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Georgia’s Culinary Scene Goes International with New Marketing campaign Led by Jamie Oliver, Says Tourism Head
Sunday, November 3, 2024
Maia Omiadze, Head of the Georgian Nationwide Tourism Administration (GNTA), highlighted a significant year-long gastronomic marketing campaign that includes British celeb chef Jamie Oliver, geared toward selling Georgia’s culinary heritage on a worldwide scale. Talking to Imedi TV, Omiadze defined how Oliver has been utilizing his in depth social media attain and a partnership with BBC to introduce Georgian delicacies to hundreds of thousands of potential vacationers.
The marketing campaign, which started in July and can run via Might subsequent yr, contains 20 movies produced in collaboration with BBC, showcasing the range of Georgia’s regional cuisines. These movies, that includes Oliver’s travels and culinary explorations throughout totally different Georgian areas, have already garnered over 5 million views throughout his social media channels, together with Fb, Instagram, and YouTube. With an upcoming broadcast on BBC, the marketing campaign is about to achieve the broadcaster’s huge world viewers of 300 million, considerably boosting Georgia’s tourism visibility.
“We have conducted impactful campaigns across Europe, Germany, the United Kingdom, and the Persian Gulf. But our gastronomic campaign with Jamie Oliver stands out, as it highlights the unique flavors of Georgian cuisine and its cultural richness,” Omiadze said.
Increasing to New Markets: China and India
Wanting forward, GNTA plans to launch “active campaigns” concentrating on China and India, nations which might be more and more wanted in world tourism markets. Based on Omiadze, these nations symbolize fascinating vacationer demographics, with competitors amongst locations to draw guests from these rising markets. This yr, GNTA has already organized media excursions for journalists from China and India, and plans to accentuate advertising efforts in 2025.
A File-Breaking Yr for Georgian Tourism
Along with the gastronomic marketing campaign, Omiadze famous that 2024 has been a record-breaking yr for Georgian tourism. Worldwide tourism revenues hit $3.5 billion within the first 9 months of the yr, marking a historic excessive. With this surge, the GNTA continues to develop new digital instruments, together with a journey portal and customer suggestions platform, geared toward enhancing the customer expertise.
The partnership with Jamie Oliver is a part of Georgia’s broader tourism technique to place itself as a novel culinary vacation spot, attracting guests eager about immersive cultural and gastronomic experiences. The GNTA’s deal with worldwide collaborations and focused campaigns underscores its dedication to elevating Georgia’s profile on the world tourism stage.
