Georgian National Tourism Administration Appoints Dragon Trail as China Marketing Representative

Georgia has been visa-free for Chinese tourists since September 2023. The country welcomed a record-breaking 89,000 Chinese travelers in 2024. (Photo courtesy of Georgian National Tourism Administration)

Georgian National Tourism Administration (GNTA) has appointed Dragon Trail International as its market representative in China. This will be the Georgian tourism board’s first time working with an official representative agency in the China market, and marks a new stage in the development of its Chinese tourism outreach.

Dragon Trail’s work on behalf of Georgian National Tourism Administration will include launching and managing accounts on WeChat, RedNote (Xiaohongshu), and Weibo; website development; online and offline consumer campaigns; setting up an online Travel Trade Hub for B2B promotion; travel agent training; sales calls and trade fair representation; PR services; FAM trips for the travel trade, media, and KOLs; a three-city roadshow in China; and China-ready training for GNTA members and Georgian tourism businesses, including travel agencies, hotels, and tour operators.

Chinese tourists have been able to visit Georgia without a visa since September 2023. In May 2024, a new mutual visa-free agreement between Georgia and China came into effect, allowing citizens of each country to visit the other as tourists, with stays of up to 30 days.

Alaverdi Cathedral, one of Georgia’s most important cultural heritage sites. (Photo courtesy of Georgian National Tourism Administration)

At the same time, Georgia has seen a dramatic increase in Chinese visitors drawn to the country’s UNESCO World Heritage sites and natural beauty, as well as its food and wine culture, and spa and wellness tourism. In 2024, a record-breaking 89,000 Chinese travelers visited Georgia, representing an 83% year-on-year increase. It was one of travel website Mafengwo’s top 10 international destinations during the 2024 October National Day holiday, a top-growing destination for Chinese self-driving travelers on car rental platform Zuzuche in 2024, and one of OTA Tuniu’s top 10 long-haul travel destinations over the 2025 May Labor Day holiday.

“China represents one of the most strategic and fastest-growing source markets for Georgia, and this partnership with Dragon Trail International marks a significant step forward in strengthening our presence in the region. The recent 42.3% growth in Chinese arrivals – supported by the new visa-free policy and direct flight connections – clearly demonstrates the strong potential of this market. By combining Dragon Trail’s on-the-ground expertise with Georgia’s rich cultural heritage, diverse landscapes, and world-renowned wine and wellness offerings, we look forward to fostering lasting connections and welcoming even more Chinese visitors in the years ahead,” said Maia Omiadze, Head of Georgian National Tourism Administration.

Dragon Trail International met with Georgian National Tourism Administration’s Head, Maia Omiadze, at ITB China in Shanghai, May 2025. (Photo courtesy of Georgian National Tourism Administration)

“Chinese tourism to Georgia has already increased significantly thanks to the new visa-waiver policies, and has the potential for much more development in the years to come. At Dragon Trail, we are looking forward to helping Georgian National Tourism Administration to deepen their brand awareness in China, and further grow and diversify their Chinese market, through a full scope of market activations targeting both Chinese consumers and the Chinese travel trade, online and offline,” said George Cao, CEO and Co-founder of Dragon Trail International.

To contact Georgian National Tourism Administration’s representative office in China, please email GeorgiaTrade@dragontrail.com