Tuesday, July 8, 2025
In an exclusive interview with Travel and Tour World, Mikheil Koplatadze, Deputy Chairman of the Department of Tourism and Resorts of Ajara and a seasoned tourism and marketing professional with 15 years of experience, shares insights into Ajara’s evolving tourism landscape. Koplatadze discusses strategies to position Ajara as a premier destination, highlighting its diverse offerings—from Black Sea beaches and mountain retreats to rich cultural heritage. He emphasizes sustainable tourism, digital transformation, and new marketing initiatives aimed at attracting both regional and global travelers. With ambitious plans ahead, Ajara is poised to shine brightly on the global tourism map.
Batumi, nestled along Georgia’s Black Sea coast, is rapidly evolving into a prominent global tourism hub, as highlighted by Mikheil Koplatadze, an official spearheading tourism development in the Ajara region. The city’s recent participation in ITB China underscores its ambition to integrate fully into the international tourism system, with a significant emphasis on forging connections with Asian markets, particularly China.
At ITB China, Georgia showcased Batumi as a diverse travel destination, blending seaside relaxation, mountainous adventures, cultural depth, and corporate event infrastructure. This multifaceted approach aims to reposition Batumi from a traditional summer resort into a vibrant, year-round tourism hotspot. The city’s growing portfolio of international hotel brands—including Hilton, Marriott, Radisson, and Ibis—adds weight to its aspirations, enhancing its profile as a modern cultural and business hub.
Beyond leisure, Batumi is being promoted as a safe, investment-friendly city, bolstered by Georgia’s transparent economic policies, liberal visa regime, and ongoing democratic reforms. These factors contribute to Batumi’s appeal not only for tourists but also for global investors seeking stable opportunities in emerging markets.
Sustainability and cultural authenticity are central to Batumi’s tourism vision. The city is aligning itself with global trends by expanding protected natural areas, developing eco-tourism experiences in places like Mtirala National Park, and promoting rural tourism. This includes immersive activities like traditional cooking classes, craft workshops, and agricultural participation, all designed to offer travelers deeper connections with local culture and communities. Infrastructure improvements, green transportation initiatives, and digital platforms further enhance Batumi’s standing as a smart tourism destination.
Yet, Batumi faces challenges in the current geopolitical climate and in the post-pandemic era. Rather than view these as setbacks, Koplatadze sees them as catalysts for innovation. The city is diversifying its tourism segments to reduce reliance on seasonal travel and single-source markets. New initiatives include attracting sports events, international exhibitions, cultural congresses, and nature-based adventure tourism. These efforts aim to stabilize visitor numbers throughout the year and keep Batumi competitive on the global stage.
Connectivity remains a top priority for regional development. Significant investments in air, sea, and road infrastructure are ensuring Batumi becomes increasingly accessible from multiple international markets. Additionally, Georgia’s liberal visa policy—allowing visa-free entry for citizens of 94 countries, including China—positions Batumi as a convenient and inviting destination.
Looking ahead, Batumi is aggressively marketing itself to attract more visitors from Asia, leveraging both online campaigns and traditional B2B outreach. Negotiations with airlines to boost direct and connecting flights are central to this strategy, recognizing that increased air access is critical for sustainable growth.
Koplatadze recommends visitors start their Batumi experience along the city’s iconic boulevard, with views of modern art installations and the Black Sea’s expansive horizon. Culinary experiences—such as tasting Ajarian khachapuri and attending vibrant local festivals—offer a delicious dive into Georgian culture. Nearby mountains provide a stark contrast with forest trails, waterfalls, and authentic village life, making Batumi a destination that seamlessly blends nature, tradition, and modern hospitality.
Batumi’s vision is clear: it’s a place where travelers, whether seeking relaxation, adventure, or cultural enrichment, can find unique and memorable experiences all year round, solidifying its status as a rising star on the Black Sea coast and a future bridge between Europe and Asia.
Batumi is rapidly emerging as a leading destination along the Black Sea coast. What does participating in ITB China mean for Georgia—and more specifically for the tourism development of Ajara? Have you established any key partnerships or achieved specific goals during the event?
Mikheil Koplatadze:
Participating in ITB China is part of our broader vision to integrate Georgia—particularly the Ajara region—into the global tourism system as a competitive, all-year destination. While this particular platform allows us to deepen ties with the Chinese and broader Asian markets, our efforts are equally focused on strengthening our presence in Europe or the Gulf through ongoing campaigns, international exhibitions, and strategic B2B outreach.
At ITB China, we introduced Batumi as a destination for integrated travel experiences—blending coastal relaxation, mountain discovery, cultural exploration, and corporate events into single, multifaceted packages. These offerings resonate well across diverse markets.
Equally important, we promoted Batumi as a safe and investment-friendly destination, backed by robust infrastructure development, expanding international hotel chains, and Georgia’s transparent, low-tax economic framework. Combined with the country’s liberal visa regime and ongoing democratic reforms, these advantages make Batumi attractive not only to travelers but also to global investors and strategic partners.
What are you showcasing to the Chinese and Asian travel market at ITB China this year, in terms of tourism developments and key experiences?
Mikheil Koplatadze:
This year, we showcased Ajara as a four-season destination that harmoniously combines seaside leisure with mountainous adventures, cultural depth, and high-quality hospitality. Our aim is to shift the perception of Batumi from being a summer resort to a destination offering diverse travel experiences throughout the year.
We highlighted Batumi’s growing portfolio of international hotel brands—including Hilton, Marriott, Radisson, and Ibis—along with state-of-the-art venues that now host concerts by world-renowned artists and high-profile festivals. These events not only enrich the visitor experience but also strengthen Batumi’s role as a modern cultural hub on the Black Sea.
In addition, we emphasized our accessibility. Georgia offers visa-free travel to citizens of 94 countries, including China, and Batumi is easily reachable by air, sea, and road, making it a convenient choice for both short and extended visits.
Our tourism products now cater to various traveler profiles—from cultural explorers to business delegates—further supporting our strategy of market diversification and long-term growth.
How is Batumi adapting to global tourism trends, such as the growing demand for sustainable travel and authentic cultural experiences?
Mikheil Koplatadze:
Batumi is actively aligning itself with global tourism trends by embracing sustainability, community engagement, and cultural authenticity. The modern traveler is increasingly mindful of environmental and social impact, and we’re responding with concrete, forward-thinking initiatives.
We have expanded protected natural zones and established educational visitor centers in areas like Mtirala National Park, which offer immersive eco-tourism experiences. Parallel to this, we’re investing in rural tourism development, encouraging authentic guest experiences such as traditional cooking classes, craft-making, and agricultural participation in mountain villages.
Our commitment to smart tourism is also evident through improved infrastructure, green transport options, and multilingual digital platforms that enhance the visitor experience while preserving the local environment.
Beyond tourism, Georgia is seeing tangible progress in governance. Democracy is deepening, transparency is improving, and Ajara is benefitting from these national developments. This creates a secure, future-oriented foundation for both travelers and investors alike.
What are some of the current challenges facing regional tourism in Batumi, and how is your department working to overcome them, particularly in the post-pandemic and geopolitically uncertain environment?
Mikheil Koplatadze:
Rather than viewing challenges as setbacks, we treat them as catalysts for growth. The post-pandemic recovery and regional uncertainties have accelerated our transition toward a more resilient and diversified tourism model.
To reduce dependency on seasonal or single-market inflows, we are expanding into new tourism segments, including sports events, international exhibitions, cultural congresses, and nature-based adventure travel. This diversified approach enhances our adaptability and keeps Batumi relevant year-round.
The Georgian government has also played a crucial role through labor market reforms and investment in professional training—contributing to a noticeable decrease in unemployment, particularly among youth and women in Ajara’s hospitality sector.
Connectivity has been another focus. With substantial investments in air, marine, and ground infrastructure, Batumi is becoming increasingly accessible from multiple regions. All of this is part of a long-term vision centered around inclusive development, ensuring that economic benefits are widely shared across communities.
Looking ahead, what is your strategy to attract more international visitors to Batumi? Is China or the wider Asia region part of your target market?
Mikheil Koplatadze:
Absolutely. As Batumi continues to evolve into one of the most vibrant destinations on the Black Sea, attracting international visitors remains at the heart of our strategy. Our approach is multi-layered and combines both online and offline marketing campaigns, strategic negotiations with international airlines, B2B meetings, destination presentations, and targeted media and info trips designed to raise awareness about Batumi and the wider Ajara region.
The Asian market, particularly China, is indeed a priority for us. With increasing connectivity and growing interest in cultural and nature-based tourism, we see great potential in welcoming more travelers from Asia. Our recent participation in ITB China and other global tourism platforms reflects our commitment to building strong B2B relationships, launching co-marketing initiatives, and positioning Batumi as a premium destination.
We are actively working with aviation partners to increase direct and connecting flight options, especially from key source markets. More routes mean more access—and that is crucial for sustainable tourism growth.
To showcase Batumi’s unique appeal, we regularly host familiarization (FAM) tours for journalists, bloggers, influencers, and tour operators from around the world. These visits allow them to experience firsthand what makes our region so special: the dramatic meeting of sea and mountains, the charm of our eclectic architecture, our rich cultural heritage, and of course, our world-renowned Georgian cuisine and wine.
Most importantly, we are proud ambassadors of Georgian hospitality—something truly unmatched. In Georgia, we say “a guest is a gift from God,” and that philosophy is deeply woven into every visitor experience in Batumi. It’s not just about sights and services—it’s about heartfelt connections and unforgettable memories.
By combining strong digital outreach, traditional marketing, strategic partnerships, and the natural and cultural richness of our destination, we are confident that Batumi will continue to grow as an international tourism hub—not only for Europe, but increasingly for Asia and beyond.
For first-time visitors from Asia, what would you personally recommend as the must-see experiences in Batumi—whether it’s food, festivals, nature, or hidden gems?
Mikheil Koplatadze: Batumi offers a perfect blend of discovery, comfort, and surprise. I always recommend beginning at the Batumi Boulevard, where the dancing fountains, modern sculptures, and panoramic Black Sea views create a captivating first impression.
For culinary enthusiasts, tasting Ajarian khachapuri, freshly grilled mountain trout, and local herbal teas is a must. Visitors should also time their trips to coincide with one of our many seasonal festivals or international music events, where traditional Georgian culture meets modern creativity.
For those who love nature, just an hour’s drive reveals untouched mountain landscapes, forest trails, waterfalls, and ancient villages. And for more structured sightseeing, our botanical gardens, aerial cable cars, and historic landmarks offer both education and inspiration.
With a mix of vibrant urban life, rich traditions, and exceptional hospitality backed by digital innovation, Batumi leaves a lasting impression. It’s a place where every traveler—from solo explorers to luxury seekers—feels not just welcomed, but truly at home.
