Georgia enters TOP-5 most popular destinations for Russians in 2026

ATOR experts confirm steady demand for travel to the country

Georgia has entered the top five most popular international destinations for Russian tourists in 2026, said Maya Lomidze, Executive Director of the Association of Tour Operators of Russia (ATOR), in an interview with Sputnik Georgia. The country continues to attract strong interest from travelers and remains one of the key destinations in the South Caucasus region.

Neighboring countries

ATOR’s head explained that the South Caucasus republics — Georgia, Armenia, and Azerbaijan — remain in demand among Russian tourists. At the same time, a significant share of the flow is linked to transit travel, as these countries serve as convenient transfer hubs for flights to Europe.

Belarus retains its leadership among neighboring destinations and remains the most popular choice for tourists. The country has held first place for many years due to its optimal balance between price and quality, which remains a decisive factor when planning trips.

Interest in Uzbekistan is also growing. The destination has been added to the programs of major federal tour operators that previously did not work with this market. There is also niche demand for travel to Kyrgyzstan, while interest in Tajikistan remains more limited.

Kazakhstan continues to play an important role as a destination for business and bleisure tourism. Travelers combine work trips with short vacations, choosing both natural routes and sightseeing programs in major cities.

Tourism in Georgia 2025: market leaders

In 2025, Russians ranked first in terms of the number of visits to Georgia, exceeding 1.5 million, which is 11.1% more than in 2024. Tourism revenues from Russian visitors nearly reached $694 million, also exceeding figures from other countries.

Turkey recorded more than 1.2 million visits and generated $605.9 million in tourism revenues. Israel ranked third by revenue, reaching $586.3 million with a 34.3% increase, while the number of visits rose by 29.4% to 402,426.

Other markets also made a significant contribution. Armenia accounted for 948,242 visits and $169.5 million in revenues. Azerbaijan recorded 292,149 visits and $223.3 million in tourism income. Kazakhstan and Belarus also remained important markets, providing 169,367 and 150,325 visitors respectively. At the same time, the number of tourists from India, China, and the Gulf countries is increasing.

Overall, more than 7.8 million international visitors traveled to Georgia in 2025, up 5.9% compared to 2024. Tourism revenues exceeded $4.69 billion, increasing by 6%.

Tourism outlook for Georgia in 2026

Analysts at investment company Galt & Taggart have raised their forecast for Georgia’s tourism revenues in 2026 from $4.9 billion to $5 billion. The upward revision reflects continued growth in visitor numbers and a shift in demand toward higher-spending travelers from the EU, Israel, and Asia. The total number of visits is expected to reach 6.1 million.

Positive trends are already reflected in the hotel sector. According to Galt & Taggart, average occupancy in Tbilisi increased from 48% in Q4 2024 to 58% in Q4 2025, while the average daily rate rose from $84 to $87. In Batumi, occupancy increased from 46% to 50%, with an average nightly rate of about $75. Maya Tsereteli, Vice President of McInerney Hospitality International, noted that the summer season was one of the most successful in recent years, with hotel occupancy in Batumi reaching 90–100% during peak periods and remaining at 80% in September. She added that strong demand for travel to Adjara continues beyond the peak season, with active bookings already recorded for the winter months.

Conclusion

Analysts at International Investment link the extension of the tourism season to improvements in infrastructure, higher service standards, and the expansion of direct air connections. The growth of branded and luxury hotels aimed at international travelers and investors is also playing an important role. In particular, the Wyndham Grand Batumi Gonio project in the resort area of Gonio reflects rising investor interest in hotel real estate. Such developments contribute to more balanced year-round occupancy and create a stronger foundation for the sector’s continued growth.