Marketing to Tourists During the High Season in Georgia

Every summer Batumi fills with visitors, Tbilisi’s old town gets busy, and in winter Gudauri and Bakuriani come alive. For many local businesses, a few months of high season decide the whole year. Yet many pages keep posting exactly the same content in exactly the same language all year round.

Tourists plan and choose differently from locals. Here is how to adjust your social media so visitors find you, trust you and walk in.

Know your season and your visitors

Start with a simple look at your own business. When do tourists actually come? Which countries and languages do you hear most often? Do they arrive with plans already made, or decide on the spot?

• A wine bar in Sighnaghi may see most visitors during Rtveli, the grape harvest in autumn.
• A café on the Batumi boulevard may depend on July and August.
• A ski rental shop in Gudauri lives from December to March.

Write down your three peak months and the two or three languages most visitors speak. That is your plan’s foundation.

Speak the visitors’ languages

Tourists often search and read in their own language. For many businesses in Georgia, that means English and Russian next to Georgian, and sometimes other languages depending on the season.

• Add a short English line to your bio: what you are and where.
• During the season, write key posts in two languages, or alternate languages between posts.
• Make sure menus, prices and booking information are available in English, at least as a Highlight.
• Use natural, simple wording rather than machine-translated phrases; ask someone fluent to check.

Start before they arrive

Many visitors research weeks before the trip: saving places on Instagram, reading travel pages, checking maps. Be visible in that planning phase.

• Start seasonal posts four to six weeks before the peak.
• Post content that answers planning questions: how to get to you, opening hours in season, whether you need to book, if you accept cards.
• Tag your exact location so you appear when people browse the area. More on that in how social media helps people find you.
• Keep your Google Business Profile fully up to date with seasonal hours and fresh photos, because visitors rely heavily on maps.

Show the experience, not just the product

A tourist is buying a memory as much as a meal or a souvenir. Show what makes your place feel like Georgia.

• The view from your terrace, the bread coming out of the tone (the traditional clay oven), the vineyard behind the guesthouse.
• Short explanations: what is churchkhela, how to eat khinkali, what a supra is.
• Real people: the host, the chef, the family behind the business.
• Practical tips that build trust: the best time to visit to avoid crowds, the nearest parking, a nice walk nearby.

Our terrace opens at 9:00, and before 11 you will usually have the view of Narikala almost to yourself. English menu, card payment, no booking needed for breakfast.

Make booking and paying easy

Visitors have little time and many alternatives. Remove every obstacle.

• Clear contact: a phone number with country code and a messaging app that tourists use, such as WhatsApp.
• State clearly whether you accept cards, which is a common question.
• Reply to messages quickly during the season, ideally in the visitor’s language. Saved replies in English and Russian save time.
• Post simple instructions: “Show this post at the bar for a free glass of chacha with any dinner” is easy to act on, if it fits your business and the law.

Turn visitors into your marketing

Tourists take a lot of photos. Invite them to tag you, reshare their Stories with permission, and ask happy guests for a review on Google before they leave. Our guide to user-generated content explains how. Their posts reach friends who may visit Georgia next year.

Remember the locals too. In the busiest months, an occasional post for regulars, such as a quiet weekday offer, shows them they still matter.

Start this week

1. Write down your peak months and the top languages of your visitors.
2. Add a short English line to your bio and an English Highlight with menu or prices.
3. Plan your first seasonal posts to start four to six weeks before the peak.
4. Prepare saved replies in English and Russian for the five most common questions.

High season is when there is least time for social media. SocialAI can prepare and schedule posts in English, Russian or Georgian ahead of time, so your page keeps working while you are busy serving guests. See the plans in the pricing section.