Demand from Russian Tourists for Holidays in Georgia Rises by 20–25%

Tatiana Borodina

In summer 2026, Russians were noticeably more likely to choose Georgia for their holidays. Batumi and other Black Sea resorts accounted for the bulk of demand, while itineraries including Tbilisi, Kutaisi and Borjomi were also popular. Sales rose by 20–25% at most companies, while some reported a two- to fourfold increase in bookings, according to the Association of Tour Operators of Russia (ATOR).

Tourists Choose Batumi

The summer 2026 season was stronger for Georgia as a destination than the previous year. According to consolidated data from leading tour operators, sales increased by 20–25% at most companies. At the same time, results varied considerably across the market, with some operators reporting a two- to fourfold increase in bookings.

The beach segment made the biggest contribution to the growth. Batumi and other Black Sea resorts attracted the greatest interest. Zurab Pataradze, Chairman of the Government of Adjara, said that more than 2 million visitors arrived in the region between January and July 2026. Air traffic also recorded growth: in July, Batumi International Airport handled 906 flights, 31% more than in the same month a year earlier. Over the first seven months, around 3,000 flights were operated on international routes to and from Batumi.

At the same time, demand was not limited to traditional beach holidays. Tourists increasingly opted for itineraries that allowed them to visit several destinations during a single trip. Popular options included combining Tbilisi and Batumi, as well as trips to Kutaisi, Borjomi and Kazbegi. Dolphin notes that travelers are increasingly looking to combine different types of experiences within one trip.

Forecasts for Georgia’s Velvet Season

Tour operators expect strong demand during the velvet season as well. ALEAN forecasts that sales will roughly double compared with last year. Russian Express has already recorded almost 60% more bookings for autumn trips. At the same time, most inquiries are coming in close to the travel dates, so the figures may change as departure dates approach.

Batumi remains suitable for a beach holiday in September, with sea temperatures holding at around 25°C. Air temperatures remain comfortable through mid-October, at around 22–25°C.

Another reason to visit Georgia in autumn is Rtveli, the traditional Georgian grape harvest festival in Kakheti. Tourists can visit wineries, take part in the harvest and join celebrations of the new wine. Coral Travel considers Rtveli one of the key events of the autumn season in Georgia.

How Much Does a Holiday in Georgia Cost?

Price reductions during the velvet season mainly apply to beach hotels. ALEAN notes that accommodation in Batumi, Chakvi and Kobuleti is 10–15% cheaper during this period. FUN&SUN also highlights mild weather and lower resort occupancy among the advantages of an autumn trip.

Excursion tours are not expected to become cheaper. According to Let’s Fly, autumn remains the most popular period for sightseeing tours, so tour operators do not expect prices to fall.

In the second half of September, a 4–5-day excursion tour without flights for two people costs RUB 42,000–65,000 ($499–771), while a 6–7-day tour costs RUB 55,000–98,000 ($653–1,163). Tours lasting eight days or more start at RUB 80,000–90,000 ($950–1,068) for two. The final price depends on the itinerary: basic tours are cheaper, while programs that include tastings and longer transfers cost more.

A Moscow–Tbilisi flight in September for two people, without baggage, costs RUB 82,000–88,000 ($973–1,045). With baggage, the price exceeds RUB 100,000 (more than $1,187).

How to Choose a Travel Format in Georgia

Tour operators recommend considering not only prices but also the specifics of an autumn holiday. ALEAN warns that rain is possible in Adjara during this period, so travelers should not rely exclusively on beach holidays. A combined trip incorporating the sea and Tbilisi or a stay in the mountains may be a more versatile option.

Russian Express emphasizes the importance of location in Batumi. Hotels on the seafront and in coastal areas tend to have a livelier atmosphere and higher prices, especially during periods of peak demand. The Old Town is quieter, although it usually takes 10–15 minutes to walk to the sea, according to Coral Travel. Gonio and Kvariati are among the most popular resort locations. Space Travel also recommends new hotels operated by well-known brands and located near major attractions, which generally offer a good level of comfort. Accommodation in Kobuleti can be cheaper.

For an October trip to Tbilisi during Tbilisoba, it is better to choose a hotel in the city center with convenient walking access to the Old Town. When booking, travelers should also check the room size and whether the hotel has a restaurant. Rooms in Georgian hotels can sometimes be small, while after a busy day of sightseeing, tourists may prefer to have dinner at the hotel itself.

Why Georgia Attracts Russian Tourists

The absence of visa requirements remains one of the key factors supporting interest in the destination. Experts also point to the extensive network of direct flights. According to Coral Travel, Georgia can currently be reached by air from 30 Russian cities.

Tour operators also cite the stable ruble-to-lari exchange rate, affordable prices at seaside resorts and for excursion programs as additional factors. Trips can also be combined with gastronomic tourism. Space Travel notes that Georgia has built up a loyal audience, with a significant share of travelers returning to the country.

Analysts at International Investment add that many Russians are attracted by the option of reaching Georgia via land border crossings, although air travel is becoming increasingly popular. Russian citizens do not need a visa and are entitled to stay in the country for up to one year. The range of accommodation options is also expanding. Georgia’s premium hotel segment is developing and attracting affluent tourists from around the world. For investors, the growth of this segment offers opportunities to generate income from hotel real estate.