United Airports of Georgia (UAG) spent GEL 17.9 million on its Route Marketing and Development program in 2025, according to the company's audited financial statements. The amount was 41% higher than in 2024, when the program's budget totaled GEL 12.7 million.
The United Airports of Georgia said the program is designed to attract new airlines, launch new scheduled routes and support the expansion of existing services in Georgia. According to the company's management report, a key priority is strengthening Kutaisi International Airport as a regional hub for low-cost carriers, although marketing incentives are also provided for flights operating from Tbilisi and Batumi airports.
Under the government's incentive scheme, airlines receive financial support based on the number of operated flights and inbound passengers, with annual support capped at €4 million per airline. One of the latest agreements signed by the United Airports of Georgia was with Norwegian Air on May 31, 2026, under which the carrier can receive up to €400,000 to launch regular flights between Tbilisi and Copenhagen. The subsidy starts at €60 per inbound passenger before gradually declining over the course of the agreement.
According to the United Airports of Georgia, the increase in marketing spending reflects growing passenger traffic and higher airline activity in Georgia during 2025. Information on incentive agreements with other airlines has not been published on the State Procurement Agency's website.
