Mamuka Jikia

Director

NOVATOUR / Tbilisi, Georgia

2025 Tourism Season: A Look from Georgia

According to Mamuka Jikia, an experienced head of the Georgian tour operator Novatour with 20 years in the industry, the current 2025 season is marked by several distinct trends. Traditional destinations continue to lead the market: tourists actively choose beach holidays in Türkiye, sunny Egypt, historically rich Greece, the luxurious UAE, and the exotic Maldives.

However, the 2025 season is not without its challenges. Major difficulties stem from transportation restrictions, including a reduced number of flights and changes to established routes. Visa issues have also become a serious concern, as many countries have tightened requirements and extended processing times. Additionally, growing competition from large online aggregators demands greater attention from travel agencies and tour operators to the quality of their services.

Today’s tourists fall into four main categories: 10% are VIP clients, 50% value quality but have budget constraints, 25% seek a balance between price and quality, 15% choose solely based on the lowest price, often at the expense of comfort.

To succeed under these conditions, the expert recommends focusing on three key areas. First, continuous learning and professional development through participation in specialized industry events is essential. Second, it is important to make better use of B2B platforms, which significantly enhance a tour operator’s potential. Finally, special attention should be given to the development and implementation of effective incentive programs for partner agencies.

As Mamuka Jikia emphasizes, in a rapidly evolving market, only up-to-date knowledge and strong, reliable partnerships can ensure sustainable success.