How Film Tourism Is Driving Year-End Travel Interest in Georgia Among Indian Travellers

Cinema-Led Travel Shapes Georgia’s Year-End Tourism Momentum

As year-end travel planning gathers pace, Georgia is emerging as a destination shaped increasingly by film-led awareness among Indian travellers. Perspectives shared by Maia Omiadze, Head of the Georgian National Tourism Administration, indicate that exposure in cinema and television is influencing how the country is perceived and experienced as a travel destination.

Located at the crossroads of Eastern Europe and Western Asia, Georgia sits between the Black Sea and the Caucasus Mountains, offering varied geography within relatively short travel distances. Its landscape ranges from alpine regions and wine-producing valleys to historic towns and a capital city that blends old quarters with modern infrastructure. This geographic diversity has made Georgia a practical and attractive location for international film productions.

In recent years, several Indian films and series have been shot across Georgia. Locations featured in productions such as Special Ops Season Two, Billa Two, Sye Raa Narasimha Reddy and Mom have contributed to stronger destination recall among Indian audiences. According to Omiadze, this exposure has helped position Georgia not as a substitute filming location, but as a destination with its own identity.

Tourism data reflects this growing interest. Georgia received approximately 124,000 Indian tourists last year, with the first half of this year recording an increase of over forty per cent. Indian travellers visiting Georgia are increasingly seeking experiences linked to what they have seen on screen, including visits to Tbilisi, wine regions such as Kakheti, ski destinations like Gudauri, and cultural neighbourhoods across historic towns.

Film tourism, Omiadze notes, can convert visual familiarity into travel intent. Viewers are no longer satisfied with consuming destinations solely through screens and are choosing to engage with places that carry emotional or narrative significance. To support this shift, the India office of the Georgia Tourism Board launched a destination film developed specifically for Indian audiences, featuring Indian influencers travelling through the country and interacting with local culture.

This approach aligns with Georgia’s broader tourism strategy, which emphasises key source markets such as India. Increased visibility, combined with ease of access and growing awareness, has contributed to year-end travel consideration, particularly among travellers seeking culture-led and experience-based itineraries.

Beyond visitor growth, film tourism has implications for local economies and tourism infrastructure. Increased arrivals support hospitality, transport and service sectors, while also encouraging cultural exchange. At the same time, sustainable destination management remains a priority to ensure long-term benefits for communities and heritage sites.

As year-end travel continues to evolve towards experience-driven choices, Georgia’s integration of cinema, storytelling and tourism promotion highlights how screen exposure can shape destination relevance and influence travel decisions beyond traditional marketing.