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From Qvevri to Roblox – Tourism Innovation in the Birthplace of Wine
Tourism Innovation, Tbilisi’s Tech Breakthrough — and a McDonald’s Moment I Didn’t Expect
Something big is happening in Georgia — the country, not the U.S. state. And it’s not just about the wine (though that part is still legendary).
I recently visited Global Tech Weekend Tbilisi 2025, where I had the honor of co-emceeing the main stage alongside the brilliant Nana Berdzenishvili. Over two packed days, we welcomed more than 10,000 attendees, 120 speakers, and innovators from 17 countries. The goal? To showcase bold ideas shaping the future of tech across the Caucasus, Central Asia, and beyond.
And Georgia delivered — with a powerful message: the future of tourism, technology, and culture isn’t being imported. It’s being reimagined from within.
Roblox + Georgia = A New Playbook for Tourism Marketing
At the closing event at Tbilisi Hills Golf & Residences, we hosted a special edition of Beyond Pixels in partnership with the Georgian National Tourism Administration (GNTA). The session spotlighted GNTA’s recent Roblox activation — a milestone moment for immersive tourism in Europe.
I was thrilled to moderate a panel alongside my Beyond Pixels Co-host, Nodo Ivanidze where we chatted with Tamuna Koriauli, Deputy Head of GNTA, and Ruben Veiga, Developer Community Manager at Roblox. Together, we explored how GNTA became the first tourism organization in the region — and only the second national tourism board in Europe — to launch its own Roblox destination game BPS-GNTA-Event overview video.
“Roblox is where Gen Z and Gen Alpha live — spending over 2.5 hours a day on the platform,” said Tamuna. “If we want to engage the next generation of travelers, we need to meet them where they already are — on gaming platforms such as Roblox”
What impressed me most wasn’t just the technical execution — it was the cultural care with which real-world Georgian locations were recreated in the game. From vineyard visits to spa experiences, the Roblox experience is not only fun to play, it is a gateway to Georgia’s soul
GTW Is More Than a Festival — It’s a Movement
Credit goes to GTW founders Nodo Ivanidze, Guri Koiava, and Jaba Kikvidze, who transformed Tbilisi into a city-wide innovation stage. The festival sprawled across hotels, coworking spaces, cultural landmarks, and rooftops — more than 40 side events were hosted over the weekendGTW-2026 Press Release.
And it’s only getting bigger.
In 2026, Global Tech Weekend expands to three cities:
- Tashkent (April)
- Tbilisi (June)
- Baku (October)
Each city will host a decentralized tech and culture showcase. And yes — I’m already looking forward to returning to Tbilisi next June for GTWT 2026.
The Student Facilitators Who Stole the Show
One of the most memorable parts of GTWT wasn’t on the main stage. It was behind the scenes — where local student facilitators quietly powered the entire experience.
I was fortunate to work closely with Tata Gurgenidze, Liza Mamaladze, and Uta Erqvanidze. Their energy, professionalism, and thoughtfulness blew me away.
In fact, late one night after the event, Tata and Liza took fellow speaker Tiago Valente and me on a detour… to McDonald’s. And not just any McDonald’s. Apparently, Georgia’s McDonald’s is the best in the world — and they were determined to prove it.
It was 2 a.m. There was a long drive-thru line. And they debated the menu like they were ordering from a Michelin-starred tasting menu.
Was it the wine? The moment? The company? I don’t know. But that Big Mac? Pretty incredible.
🎥 Watch the McDonald’s video created by Tata & Liza (Yes, they actually made a video. And yes, it lives up to the hype.)
Tbilisi – The Gateway to the Birthplace of Wine
After the tech, the Roblox, and even the McDonald’s… I shifted gears and headed east to Kaheti — into Georgia’s legendary wine country.
My destination: Schuchmann Wines Georgia, where I spent the day with Nutsa Abramishvili and Eka Javakhia. What I experienced there was far more than a wine tasting.
This is where wine began — 8,000 years ago, using qvevri — massive clay vessels buried underground to allow natural fermentation. The process is still alive today, not as a tourist gimmick, but as living heritage
“Wine in Georgia is history. It’s tradition. And it’s waiting for the world to rediscover it.”
🎥 Watch the trailer: Tbilisi – Gateway to the Birthplace of Wine (From rooftop bars to family-run vineyards, the video captures the full sensory arc of Georgian wine culture.)
Final Thoughts
In a world of copy-paste destinations and trend-chasing tourism strategies, Georgia is forging its own path — by doubling down on authenticity, youth engagement, and cross-cultural connection.
It started with wine. Now it includes immersive games, global tech festivals, and a next-gen tourism vision rooted in creativity and community.
I’m proud to play a small part in sharing this story with the world. So stay tuned, there is more to come from Georgia — the birthplace of wine, and a place I’ll be returning to again and again.
Destinate is the leading AI platform for the travel industry, helping brands scale operations, guest engagement, and marketing. From AI-powered trip planning to cinematic video production and intelligent automation, we deliver enterprise-grade tools built for tourism and hospitality innovators.
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