Representing a Tourism Board at a Major Travel Trade Fair

The Situation

As the Official Partner Destination at ITB China 2026, Georgian National Tourism Administration (GNTA) needed support to ensure that this important trade event went smoothly, and successfully promoted consumer and trade awareness of Georgia as a tourism destination. As GNTA’s market representative in China, Dragon Trail supported the tourism board both before and during the exhibition, as well as on and off site.

The Results

GNTA and its partners conducted hundreds of business meetings with Chinese buyers and media at ITB China from 26-28 May 2026. The exhibition and its surrounding activities significantly boosted Georgia’s presence in China:

• In May, there were around 180 articles published online in Chinese relating to GNTA at ITB 2026, including more than 60 articles by WeChat Official Accounts.

• Chinese travel trade media partnerships delivered 1.75 million exposures, with 729,840 article views.

• GNTA added close to 6,000 new followers to its Chinese social media accounts in May, with nearly 1.3 million content views.

• In May, posts about Georgia on RedNote received more than 3 million reads.

• Outdoor advertising in Shanghai reached more than 8 million viewers.

Our Work

On Site

We recruited and interviewed 40 interpreters, hiring 29 Chinese-English interpreters and one Chinese-Russian interpreter to work at GNTA’s booth at ITB, serving 28 exhibitors.

We invited 30 high quality trade buyers to the exhibition, organized B2B meetings, and helped buyers at the event to find their pre-arranged business meetings. We also coordinated transportation for media partners, invited media and influencers to Georgia’s booth and gala dinner, and provided support for on-site media interviews.

We provided more than 3,000 tailored souvenirs for booth visitors, including wine stoppers, electronic luggage scales, passport holders, and tote bags. We also produced 2,000 brochures.

We organized the installation of two qvevri – traditional clay vessels used for Georgian wine making, including setting up the display at ITB, and safely returning the qvevri to the Georgian Embassy in Beijing.

We also coordinated GNTA staff transport, and provided on-site video production and photography.

Off Site and Online

Dragon Trail provided promotional support by organizing outdoor advertising for the tourism board from 24-30 May at HKRI Taikoo Hui, a mixed-use commercial hub in Shanghai’s central Jing’an District, as well as LED screens at Shanghai’s Hongqiao and Pudong airports.

We organized 10 sales calls outside of the event in Shanghai, Beijing, Shenzhen, and Guangzhou, organizing tour packages for nearly 4,000 Chinese travelers to Georgia.

From April to May 2026, we released posts on GNTA’s WeChat and Weibo accounts to promote Georgia as the official destination partner of ITB China 2026, successfully boosting the exposure of Georgia’s tourism brand among Chinese audiences and drawing widespread attention from travel industry practitioners and followers.

Our PR work included campaigns with two Chinese travel trade media in April and May, including feature stories, banner advertising, and community distribution through WeChat groups.

Qvevri installation