UN Tourism Chief Visits Georgia

UN Tourism Secretary-General Shaikha Nasser Al Nowais has made an official visit to Georgia, holding talks in Tbilisi with Prime Minister Irakli Kobakhidze, Economy and Sustainable Development Minister Mariam Kvrivishvili and representatives of the tourism industry before travelling to Imereti. Discussions focused on air connectivity, professional education, international promotion and potential joint projects. The visit follows a record year for Georgian tourism in 2025, but the first half of 2026 produced a more mixed picture: tourist visits were almost flat, overall international traveller visits fell 3.3% and tourism revenue declined 2%.

Georgia and UN Tourism Discuss New Projects

The official programme began on Sept. 17 with talks between Al Nowais and Economy and Sustainable Development Minister Mariam Kvrivishvili.

The meeting covered Georgia’s long-standing relationship with UN Tourism and possible future joint initiatives. Air connectivity, professional tourism education and the strategic role of aviation in economic development were among the main subjects.

Deputy Economy Minister Irakli Nadareishvili and Georgian National Tourism Administration head Maia Omiadze also attended, according to Georgia’s Ministry of Economy and Sustainable Development.

For Georgia, expanding direct air connections is closely linked to diversifying the country’s tourism base. Neighbouring markets still account for a large part of inbound travel, while European, Gulf and Asian connections have become increasingly important.

Al Nowais Meets Georgia’s Prime Minister

Prime Minister Irakli Kobakhidze also met the UN Tourism chief on Sept. 17. Their talks focused on further cooperation with the organisation, developments in Georgia’s tourism sector and the country’s promotion in international markets.

Connectivity was again part of the discussion. Al Nowais highlighted Georgia’s position as a connecting destination between markets. Kvrivishvili and Government Administration head Levan Zhorzholiani also attended the meeting.

No separate investment agreement or new programme with a disclosed budget and timetable was announced following the talks. Official statements have so far focused on areas for future cooperation.

Private Tourism Companies Join the Discussions

Al Nowais also met representatives of Georgia’s private tourism sector, including the Business Association of Georgia, the Georgian Tourism Association and hotel operators.

The discussion covered Georgia’s tourism potential, future development and the positioning of Georgian tourism products in international markets. Cordula Wohlmuther, UN Tourism’s regional director for Europe, discussed challenges facing the global tourism sector.

Deputy Economy Minister Irakli Nadareishvili said during the meeting that tourism accounts for around 9.4% of Georgia’s gross domestic product, according to the ministry’s account of the talks.

Private-sector involvement matters because hotels, tour operators, airlines and other businesses account for a large share of the investment required to expand Georgia’s tourism offering.

The Visit Continues in Imereti

The delegation travelled to western Georgia on Sept. 18. Kvrivishvili accompanied the Secretary-General to cultural and tourism sites in Imereti.

Al Nowais visited Bagrati Cathedral and the Vani Archaeological Museum, where she was hosted by Georgian National Museum Director General David Lordkipanidze. Omiadze presented information on current and planned activities aimed at raising the region’s international profile.

The programme also included the Kutaisi technology hub. The regional component reflects Georgia’s effort to spread international visitor demand beyond Tbilisi and the country’s main seaside and mountain resorts.

Georgia Set Tourism Records in 2025

Georgia recorded 7,803,239 visits by international travellers in 2025, 5.9% more than in the previous year.

Of those, 5,521,866 were international tourist visits, a category associated with overnight travel. That figure increased 8.4% and reached a record high.

Revenue from international travel totalled $4.69 billion. The Georgian National Tourism Administration lists those figures among the key results for 2025.

The distinction between the indicators is important. The 7.8 million figure represents international traveller visits, rather than 7.8 million tourists in the narrower statistical sense. International tourist visits totalled about 5.52 million.

Several source markets expanded particularly quickly in 2025. Visits from Israel rose 29.4%, Azerbaijan 33.2% and China 44.4%.

Overall International Traffic Fell in 2026

The first half of 2026 was weaker on several indicators. Georgia recorded 2,272,964 international tourist visits between January and June, only 2,601 visits, or 0.1%, more than a year earlier.

Total international traveller visits fell 3.3% to 3,050,173. Tourism revenue reached about $1.9 billion during the six months, down 2% year on year.

The slowdown was more pronounced in the second quarter. Georgia registered 1,275,435 international tourist visits between April and June, a decline of 2.7%. International traveller visits fell 4.9% to 1,749,668. The figures were released by the Georgian National Tourism Administration.

The data therefore do not support a simple description of uninterrupted tourism growth in 2026. Overnight tourist visits were essentially unchanged in the first half, while the broader measure of international travel and tourism receipts declined.

EU and UK Markets Continue to Expand

The headline decline masks a significant change in the composition of inbound tourism. Georgia recorded 249,201 visits from European Union countries and the United Kingdom in the first half of 2026, a record for the period and an increase of 23.4%.

In the second quarter alone, visits from the EU and UK reached 152,975, up 19.4% year on year.

Growth from European markets is important for Georgia’s diversification strategy because it reduces reliance on individual neighbouring countries and broadens the customer base for hotels, restaurants and tourism services.

Visitor patterns can still change quickly. In the second quarter, declines from several neighbouring and Middle Eastern markets coincided with growth from countries including Germany, Poland, Ukraine and Kazakhstan. Expanding direct flight connections is therefore central to maintaining a broader mix of source markets.

Al Nowais Took Office in 2026

Shaikha Nasser Al Nowais leads UN Tourism for the 2026–2029 term. Her candidacy was first selected by the organisation’s Executive Council and was confirmed at the UN Tourism General Assembly in Riyadh in November 2025.

She became the first woman and the first Emirati to lead the organisation in its 50-year history. Before taking the post, Al Nowais held senior positions at hotel group Rotana.

UN Tourism is the United Nations specialised agency responsible for tourism. Formerly known as the World Tourism Organization, or UNWTO, it works with member states on tourism development, statistics, investment, education, destination management and sustainability.

As International Investment experts report, the official visit gives Georgia an additional platform for international promotion and discussions on cooperation, but the visit itself does not translate automatically into new investment or higher visitor numbers. The more important test will be whether the talks lead to concrete projects in aviation, professional education, regional development and promotion in new markets. First-half 2026 statistics underline the need for diversification: tourist visits were virtually unchanged, total international traveller traffic and tourism revenue declined, while visits from the EU and UK increased by more than 20%.

FAQ: UN Tourism Secretary-General’s Visit to Georgia

Who has arrived in Georgia on an official visit?

UN Tourism Secretary-General Shaikha Nasser Al Nowais visited Georgia. She heads the organisation for the 2026–2029 term.

What is UN Tourism?

UN Tourism is the United Nations specialised agency for tourism. It was previously known as the World Tourism Organization, or UNWTO.

Who did Al Nowais meet in Georgia?

Her programme included meetings with Prime Minister Irakli Kobakhidze, Economy Minister Mariam Kvrivishvili, tourism officials and representatives of the private sector.

What issues were discussed?

The talks covered Georgia’s international promotion, air connectivity, professional tourism education, regional development and possible joint projects.

Which Georgian regions did the delegation visit?

In addition to Tbilisi, the delegation travelled to Imereti, visiting Bagrati Cathedral, the Vani Archaeological Museum and the Kutaisi technology hub.

How many tourist visits did Georgia record in 2025?

Georgia registered 5.52 million international tourist visits in 2025. The broader measure of international traveller visits reached 7.8 million.

How much did Georgia earn from international travel in 2025?

International travel revenue reached approximately $4.69 billion.

Is tourism growing in Georgia in 2026?

The picture is mixed. Tourist visits increased only 0.1% in the first half of 2026 to 2.27 million, while total international traveller visits declined 3.3% and tourism revenue fell 2%.

How is tourism from Europe changing?

Visits from the European Union and the UK increased 23.4% in the first half of 2026 to a record 249,201.