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MICE and Business Tourism

Tekla Iashagashvili

Georgian Tourism has been developing at a rapidly increasing rate. The country has become a regional hub of leisure and entertainment, hosting more than 7 million tourists in the last year. Business tourism has kept up with the progress led by the leisure sector albeit at a slower pace. In 2018, the country hosted 623,849 business tourists, 66% of whom came to the Capital.

MICE tourism (MICE – Meetings, Incentives, Conferences, Exhibitions) along with the more traditional business tourism is one of the most lucrative tourism markets bringing in revenue of €115.9 billion worldwide in direct sales and contributing €68.7 billion to GDP according to the data published by Global Association of the Exhibition Industry. Georgia, with its advantageous location, established an international reputation and cultural appeal, has a significant potential of becoming a regional MICE hub. The growing number of MICE facilities and their clients suggests that the country is starting to grasp its MICE potential.

Photo by Tristan Hess 

MICE and Business Tourism


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