Georgia is positioning itself as a premier European-style destination for travellers from the Gulf Cooperation Council (GCC), launching its latest campaign, Feel the Rhythm. This initiative is rooted in the brand promise, Emotions are Georgia, and aims to capture a growing share of the region's rapidly expanding outbound travel market.
Georgia is becoming an increasingly attractive proposition for GCC visitors, offering a strategic blend of luxury experiences and mid-market affordability. The country is competitive on cost, providing 30 to 40 per cent more value than comparable European destinations. This value proposition is set against a backdrop of increasing demand, with GCC outbound travel spending projected to more than double by 2034, reaching $158.8 million.
The country has already seen strong results, welcoming 7.4 million international travellers in 2024, with GCC visitors fast becoming a cornerstone of its post-pandemic tourism strategy.
The Feel the Rhythm campaign showcases Georgia's remarkable geographical and seasonal diversity. The narrative invites travellers to imagine waking up in the mountains, lunching by the sea, and dining in a centuries-old city - all within a single day. Nestled between the Caucasus Mountains and the Black Sea, Georgia offers year-round appeal: ski slopes and family resorts in winter, vibrant coastlines in summer, and golden vineyards in autumn.
Hospitality is being redefined to attract this audience, with a wide range of offerings from luxury hotels and mountain resorts to mid-market options designed with GCC travellers in mind.
A key selling point for travel agents is accessibility. Seamless visa-free entry for GCC nationals and expedited e-visas for residents make Georgia easy to book.
Maia Omiadze, Head of Administration at the Georgian National Tourism Administration (GNTA), stressed the personalised focus of the campaign. "For the Middle East, this campaign has been carefully curated to showcase the many rhythms of Georgia that travellers may not yet know—from family escapes in the mountains to vibrant coastal summers and timeless cultural traditions," she said.
The campaign highlights that the true essence of Georgia lies in its people and its authentic culture—from tables laden with khachapuri and khinkali to harmonies echoing through ancient churches. The message to the travel trade is clear: Georgia is not merely visited, it is a destination to be lived, offering deep cultural immersion, adventure, and authenticity just four hours away.