Teimuraz Lezhava, Georgia’s Ambassador to Japan, attended ProWein Tokyo. The Embassy of Georgia in Japan also helped Georgian businesspeople promote their wines at the event.An instructive master class and tasting of Georgian wines were also held in Tokyo, attended by 30 wine professionals, media representatives, and business leaders.The tasting featured seven different Georgian wines. Japan is a critical market for Georgian wine.The National Wine Agency supported the first large-scale exhibition of Georgian wines in 2014.

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According to the agency, 25 Georgian wines won medals at the TEXSOM competition in 2024.The success of Georgian wine in such a prestigious international competition indicates its reputation and high quality, as well as contributes to its worldwide promotion and sales growth. 50 Georgian wines and brands from various Georgian companies that are already sold in the US market were presented at the TEXSOM competition.The Texas Sommeliers Conference TEXSOM was founded in 2005 to raise professional standards and education for local sommeliers. The conference has since become one of the most important international events in the wine industry.Since 2014, the conference has been supplemented by an annual international wine competition, the jury of which includes wine professionals and sommeliers from different countries of the world.It is worth noting that the marketing company “Colangelo & Partners” has been promoting Georgian wine on the US market under a contract with the National Wine Agency since 2022. During this period, an increasing trend in the export of Georgian wine was observed. In 2024, exports reached 1.2 million liters, which was 32% higher than in 2023.

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According to the agency, a Georgian wine marketing campaign is planned for this year, organized by Colangelo Partners with financial support from the National Wine Agency. The campaign focuses on increasing demand and sales in the U.S. market through strategic initiatives. In addition to ongoing activities, consumer-focused events will be enhanced to further popularize Georgian wine and engage American consumers.As part of the campaign, tasting seminars will be held in various U.S. cities for wine professionals and trade representatives. Georgian wine will also be showcased at international exhibitions, supported by targeted advertising and media campaigns. Additionally, wine tours to Georgia will be organized for media, sommeliers, and sales representatives to deepen their understanding and promote Georgian wine in the U.S. market.Colangelo Partners has been promoting Georgian wine in the U.S. since 2022 under a contract with the National Wine Agency. During this period, Georgian wine exports have shown steady growth. In 2024, exports reached 1.2 million litres—an increase of 32% compared to 2023.The U.S. remains one of the most lucrative markets for Georgian wine, with an average price of approximately six dollars per litre, reflecting its high quality and growing demand.

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In 2024 the monthly average number of tourist visits of Georgian residents amounted to 735.8 thousand, which is 6.1 percent higher compared to the previous year. The chart №2 illustrates the distribution of monthly average number of visits made by Georgian resident visitors by the type of visit.The majority of visitors, 36.5 percent, were from the age group of 31-50 and the number of women equaled 55.6 percent of the total number of visitors.In 2024 the monthly average number of tourist visits of Georgian residents amounted to 735.8 thousand, which is 6.1 percent higher compared to the previous year.According to the survey results, 38.8 percent of visitors are the residents of Tbilisi, 14.9 percent — Imereti, Racha-Lechkhumi and Kvemo Svaneti, 9.2 percent — Kvemo Kartli region, while the rest of the regions are represented by the relatively lower shares.In 2024 the main purpose of the majority of visits (51.4 percent) was visiting friends/relatives.In the reporting period majority of the visits were made in Tbilisi (on average 373.5 thousand visits per month) and Imereti region (on average 340.3 thousand visits per month).In 2024 the monthly average expenditure during the visits equaled 300.0 million GEL, 7.9 percent higher compared to the previous year. As for the average expenditure per visit, it increased by 5.4 percent and equaled 183.1 GEL.

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In the IV quarter of 2024 the monthly average number of tourist visits of Georgian residents amounted to 672.5 thousand, which is 2.1 percent higher than the corresponding indicator of the previous year.The majority of visitors, 37.1 percent, were from the age group of 31-50 and the number of women equaled 54.8 percent of the total number of visitors.According to the survey results, 38.1 percent of visitors are the residents of Tbilisi, 14.5 percent — Imereti, Racha-Lechkhumi and Kvemo Svaneti region, 9.4 percent — Kvemo Kartli region, while the rest of the regions are represented by the relatively lower shares.In 4Q2024 the main purpose of the majority of visits (54.0 percent) was visiting friends/relatives.In the reporting period majority of the visits were made in Tbilisi (on average 376.5 thousand visits per month) and Imereti region (on average 324.5 thousand visits per month).In 4Q2024 the monthly average expenditure during the visits equaled 259 million GEL, 3.2 percent lower compared to the corresponding indicator of the previous year. As for the average expenditure per visit, it decreased by 1.1 percent and equaled 168.1 GEL.

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Following this event, Georgian wine will also be presented in Spain.According to the National Wine Agency, Georgian wine companies will participate in the Madrid Fusión 2025 Gastro Congress in Madrid, where a Georgian wine-tasting seminar will be held. This initiative, organized by the Georgian National Tourism Administration, will feature Georgian wine alongside traditional Georgian gastronomy.In early February, Georgian wine companies will take part in the RAW Wine International Natural Wine Exhibition and the VineExpo Paris International Wine and Spirits Exhibition in Paris.Throughout 2025, with financial and organizational support from the National Wine Agency, Georgian wine will be actively promoted in strategic markets including the USA, UK, Germany, Poland, the Baltic countries, China, South Korea, and Japan. Producers will participate in major international exhibitions for wine and alcoholic beverages.The promotion budget for Georgian wine in 2025 has been increased to 17.4 million GEL, 1.4 million GEL higher than last year. In 2024, revenue from wine and alcoholic beverage exports reached a record 565 million USD, marking a 24% increase compared to 2023.

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Last year, Georgia also welcomed 7,368,149 international travellers of all types, reflecting a 4.2 percent increase from the previous year, and showing a recovery of 78.7 percent of 2019 figures.The Administration said the surge in tourist numbers had been “significant” in the fourth quarter of 2024. From October to December, international tourist visits reached 1,098,890, an increase of 8.4 percent from the same period in 2023 and 0.8 percent increase from 2019.During the same period, 1,573,488 international travellers visited Georgia, representing a 4.5 percent increase compared to 2023, and a recovery rate of 74.2 percent compared to 2019.Notable contributions to the visitor boom came from the following countries: Turkey - 1,336,834 visits Israel - 310,982 visits Kazakhstan - 178,930 visits India - 124,335 visits China - 88,583 visits Saudi Arabia - 88,298 visits Uzbekistan - 64,259 visits United States - 51,728 visits France - 28,302 visits Greece - 27,557 visits Kuwait - 27,277 visits Latvia - 22,297 visits United Arab Emirates - 14,889 visits

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The article, published by the British daily newspaper last week, said both easyJet and British Airways were set to commence services from London to Tbilisi this year.It said easyJet would begin flights to Tbilisi starting in April, adding previously, the airline operated flights from London Luton Airport to Geneva and Milan as its farthest eastern destinations.In addition, British Airways will resume flights from London Heathrow Airport to Tbilisi, having last operated this route in 2013.The Financial Times also encouraged readers to explore tourist attractions in Georgia. The article highlighted the “enchanting” capital city of Tbilisi, alongside mountainous locations like Kazbegi and Svaneti.

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The number of outbound visits by Georgian visitors from above-mentioned figure amounted to 603.0 thousand, 6.8% lower compared to the same period of 2023.Outbound visitors made 402.1 thousand tourist-type visits, which is 1.1% higher compared to the same period of the previous year. The chart below shows the distribution of visits made by outbound visitors by the type of visit.The majority of outbound visits, 47.4%, were made by the visitors of age group 31-50. The number of visits made by women equaled 47% of the total number of visits.In 3Q2024 the purpose of the majority of outbound visits (32.0 percent) was visiting friends/relatives.The majority of outbound visits were made in Turkey and Russian Federation, 237.4 thousand and 119.0 thousand respectively. The chart below illustrates the distribution of outbound visits by the visited countries.

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The average hotels price in Georgia was 251.41 GEL in January (34.7% more compared to January 2023), in February - 199.23 GEL (21.5% more), in March - 175.51 GEL (0.1% less) , in April - 222.95 GEL (9.2% less). in May - 209.03 GEL (without data), in June - 191.96 GEL (46.7% less), in July - 190.38 GEL (50% less), in August - 211.88 GEL (26.2% less), in September - 208.24 GEL (10.8% less).The average price of hotels in Istanbul in January was 3,134.19 lira, or  252.20 GEL (2.8% less compared to January 2023), in February - 2,566.26 lira or 206.50 GEL (14.5% more), in March - 2,715.64 lira or 218.52 GEL (15.7% less), in April - 3,552.75 lira or 285.88 GEL (0.5% more), in May - 3,796.45 lira or 305.49 GEL (without data), in June - 3,285.56 GEL , or 264.38 GEL (18.6% less), in July - 3,147.98 lira or  253.31 GEL, in August - 3,226.53 lira or 259.63 GEL (10.3% less), in September - 3,203.04 lira or 257.74 GEL ( 6.9% less).The average price in hotels in Azerbaijan in January was 87.5 manats (138.35 GEL), which was 7.3% more compared to the same period last year. In February, it cost 102.6 manats or 162.23 GEL, (29.3% more), in March, the average price in Azerbaijan hotels was 134.3 manats or 212.36 GEL (43.3% more), in April . - 131.7 manats or  208.24 GEL (37.7% more), in May - 131.75 manats or 208.32 GEL (without data), in June - 138.75 manats or 219.39 GEL (4, 5% less), in July - 136.75 manats or 216.23 GEL (8.4% less), in August - 118 manats, or 186.58 GEL (48.5% less). In September, the average price in Azerbaijan's hotels was 126.8 manats or 200.50 GEL (1.2% less).

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