Georgia’s beautiful landscapes and rich culture are drawing more and more international travelers. Since its founding in 2016, Guide of Georgia has been playing a key role in elevating the country’s global profile, providing visitors with personalized services and truly authentic experiences. Ekaterine Jikidze, General Director of the company, spoke with us about its journey, achievements, and vision for the future.
By Iza Gvaramadze
Guide of Georgia appeared in the tourism sector in 2016 – did you already have experience in this field? Why did you decide to establish a travel company?
My first connection with tourism began long before founding Guide of Georgia in 2016. I was always drawn to cultural exchange and communication with people from different countries – a passion that followed me since school, when I became a participant in international exchange programs. These experiences helped me realize how important it is to present one’s country properly to foreign visitors.
The founding of Guide of Georgia was a natural continuation of this interest. At that time, tourism in Georgia was growing rapidly, but there were no services tailored specifically to Arab and Indian tourists. I identified this niche, studied their cultural expectations and needs, and decided to create a company that would not only offer tours but also build a true cultural bridge between Georgia and its visitors.
Looking back today, establishing Guide of Georgia was one of my best decisions – I managed to transform my passion and love for my country into a successful business recognized on an international scale.
What were the first steps of Guide of Georgia? What challenges did you face, and how did you overcome them?
The first steps of Guide of Georgia were both practical and risky. We started entirely from scratch – without an established market or strong competitive advantages. Our first moves included creating partnerships with hotels, transport providers, and local guides to be able to offer foreign visitors a complete service.
The biggest challenge was earning trust – both from international tourists and local businesses. Many hotels and partners were initially skeptical of a new company. We overcame this by providing transparent and high-quality services, paying attention to every detail of customer comfort, and most importantly, listening to feedback.
Another challenge was securing a position in the market. Since we were among the first to tailor services to Arab and Indian tourists, we had to carefully consider cultural specifics – from halal food options to overcoming language barriers. This unique approach gave us a competitive edge.
Ultimately, our initial challenges turned into opportunities: the trust of our first guests became our best advertisement and paved the way for long-term success.
Which services did you initially offer to the market, and how has your portfolio evolved over the years?
When Guide of Georgia was created, our primary offer was classic tours around Georgia – city excursions, nature tours, and itineraries focused on cultural and historical heritage. From the beginning, we paid special attention to Arab and Indian guests, tailoring our services to their needs: halal meals, family-friendly and safe environments, Arabic- and English-speaking guides.
Over the years, our service spectrum has expanded significantly. While initially we only organized tours, today we provide a full travel experience – from booking airline tickets and securing hotels at contracted rates to VIP transfers and fully customized travel packages. We have also expanded regionally, now operating in Armenia and Azerbaijan as well.
Today, Guide of Georgia is no longer just a tour operator – we are a trusted partner creating an end-to-end travel experience. Each guest remains in constant contact with our staff, ensuring that any issues are resolved immediately. While Georgia still faces challenges in service quality, our company strives to fill these gaps by delivering the highest standard of service. This commitment was recognized in 2023 when Guide of Georgia received an award “Leader of the Year” from the Swiss Rating Association and the National Business Ratings Union. In the same year, I was honored with the personal title of “Chief of the Year,” and this year I was awarded the “Decus Oeconomicae” Order – Economic Leader further affirming our dedication to excellence in the industry.
From your observation, how has inbound tourism in Georgia changed since Guide of Georgia entered the sector? What changes would you like to see as a company leader?
Since Guide of Georgia appeared in 2016, inbound tourism in Georgia has transformed significantly. If earlier the country was mainly focused on tourists from neighboring regions, today Georgia has established itself more strongly on international markets. The number of flights has increased, infrastructure has improved, more hotels and service providers have emerged, and tourists’ tastes and expectations have become more diverse.
One of the key changes I’ve observed is that tourism has become much more culturally sensitive. Today far greater attention is paid to the cultural characteristics of tourists – halal food options, diverse cuisines, multilingual guides, and family-oriented services have become standard. When we first started, this approach was far from common.
As for what I would like to change: in my view, Georgia needs more long-term strategic planning at the national level. Too often, tourism development is spontaneous rather than based on comprehensive plans. Georgia could achieve even greater success if we strengthened country branding, introduced innovative digital platforms, and more actively attracted high-value visitor segments.
Competition in your field is very high today – how do you manage to maintain your position in the market? Do you have unique offerings that give you a competitive advantage?
Competition in Georgia’s tourism sector is indeed intense. However, one of the main reasons for Guide of Georgia’s success is that from the very beginning, we focused on a specific niche instead of trying to be “everything to everyone.” We were the first to specialize in Arab and Indian tourists, creating services fully tailored to their cultural and religious needs. This specialization continues to give us a clear market position.
Our competitive advantages include:
- Personalization:Each tourist receives a customized package, not a standard itinerary.
- Cultural sensitivity:Halal meals, family-friendly tours, multilingual guides.
- Trusted partnerships:Long-term contracts with hotels and service providers that allow us to offer special conditions.
- Experience and reputation:Our clients include high-profile guests, diplomats, and even former prime ministers, underscoring the quality of our services.
In addition, international recognition – with several prestigious awards won – creates trust and strengthens our position both locally and globally.
In your observation, which types of tours have been most in demand recently – cultural, adventure, etc.?
In recent years, demand has become more diverse. Cultural tours remain the leader, with visitors eager to discover Georgian traditions, cuisine, and hospitality. Adventure and nature-based tourism is rapidly gaining popularity: mountain trekking, ski tourism, wine experiences in Kakheti. Private and family packages are especially in demand, particularly among Arab and Indian guests, who value comfort and safety.
Overall, today’s tourists seek more than just a “tour” – they want a unique experience that combines Georgian culture, nature, and authenticity.
In recent years, demand has become more diverse. Cultural tours remain the leader, with visitors eager to discover Georgian traditions, cuisine, and hospitality. Adventure and nature-based tourism is rapidly gaining popularity: mountain trekking, ski tourism, and wine experiences in Kakheti. Private and family packages are especially in demand, particularly among Arab and Indian guests, who value comfort and safety.
The introduction of Arab and Indian tourists and our efforts to open Georgia, as a destination for them, has significantly influenced Georgia’s tourism industry, setting new standards of service and giving an important impulse for others in the sector to develop in this direction. Today’s tourists seek more than just a “tour” – they want a unique experience that combines Georgian culture, nature, and authenticity.
Who are Guide of Georgia’s customers? Which countries are they most active from?
Our customers are mainly families, couples, and groups of friends who want to discover Georgia in a comfortable and safe environment. We particularly serve tourists who require cultural sensitivity – for example, halal food, child-friendly services, and multilingual guides.
Geographically, our most active clients come from the Gulf countries – Saudi Arabia, Kuwait, the UAE, Qatar, Oman, and Bahrain. India and Israel are also key markets with growing demand.
In short, our customer base is international, but united by a common goal: they are seeking authentic experiences where Georgian culture, high-quality service, and personalized attention come together.
Could you share concrete data about the company’s growth – for example, tourist numbers, revenue growth, or new markets covered?
Since its founding in 2016, Guide of Georgia has shown exceptionally fast growth:
- The number of tourists served has increased by about 3,900% since 2016 – a figure that highlights the success of our strategic focus, customized services, and active international expansion.
- Initially, our main markets were the GCC countries (~70%), India (~20%), and Israel (~5%). In recent years, our share from Asian markets has also grown steadily.
These numbers underscore the company’s rapid development, expansion of services, and strong competitive position on the international stage.
Guide of Georgia has received multiple awards – which recognition has been the most important for you? How has recognition from the state or private sector influenced your work?
For both Guide of Georgia and me personally, receiving multiple awards has been a tremendous honor. Among them, I especially highlight the “Leader of the Year” and “Chief of the Year” titles. Being ranked among Georgia’s top companies and leaders was a special privilege. Although we already knew we were on the right path, the moment I received the call announcing our win, I fully realized the result of years of hard work and dedication.
Particularly valuable is that the recognition was awarded not only for individual achievements but also for the company’s overall performance. This year, I was also proud to receive the “Economic Leader” order and to see the company honored with the “Trusted Leader 2020–2024” title. These are not only prestigious but also carry responsibility – to raise standards further and contribute to the development of the tourism sector.
Such recognition is not just about prestige – it underlines the quality and uniqueness of our services internationally. It has had a positive impact on our business both from the government and private sectors. Cooperation with state institutions became easier – they supported us with regulatory guidance, infrastructure, and marketing initiatives. On the private side, hotels, airlines, and other partners increased their trust and interest, enabling us to offer exceptional conditions and top-quality service.
For our team, these awards are also a strong motivator – inspiring us to maintain high standards, improve our services, and continue expanding internationally.
What are your plans for the company’s development in the coming years?
In the coming years, my strategic goal is to further strengthen Guide of Georgia’s position in the region and actively enter the U.S. market. We regularly participate in international tourism exhibitions and B2B roadshows in countries including the UAE, India, China, and the United States. These platforms allow us to present Georgia as a new and exciting destination and attract a wider range of international interest.
We also plan to open a Guide of Georgia office in the U.S., which will allow us to offer our partners not only Georgia but also USA as a destination. This will create a two-way collaboration, strengthening cultural and business ties between the two regions.
For me, it is essential that Guide of Georgia remain not only a tour operator but also a trusted global brand that builds cultural bridges and promotes Georgia’s tourism image at the international level.
Finally, many speak of Georgia’s great tourism potential – in your opinion, what is needed to maximize it? How do you see the future of the sector?
Georgia’s tourism potential is undoubtedly immense – the country offers unique nature, centuries-old culture, wine traditions, and renowned hospitality, making it highly attractive. However, to fully realize this potential, several strategic steps are needed: Infrastructure development, Country branding, Innovative digital platforms , Attracting high-value segments, Standardization of hotels and services – ensuring consistently high quality as Georgia’s hallmark.
I see the sector’s future as Georgia becoming a regional hub – not only as a tourist destination but also as a center for cultural, business, and educational experiences. With the right strategy, Georgia can double tourism’s contribution to the economy and secure its place on the global tourism map as a cultural bridge between East and West.
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