Surge in Russian Demand for Tours to Georgia Triples

Demand from Russian travelers for trips to Georgia in the spring–summer 2026 season has tripled compared with the same period in 2025, according to the Association of Tour Operators of Russia. Market participants link this growth to the expansion of travel programs, attractive natural, historical, and gastronomic routes, as well as the development of air connectivity and the continued visa-free regime.

Dynamics of tour bookings to Georgia

Tour operators have released preliminary sales results for Georgia for the spring and summer seasons. A notable increase in interest has been recorded: the number of bookings rose by 15% to a record 200%, depending on the company.

At Russian Express, the total number of applications for tours to Georgia increased by more than 80%, while the excursion segment grew by 25%. Anex reported a 27% increase in sales, PAC Group — 20%, and Space Travel — 15%. FUN&SUN recorded the strongest dynamics, with demand for Georgia tours for spring–summer 2026 being three times higher than a year earlier.

Shift toward full-package holidays in Georgia

Anex notes that previously a significant share of sales came from packages without flights, but in 2026 preferences shifted toward organized excursion-based trips. PAC Group adds that up to 95% of first-time visitors to Georgia choose guided tour packages, which forms a stable base of demand for classic travel products.

Coral Travel highlights the growing popularity of combined programs as a key seasonal trend. Travelers increasingly combine beach holidays on the Black Sea coast with visits to wine regions such as Kakheti, walks in Tbilisi, and other experiences. The most popular itineraries last 7–10 days, including interregional travel and a focus on cultural and gastronomic immersion.

Travel prices in Georgia

This season, the cost of excursion tours increased moderately, by 5–10%. According to experts, this did not lead to a shift toward strict cost-saving behavior. On the contrary, demand for longer and more comfortable programs remains strong, with increasing preference for 4–5 star hotels.

Vice President of the Alliance of Travel Agencies Alexan Mkrtychan added that even five-star hotels and premium tours remain relatively affordable: elite programs cost around $200–250 per night for two people with breakfast, which in some cases is comparable to four-star hotel prices in Russia. The strengthening of the ruble has improved the price-to-quality ratio for international travel.

Coral Travel emphasizes that the key seasonal trend is shifting toward higher-quality and more immersive travel experiences, with tourists focusing less on budget options and more on the level of experience they receive.

Drivers of demand for travel to Georgia

According to PAC Group experts, sustained interest in Georgia is driven by a combination of factors, including geographical proximity, an optimal price-to-quality ratio, diverse natural landscapes, strong wine and culinary traditions, and a high level of hospitality.

Another advantage is transport accessibility. Travelers can reach Georgia via direct flights or overland routes through Vladikavkaz and the “Upper Lars” checkpoint, including by private or charter transport. Several airlines operate on this route, supporting price competition. Ticket affordability is particularly notable from southern Russian cities such as Mineralnye Vody and Sochi. On some routes, flight prices from Moscow have decreased by around 20% compared to last year’s May holidays, despite rising aviation fuel costs.

Vice President of the Russian Union of Travel Industry Dmitry Gorin also points to the development of transit routes, with Georgia increasingly serving as a hub for travel to third countries due to connecting flights and expanded air programs.

Tourist flows in Georgia and economic impact

In 2025, Georgia was visited by around 1.6 million Russian tourists, a record figure. Compared with 2024, this represents a 13% increase. The National Statistics Office of Georgia reports that Russian tourists generated about $125 million in spending between January and March, ranking first among all foreign visitors to the country.

In the first quarter of 2026, 230,717 visits from Russia were recorded, up 5.2% year-on-year. Total arrivals in Georgia reached around one million (+4%), marking a new record for the first quarter. Overall international arrivals for January–March amounted to 1,300,505.

What this means for Georgia’s tourism market

Analysts at International Investment note that the Russia–Georgia tourism corridor is showing sustained growth driven by macroeconomic conditions, improved transport accessibility, and product diversification. A strong ruble, visa-free travel, and active air connectivity are creating a stable demand base, while the expansion of tourism offerings enhances quality demand.

Importantly, growth is not only quantitative but also structural. Travelers increasingly prefer longer and more experience-oriented trips with a focus on comfort and mid-to-high-end accommodation. The geographical spread of travel within Georgia is also expanding, supporting regional tourism development.

For investors, this trend signals strengthening consumer demand across tourism and related sectors. Rising interest in organized tours and higher-value travel supports hospitality, transport services, excursion infrastructure, and wine and gastronomy industries. Additional upside comes from the development of new routes and longer average stays, directly increasing revenue potential for local businesses.

In the medium term, key drivers will remain airline pricing and logistical stability. However, current demand patterns indicate that Georgia is consolidating its position as a stable mass-market international destination with predictable tourist flows and strong investment appeal in its tourism sector.