강정호 기자 ㅣ 여행레저신문

The Georgian National Tourism Administration presents a country where culture, nature, gastronomy, hospitality and MICE come together

Georgia has been steadily working to introduce itself to the Korean travel market for more than a decade. It was not an easy journey at the beginning. For many Korean travellers, Georgia remained a beautiful but unfamiliar name — a country by the Black Sea, beneath the Greater Caucasus Mountains, with ancient cities, deep wine traditions and a cultural identity shaped by both Europe and Asia.

In recent years, however, the atmosphere has clearly changed. Georgia is now increasingly mentioned among Korean travellers as a destination for trekking, wine, gastronomy, historic cities and nature-based journeys. The long and patient efforts Georgia has made toward the Korean market are beginning to turn into visible momentum.

At the Seoul International Travel Fair, Natali Oniani, International Exhibitions Specialist at the Georgian National Tourism Administration, introduced why Georgia is paying close attention to Korea and why the country has so much to offer Korean travellers.

The Georgian National Tourism Administration presented Georgia as an attractive travel destination and sought to strengthen its presence in the Korean market. The message was clear: Georgia aims to increase awareness, build valuable partnerships and explore new opportunities for tourism cooperation.

Georgia may be a small country, but its travel experiences are remarkably rich. Tbilisi, the capital, offers old streets, river views, hillside churches, historic sulphur baths, traditional restaurants and contemporary cafés. The city feels like a long walk through different layers of time. Batumi, on the Black Sea coast, adds a seaside and urban resort dimension, while Kakheti opens the door to Georgia’s celebrated wine country.

A country of culture, nature and hospitality

The Georgian National Tourism Administration presented Georgia as a diverse destination. The country offers a unique combination of culture, nature, gastronomy, history and hospitality. Visitors can enjoy everything from vibrant cities to mountain landscapes and authentic local experiences.

Among all these qualities, hospitality may be the most powerful word for understanding Georgia. One of Georgia’s most cherished sayings is that “every guest is a gift from God.” This is why Georgians treat visitors not as strangers, but as people to be welcomed with warmth and generosity.

This idea is not just a slogan. In Georgia, hospitality often begins at the table. A traveller is not simply a visitor passing through a destination; he or she becomes a guest invited into a culture of food, wine, conversation and warmth.

Georgia’s traditional feast, Supra, expresses this spirit beautifully. Supra is more than a meal. It brings together wine, food, toasts, songs, family and guests in one generous cultural experience. The Tamada, the toastmaster who leads the table, gives each toast a sense of meaning and welcome. Sometimes Georgian polyphonic singing adds another layer of emotion to the evening. To travel in Georgia is not only to see landscapes, but to be welcomed into a table, a voice and a memory.

Wine, mountains and the Black Sea

Wine is another gateway into Georgia’s soul. Georgia is widely known as one of the world’s oldest wine cultures. The traditional Qvevri method, in which wine is fermented and aged in large clay vessels buried underground, remains one of the symbols of Georgian identity. In Georgia, wine is not simply a drink. It belongs to family, community, celebration, blessing and hospitality.

This is one reason Georgia can appeal strongly to Korean travellers. It is not a destination built only on sightseeing. It is a place where travellers can walk through old cities, see mountains, taste wine, sit at a table and meet people. For Koreans who increasingly seek meaningful journeys rather than simple checklists, Georgia offers a travel experience with depth and emotion.

Nature gives Georgia another powerful appeal. The Greater Caucasus Mountains offer dramatic landscapes for trekking and outdoor travel. Mountain villages, valleys, ancient churches, monasteries and roads under low clouds create the feeling of a country made for walking and discovery. The growing interest in Georgia trekking among Korean travellers reflects this change in taste. Travellers are looking not only for famous landmarks, but for places where they can stay longer, walk deeper and remember more.

Building wider partnerships with Korea

The Georgian National Tourism Administration is also looking to build wider partnerships in Korea. The Georgian tourism authority is interested in meeting travel agencies, tour operators, media representatives, MICE professionals and other tourism industry stakeholders who are interested in developing opportunities with Georgia.

This is important because Georgia is not approaching Korea only as a leisure travel market. The country also sees potential in MICE tourism. The Georgian National Tourism Administration has a convention bureau, and MICE is one of the areas Georgia would like to develop further with international partners.

The travel segments Georgia is focusing on also show the country’s broad appeal. Culture, gastronomy, nature-based experiences, wellness and MICE are all part of the message. The goal is to showcase the diversity of experiences that Georgia can offer throughout the year.

Georgia’s visible momentum in the Korean market

What stood out during the interview was the sincerity of Georgia’s approach. Georgia has not become a major destination in Korea overnight. Its progress has been gradual. But the country has continued to appear, introduce itself, meet partners and tell its story. That long effort is now beginning to find a stronger response among Korean travellers.

The message from the Georgian National Tourism Administration was simple and heartfelt: more visitors should come to Georgia and explore the country for themselves. Georgia is a small country, but it is truly unique. Once travellers experience it by themselves, they can understand why people speak about it with such affection.

That may be the best way to describe Georgia. It is not a country that can be fully explained only with a brochure or a short presentation. It needs to be experienced — through the streets of Tbilisi, the vineyards of Kakheti, the Black Sea air of Batumi, the mountain roads of the Greater Caucasus and the warmth of a Georgian table.

Georgia is still not a familiar destination for every Korean traveller. But that unfamiliarity may now become one of its strengths. For travellers looking beyond the usual routes, Georgia offers something fresh, elegant and deeply human.

A country of the Black Sea and wine. A country of mountains and cities. A country of food, song and hospitality. Georgia is now inviting Korean travellers to discover a place where many stories meet in one small but unforgettable country.

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