Season Continues: Batumi Hotels 80% Full This Autumn

Photo: BM.ge

In September 2025, hotel occupancy in Batumi reached 80%, surpassing expectations from hospitality market participants, reported Maya Tsereteli, Vice President of McInerney Hospitality International. Bookings are already being registered for the winter months, and the high demand for leisure in Adjara remains strong throughout all seasons.

McInerney Hospitality International LLC is an international company specializing in hotel management as well as consulting and operational services in the hospitality industry.

Earlier, Tsereteli highlighted the success of the summer tourist season, when hotels were often 90–100% full. According to her, September significantly exceeded forecasts. The difference between peak and low seasons is gradually narrowing. Winter bookings are already coming in, including for New Year holidays. The event calendar plays an important role — any large event instantly boosts occupancy and attracts both local and international travelers.



The season’s extension is driven by improved infrastructure, better service quality, and more direct flights. These factors help maintain high occupancy even after the summer ends. Hotels are mostly filled with tourists from Asia and the Middle East, while there is a noticeable increase in visitors from Eastern Europe and the UK, expanding Georgia’s tourism geography.

In the third quarter alone, more than 2 million visitors arrived in Georgia — 9% more than in 2024. Over nine months, the National Tourism Administration recorded 6.1 million visits, up by 5.4% year-on-year. International trips accounted for 5.33 million (+5.6%), with overnight stays totaling 4.31 million (+7.9%).

Top source countries included Russia — 1.25 million (+12.1%), Turkey — 963.6 thousand, and Armenia — 720.1 thousand. Tourist arrivals from Israel continued to rise, reaching 293.7 thousand (+27.8%). Azerbaijan also showed a strong increase of 34.9% to 220.2 thousand, while China demonstrated the highest growth at 44.9%, reaching 96.3 thousand visits.

Among EU countries, Germany (65.9k), Poland (64.2k), France (26.6k), and Italy (21.8k) led the way. Spain showed the fastest growth — up 44.9% to 17.4k. Between January and September 2025, visits from the EU rose to 394,496 (+13.3%). Europe accounted for 81.3% of all inbound trips — over 4.3 million (+5.4%). The East Asia and Pacific region increased by 5.5% (to 390,912), the Middle East by 6.1% (to 196,751), and the Americas by 10.1% (to 60,059).



The tourism boom continues to strengthen Georgia’s hospitality industry. Analysts from TBC Bank confirmed the rapid growth of the premium hotel segment, which is becoming increasingly in demand. In the first half of 2025, average occupancy in high-end accommodations reached 54%, up by 4% compared to 2024, while the average daily rate (ADR) stood at $126.

The premium segment is concentrated in the most prestigious areas: in Tbilisi — Vake, Vera, Mtatsminda, and new riverfront projects; in Batumi — the first coastline, including Gonio, and branded seafront complexes. While the secondary real estate market has slightly cooled, demand in new builds and luxury developments remains strong.



Batumi has solidified its reputation as one of the most dynamic resorts in the South Caucasus. The city has become a preferred location for international hotel brands and major developers. In global reviews, including Savills’ research, experts note that the investment structure is shifting toward “safe harbors” and fast-growing destinations. Georgia’s premium segment fits this trend perfectly due to the limited availability of development land, a shortage of branded luxury assets, and a steadily increasing tourist flow.