How Georgia is boosting tourism while preserving its traditions – The Financial Times publishes an article with such title.

"To compete with Europe`s big hitters, disruptor destinations must develop a modern travel infrastructure while keeping their distinct cultural heritage alive.

How long will observers of tourism trends be able to comment that Georgia continues to fly under the radar? With Georgia welcoming 6mn international arrivals during the first three quarters of 2025, the sector`s potential for further growth is considerable. As well as its architecturally distinct capital, Tbilisi, Georgia has sandy Black Sea beaches, snow-capped peaks, rolling pastures dotted with medieval towers, and ancient cave monasteries cut dramatically into sheer cliff faces.

In 2024, the tourism sector generated $4.4bn, up 7.3 per cent on the year before: an example of fast-paced growth that requires a clear strategy if the country is to preserve its reputation as a hidden gem. For Maia Omiadze, Head of the Georgian National Tourism Administration, the key is prioritising quality over quantity. "Our aim is to attract travellers who appreciate authenticity, culture and genuine connection," she says. "We are continuing to invest in infrastructure and services, while prioritising the preservation of our country`s unique heritage, diverse landscapes and the warmth of our people."

Diversifying the tourism economy

As well as fostering growth through collaboration between investors, local authorities and other stakeholders, says Omiadze, the wider investment push includes an ongoing upgrade of domestic travel networks, in order to develop a diversified tourist economy. “Our country’s diversity extends far beyond its capital, from the mountain villages to the vineyards and the sea coast,” she adds. “Georgia is actively investing in infrastructure and product development in the regions to spread the benefits of tourism more evenly."

For emerging destinations with deep-rooted traditions, a sure way to develop tourism sustainably is to build on existing strengths. For Georgia, at least in part, that means wine. The country has an 8,000-year-old viniculture heritage, which has seen significant growth over recent years: in 2024, the Georgian National Wine Agency reported a record-breaking $565mn in wine and spirits exports, a 24 per cent increase on the previous year.

Keeping a unique culture alive

"There have been dramatic developments in Georgia`s winemaking over the past 10 to 15 years," says Georgian wine expert Irakli Cholobargia. "You can observe a tremendous diversity in style, character and individual winemakers` approach." Yet conserving the heritage that makes Georgian winemaking unique is key to maintaining its growing reputation as an alternative destination for wine tourism. "On one hand, winemaking is fully modernised and prepared for conventional production," he says. "On the other, traditional winemaking continues, keeping that part of our culture alive."

Culturally sensitive modernisation is also factored into the country`s approach to the built environment. Georgia developers have a strong recent record of converting historic buildings into modern hotels, starting with Stamba in 2018 and, more recently, Kazbegi in the Mtskheta-Mtianeti region, as well as The Telegraph in Tbilisi. Architecturally distinct and replete with crafted signifiers of modern luxury, this new class of hotels represents the type of tourist infrastructure that Georgia`s administration believes will attract adventurous international travellers with money to spend.

All these developments are guided by national standards that prioritise local communities and cultural authenticity. "These transformations symbolise the spirit of Georgia`s modern tourism vision", says Omiadze. "That means innovation that respects history, and growth that supports, rather than overshadows, the heritage that defines our identity. It`s a way of telling our story that shows how Georgia can evolve while preserving its soul", - reads the article.