Around 20 Georgian tourism companies participated in World Travel Market (WTM) London 2026, one of the world's largest international tourism exhibitions. Georgia was represented with a national stand, alongside the Adjara Tourism and Resorts Department and the Imereti Destination Management Organisation (DMO), according to the Georgian National Tourism Administration.
The exhibition provided an opportunity to promote Georgia's cultural and historical heritage, tourism destinations and four-season tourism potential to international visitors and tour operators. During the event, Tourism Administration Head Maia Omiadze also held meetings with representatives of major international brands, including Booking.com, Skyscanner, Amadeus, Warner Bros. Discovery, Bloomberg, BBC, The New York Times and National Geographic Traveller.
Omiadze said promotional campaigns in the UK had been successful, contributing to an 18% increase in both visitor numbers and tourism revenue from the British market in the third quarter of 2026. She described the UK as one of Georgia's most important tourism markets.
According to Geostat, Georgia recorded 18,233 visits from the United Kingdom in July–September 2026, an 18.2% increase compared to 15,426 visits during the same period last year. In the first nine months of 2026, British visitors made 41,032 visits to Georgia, up 19.5% year-on-year. The figure has already exceeded the total number of visits recorded throughout 2019, before the pandemic, when Georgia received 37,478 visits from the UK.
