Tourism marketing in Georgia: Batumi, Tbilisi and wine tours
For tour operators and travel agencies, excursion companies, hotels and aparthotels, wineries and wine tours. We bring guests from Russia, the CIS and English-speaking countries: search before the trip, Meta Ads and Google Ads per language group. We have no tourism case in Georgia yet, so we rely on our Phuket cases and on tourist demand data
Tourism businesses in Georgia we advertise
Georgian tourism sells to visitors. A guest has to find you before the trip, in their own language and on the platform they use at home, so campaigns are built around the guests' countries rather than Georgian cities
Tour operators and agencies
Inbound operators selling Georgia tours to guests from Russia and the CIS. The competitor is self-booking, so the offer has to include what platforms do not: a guided route, transfers, group tours, support during the trip
Excursions and transfers
Kazbegi, Mtskheta, Kakheti, Svaneti, day trips from Batumi. A short decision window, as on Phuket: some tourists buy before the trip, some on arrival. Route videos and retargeting people already looking for things to do
Hotels and aparthotels in Batumi and Tbilisi
Batumi hotels get 1,254 exact-phrase searches a month in Yandex, Batumi aparthotels 29 (Wordstat, October 2026). The goal is a direct booking on your site or in a messenger, without platform commission
Wine tours and wineries
A narrow product with a high ticket and strong visuals. Direct demand is small ("Georgia wine tour": 10 exact searches a month), so we sell wine tours to people who are already going to Georgia, through broad travel demand and interest targeting
How many Russian-speaking tourists search for Georgia
Monthly searches in Yandex, all regions. This is the demand of your future guests, not of business owners. English-language demand is checked in Google Ads Keyword Planner when we prepare the media plan
| Query (Russian) | Meaning | All forms | Exact phrase |
|---|---|---|---|
| туры в грузию | tours to Georgia | 16,309 | 2,240 |
| отели батуми | Batumi hotels | 14,043 | 1,254 |
| отдых в грузии | holidays in Georgia | 5,522 | 586 |
| экскурсии по грузии | excursions in Georgia | 771 | 70 |
| апарт отель батуми | Batumi aparthotel | 355 | 29 |
| туроператор по грузии | Georgia tour operator | 81 | 20 |
| винный тур грузия | Georgia wine tour | 117 | 10 |
Source: Yandex Wordstat, October 2026. "All forms" counts the query with any other words around it; "exact phrase" counts this wording only
Batumi is more visible in search than Tbilisi: Batumi hotels alone get thousands of searches a month. Broad demand is several times larger than exact demand, which means tourists refine queries with dates, price and features. Each refinement needs its own ad group and landing page. Narrow niches such as wine tours cannot live on search alone and need targeting
Georgian seasons and when to start
Months are approximate; the exact calendar comes from your occupancy in past seasons. We start four to six weeks before each peak
Batumi: summer beach season
Tourists choose hotels and tours in advance, so search and retargeting start before the summer. Off-season, we sell early booking and quieter holidays
Tbilisi: all year, peaks in spring and autumn
City tours, weekend trips and food. Steadier than Batumi, so a small always-on budget works
Kakheti and wine tours: autumn
The grape harvest in autumn is the main reason for a wine tour. Videos and offers are prepared early so campaigns have learned before the season
Mountains: winter and summer
Ski resorts in winter, trekking and Kazbegi in summer. A separate campaign for each season
Who we sell to and through which channels
Tourists from Russia
They search for tours and hotels in Yandex before the trip. Instagram and Facebook are blocked in Russia, so Yandex Ads and Telegram Ads come first
Kazakhstan, Belarus, Armenia
Russian-speaking guests who use Instagram. Meta Ads in Russian, one campaign per country. In Georgia we already ran two language groups for Domex Group
English-speaking guests
Europe, Israel, the Gulf. Google Ads for hotel and tour searches, Meta Ads in English with route and room videos
Cases: what we have in Georgia and what we carry over from Phuket
We have no tourism case in Georgia yet and we will not invent one. We have two cases in other Georgian niches that show how advertising to visitors and language groups works there. Tourism numbers come from our Phuket projects in Thailand, where the model is the same: the guest comes from another country and decides before the trip or on arrival
| Case | Market | Niche | Result |
|---|---|---|---|
| Domex Group | Georgia | real estate | $30 per qualified lead, 2 language groups |
| Auto Import (in Russian) | Georgia → Russia | car import | 456 leads at $7.5, 67 deals |
| Phuket excursions | Thailand | excursions | 2,761 leads at $4.19 |
| Zapiski ob Azii | Thailand | tour company | 11,400 leads in a year, 35% qualified |
| Motorium | Thailand | boat sales and rental | a boat sold in month one, $300,000 ticket |
Thailand numbers show the model, not a forecast for Georgia. We forecast cost per lead and booking in the media plan, based on your product, ticket and season
Launch plan
- Week 0: product and seasonTours, rooms or wine programmes, prices, occupancy by date, guest countries. We decide what sells before the trip and what sells on arrival
- Week 0: media planChannels per guest country, a monthly budget for the Batumi and Tbilisi seasons, a cost-per-lead and cost-per-booking forecast from the closest cases
- Week 1: landing pages and trackingA landing page per product and language, form and messenger, paid bookings sent from the CRM or booking engine to the ad accounts
- Week 1: launchSearch on Yandex and Google, Meta Ads per language group. First impressions within 48 hours of approval
- Weeks 2-4: testingProduct, language and creative combinations; budget moves to those that bring bookings. Weekly report
Questions about tourism marketing in Georgia
Short answers about budgets, timelines, reporting and how we work. If your question is not here, write to us: we reply within 1-2 hours during working hours
Ask your questionDo you have tourism case studies in Georgia?
How can a Batumi hotel get direct bookings instead of relying on booking platforms?
Which channels work for a Georgia tour operator?
When should we start before the season in Georgia?
How much does it cost?
Related pages
Let us look at your business in Georgia
A free call: your product and season, your guests' countries, current ads and a media plan with a cost-per-lead and cost-per-booking forecast
- Tourist demand for your product
- A media plan per guest country and season
- Free, no obligation