Demand for Georgia Tours Among Russians Increased 1.5 Times

In 2026, Russians began purchasing organized tours to Georgia 1.5 times more often than a year earlier. Tour operators report growing interest in the destination, an expansion of travel routes and increasing demand for combined itineraries across the country, according to Vestnik Kavkaza, citing data from the Association of Tour Operators of Russia (ATOR).

Sales of Package Tours to Georgia Increased by 50%

Demand for organized trips to Georgia continues to grow in 2026. Maya Lomidze, Executive Director of the Association of Tour Operators of Russia, said that sales of package tours increased by 50% compared with the previous year. Trips to Batumi and Tbilisi remain the most popular among Russian tourists. At the same time, interest is also rising in itineraries covering the country’s coastal and mountainous regions.

The expert explained that Georgia’s growing popularity is driven by an attractive price-to-quality ratio, the ability to reach the country quickly from Russia through various transport options, its rich historical heritage, national cuisine and traditional hospitality. Maya Lomidze believes that if the current trend continues, this tourist season could become a record year for Georgia.

Tourists Choose More Extensive Routes Across Georgia

Earlier, ATOR experts noted that Russian tourists’ interest in Georgia in 2026 is linked not only to traditional beach holidays but also to the expansion of tourism products. Travelers are increasingly choosing sightseeing and combined programs that allow them to explore several regions of the country during one trip.

According to market participants, the number of tour bookings to Georgia during the spring-summer season of 2026 increased from 15% to 200%, depending on the tour operator. Russian Express reported that the total number of applications grew by more than 80%, while sales of sightseeing tours increased by 25%. Anex recorded a 27% increase in demand, PAC Group reported a 20% rise, and Space Travel saw growth of 15%. FUN&SUN registered a threefold increase in sales compared with last year.

Market participants attribute this growth to the expansion of tourism products, the development of flight programs and sustained interest in the destination. Another advantage of Georgia remains the visa-free entry regime for Russian citizens.

In 2026, tourists have also increasingly opted for programs with a higher level of comfort. According to tour operators, demand is shifting toward longer trips with accommodation in 4- and 5-star hotels and comprehensive itineraries that include cultural, gastronomic and nature-based experiences.

Popular Destinations for Holidays in Georgia

The main destinations remain Tbilisi, Batumi, Adjara and traditional sightseeing routes, but interest in other regions is also growing. Anex noted that the most popular destinations include Tbilisi, Mtskheta, Kazbegi, Kakheti, as well as Batumi and Kobuleti. Space Travel reported that Tbilisi accounts for up to 70% of requests. PAC Group also highlights Signagi, Borjomi, Uplistsikhe and Vardzia among the most popular stops on travel routes.

Interest is increasing in Svaneti and Racha — regions known for their mountain landscapes and natural attractions that previously played a smaller role in mass tourism. Coral Travel reports growing popularity of Svaneti, Racha, Javakheti and Guria. The number of trips to Kutaisi is also increasing. Russian Express noted renewed demand for health resort programs, particularly in Borjomi.

Gastronomic Tourism in Georgia

Another factor behind Georgia’s growing popularity in 2026 is gastronomic and wine tourism. Tour operators note that travelers are increasingly choosing programs focused on local cuisine, winemaking traditions and regional culture.

Coral Travel believes that amid rising food costs in European countries, Georgia remains an attractive destination for gastronomic trips. Tourists can experience national cuisine and wine traditions at a more affordable price. At the same time, the cost of gastronomic programs has remained largely unchanged. Space Travel notes that prices for such tours in ruble terms have remained almost at the same level.

Russian Express уточняет that wine and gastronomic tours are most often booked by organized groups — groups of friends or colleagues who choose specific travel dates. Overall, market participants note a shift in tourist preferences: demand is moving away from short trips toward more immersive programs focused on the country’s culture, history and gastronomy.

Outlook for Tourism in Georgia

In 2025, Georgia welcomed around 1.6 million tourists from Russia, which became a record figure. Over the year, the number of Russian visitors increased by 13%. In the first quarter of 2026, 230,717 visits were recorded, up 5.2% year-on-year. Russians also rank first in terms of contribution to tourism revenues in Georgia. From January to March, they generated around $125 million for the country’s economy.

According to International Investment analysts, Georgia welcomed 7.8 million international visitors in total in 2025, while tourism revenues reached $4.7 billion. Around 70% of foreign visitors return to the country, indicating strong repeat demand.

These indicators are expected to continue growing, strengthening demand across a wide range of sectors — from hospitality and transport to sightseeing infrastructure and gastronomic and wine routes.

For investors, this trend represents a positive signal with potential for attractive returns from rental properties and, above all, hotel real estate, where visitor flows are more stable and profitability potential is higher.