Georgia’s profile is rising, not just as a beloved escape for travelers, but as an emerging force in business-to-business (B2B) travel distribution. International arrivals have surged beyond pre-2020 levels, signaling a recovery not just in volume, but in ambition.
In 2024 alone, Georgia welcomed over 7.37 million international visitors, rebounding from a pandemic-era low of just 1.5 million in 2020 and nearly reclaiming its pre-COVID benchmark of 7.73 million in 2019. But the growth curve doesn’t stop there. The government’s “Strategy 2025” outlines an aggressive target of 11 million total international arrivals by the end of 2025, with tourism revenues projected to hit $6.6 billion.
Boutique and branded hotels are springing up beyond Tbilisi and Batumi. Regional airports are scaling. Luxury wine retreats, wellness lodges, and adventure eco-lodges are filling calendars in areas previously overlooked. But with this boom comes a critical challenge: how do we connect Georgia’s diverse, fast-growing supply with surging international demand—quickly, efficiently, and at scale?
Georgia’s hospitality expansion is no longer confined to urban strongholds. New eco-resorts are emerging in the wine-soaked hills of Kakheti, thermal spas are anchoring Borjomi’s revival, and highland retreats are popping up across Racha and Svaneti.
This decentralization is exciting, but it also exposes gaps in accessibility.
While regional hotels offer incredible charm, many operate outside mainstream distribution systems. Without channel manager integration or B2B booking engines, these properties remain underutilized, even as demand from MICE planners, group operators, and international DMCs grows.
The opportunity? We're disrupting the traditional model by eliminating the need for intermediaries and multiple integrations. No more fragmented channels, and now it's seamless.
The operational realities in Georgia's B2B travel network reveal a fundamental inefficiency: hotels navigate a complex web of intermediaries, each adding layers, costs, and delays to what should be direct relationships.
Consider the typical hotel's distribution journey: from property management system to channel manager, through multiple wholesalers, to OTAs, then finally to the end customer. Each step introduces margin compression, delayed payments, and reduced control over inventory and pricing.
This is where B-Marketplace comes in–not to replace relationships, but to streamline them.
B-Marketplace bridges these lengthy steps and eliminates the complexity of hotels going through multiple intermediaries. Instead of navigating a maze of different systems and partners, hotels can establish direct relationships with demand partners while maintaining full control over their inventory, rates, and customer relationships.
For example, a family-run guesthouse in Mestia can onboard to the platform and instantly become discoverable to dozens of international OTAs and agencies, without hiring a sales team or managing multiple extranets.
Every great travel experience starts with great planning, and that means reliable data. But when systems don’t talk to each other, B2B partners can struggle to track what’s been booked, what’s available, and how much has been spent.
For OTAs, DMCs, or procurement leads managing large accounts, this lack of visibility can make it difficult to ensure rate parity, optimize allocation, or analyze performance.
The solution goes beyond just data availability. B-Marketplace enables demand partners to make direct contracts with suppliers, simplifying operations while reducing operational expenses.
High-value travel relies on more than a good view—it’s built on trust, clarity, and performance. For DMCs, procurement teams, and OTAs managing large volumes of bookings, the difference between a confirmed reservation and an overbooking error can mean lost revenue, or worse, a lost client.
Yet, many Georgian suppliers lack the tools to manage real-time availability or track booking parity.
This leads to missed opportunities, duplicated work, and reactive planning.
What’s needed is a way to unify data flow across inventory, pricing, and payments—so everyone in the chain can make decisions based on facts, not guesswork.
Platforms that deliver transparent pricing, automated reconciliation, and centralized booking records become essential here, not just to reduce errors, but to help buyers and sellers grow with confidence.
Georgia's cultural and operational diversity is its strength, but it also demands flexibility. What works in a Batumi beachfront resort may not fit a Telavi guesthouse or a Racha homestay.
While B-Marketplace focuses on global connectivity and streamlined operations, the financial complexity of international business requires specialized solutions. That's where PayDocker's localization capabilities become essential, handling multiple currencies, local tax compliance, and automated reconciliation, all seamlessly integrated within the B-Marketplace ecosystem.
This integrated approach means Georgian suppliers can focus on what they do best, delivering exceptional hospitality, while sophisticated financial infrastructure handles the complexity of international transactions, currency conversions, and regulatory compliance behind the scenes.
The result is a system that adapts to local operational needs without overwhelming suppliers, ensuring that a mountain lodge in Svaneti can serve international clients with the same financial sophistication as a luxury hotel chain.
The story is clear: Georgia’s travel sector is growing in both volume and value. The infrastructure is improving. New supply is coming online. International demand is rising.
But to translate this into long-term, high-margin growth, the industry must solve one thing: distribution.
The ability to aggregate diverse inventory, automate key workflows, and surface reliable data will define which partners scale, and which get stuck.
It’s not just about bookings. It’s about building a business that can move faster, sell smarter, and adapt globally while staying proudly Georgian.
If you're a Georgian hotelier, tour operator, or travel agency building for the future, consider how technology could lighten your load and expand your reach.
To learn how tools like B-Marketplace can quietly support your growth, without changing how you do business, reach out at sales@bakuun.com.
Because Georgia’s next chapter is already being written. Let’s make sure it reads as smartly as it travels.
