The ongoing conflict in the Middle East has severely impacted Georgia’s tourism sector, particularly inbound travel, where massive booking cancellations are being reported. Nona Poladashvili, Commercial Director at TopTour Georgia, told BMGTV that almost all routes have effectively closed, leaving only limited options such as flights via Almaty, Kazakhstan, to reach Georgia.
According to Poladashvili, the hardest hit markets are those Georgia has heavily relied on in recent years, including the Gulf countries and India. Operators had initially expected 10–15% growth for March and April, but in reality, around 60–70% of planned bookings were cancelled. The disruption is compounded by the paralysis of regional aviation hubs, including Iran and Sharjah, making travel logistics extremely difficult.
Despite these challenges, there is cautious optimism. Some tourists who had planned trips to Asia, including Thailand and the Emirates, are now considering Georgia as an alternative destination. Poladashvili noted that demand is expected to partially recover in May and June, as travelers look for safe and stable destinations.
She also emphasized the importance of market diversification, warning that Georgia’s tourism sector cannot rely on only one or two markets. While some marketing efforts target European markets, she stressed the need for more active campaigns, especially in high-spending markets, to make the sector more resilient to similar shocks in the future.
