Tourism in Adjara Attracts More Than 2 Million Visitors

Adjara is strengthening its position as one of Georgia’s key destinations for holidays and travel. More than 2 million people visited the autonomous republic in the first seven months of 2026. Further growth in the sector is expected to be driven by infrastructure and investment projects, the regional government reported.

Tourism Trends in Adjara

Chairman of the Government of Adjara Zurab Pataradze said that more than 2 million people visited the region in the first seven months of 2026. Aviation also showed positive momentum. Batumi International Airport handled 906 flights in July, up 31% from a year earlier. Around 3,000 international flights were operated during the seven-month period.

Pataradze highlighted transport accessibility as an important factor for further tourism growth. Reducing travel time on high-speed trains between Tbilisi and Batumi is expected to make the Black Sea coast more accessible to residents of other parts of Georgia and support domestic demand.

The new Batumi–Sarpi highway will significantly improve the region’s tourism infrastructure. Construction of the 11.3 km section is due to begin in 2026 and will take 48 months. The project is worth more than GEL 809 million ($311 million). The highway will extend the Batumi bypass to the Turkish border and will include a 7.6 km tunnel and three bridges.

The project will reduce traffic pressure on the resort areas of Gonio and Kvariati, where premium hotel development is expanding. The large-scale Wyndham Grand Batumi Gonio complex is under construction on this part of the coast. UAE developer Eagle Hills plans a yacht marina, residential complexes, hotels, retail facilities and green spaces as part of Gonio Yachts & Marina. The Adjara authorities previously granted the area special regulatory status and developed a comprehensive plan covering resort development and public spaces.

Mountain Tourism in Adjara: Development of Goderdzi

The Adjara authorities intend to develop mountain tourism and increase year-round visitor numbers in Goderdzi. The resort is located 109 km from Batumi at an altitude of 2,027 metres. It has two ski lifts, around 8 km of ski slopes and nine hotel complexes, with approximately 20 more planned. The authorities also intend to upgrade the central road and develop a sports ground, retail facilities and service areas.

Transport accessibility in mountainous Adjara will improve through road reconstruction. Work is already under way on the 6.2 km Danisparauli–Velati–Green Lake section. Modernisation of the 47 km Khulo–Zarzma highway is also continuing. Once completed, the project will reduce travel time between Batumi and Akhaltsikhe by approximately 1.5 hours. Better roads and new facilities will allow the area to accommodate more visitors.

In September, Goderdzi hosted an investment forum for the first time, attended by around 70 business representatives and investors, including participants from neighbouring countries. Development plans, infrastructure projects and investment opportunities in the tourism sector of mountainous Adjara were presented at the event. Zurab Pataradze linked the attraction of private capital to further expansion of the hotel and service infrastructure.

Tourism and Investment Outlook in Adjara

International Investment analysts note that the development of transport infrastructure and new resort areas is gradually reshaping Adjara’s tourism landscape. Investment is increasing, while hotel and service infrastructure continues to expand. This allows the region to broaden its tourism offering both on the coast and in the mountains and attract visitors in different seasons.

The Batumi hotel market is showing strong demand. In July and August 2026, occupancy at some properties exceeded 95% and in certain cases reached 100%. Industry representatives also reported rate increases of 5–10%, with the strongest growth recorded in high-end hotels.

Investment apartments, however, are facing increasing competition. In the first quarter of 2026, the average rental rate in Batumi fell by 7.3%, while gross rental yields declined to 7.1%. Net yields, after expenses, are estimated at 4–5%, and potential vacancy periods can push returns even lower. Galt & Taggart attributes this trend partly to the large volume of new supply entering the market.

For investors, this is widening the gap between different property formats. As the supply of conventional apartments grows, professionally managed hotel and resort projects with developed infrastructure and a high level of service may prove more resilient. New destinations in Adjara look particularly promising where tourism development is accompanied by improved transport accessibility.