Georgia Tourism Revenue Continues to Rise with Five Increase, Surpassing Past Record High, Driven by Strong Visitor Contributions from Russia and Türkiye

Published on December 16, 2025

Georgia tourism sector continues to show strong performance, with the country’s tourism revenue for the first eleven months of 2025 rising by nearly 5% compared to the same period in 2024. This growth positions Georgia on track to exceed the all-time high set last year, with cumulative revenue reaching $4.4 billion by the end of November 2025—a 4.9% increase year-on-year. According to a report by Galt & Taggart, November 2025 alone saw $305 million in tourism revenue, marking a 3.7% increase compared to November 2024. The steady growth in tourism revenue highlights Georgia’s growing popularity as a travel destination and its ability to attract a wide range of international visitors.

Tourism Revenue Growth and Key Markets: Russia and Türkiye Lead the Way

In 2024, Russia and Türkiye were the top contributors to Georgia’s tourism revenue, with $850 million from Russia and $612.3 million from Türkiye. This growth trend has continued into 2025, driven by both countries maintaining strong tourism flows despite global challenges. With the introduction of visa-free entry for nationals from 35 countries, including Russia, China, India, and European nations, Georgia is positioning itself for further growth in international tourism.

As Georgia continues to strengthen relationships with key tourism markets, the growth of tourism revenue is expected to diversify, expanding the visitor base and attracting more travelers from Western Europe, Southeast Asia, and beyond. The visa-free entry scheme is expected to bring more tourists from regions such as Europe and Asia, enhancing the country’s position as a globally competitive destination.

The Future Vision: Sustainable Tourism and Long-Term Growth

Looking to the future, Georgia’s tourism vision centers on sustainability and long-term growth. The Vibrant Villages Programme and the Bharat Ranbhoomi Darshan initiative align with Georgia’s goal of transforming tourism into a sustainable industry that provides economic opportunities to local communities while preserving the country’s natural and cultural heritage.

Incorporating eco-tourism initiatives and promoting sustainable practices across all sectors will be pivotal for Georgia’s tourism sector in the coming years. By focusing on sustainable tourism—from green accommodations to low-impact activities—Georgia will attract eco-conscious travelers who are increasingly seeking destinations that align with their values. Local businesses, including hotels, restaurants, and tour operators, will play a critical role in supporting sustainability while benefiting from the growth in eco-tourism.

Building Robust Tourism Infrastructure for a Thriving Future

As tourism demand continues to rise, Georgia is expected to prioritize infrastructure development, including transportation networks, hotel capacity, and tourism services. Investments in modernizing airports, improving public transport, and expanding tourism facilities will be essential in ensuring the country can cater to increasing visitor numbers while maintaining high standards of service.

Furthermore, the expansion of tourism infrastructure will drive local job creation, supporting a more inclusive tourism model that benefits not just tourism operators but also communities in less-visited regions. The development of regional tourism hubs in areas like Batumi and Tbilisi, alongside Svaneti and Kazbegi, will ensure that Georgia’s tourism expansion is diverse and sustainable.

Enhancing Cultural and Heritage Tourism for the Future

Georgia’s cultural tourism sector will continue to grow, with the rich heritage of the country offering unique experiences for travelers. Cultural preservation efforts will be key to protecting Georgia’s historical landmarks and UNESCO World Heritage Sites. Through continued investment in heritage conservation and traditional cultural experiences, Georgia is set to become a leading destination for heritage tourism in the region.

Incorporating local crafts, traditional culinary tours, and history-based tourism into the tourist experience will also help broaden the appeal of Georgia to cultural tourists. By enhancing its cultural infrastructure, including museums, art exhibitions, and festival experiences, Georgia will be able to attract a growing base of cultural travelers seeking to immerse themselves in local traditions.

A Competitive Future for Georgia’s Tourism Industry

With its sustainable tourism vision, robust infrastructure, and growing global appeal, Georgia is on track to become a top-tier destination for luxury and eco-tourism in the Caucasus and Eastern Europe. The combination of affordable travel options, eco-conscious experiences, and unique cultural offerings positions the country to remain competitive as a leading destination in the global tourism market.

As Georgia’s tourism industry continues to expand, the emphasis on sustainable practices and cultural preservation will ensure that tourism growth does not come at the cost of the country’s natural resources and heritage. The future impact of this strategy will help Georgia sustain its tourism momentum, create more local job opportunities, and enhance its role as a leading destination in the evolving world of sustainable travel.

Georgia’s Bright Future in Global Tourism

Tourist business in Georgia is considered to be at the very beginning of significant future growth, given the country’s adherence to the principles of sustainability, strategic infrastructure investments, and growing international popularity. The visa-free entry scheme introduced and the continued development of source markets will contribute to keeping the country among the leaders in tourism demand from around the world.

With the focus on eco-tourism, cultural experiences, and community-based tourism, Georgia positions itself as a leader in sustainable tourism in Eastern Europe. While building its tourism infrastructure, the country will continue to attract a wide array of visitors, further enhancing its reputation as a must-visit destination for tourists in search of authenticity, nature, and culture.