Tourism revenues in Georgia exceeded $3.6 billion in nine months

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Investment company Galt & Taggart estimated Georgia’s tourism revenues in September 2025 at roughly $470 million—about the same as a year earlier. According to preliminary calculations, revenues reached $3.6 billion in the first nine months, up 2.8% compared with 2024.

In July 2025, Georgia’s tourism revenues rose by 2.7% to $520 million. Cumulatively, January–July inflows amounted to $2.5 billion (+3.6%). According to the National Statistics Office, the country recorded 1.8 million visits in Q2 2025, up 6.9% year on year. The largest source markets remained Russia (361.8k), Turkey (308.3k), and Armenia (210k), with notable increases from Israel and Azerbaijan.



The highest number of visits were to Tbilisi (928.3k) and Adjara (629.8k). Other popular destinations included Mtskheta-Mtianeti and Imereti. Most visitors were aged 31–50 (46.5%), with women accounting for 41.8% of total travelers. The average length of stay increased by 4.7% to 5.3 nights, and repeat travel was recorded in 78.1% of cases. Nearly half of visitors (49.4%) came for leisure, 24.3% to visit relatives and friends, and 13.3% used Georgia as a transit route. Overall, 81.3% of respondents were satisfied with their trip, and another 17.4% rated the experience as “generally positive.”

Total spending by foreign tourists rose by 0.6% to GEL 3.47 billion, while average spending per trip fell by 6% to GEL 2,116.8. The largest outlays were on shopping (GEL 1.02 billion), accommodation (GEL 934 million), and food & beverage (GEL 766 million). Tourists spent GEL 413 million on entertainment and GEL 292 million on transport.

According to TBC Capital, Georgia registered 2.81 million international visits in H1 2025, up 4.6% year on year. The fastest growth came from Israel and Azerbaijan (both +36% y/y), followed by India (+31%), while Russia, EU countries, and the UK each added around 10%. International tourism revenues reached $1.97 billion, an increase of 3.8% y/y. The largest receipts came from travelers from Russia ($308 million), the EU and the UK ($277 million), and Israel ($242 million). For full-year 2025, tourism revenues are expected to approach $4.5 billion.



Air passenger traffic in the country is also growing. In the first six months, Georgian airports handled over 3.6 million passengers, up 14% from the same period of 2024. The number of flights also increased by 14%, and the route map expanded with new services to the UK, Switzerland, Italy, Serbia, India, and the UAE. Among airlines, Wizz Air led with 642,956 passengers (18% market share), followed by Pegasus Airlines (284,984; 8%) and Georgian Airways (272,568; 8%). The top five also included Turkish Airlines and Azerbaijan Airlines.

Tbilisi led among airports, handling 2.35 million passengers in January–June, 11% more than a year earlier. Kutaisi served 833.5k (+12%), while Batumi posted the fastest growth—up 35% to 450.3k. Adjara’s capital remains a top draw thanks to its sea and mountain landscapes, national parks, and numerous attractions across the region. Analysts report further momentum at Batumi Airport, which handled about 841k passengers in January–August, up 32% y/y and 90% above the pre-COVID level. The number of flights increased by 45%, with 22 airlines operating 24 routes at a frequency of around 160 flights per week. In October, Batumi Airport served the one-millionth passenger in its history—a tourist from Germany, Michaela Natovich.

Over the past year, TAV Georgia invested GEL 25 million in the development of this terminal: the reconstruction of a one-kilometre runway section was completed and the number of stands doubled, enabling the simultaneous handling of nine medium-haul aircraft and one helicopter. Upcoming plans include expanding passport control and arrivals areas and upgrading the terminal’s reception area. The company expects Batumi Airport to serve around 1.2 million passengers this year, maintaining its status as Georgia’s fastest-growing international terminal and a key hub for tourism infrastructure on the Black Sea coast.



Experts also note continued strengthening in Georgia’s hotel sector. In H1 2025, average occupancy at premium hotels reached 54%—4 pp higher than in 2024—while the average daily rate (ADR) is estimated at $126. The branded and luxury segment is expanding rapidly. A standout is the prestigious Gonio resort, where a nationally significant investment cluster is taking shape. A state program has been prepared to develop this area of Batumi. Businesses are actively involved in the transformation, with investors from EU countries, Israel, and the Middle East committing funds. Many tourists choose this location, recognized as one of the cleanest and most attractive.