Georgia aims to attract travellers from Germany with a new Skyscanner campaign. As the business news portal BM.ge reported on 2 November 2026, the state tourism administration has signed a contract worth €236,000 for this purpose. Alongside Germany, the target markets include the United Kingdom, the United States and France.
Advertising in four target markets
The contract covers targeted advertising placements on Skyscanner's platforms and digital channels. The campaign aims to raise awareness of Georgia as a travel destination and attract additional visitors. BM.ge gives 31 January 2027 as the deadline for delivering the agreed services.
Choosing a travel search engine reaches people where they compare possible holiday destinations and flight offers. For Georgia, this creates an opportunity to engage with travel interest at an early stage and bring the country into consideration when people make concrete holiday plans.
Germany remains a focus
The Georgian National Tourism Administration had already documented advertising activities on Skyscanner for 2023, as well as a campaign in Germany spread throughout the year. These included coverage in German media, trips for tourism businesses and journalists, presentations and business meetings.
A case study published jointly with Skyscanner in 2025 also describes an earlier collaboration that presented Georgia as a winter destination in Germany, Poland and the United Arab Emirates. The new agreement thus builds on an existing partnership. Germany is a market Georgia has been actively targeting for several years.
What does this mean for buyers and landlords?
For buyers of holiday properties, the campaign is a positive signal: Georgia is actively investing in broadening the international sources of its tourism demand. This adds an important element to the development of accommodation, leisure activities and tourism infrastructure: visibility among potential guests.
For landlords in Batumi, Tbilisi or Gudauri, we therefore believe it is worth paying attention to the source markets being targeted. Clear accommodation descriptions, good photos and straightforward information about getting there help turn interest in Georgia into a concrete booking decision.
Our conclusion
The Skyscanner campaign puts Georgia on the radar of travellers in key European markets and the United States. Germany's explicit inclusion makes this news particularly interesting for German-speaking buyers. We see it as a sensible step that raises Georgia's international profile and, over the long term, also supports the appeal of its tourism destinations as property locations.
