What is driving interest in Georgia culinary tourism now?

High-profile exposure at Madrid Fusión 2026 put Georgia’s wine and cuisine in front of global buyers and media. That awareness creates leads for tours, hotels, and importers. If operators convert interest into repeat bookings and orders, revenues can rise across hospitality and food and drink distribution over the next 12 to 24 months.

How can UK investors gain exposure to Georgian wine exports?

Partner with specialist importers, invest in working capital for new listings, or co-fund marketing for chef collaborations. Start with modest volumes, focus on hero SKUs, and measure reorder rates. Diversify producers to manage harvest and logistics risk. Build direct-to-consumer subscriptions to stabilise cash flow and improve forecasting.

Where are the strongest opportunities in hospitality?

Boutique hotels linked to vineyard experiences, chef-led dining, and curated city breaks show promise. Phased refurbishments and modular builds lower initial outlay. Prepaid experiences and tasting packages raise average spend. Align opening calendars to festivals and harvest seasons to lift occupancy and rates, then reinvest where reviews and repeat visits are strongest.

What are the main risks to tourism investment in Georgia?

Key risks include currency volatility between GBP and GEL, capacity bottlenecks in peak months, logistics delays, weather impacts on harvests, and regional geopolitics. Mitigate by diversifying suppliers, securing transport early, hedging currencies, and protecting service quality with guest caps and clear operating standards.

Global Market Insights

Georgia Tourism February 08: Madrid Fusión Showcase Targets Growth

ByDanny Kontos February 8, 2026February 8, 2026

Georgia culinary tourism stepped into the spotlight at Madrid Fusión 2026, where the country pitched its wine heritage and modern cuisine to buyers and media. With 25,000 attendees from 61 countries, the showcase strengthens demand signals for premium travel and dining. For UK investors, the story is clear. Rising interest can support Georgian wine exports, higher room rates, and fresh tourism investment. We outline where cash flows may build, how to size opportunities in GBP, and what risks to watch over the next 12 to 24 months.