Translated with AI from the Russian original.
The “Follow Me to Adjara” campaign, aimed at developing domestic tourism in Georgia, exceeded the 1 billion reach mark on social media in 2026. This is double the previous year's result. The project has been running since 2023 and attracts content creators who share the region's tourism opportunities through their own posts and trips.
More than 120 participants joined the campaign this season. They posted over 12,000 materials dedicated to nearly 200 tourist sites, points of interest, and local products. Bloggers showed their followers not only the well-known sights of Adjara, but also lesser-known holiday destinations. The results of the project will be summed up on October 30 in Batumi: the organizers will announce the authors of the posts with the highest reach and present the main prizes.
The campaign's popularity grew steadily: in 2023, posts gained 100 million reach, in 2024 — more than 240 million, and in 2025, the figure reached approximately 500 million. Now the result has exceeded one billion. Such dynamics reflect the increasing scale of the project and its presence on social networks, which the organizers use to promote Adjara's tourist locations.
