Georgia Today: Batumi - Europe’s Leading Emerging Tourism Destination

Titled "Summer in Batumi", the accompanying video shows off the best landscapes of the Black Sea and all the fun activities tourists can enjoy while holidaying in Ajara.

As Euronews reports, in recent years, the region has attracted significant investment and the results are clearly visible.

"The summer season has just begun, but already tourist figures are breaking records. Dozens of new hotels have appeared along the coast and the number of international visitors in Batumi has almost doubled since the beginning of this year", reads the article.

According to the publication, Batumi is also gaining a reputation as a center of youth culture.

"In Georgia, new cultural trends are closely intertwined with the country’s rich traditions and history. It’s no surprise that Georgian polyphonic singing was recognized as Intangible Cultural Heritage by UNESCO. Add to this the region’s beautiful and diverse landscapes and you get a fuller picture of Adjara and its tourism potential", reports Euronews.

According to the article, one can head straight from the beach to the mountains and picturesque valleys thanks to the unique ecosystem of Ajara.

Tornike Rijvadze, Chairman of the Government of Ajara, told Focus: "Ecotourism is actually one of the greatest opportunities we’ve got here. Our agencies work very hard to find new directions. We expect to have quite a successful season this year.”

The article also highlights the oldest winemaking traditions of the region.

Local winemaker Rostom Beridze told Euronews that there are almost 500 types of grape varieties in Georgia and about 50 of them grow in Ajara.

"Such diversity gives us an advantage in creating wines that are very different from what you can find elsewhere," he said.