Interview with Ana Kekelia, GNTA, at FITUR

Monday, March 4, 2024

Travel and Tour World had the pleasure of meeting the incredible Ana Kekelia, who is the Head of the Georgian National Tourism Administration’s Brand Development Department, at FITUR. She manages the growth and promotion of Georgia as a travel destination, brand, and travel-related goods. 

Travel And Tour World: First, what are your main strategies for the 2024 season?

Ana Kekelia: In the 2024 season, our goal is to showcase Georgia’s diverse range of tourism offerings. We’re especially keen on promoting a variety of outdoor activities that highlight the country’s natural beauty and adventure opportunities. Additionally, we’re putting a significant emphasis on gastronomy and wine, which are key aspects of the Georgian experience we want to highlight. These areas will be our main focus in 2024.

Travel And Tour World: How important is FITUR?

Ana Kekelia: Being a part of FITUR is extremely important to us because it is one of the biggest international events in the world. We’ve been involved for over a decade now. It’s always a bustling time, as we also bring our private sector into the mix. There’s a significant presence of Spanish tour operators, which presents an excellent opportunity for us to establish our position in the Spanish market. This platform allows us to showcase what we have to offer and build valuable connections.

Travel And Tour World: What are your MICE investments and facilities that you are working on?

Ana Kekelia: The Georgian National Tourism Administration also champions Georgia as a prime MICE destination. Within our organisational structure, we have a dedicated division, the Convention Bureau, which is tasked with the development of MICE tourism. Our strategy to promote Georgia as a top MICE destination involves attracting a variety of international projects and events to the country, along with hosting numerous conferences and events. This approach allows us to showcase the excellent facilities we have available, demonstrating our capability and readiness to host such gatherings.

Travel And Tour World: How important is sustainability for Georgia?

Ana Kekelia: Sustainability is definitely at the forefront of our priorities, which is why we’re focusing on quality rather than quantity. Given that Georgia is a small country, it turns out to be a niche destination. This naturally attracts travellers who are quality-conscious and have a deep respect for the environment. These are the kind of visitors we’re aiming to draw in—those who place a high value on sustainable travel practices.

Travel And Tour World: What different or new nationalities are you aiming for, promoting, or wanting to open your market to? 

Ana Kekelia: Our main focus is on the UAE, as travellers from Gulf countries frequently visit Georgia. Additionally, this year, we’re setting our sights on expanding into two more markets: India and China. These are significant markets that we’re eager to tap into, recognizing the potential for attracting a diverse group of tourists from these regions to explore what Georgia has to offer.

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