Study “Tourism in Adjara”: From Recovery to Sustainable Growth

The Autonomous Republic of Adjara, located in southwestern Georgia, is becoming one of the key growth areas in the country’s tourism industry. According to the investment company Galt & Taggart, in its report Tourism in Ajara, the sector shows steady recovery and signs of a transition to a new stage of development. In recent years, the region has undergone a transformation—from a destination dependent on the summer season to a more diversified tourist hub attracting visitors from various countries and social groups.

Key Points

Adjara has become one of the regions that recovered the fastest after the COVID-19 pandemic. The number of overnight stays in Adjara increased by 57.5% between 2019 and 2024.

The profile of visitors to Adjara has changed: increasingly, they are tourists seeking longer stays, combining seaside and ski vacations with gastronomy and nature routes.

While in the early 2010s the tourist flow to Adjara came mainly from neighboring countries, by 2024 the geography had expanded significantly. The region has become a popular destination for travelers from Central Asia and the Middle East, including Kazakhstan, Uzbekistan, Israel, Saudi Arabia, and the UAE.

Ecotourism is developing in the mountain municipalities of Keda and Khulo, while wineries and ethnographic complexes are opening around Batumi.

Adjara has every chance to become not just a seaside resort but a full-fledged center of the modern tourism economy of the South Caucasus.

Post-Pandemic Recovery

The COVID-19 pandemic dealt a severe blow to Georgia’s tourism sector, yet Adjara was among the regions that bounced back the fastest. According to Galt & Taggart, the number of overnight stays in Adjara increased by 57.5% between 2019 and 2024. This growth reflects not only the return of visitors but also structural changes in tourism demand.

Experts note that domestic travelers and tourists from the CIS, the Middle East, and Central Asia played a key role. These markets partly offset the decline in visitors from Europe and Israel observed in the first post-pandemic years. At the same time, the tourist profile itself has evolved—visitors now prefer longer stays and tend to combine seaside and mountain leisure with gastronomy and eco-routes.

New Geography of Tourist Flows

In the early 2010s, most tourists in Adjara came from neighboring countries, but by 2024 the picture had changed dramatically. The region has become an attractive destination for travelers from Central Asia and the Middle East—Kazakhstan, Uzbekistan, Israel, Saudi Arabia, and the United Arab Emirates. This trend is linked to a liberalized visa regime, new direct flights to Batumi, and active international marketing campaigns led by the Georgian government.

However, dependence on a few major source markets—particularly Russia—remains. Any political or economic fluctuations could immediately affect visitor flows. Galt & Taggart experts emphasize the need for further diversification—both geographically and in terms of tourism types.

Infrastructure and Investment

The rapid growth of tourism has spurred a wave of investment in hotel and transport infrastructure. In recent years, several large international-brand hotels have opened in Batumi, along with a growing network of apartments and boutique hotels. The Batumi International Airport is being modernized, and road connections with other Georgian regions are improving.

Still, the Galt & Taggart report highlights several structural challenges: limited capacity of certain resort zones, underdeveloped infrastructure in the mountain areas, and a shortage of qualified staff in the service industry. Addressing these issues is crucial for Adjara to compete not only with neighboring countries but also with major Mediterranean destinations.

Seasonality as a Challenge

High seasonality remains one of the region’s main problems. Summer months account for up to 70% of total tourism revenue, while hotel occupancy drops significantly during the rest of the year. Experts propose developing areas that can extend the season—gastronomic, wine, wellness, and mountain tourism.

Successful examples already exist. Ecotourism is gaining ground in the Keda and Khulo municipalities, and wineries and ethnographic complexes are emerging around Batumi. With consistent support, these initiatives could become drivers of year-round tourism.

Economic Impact

The growth in tourist arrivals has a direct impact on the regional economy. According to Galt & Taggart, tourism’s contribution to Adjara’s GRP continues to rise and has already surpassed pre-pandemic levels.

In addition to direct income from accommodation and food services, tourism stimulates employment, small business development, transport, agriculture, and trade.

Prospects for Sustainable Development

The key task for the coming years is to make tourism growth sustainable. Experts agree that development should progress not only in quantity but also in quality—through better service, adoption of environmental standards, preservation of natural resources, and infrastructure expansion beyond Batumi.

Particular attention must be paid to the ecological burden on the coastline. Without effective regulation, rising tourist numbers could lead to environmental degradation and a loss of attractiveness. Galt & Taggart recommends that authorities actively promote “green tourism” principles and develop a comprehensive environmental management system.

Conclusion

Today, Adjara stands at a crossroads of opportunities and risks. On one hand, it enjoys steady growth, expanding markets, investments, and increasing international recognition. On the other, it faces infrastructural limitations, external dependencies, and environmental challenges.

If the region capitalizes on its positive momentum and implements a long-term development strategy, Adjara has every chance to become not just a seaside destination, but a genuine center of the modern tourism economy in the South Caucasus.