The National Tourism Administration of Georgia has signed a contract for $1,482,080 with Beijing Shi Dai Yi Feng Information Technology to promote Georgia in the Chinese market. The campaign will start as early as 2026 and will focus on digital platforms and local media.
Promotion is planned through popular services in China - WeChat, WeChat Channels, Rednote and Weibo. Cooperation with influencers, specialized publications and offline events, including road shows, is also envisaged.
The focus on China is explained by the growth in tourist flow: in 2025, the country was visited by 128 thousand tourists from China (+44% per year), spending about 220 million lari.
The authorities expect that the investments will pay off, although a larger two-year campaign for $3.25 million was previously discussed, which was eventually abandoned in favor of the current one-year contract.