Experience-led marketing elevates the goal from delivering information to fostering connection, writes Elene Gogelia, Chief Coordinator of Brand Development at the Georgian National Tourism Administration.
Modern marketing has undergone a fundamental shift. Today, the global travel industry is no longer driven by one-way communication or product-based promotion. Instead, success lies in creating meaningful, experience-led engagements that resonate with audiences on a personal level. For the Georgian National Tourism Administration (GNTA), this philosophy is at the center of our approach—especially in the Gulf Cooperation Council (GCC) region, where travelers seek authenticity, emotional depth, and seamless service.
Experience-led marketing elevates the goal from delivering information to fostering connection. Georgia’s strategy is aligned with this forward-looking vision. Rather than showcasing attractions in isolation, we curate narratives that reflect the spirit of the country—its landscapes, hospitality, modern lifestyle, creativity, and cultural richness. Our aim is to ensure that potential travelers form a connection with Georgia before their journey even begins.
This approach enhances Georgia’s visibility as a destination that is both contemporary and rooted in character. Tbilisi’s dynamic urban atmosphere, the dramatic mountain ranges, wellness-oriented retreats, coastal escapes, and adventure opportunities all form part of a larger story: Georgia as a destination where every traveler can shape a uniquely personal experience. For GCC travelers—who prioritize comfort, family-friendliness, privacy, and exploratory travel—this emphasis on tailored engagement aligns naturally with their expectations.
Creativity plays a central role. GNTA focuses on storytelling that invites audiences to envision themselves in Georgia through sensory-driven content, immersive digital campaigns, and bespoke activations. We highlight real moments, real interactions, and real journeys that reflect the essence of the country and its people. This approach elevates Georgia beyond a place to visit—it becomes a place to experience, discover, and connect with.
The GCC remains one of GNTA’s most strategic priority markets, and our future plans reflect a long-term commitment to deepening presence and engagement across this region. In the coming year, GNTA will implement an enhanced framework of initiatives designed to strengthen awareness and build sustainable traveler interest:
- Experience-forward roadshows and cultural activations in the UAE, Saudi Arabia, Kuwait—bringing Georgian hospitality, creativity, and inspiration directly to consumers and industry stakeholders.
- Expanded airline partnerships supporting increased connectivity, joint marketing campaigns, and seamless travel possibilities.
- Collaborations with leading GCC content creators and media outlets, ensuring that Georgia is represented through high-quality, authentic narratives that resonate with various traveler segments.
- Targeted digital campaigns utilizing data-driven insights to engage travelers with personalized messages and experience-led storytelling.
Our goal is clear: to ensure that every interaction—online, at events, or through partners—delivers a sense of Georgia’s identity and the experiences it unlocks. Modern marketing requires destinations to inspire, to connect, and to create value that extends well beyond the visit itself. Georgia embraces this direction with confidence, positioning itself as a destination that speaks to the aspirations of today’s travelers and aligns with the expectations of the GCC market.
