Tourism Industry of Georgia Hits New Heights with Rising International Arrivals and Spending, Get the Details Here

Tourism has continued to grow in Georgia during 2025, with international visitors particular growing in the 3rd quarter of the year. The National Statistics Office of Georgia reports that in July to September 2025, 3 million non-resident travelers entered the country which is a 6.6% increase over the same quarter of 2024. The increase in the volume of tourist traffic over the 3rd quarter demonstrates the growth of the country as a travel destination in the Caucasus.

Significant Growth in International Tourist Arrivals

During the third quarter of 2025, Georgia experienced a marked increase in the number of international visitors. Of the 3 million non-resident travelers, 2.5 million were international visitors, reflecting a 6.8% year-on-year growth. Among these, 2.2 million were classified as international tourists, representing a 7.6% increase from 2024. This surge in arrivals underscores the country’s strengthening position as a favored tourist destination for both regional and international travelers.

The steady growth in international tourism is also reflected in the number of tourist trips, which saw a 9% increase compared to the same quarter in the previous year. Georgia’s favorable tourism policies, attractive destinations, and regional accessibility have all played a role in boosting its status as a sought-after travel hub.

Demographics of International Visitors

The third-quarter data reveals key demographic trends among international visitors. Tourists aged 31 to 50 accounted for the largest share of arrivals, making up 40.7% of total international visitors. This age group typically comprises professionals and families who are seeking a combination of leisure and cultural experiences. This demographic shift indicates that Georgia is increasingly becoming a destination for mature travelers seeking authentic, diverse experiences.

Younger visitors, especially those aged 18 to 30, also showed an increase in their share of total arrivals, although the largest proportion of tourists remained within the 31 to 50 age bracket. This age group’s affinity for cultural and recreational travel aligns with Georgia’s rich history, vibrant cities, and diverse landscapes.

Top Source Markets: Russia, Türkiye, and Armenia Lead the Way

Among the various countries contributing to Georgia’s international tourism boom, Russia remains the largest source market, with 567,100 Russian visitors making up 26.1% of the total international arrivals in the third quarter of 2025. Russia’s proximity and ease of access to Georgia make it a consistently strong market for Georgia’s tourism sector.

Türkiye followed closely behind, contributing 16.5% of all international arrivals. The strong cultural and geographical ties between Georgia and Türkiye, coupled with direct flight connections and shared historical and cultural elements, have made Georgia a popular choice for Turkish travelers.

Armenia, another neighboring country, ranked third, accounting for 11.8% of the total international visitors. The geographic closeness and cultural affinity between Georgia and Armenia continue to facilitate strong tourist flows, with many Armenian visitors opting for short trips or weekend getaways to Georgia’s cities and scenic areas.

Other countries in the region, including Azerbaijan and Iran, also contributed to the rise in international tourism. Visitors from these countries tend to seek a mix of cultural experiences, historical exploration, and leisure activities, further enriching the diversity of Georgia’s international tourist base.

Popular Travel Purposes: Leisure and Recreation Remain Dominant

The primary reasons for international visits to Georgia in the third quarter of 2025 were leisure, recreation, and entertainment, which accounted for 58.7% of all international visits. Georgia’s diverse offerings, including its picturesque landscapes, vibrant cities, and rich cultural heritage, continue to attract travelers seeking relaxation, adventure, and entertainment. Popular activities such as hiking in the Caucasus Mountains, exploring the ancient city of Tbilisi, and experiencing the local wine culture are key attractions for tourists.

In addition to leisure travel, Georgia has become increasingly popular for short-term business trips, conferences, and cultural events, contributing to the country’s growing reputation as a dynamic destination for both work and play.

Most Visited Regions: Tbilisi and Adjara Lead the Pack

Tbilisi, Georgia’s capital city, remains the most visited destination in the country, with 1.31 million visits in the third quarter of 2025. As the cultural and economic heart of Georgia, Tbilisi offers a blend of modern amenities and historic charm, attracting visitors for both its sightseeing opportunities and its vibrant nightlife.

The Adjara region, which includes the popular coastal city of Batumi, also saw significant tourist traffic, with 1.27 million visits during the same period. Adjara’s mix of beach resorts, rich cultural heritage, and proximity to the Black Sea make it a highly attractive destination for international tourists seeking both relaxation and adventure. With its growing tourism infrastructure, Adjara is quickly becoming one of Georgia’s top tourist hotspots, drawing travelers from neighboring countries and beyond.

Rising Tourist Spending: A Boost to the Local Economy

Tourist spending in Georgia has also seen a substantial increase in the third quarter of 2025. International visitors spent a total of 6.2 billion lari ($2.28 billion) during this period, an 8.6% increase from the same quarter in 2024. This surge in spending highlights the growing economic importance of tourism to Georgia and its ability to attract high-spending international visitors.

The increase in spending can be attributed to several factors, including the rise in the number of tourists and the growing interest in premium experiences such as luxury accommodations, fine dining, and guided tours. Additionally, Georgia’s competitive prices for international visitors, combined with the country’s unique attractions, have contributed to the higher-than-expected expenditure levels.

The Future of Tourism in Georgia: A Promising Outlook

The steady increase in international tourism in Georgia throughout 2025 is a positive indicator for the country’s tourism industry. As the country continues to recover from the pandemic, Georgia’s rich history, scenic beauty, and dynamic cities remain key draws for international visitors. The country’s tourism sector has seen improvements in infrastructure, accessibility, and hospitality, making it a more attractive destination for a broad range of tourists.

Looking ahead, Georgia’s tourism prospects remain strong, with a diverse mix of source markets, growing international arrivals, and a solid economic contribution from the sector. With continued investments in tourism infrastructure, cultural initiatives, and digital marketing, Georgia is poised to maintain its upward trajectory and strengthen its position as a leading destination in the Caucasus and beyond.

A Resilient and Expanding Tourism Market

In 2025’s third quarter, tourist arrivals, expenditures, and a more mature demographic profile added to Georgia’s impressive tourism industry performance. With ongoing refinement of its tourism appeal and infrastructure, Georgia will increasingly position itself on the global tourism landscape, catering to tourists interested in leisure and culture. Georgia’s tourism industry holds a bright future in the years to come.

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