Georgian National Tourism Administration

What Georgian National Tourism Administration does

Georgian National Tourism Administration (GNTA) is a Legal Entity of Public Law (SSIP) operating under Georgia's Ministry of Economy and Sustainable Development, headquartered in Tbilisi with 90 employees. As the country's national destination marketing organization, GNTA is responsible for formulating and implementing state tourism policy, promoting Georgia internationally as a four-season destination, supporting sustainable tourism development, and facilitating major cultural and sporting events. Its primary external audiences are international tourists, domestic travelers, Georgian tourism companies (hotels and tour operators), and tourism industry professionals; its primary external counterparties are international tour operators, airlines, media, and tourism exhibitions. The agency does not sell products or services and is funded by annual state budget allocations.

GNTA operates a five-platform digital ecosystem built around gnta.ge as the central hub, supported by georgia.travel (destination portal), places.georgia.travel (location discovery), gceb.ge (events/conferences), and exhibitions.gnta.ge (B2B registration platform for Georgian hotels and tour operators to participate in international exhibitions). Underlying technology is conventional web platform architecture with no disclosed proprietary AI/ML capabilities; supporting assets include an Electronic Library, Tourism Statistics Dashboard, and Tourism Research Publications. The unified platform layer functions as both B2C destination content and B2B industry infrastructure.

GNTA's go-to-market is multi-channel: B2B sales missions and roadshows targeting international tour operators, presence at major global tourism exhibitions, familiarization trips for media and influencers, airline partnerships (with 85 airlines operating 125 routes including new direct flights from China Eastern and Norwegian in 2026), targeted national campaigns in China, India, and the Netherlands, and free professional training programs for the private sector. The agency also administers the mandatory tourist health insurance system introduced January 2026 and leads Georgia's membership in the European Historic Thermal Towns Association (EHTTA) for wellness tourism positioning. Underlying sector performance: 7,803,239 international travelers in 2025, sector revenue of $4.69 billion, and 3,050,173 international visitors in H1 2026 with EU+UK visits up 23.4% year-over-year.

Name

Georgian National Tourism Administration

Legal name

SSIP - Georgian National Tourism Administration (სსიპ - საქართველოს ტურიზმის ეროვნული ადმინისტრაცია)

Website

https://gnta.ge

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Georgian National Tourism Administration (GNTA) is a state-funded agency under Georgia's Ministry of Economy and Sustainable Development, promoting Georgia as a four-season destination through digital platforms, airline partnerships, international marketing campaigns, and industry training for tourism businesses.

Ownership category

akta.pro rank

Product category

Tourism Administration / Destination Marketing

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• National tourism promotion
• Destination marketing services
• Tourism industry training
• B2B travel exhibitions
• Tourism statistics research

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Government Budget Funding: State-funded public administration operating within the Ministry of Economy and Sustainable Development of Georgia. Funded through annual government budget allocations.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Georgian National Tourism Administration promotes Georgia as an international tourist destination through destination marketing websites (georgia.travel, places.georgia.travel), a B2B exhibition registration platform (exhibitions.gnta.ge), an events and conventions bureau (gceb.ge), free professional training programs for tourism workers, tourism statistics and research publications, and international marketing campaigns coordinated with airlines, media, and tour operators across EU, UK, China, India, and Central Asian source markets.

Product overview

The Georgian National Tourism Administration (GNTA) operates a unified digital ecosystem consisting of multiple interconnected platforms. The central hub is gnta.ge, which serves as the official portal providing tourism statistics, public information, and media resources. Supporting platforms include georgia.travel for destination promotion, places.georgia.travel for location discovery, gceb.ge for event planning, and exhibitions.gnta.ge for international exhibition participation. Additional offerings include an electronic library, tourism statistics dashboard, training programs, the Gemo Festi gastronomic festival, mandatory tourist health insurance services, and various research publications. The organization functions as a government tourism body within the Ministry of Economy and Sustainable Development, not as a commercial technology product company.

Differentiator

Problem solved

Functional benefit

Brands

• Georgia.travel: Official tourism portal of Georgia for international visitors
• exhibitions.gnta.ge
• GCEB (Georgia Convention & Exhibition Bureau)
• places.georgia.travel
• Gemo Festi (გემო ფესტი)

Products and services

• georgia.travel (Destination Promotion Portal) Official tourism destination website showcasing Georgia's ancient culture, Caucasus mountain landscapes, traditional hospitality, wine culture, four-season tourism opportunities, and diverse travel experiences for international tourists.
• places.georgia.travel (Location Discovery Platform) Online directory platform helping travelers discover and explore tourist locations across Georgia, showcasing the country's regional diversity beyond major cities.
• gceb.ge (Georgia Convention & Events Bureau) Event planning assistance bureau that helps organizers arrange conferences, meetings, incentives, and exhibitions in Georgia and discover unique venues and opportunities across the country.
• exhibitions.gnta.ge (International Exhibitions Platform) Registration platform for Georgian tourism companies (hotels with minimum 50 rooms and tour operators with minimum 25,000 GEL VAT paid in 2025) to participate in international tourism exhibitions, B2B presentations, sales missions, and familiarization tours organized by GNTA.
• Electronic Library Digital resource collection for the tourism sector including research publications, statistical reviews, inbound tourism studies, wine and food materials, and international cooperation publications.
• Tourism Statistics Dashboard Statistical data platform providing visitor statistics, economic indicators, and research on international visitors, domestic visitors, and outbound visitors to support the Georgian tourism sector.
• Tourism Training Programs Free professional short-term courses for tourism industry workers covering digital marketing, inclusive tourism products, first aid, sales excellence, and hospitality sector professional development.
• Gemo Festi (Gastronomic Festival) Annual gastronomic festival organized by GNTA to promote Georgia's diverse regional cuisines, support local culinary entrepreneurs, and showcase the country's food and wine heritage.
• Tourism Research Publications Research publications covering international and domestic visitor surveys, outbound visitor studies, economic indicators, tourism service provider analyses, and statistical data reviews for the Georgian tourism sector.

Quantifiable outcome

• 7,803,239 international travelers visited Georgia in 2025
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• China Eastern AirlinescoreGTM or Marketing Partner · 15 July 2026China Eastern Airlines launched direct Shanghai-Tbilisi flights on July 15, 2026, operating three times weekly (Wednesday, Friday, Sunday). The airline's delegation visited Tbilisi on the first flight, meeting with GNTA leadership. China is Georgia's 10th largest tourism source market with 54,554 visits in first half of 2026 (+16.7% YoY). GNTA conducts extensive marketing campaigns in China including media on major platforms, social media, video ads, and familiarization trips.
• European Historic Thermal Towns Association (EHTTA)coreStrategic or Co-development PartnerGeorgia became a member of EHTTA, an organization established in Brussels in 2009 by six founding members (Acqui Terme, Bath, Ourense, Salsomaggiore Terme, Spa, Vichy). EHTTA is a leading organization for Europe's historic thermal resorts and was officially recognized by the European Council as a Cultural Route in 2010. The association now includes over 50 members and international partners. Georgia's membership helps position its 129 balneological resorts in the European wellness and cultural tourism network.
• British AirwaysmajorGTM or Marketing PartnerAirline partnership for marketing collaboration and expanded air connectivity between Georgia and UK/Europe.
• Austrian AirwaysmajorGTM or Marketing PartnerAirline partnership for marketing collaboration supporting tourism promotion in European markets.
• EdelweissmajorGTM or Marketing PartnerAirline partnership for marketing collaboration and connectivity expansion.
• Norwegian Air ShuttleminorGTM or Marketing PartnerNorwegian launched Copenhagen-Tbilisi route, expanding Georgia's Nordic market connectivity.
• Wizz AirmajorChannel Partner/ Reseller/ DistributorEuropean airline operating multiple routes to Georgia, distributing Georgian tourism offerings to budget-conscious travelers.
• EasyJetmajorChannel Partner/ Reseller/ DistributorEuropean low-cost airline connecting Georgia with UK and European markets.
• Transavia FranceminorChannel Partner/ Reseller/ DistributorFrench low-cost airline operating routes to Georgia for French market access.
• German Society for International Cooperation (GIZ)minorStrategic or Co-development PartnerGIZ co-authored research publications available in GNTA's electronic library, including 'Germans' Trail in South Caucasus' and 'Elizabethtali - Assureti' historical and cultural studies.
• RTL 4 Television (Netherlands)majorGTM or Marketing PartnerHigh-rating Dutch television network produced extensive documentary 'Let's Visit Georgia' in collaboration with Georgia's Embassy in Netherlands. Campaign reaches nearly 1 million viewers through RTL 4, Videoland platform, and social networks. Filming locations included Tbilisi, Sighnaghi, Vashlovani National Park, Mtskheta, and Stepantsminda.
• UN Tourism (UNWTO)coreStrategic or Co-development PartnerReference to UN Tourism forecasts for international tourism. GNTA aligns with UN Tourism guidance on market diversification and tourism development strategies.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Brand USA: Destination marketing organization for the United States, public-private partnership executing international marketing, trade shows, and media campaigns — same national-DMO mandate as GNTA.
• VisitBritain: UK national tourism agency operating under DCMS to promote Britain as a destination, run B2B activities, and develop source-market campaigns — directly comparable function to GNTA's role for Georgia.
• Switzerland Tourism: Swiss national tourism board with mandate for international destination promotion, market diversification, and trade engagement — comparable DMO structure and digital platform strategy to GNTA.
• Tourism New Zealand: Crown entity responsible for marketing New Zealand internationally through 100% Pure campaigns, airline partnerships, and B2B trade activity — directly comparable in role and operating model to GNTA.
• Tourism Australia: National tourism marketing organization funded by the Australian government, responsible for destination promotion, market diversification, and B2B/airline partnerships — structurally identical mandate to GNTA at a larger scale.
• Austrian National Tourist Office: Austria's national tourism marketing organization, promoting cultural, alpine, and wellness tourism in international markets — directly analogous DMO with strong cultural/wellness positioning similar to Georgia.
• Japan National Tourism Organization (JNTO): Japanese government tourism organization promoting inbound tourism, market diversification, and digital destination platforms — directly comparable to GNTA's mandate and platform model.
• Visit Estonia: Estonia's national tourism foundation, a similarly sized DMO responsible for destination marketing, digital platforms, and source-market diversification for a small country — highly comparable in scale and scope to GNTA.
• Croatian National Tourist Board: Croatian government tourism board for a small European country reliant on international arrivals — a closer size and structural match to GNTA than larger European DMOs, with similar coastal/cultural/wellness positioning.

Others

• European Historic Thermal Towns Association (EHTTA): Brussels-based association of which GNTA is a member; comparable not as a DMO but as a partner organization helping position Georgia's 129 balneological resorts within European wellness tourism networks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/georgian-national-tourism-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Georgian National Tourism Administration