local cuisine and wines, cultural performances, and conference sessions sharing destination insights and case studies will be integrated with an upgraded Georgia exhibition zone. Supported by Georgian hotel groups, DMCs, and tourism service providers, these activities aim to foster deeper dialogue and collaboration with Chinese travel professionals.

Beyond the exhibition, ITB China and the Georgian National Tourism Administration (GNTA) will organize destination familiarization programs for Chinese travel professionals and media, offering first-hand insight into Georgia’s tourism products and destination strengths while further strengthening market cooperation.