A group of Chinese travel experts, consisting of well-known influencers and content creators, embarked on a cultural voyage to Batumi, Georgia, on Nov. 18. Organized by marketing agency HooJoo PR, the trip came just five months after the implementation of the visa-free agreement between China and Georgia, offering Chinese social media users a glimpse into Georgia's rich history, stunning landscapes and vibrant traditions.

Yin Hongru, global consulting director of HooJoo PR, makes khachapuri, a traditional Georgian dish of cheese-filled bread, with a local chef, in Batumi, Georgia, Nov. 19, 2024. [Photo courtesy of HooJoo PR]

Zhao Mengchen, founder and CEO of HooJoo PR, explained that the motivation for organizing the trip was multifaceted. "First of all, because of the Silk Road Economic Belt, we have always been interested in Georgia," she said. "This is a country with an ancient history and breathtaking natural beauty, and we share many cultural similarities."

Zhao further emphasized the influence of Chinese travel experts and key opinion leaders in shaping tourism. "We are experienced in working with tourism boards and have abundant Chinese travel expert resources. We also believe in the power of people, not just traditional or new media," she noted.

The group's itinerary was a carefully curated blend of cultural immersion and hands-on experience that showcased the best of Georgia. One of the highlights was the chance to try khachapuri, Georgia's beloved cheese-filled bread. The group learned to make this traditional dish during their visit to an Ajarian restaurant in Batumi under the guidance of the head chef. After flattening, shaping and filling the dough with fresh cheese, an egg was cracked in the center before it was baked, in a gesture meant to symbolize the sun and peace and to pray for the safe return of sailors at sea.

Chen Shujun, a Douyin influencer, poses with local performers in Batumi, Georgia, Nov. 22, 2024. [Photo courtesy of HooJoo PR]

Beyond food, these Chinese visitors also had the opportunity to explore some of Georgia's historical treasures. The group visited the Ajara State Museum, where they encountered a rare 16th-century ivory chess set crafted by Eastern artisans. The set, which depicts characters from Chinese mythology, underscored the deep cultural exchanges and profound connections between East and West.

A crowd watches musicians perform during the Gandagana Festival, in Batumi, Georgia, Nov. 22, 2024. [Photo by Liu Lingyan and courtesy of HooJoo PR]

The group's trip coincided with Batumi's Gandagana Festival, a celebration of the harvest season. The festival featured folk performances, artisan markets and local crafts, offering the Chinese visitors a chance to experience Georgia's vibrant cultural traditions firsthand.

The cultural exchange did not end with the activities themselves. Zhao noted the significant impact the trip had on social media, which will help raise Georgia’s profile in China. "During the trip, we reached tens of millions of people through social media and created content that will continue to engage Chinese audiences long after the journey ended, as the high-quality content can also be used by the tourism board and influencers," she said. The goal is to help Georgia establish a stronger presence on Chinese platforms, and Zhao is already in discussion with Visit Batumi, a travel portal owned by the Department of Tourism and Resorts of A/R Ajara, Georgia, to set up official Chinese social media accounts.

Looking ahead, Yin Hongru, global consulting director of HooJoo PR, is optimistic about the potential for further collaboration. "We are planning more projects with Georgia, and tourism boards of other countries have also noticed our achievements and are in talks with us. We look forward to various new forms of cooperation, including content creation, filming and even further exchanges," she said. She also emphasized the advantage of the visa-free policy, which will help attract more Chinese tourists. "Georgia itself has a European charm, while its food and culture are relatively similar to Asia, which makes it a great breakthrough point. We hope to organize a second trip in spring 2025 to produce content from different perspectives and attract Chinese tourists."

Chinese travelers take a cruise with Georgian friends from the Visit Batumi Team on the Black Sea, Georgia, Nov. 24, 2024. [Photo courtesy of HooJoo PR]

As the journey came to an end, the group of Chinese travelers took a cruise on the Black Sea with Georgian friends, cherishing the connections they had made. "This trip has been a meaningful step in fostering the friendship between China and Georgia," Yin reflected. "It's a relationship built on mutual respect, shared history and a passion for cultural exchange. We look forward to more collaborations in the future."