Emotions Are Georgia Roadshow Comes to Beijing, Shenzhen, Shanghai

From 16-23 October 2025, the Emotions Are Georgia roadshow brought the Chinese travel trade face to face with Georgian National Tourism Administration (GNTA) and its partners, with stops in Beijing, Shenzhen, and Shanghai. As GNTA’s market representative in China, Dragon Trail is proud to have organized and provided the innovative technology to support these events.

17 Georgian tourism brands and businesses joined the roadshow, including DMCs, hotels, and wineries. The events were also attended by Georgia’s Ambassador to China, Paata Kalandadze, and GNTA representative Teona Kalandadze.

China’s first AI-powered tourism roadshow, with instant translation and meeting notes

GNTA and its partners had the chance to meet with 136 Chinese travel trade professionals across the three cities. As the first AI-powered tourism roadshow in China, the event featured instant translation and meeting notes automatically compiled and shared with attendees. This technological enhancement received positive feedback from participants and shows how AI can be used to improve communication and efficiency. Roadshow participants held close to 700 one-to-one meetings over the three days.

In addition to one-on-one meetings, the roadshow also included presentations to introduce Chinese travel trade professionals to Georgia’s tourism resources – from UNESCO natural heritage sites to MICE facilities – and the Georgia Travel Trade Marketing Hub. All presentations were live streamed for travel agents who couldn’t attend in person, though the true event experience was very much offline – especially the wine tastings from Georgia’s Chateau Mukhrani!

Tasting Georgian wines in Shanghai

Launched at the roadshow, the Georgia Travel Trade Marketing Hub is a brand-new digital platform designed to support travel partners in China with easy access to destination itineraries, marketing resources, and collaboration tools. Offered as a WeChat mini-program, the Hub includes:

• Training: A five-module course covering culture and history, winter and outdoors experiences, nature and adventure, and gastronomy. Our training management feature gives each user a unique ID, so that travel agencies can easily track employees’ learning progress.

• Resources: Brochures and videos from GNTA, available to view, download, and share.

• Events: Webinars, offline training, roadshows.

• News: The latest press releases, news, and WeChat articles.

Situated at the crossroads of Europe and Asia, Georgia is an up-and-coming destination for Chinese travelers. A combination of breath-taking nature, unique culture and history, and world-famous cuisine and wine, plus visa-free entry, has made it increasingly popular in recent years. In the first half of 2025, Georgia received 64,755 Chinese visitors, a year-on-year increase of 42%. 2024 was already a record-breaking year for Chinese tourism to Georgia, with a total of 88,535 visitors. As of 2025, China is now Georgia’s 10th largest international tourism source market, up from 11th in 2024.

Click here to view all photos from GNTA’s 2025 China roadshow.

GNTA’s roadshow was held in conjunction with B2C events in Beijing and Shanghai. Click here to view the event photos and learn more.