According to Shalva Alaverdashvili, founder of the Hotels Federation, the ongoing conflict in the Middle East makes Asia a far more realistic source of international tourists for Georgia than Europe. Speaking on BMGTV, he said European visitors often perceive the region’s geography inaccurately and may see Georgia as unsafe simply because it is near conflict zones.
Alaverdashvili noted that after the war in Ukraine, many Europeans mistakenly viewed Georgia as a war zone. With new tensions in the Middle East, the entire region appears “surrounded by red dots” on the map, making it difficult to convince European tourists that Georgia is safe.
He emphasized the need for close coordination between the tourism industry and the government, urging a joint working session to gather market insights, partner feedback, and data on travel flows. Such information, he said, is critical for effective marketing campaigns, particularly as the government prepares to spend €1.8 million promoting Georgia in the Middle East.
Looking ahead, Alaverdashvili believes Georgia should strengthen efforts in the Asian markets, especially China and India, by increasing flights and intensifying marketing. He also highlighted Kazakhstan as a key opportunity, especially around Nowruz at the end of March, when tourism flows could help fill empty hotel rooms.
Domestic tourism may also partly compensate for reduced international arrivals. Industry representatives note that if fear of traveling abroad rises, more Georgians may choose local destinations. Alaverdashvili says hotels have already begun preparing special packages aimed at boosting domestic demand starting in May.
