Georgia, a small but diverse country in the South Caucasus, participated in the MATKA 2024 international tourism exhibition in Helsinki, Finland, from January 18 to 21. The exhibition, which is the largest travel industry event in Northern Europe, attracted about 50,000 visitors from 70 countries and featured 850 tourism companies and organizations.
The Georgian National Tourism Administration, along with the Embassy of Georgia in Finland, organized the Georgian stand at the exhibition, where visitors could learn about the tourist products of Georgia, such as its rich culture, history, nature, cuisine, and wine. The stand also hosted representatives from the Tbilisi City Hall, the Tourism Department of the Black Sea Adjara region, destination management organizations of Samtskhe-Javakheti and Svaneti regions, and several travel companies from Georgia.
According to the Georgian National Tourism Administration, the Georgian stand received a lot of interest from travel companies from Finland and Scandinavian countries, who expressed their willingness to cooperate with Georgian partners and promote Georgia as a travel destination. Georgia and Finland have established a visa-free regime since 2017, which has facilitated the travel of Finnish citizens to Georgia and vice versa.
Georgia’s participation in the MATKA 2024 exhibition is part of its efforts to recover its tourism industry, which was severely affected by the COVID-19 pandemic. Georgia has reopened its borders to tourists since June 2021, and has implemented various health and safety measures to ensure a safe and enjoyable travel experience for its visitors.
Georgia’s tourism industry has shown remarkable resilience and growth in the past year, breaking its own records in terms of visitor numbers, spending, and economic impact. In 2022, Georgia welcomed 167.7 million domestic and international visitors, who spent $39.8 billion in the country, surpassing the previous record set in 2019 by $2 billion. The tourism industry also generated a record $4.7 billion in state and local tax revenue, and supported more than 442,600 jobs across the state. Georgia maintained its No. 5 market share ranking for domestic overnight visitation among all 50 states and Washington, D.C. for the third year in a row.
Georgia’s tourism success is also attributed to its effective marketing campaigns, such as the “Ready. Set. Georgia.” campaign, which was launched in May 2021 and funded by a federal EDA state tourism grant of $5.8 million. The campaign aimed to strengthen the state’s travel brand and open new markets for travel to Georgia, using a strategic approach to allocate funds over four consecutive years. The campaign influenced more than $113 million in state tax revenue, with a return on investment of $35 per dollar invested, the largest on record over the seven-plus year history of the study.
Georgia is a country that offers something for everyone, from its vibrant capital city of Tbilisi, to its ancient monasteries and churches, to its stunning mountain scenery and seaside resorts. Georgia is also a country that celebrates its traditions and festivals, such as the Georgian Wine Festival, the Tbilisoba Festival, and the Supra Feast. With its hospitable and friendly people, Georgia is a country that invites visitors to discover its beauty and charm.
