Georgia has launched its latest tourism campaign, “Feel the Rhythm”, inviting travellers from the Gulf Cooperation Council (GCC) to discover a destination where European flair blends with warm hospitality, just a four-hour journey away. The initiative forms part of the country’s broader tourism strategy and is aligned with its global brand promise, “Emotions are Georgia.”

Tourism remains a vital sector for the nation, which attracted 7.4 million international visitors in 2024. With GCC outbound travel spending projected to surpass $158.8 million by 2034, Georgia is positioning itself as an attractive alternative to traditional European destinations by offering luxury experiences alongside mid-market affordability, with an estimated 30–40% greater value.

The campaign highlights Georgia’s unique geography and variety, where visitors can “wake up in the mountains, have lunch by the sea, and dine in a historic city, all in one day.” From ski slopes and winter resorts to springtime orchards, lively summer coastlines and autumn vineyards, the country presents seasonal experiences year-round.

Speaking on the campaign, Maia Omiadze, Head of Administration at the Georgian National Tourism Administration (GNTA), said: “For the Middle East, this campaign has been carefully curated to showcase the many rhythms of Georgia that travellers may not yet know from family escapes in the mountains to vibrant coastal summers and timeless cultural traditions. It captures the true emotions of Georgia, aiming to put our country on every traveller’s mind as a destination that is not only close, but deeply memorable.”

Accessibility is central to the offering, with visa-free entry for GCC nationals and expedited e-visas for residents making travel seamless. The campaign also underlines the country’s diverse hospitality options, ranging from luxury hotels and resorts to mid-market accommodation tailored to GCC travellers.

Georgia is also placing strong emphasis on culture and lifestyle, showcasing its heritage through shared meals of khachapuri and khinkali, traditional polyphonic singing in ancient churches, and bustling markets filled with local produce.

Designed for families, couples, adventure seekers and culinary enthusiasts alike, the campaign frames Georgia not only as a destination to visit, but a place to truly experience. The invitation, as the campaign title suggests, is clear: come and Feel the Rhythm.