ITB China names Georgia Partner Destination for 2026 - Get updated on what's happening in tourism!

ITB China has officially appointed Georgia as its Partner Destination for 2026. The announcement was made at a signing ceremony and press conference in Tbilisi, marking a new phase of cooperation between Georgia and China in tourism promotion, industry exchange, and business matchmaking. ITB China 2026 will take place from 26 to 28 May in Shanghai.

Strategic partnership with a clear market focus

As a leading B2B travel trade platform dedicated to the Chinese market, ITB China will work closely with the Georgian National Tourism Administration to strengthen Georgia’s visibility among Chinese travel professionals. The partnership is designed to support destination promotion, facilitate industry dialogue, and create tangible business opportunities across the Chinese travel value chain.

The signing ceremony was jointly hosted by the Georgian National Tourism Administration and ITB China organizer Messe Berlin (China). Around 35 local tourism organizations and companies took part, including hotel groups, destination management companies, travel agencies, and OTA platforms, alongside representatives from 15 local media outlets. The strong participation underlined Georgia’s long-term commitment to the Chinese market.

Industry voices on the cooperation

David Axiotis, Vice President and Managing Director China at Messe Berlin GmbH, emphasized the strategic relevance of the partnership:

“Georgia has built a strong and growing presence in the Chinese market. Its visa-free travel policy, combined with distinctive strengths in cultural experiences, gastronomy and wine, and diverse natural landscapes, has steadily increased its visibility among Chinese travelers. Securing the role of ITB China’s Partner Destination for 2026 reflects Georgia’s sustained commitment and long-term strategic planning for the Chinese market.”

Mariam Kvrivishvili, Minister of Economy and Sustainable Development of Georgia, highlighted the broader significance of the appointment:

“Becoming the Partner Destination of ITB China 2026 is a significant milestone for Georgia’s tourism development. This partnership reflects Georgia’s strategic commitment to strengthening tourism cooperation with China, expanding business opportunities for our tourism industry, and further positioning Georgia as a diverse, high-quality, and welcoming destination for Chinese travelers.”

Growing demand from China

China has emerged as one of Georgia’s fastest-growing source markets. In 2024, Georgia welcomed 88,583 visitors from China, representing an increase of 83.4 percent year-on-year. Growth continued in 2025, with arrivals rising to 127,895, up 44.4 percent compared with the previous year. The introduction of mutual visa-free travel has further increased awareness of Georgia among Chinese travelers, supported by growing visibility on Chinese social media and travel platforms.

A destination shaped by culture, wine, and nature

Georgia positions itself in the Chinese market through depth of culture and experience-led travel. As one of the world’s earliest wine-producing regions, the country draws on more than 8,000 years of winemaking history, where wine remains an integral part of daily life and hospitality. Culturally, Georgia reflects influences from Europe and Asia, shaped by Byzantine, Persian, and Silk Road traditions, while maintaining a distinct national identity expressed through architecture, music, and folklore.

The Caucasus Mountains define Georgia’s natural appeal, offering a compact yet diverse landscape suited to hiking, self-driving journeys, skiing, rural tourism, and slow travel. From Black Sea resort cities to mountain regions and vineyard landscapes, varied itineraries can be combined within relatively short distances, supporting themed and multi-stop travel concepts.

Expanded presence at ITB China 2026

As Partner Destination, Georgia will present itself at ITB China 2026 with a national pavilion designed to showcase its tourism assets in a comprehensive and immersive way. The program will include a Georgia-themed opening dinner, tastings of local cuisine and wines, cultural performances, and conference sessions focused on destination insights and case studies. Supported by Georgian hotel groups, DMCs, and tourism service providers, these activities aim to deepen dialogue with Chinese travel professionals.

Beyond the exhibition itself, ITB China and the Georgian National Tourism Administration will organize destination familiarization programs for Chinese travel professionals and media. These initiatives are intended to provide first-hand insight into Georgia’s tourism products while further strengthening long-term cooperation in the Chinese market.

Image Credit: © Messe Berlin GmbH