Georgia should make greater use of its diaspora to attract European tourists, according to Lasha Berekashvili, Director of Travel to Georgia.
Speaking to BMG, Berekashvili said Kutaisi International Airport has not attracted any new airlines for years, limiting growth in visitor numbers from Europe. While several low-cost European carriers have entered the Tbilisi market, he said this has not been enough to offset declining arrivals from Israel and the Gulf countries.
He argued that Georgia should prioritize the European market, expand flight frequencies, attract new airlines to Kutaisi, and actively engage the Georgian diaspora abroad to promote the country.
Berekashvili pointed to Armenia as a successful example, saying it effectively uses its diaspora in Europe and North America to support tourism promotion.
According to Georgia's National Tourism Administration, international visitor trips fell by 4.5% and tourist visits by 2.7% in the second quarter of 2026, mainly due to conflicts in the Middle East, which led to sharp declines in arrivals from Iran and Israel. Total international visits in the first half of the year reached 3 million, down 3.3% year-on-year.
