How Georgia’s National Tourism Team Shares Its Story with a Global Audience

Behind the scenes with the Georgian National Tourism Administration

The Georgian National Tourism Administration (GNTA) is a division of Georgia’s Ministry of Economy and Sustainable Development, with a mission to boost the country’s tourism economy. Their team is responsible for attracting international visitors, supporting local travel, and showcasing the diversity of Georgian culture, nature, and experiences.

To achieve these goals, GNTA depends heavily on visual content; images and videos that inspire, inform, and drive interest globally. However, managing that growing archive became increasingly difficult without a centralized platform.

The challenge: Scattered assets slowed new projects

As a Brand Development Specialist, Tamari Dekanoidze works closely with GNTA’s growing archive of marketing visuals to support campaigns, events, and media collaborations. Daily, she juggled asset requests, file retrieval, and media coordination across teams. Without a single system in place, her workflow was slowed by content everywhere and inefficient tools.

Here’s what the GNTA team was up against:

• Valuable time lost managing assets. GNTA’s content was stored across USB drives, personal computers, and mismatched cloud tools. Without one trusted platform, managing and backing up high-resolution assets was chaotic and unreliable. “We were unable to store all of our content on our laptops… we needed something better to manage it appropriately,” said Tamari.
• Inefficient searches slowed projects and campaigns. Without structure, finding the right photo or video meant browsing folder after folder manually. The lack of categorization or metadata made simple searches tedious, especially with thousands of files and urgent timelines.
• No reliable way to share media with the press and partners. Working with global publications like Vogue and Conde Nast requires easy, secure delivery of visual content. But GNTA had no simple way to provide consistent, branded access to media assets across different campaigns.

“The first problem was the storage. We wanted to save high-resolution pictures together in one place, and it was very important to have the right support… Before PhotoShelter, we had everything stored separately on USB drives, and it was not great for saving time.”

Tamari Dekanoidze, Brand Development Specialist, Georgian National Tourism Administration

The solution: Centralized, searchable, ready-to-share content

Before PhotoShelter, GNTA’s team struggled to manage their growing archive and media demands. Now, they have one centralized system that powers their campaigns and streamlines their daily work. Here’s how they transform their media workflow:

• One home for all of GNTA’s media assets. All files live in one library accessible to internal teams and external collaborators. “It’s very easy to keep everything together, collected in one library,” Tamari shared. That consistency helps everyone know where to go for the content they need.
• Smarter search means faster campaigns. Assets are now organized by region, theme, activity, and enhanced with AI Visual Search. Whether it’s “people skiing in the sunshine” or a festival in Tbilisi, users can find it in seconds. “AI Search is very helpful to look for things by their visuals. I find it very useful,” Tamari added.

• Quick, secure sharing with global media. GNTA can now share curated folders with local and international media through branded, secure links. The team can easily meet fast-moving press requests and showcase Georgia’s best visual stories on the world stage.

“Our whole team likes PhotoShelter very much. It’s very easy to keep everything together, collected in one library.”

Tamari Dekanoidze, Brand Development Specialist, Georgian National Tourism Administration

A country of wonders, now wonderfully organized

The Georgian National Tourism Administration needed more than just photo storage. They needed to share Georgia’s unique beauty. With PhotoShelter, their once-scattered digital files became a powerful tool for storytelling. Now, the team doesn’t waste time searching for images. Instead, they quickly curate and share stunning visuals. This helps the beauty of Georgia reach global audiences, inspiring more people to visit.

“PhotoShelter is a smart platform that can be flexible for any company.”

Natalia Tarkhan-Mouravi, Digital Marketing Manager, Georgian National Tourism Administration