Charming Georgia Sees Record Tourism Growth, With Over Billions in Spending

Published on December 17, 2025

Georgia’s tourism sector has set a new record in 2025, with tourism revenue for the first eleven months of the year reaching an impressive $4.4 billion, reflecting a 4.9% year-on-year growth. This strong performance puts the country on track to surpass the all-time high set in 2024.

According to a report by investment analysis firm Galt & Taggart, November’s tourism revenue alone totaled $305 million, marking a 3.7% increase compared to the same month in 2024. These figures indicate Georgia’s growing appeal as a travel destination, as more international visitors flock to explore the country’s rich culture, historical sites, and stunning landscapes.

Tourism’s Vital Role in Georgia’s Economy

Tourism has become an increasingly important sector in Georgia’s economy, contributing significantly to the country’s Gross Domestic Product (GDP). With a diverse range of attractions, including the ancient city of Tbilisi, the scenic mountains of Kazbegi, the Black Sea coastline, and the winemaking region of Kakheti, Georgia offers a wealth of experiences for tourists.

The 2025 tourism revenue figures underscore the resilience and strength of Georgia’s tourism industry, as the country continues to attract visitors from around the world. The tourism sector not only generates revenue but also provides thousands of jobs, supporting local economies across the country.

In particular, the increase in visitor spending reflects the country’s successful efforts to diversify its tourism offerings, which include adventure tourism, cultural experiences, wellness retreats, and wine tourism.

Key Drivers of Tourism Growth in Georgia

Several factors have contributed to Georgia’s tourism boom in 2025, making the country an attractive destination for travelers. The ease of access, vibrant culture, and natural beauty are just a few of the reasons why more tourists are choosing Georgia as their next holiday destination.

Affordable and Accessible Travel

One of the key factors driving Georgia’s tourism growth is its affordability. With relatively low costs for accommodation, dining, and activities, Georgia offers great value for money compared to other European destinations. This affordability has made the country a top choice for budget-conscious travelers, especially those from neighboring regions and Europe.

In addition, Georgia’s visa-free entry policy for many countries has made it easier for tourists to visit. Citizens of over 90 countries, including the United States, Canada, and most European Union member states, can enter Georgia without a visa, which has undoubtedly contributed to the growth in tourist arrivals.

Cultural and Historical Appeal

Georgia is home to a rich cultural heritage, with a history that dates back thousands of years. Tourists are drawn to the country’s ancient churches, monasteries, and UNESCO World Heritage sites such as Gelati Monastery and Mtskheta. Tbilisi, the capital city, is known for its picturesque old town, cobbled streets, and historic landmarks like the Narikala Fortress and Sioni Cathedral.

The country’s cultural festivals, such as the Tbilisi International Film Festival and Tbilisi Jazz Festival, have also attracted international visitors, further establishing Georgia as a cultural hub in the region.

Adventure and Nature Tourism

Georgia’s diverse landscapes provide ample opportunities for outdoor activities. The Caucasus Mountains, which include the towering Mount Elbrus and Mount Kazbek, offer excellent conditions for trekking, skiing, and mountaineering. In summer, tourists flock to the region for hiking, while in winter, the ski resorts of Gudauri and Bakuriani become bustling centers for snow sports.

Additionally, the picturesque Black Sea coast offers a variety of beach resorts, such as Batumi, where visitors can relax, enjoy the sea, and experience the unique blend of nature and modern amenities.

Wine Tourism: A Key Attraction

Another major driver of tourism in Georgia is its long-standing tradition of winemaking. Georgia is considered one of the oldest wine-producing regions in the world, with a history of winemaking that dates back over 8,000 years. The Kakheti region, known for its vineyards and wine cellars, has become a popular destination for wine enthusiasts. Tourists visit to sample unique Georgian wines, including the famous Saperavi red wine and Rkatsiteli white wine, and to learn about traditional winemaking methods.

Wine tourism continues to grow, with visitors eager to explore the wineries, taste local varieties, and take part in wine festivals that celebrate Georgia’s rich winemaking culture.

Impact of Tourism on Employment and Infrastructure

The tourism sector’s growth has had a significant positive impact on employment in Georgia. The industry directly supports 31,780 jobs, or approximately 10% of the workforce, underscoring its importance to the country’s economy. The increase in tourism revenue has also spurred development in infrastructure, with improved transportation networks, expanded airports, and enhanced accommodation facilities to meet the demands of international visitors.

Tourism is not only a source of income but also a tool for promoting local craftsmanship, traditional hospitality, and community development. Regions such as Kakheti, Mtskheta, and Batumi have seen local businesses thrive, as tourists seek authentic Georgian experiences, from artisan crafts to farm-to-table meals.

Outlook for Georgia’s Tourism Industry

Looking ahead, Georgia’s tourism sector is poised for continued growth. The country’s diverse attractions, rich cultural history, and commitment to sustainable tourism practices make it an attractive destination for travelers seeking unique and memorable experiences. The government’s focus on promoting tourism, along with its efforts to enhance infrastructure and services, will ensure that Georgia remains a top destination in Eastern Europe.

With the increase in both visitor numbers and spending, 2025 is expected to be another record-breaking year for Georgia’s tourism industry, as the country builds on its reputation as a must-visit destination in the region.