Trend destination Georgia: What travelers need to know

In tourism, direct flights are often the spark that really puts a destination in the spotlight. For the past three months, a new connection has been operating between Switzerland and Georgia: in mid-April, an Edelweiss holiday flight took off for the first time bound for Tbilisi.

Since then, the Georgian capital has been featured on the non-stop flight schedule from Zurich—adding fresh appeal to a destination still considered an insider tip. It’s the perfect time for a first-hand review and a helpful overview for anyone moving Georgia higher on their travel bucket list. Travelnews answers the five key questions about this trendy hotspot in the Caucasus.

How well is Georgia connected to Switzerland?

The holiday airline Edelweiss has been flying twice a week from Zurich to the Georgian capital Tbilisi with an Airbus A320 since mid-April . Demand has developed encouragingly since the inaugural flight. «Incoming bookings are particularly high at short notice, and our flights in the peak travel months of July and August are very well booked,» the Edelweiss media office stated in response to an inquiry. «We are extremely pleased to see that Georgia is attracting such great interest from our guests as a travel destination.» Due to the encouraging demand, Edelweiss is extending the service beyond the summer: the connection to Tbilisi will not be discontinued at the end of October as originally planned, but will continue during part of the winter flight schedule. «We are also currently examining the possibility of increasing frequencies for the 2026 summer flight schedule,» the airline confirmed in response to an inquiry from Travelnews.

Is Georgia actually a safe country to travel to?

Yes. However, the Federal Department of Foreign Affairs (FDFA) urges caution. The social and political situation is tense. In Tbilisi and other cities across the country, there are demonstrations, some of which have led to violent clashes between demonstrators and security forces, according to the travel advice. The FDFA advises travelers to stay informed about the current situation before and during their trip, consulting the media, their tour operator, or a local contact person. «Follow the instructions of the local authorities. Avoid large gatherings and demonstrations of any kind,» the foreign ministry recommends.

How is Georgia doing with Swiss tour operators?

Experiences since the introduction of Edelweiss direct flights have been mixed, but the positives prevail. Philippe Raselli, owner of Holiday Maker Tours, is very satisfied: Demand for Georgia trips is developing encouragingly. «The non-stop connection is a huge benefit for us—it facilitates consultation, accelerates decision-making processes, and has a noticeably positive impact on booking numbers,» says Raselli. Hotelplan Suisse is also registering an upswing. «The direct flight to Tbilisi has clearly increased interest in travel to Georgia,» says spokeswoman Sara Vidal. Globetrotter takes a different view: «Georgia remains a niche destination for us—the direct flight hasn't changed that,» says spokeswoman Sandra Studer.

Which target groups is Georgia suitable for?

«Georgia offers something for everyone—whether couples, families, solo travelers, or groups,» says Philippe Raselli of Holiday Maker Tours. Active holidays with trekking, horseback riding, or fishing are just as popular as stylish tours with comfortable accommodations that don't have to forgo indulgence and a touch of luxury. Hotelplan Suisse records particularly high bookings from individual travelers and culture-loving guests. «They appreciate the combination of centuries-old history, diverse landscapes, and Georgian hospitality,» explains spokesperson Sara Vidal. Georgia is also gaining popularity among outdoor enthusiasts—be it for hiking in the Caucasus or exploring its scenic wine regions.

Are tour operators expanding their Georgia offerings?

«Given the positive trend in demand and the country's great potential, we are examining how we can expand our portfolio and offer even more attractive travel experiences,» says Hotelplan spokesperson Sara Vidal. Philippe Raselli of Holiday Maker Tours is already one step further. «We see enormous potential in Georgia and are actively working to further expand our offerings,» he says. The country will be even more prominently featured in the new catalog, which will be published in the fall —with a larger selection of tours, accommodations, and travel combinations. No expansion is planned at Globetrotter.