The Georgian National Tourism Administration (GNTA) has announced plans to spend approximately €1.8mn ($1.95mn) promoting Georgia as a travel destination across four Middle Eastern markets between March 2026 and December 2027, Georgia Today reported on March 6.
The initiative will allocate €826,000 for 2026 and €1,003,000 for 2027, according to public procurement documents, with the campaign targeting Qatar, Saudi Arabia, Kuwait and the UAE. Georgia Today
The planned activities span digital, traditional and B2B channels, including advertising on Google, Meta, TikTok and Snapchat, television spots, and print and online editorial coverage. A B2B trade component forms part of the broader push, building on a GCC roadshow the GNTA conducted in the fourth quarter of 2025.
Tourism data from 2025 shows 136,824 visitors arrived in Georgia from the four target markets, generating $213mn in revenue. The GNTA said the new campaign is designed to grow that number by targeting higher-spending travellers.
Air connectivity between the Gulf and Georgia has grown considerably. Flight capacity is led by Emirates, Flydubai, Air Arabia and Flynas, with Air Arabia Abu Dhabi increasing services to eight weekly flights, while Etihad Airways launched eight weekly flights from Abu Dhabi to Tbilisi from March 13, 2026. Connecting Travel
GCC nationals benefit from visa-free entry to Georgia, while residents can obtain fast-track evisas. Connecting Travel The GNTA has positioned the country’s compact geography as a selling point, noting that visitors can reach mountains, coastal resorts and city attractions within a single day’s travel.
The campaign arrives as the Gulf region contends with the economic fallout of the Iran conflict, which has disrupted air travel and depressed outbound tourism across the GCC since late February 2026. Georgia, positioned outside the affected airspace, may benefit from redirected travel interest.
Maia Omiadze, Head of Administration at the GNTA, said the organisation was “building a foundation for long-term growth by forging strategic alliances with the GCC travel trade and investors to jointly develop high-quality, innovative tourism products.”