ITB China Announces Georgia as Partner Destination for 2026
ITB China has officially announced Georgia as the Partner Destination for ITB China 2026, which will take place from 26–28 May 2026 in Shanghai. The partnership reflects Georgia’s continued focus on the Chinese outbound travel market and marks a new phase of cooperation in destination promotion, industry exchange, and business matchmaking.
The announcement was made during a signing ceremony and press conference held in Tbilisi, confirming Georgia’s role as Partner Destination for ITB China 2026. The collaboration highlights ongoing efforts to strengthen tourism cooperation between Georgia and China.
As a B2B travel trade platform dedicated to the Chinese market, ITB China will work closely with the Georgian National Tourism Administration (GNTA) to support destination promotion initiatives, facilitate industry exchange, and encourage business matchmaking, contributing to Georgia’s visibility within the Chinese travel trade.
The signing ceremony and press conference were jointly attended by representatives from GNTA and ITB China organizer Messe Berlin (China). The event brought together 35 local tourism organizations and companies, including hotel groups, destination management companies, travel agencies, and OTA platforms, along with 15 local media representatives, reflecting active industry engagement with the Chinese market.
David Axiotis, Managing Director of Messe Berlin (China), noted that Georgia’s visa-free travel policy, cultural offerings, gastronomy, wine heritage, and varied natural landscapes have contributed to growing awareness among Chinese travellers. He stated that the Partner Destination role aligns with Georgia’s long-term approach to the Chinese market and aims to support closer cooperation between Georgian destinations and Chinese travel professionals.
Maia Omiadze, Head of the Georgian National Tourism Administration, outlined Georgia’s approach to expanding tourism cooperation with China through structured industry engagement and destination promotion. Mariam Kvrivishvili, Minister of Economy and Sustainable Development of Georgia, highlighted the partnership as part of Georgia’s broader tourism development strategy, with a focus on business opportunities, industry collaboration, and destination positioning in the Chinese market.
Since the introduction of a mutual visa-free travel policy between China and Georgia, awareness of Georgia among Chinese travellers has increased. Destination-related discussions and content on Chinese social media and travel platforms have also grown, contributing to market recognition. In 2024, Georgia welcomed 88,583 visitors from China, representing an 83.4% year-on-year increase. In 2025, arrivals rose to 127,895, up 44.4% year over year.
Georgia offers a range of cultural, culinary, and nature-based experiences. With a winemaking history spanning over 8,000 years, traditional methods such as Qvevri wine production remain part of everyday culture. The country’s heritage reflects influences from Europe and Asia, with monasteries, fortresses, music, and folk traditions shaping its cultural landscape.
Outdoor and nature experiences are centred around the Caucasus Mountains, offering opportunities for hiking, skiing, self-driving routes, and rural travel. From Black Sea coastal cities to inland mountain and vineyard regions, Georgia provides varied travel experiences within relatively short distances, supporting themed and multi-stop itineraries.
GNTA has identified China as a key growth market and has conducted promotional activities in cities such as Beijing, Shanghai, and Shenzhen, including roadshows, pop-up events, wine tastings, and interactive experiences. In 2026, GNTA plans to continue these initiatives alongside familiarization trips and trade engagement programs.
As Partner Destination, Georgia will participate in ITB China 2026 with a national pavilion showcasing tourism offerings. Planned activities include a Georgia-themed opening dinner, food and wine tastings, cultural performances, conference sessions, and an expanded exhibition zone. In addition, ITB China and GNTA will organise familiarization programs for Chinese travel professionals and media to enhance market understanding and foster industry cooperation.
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