Tourism Growth in Georgia’s Mountain Regions Attributed to Israel and European Visitors, Here’s All You Need to Know

Written By: Moulina Dhara

Moulina Dhara

An ardent writer with a Master's degree in Comparative Literature from Jadavpur University, where I developed a deep appreciation for storytelling, cultural narratives, and the power of language. My academic background has shaped the way I approach content—with curiosity, attention to detail, and an understanding that every story has the potential to connect, inform, and inspire.Writing has always been more than a skill for me; it is a way of observing and making sense of the world. From journaling to exploring literature, cinema, and visual arts, I am drawn to the rawness of everyday life and the stories hidden within ordinary moments. This perspective allows me to create content that feels authentic, relatable, and emotionally resonant rather than formulaic.I enjoy crafting articles, blogs, web copy, and thought-driven content that balances creativity with clarity. My approach combines thorough research, compelling storytelling, and a reader-first mindset to produce pieces that are both engaging and meaningful. Whether the goal is to build a brand voice, communicate ideas, or foster genuine audience engagement, I strive to create content that leaves a lasting impact.I believe the strongest content doesn't just capture attention—it builds trust by speaking with honesty, purpose, and authenticity.

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October 11, 2025 18:59 GMT+5:30

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Georgia’s remote highlands are some of the most beautiful and tough terrains in the country. These highlands are starting to see an increase in tourism. Several of the local businesses have mentioned that many of their clientele are international tourists, especially from Europe and Israel. This is especially the case in Khevsureti, which is close to the Chechen border, and is one of the most breathtaking areas in Georgia. This Khevsureti area gets many visitors that come to hike, photograph, and partake in eco tourism.

With the increase in visitors, many tourism businesses are starting to see a positive change in their bookings, which in turn is seeing some of the small family run guesthouses accumulate quite a bit of foreign clientele. The rise in tourism, especially in the mountains and eco tourism, is a wonderful positive change after the pandemic. This change is aiding in the flourishing of the economic situation in rural and high Georgian mountain areas, which are quite desolate in terms of economic opportunities.

A Strong Summer Season for Georgia’s Mountain Tourism

Nino Barnabishvili, the co-owner of the Khakhabo agro-tourism guesthouse in Khevsureti, shared insights into this tourism growth, highlighting that the 2024 summer season was notably successful. Barnabishvili reported that approximately 90 percent of their visitors were from abroad, with only a small fraction—around 10 percent—being local Georgian visitors.

“We had more guests this year than last year, and at one point, it was so busy that it became hard to manage the guesthouse alone,” Barnabishvili said. This increase in foreign tourists reflects a broader trend in Georgia’s tourism, which has been steadily recovering post-pandemic. For regions like Khevsureti, which are traditionally less visited by locals, the international surge is particularly significant.

The trend of increased international visitation underscores Georgia’s growing appeal as a destination for those seeking adventure, natural beauty, and authentic cultural experiences. It also demonstrates the potential of Georgia’s lesser-known regions to attract tourism beyond the capital, Tbilisi, and other major tourist destinations.

Israel and Europe Lead the Surge in Mountain Tourism

Among the international visitors to Georgia’s mountains, tourists from Europe and Israel have emerged as the most significant contributors to the surge in tourism. According to Barnabishvili, visitors came from a diverse range of European countries, including Belgium, Italy, Germany, Slovakia, the UK, France, and the Czech Republic. However, it was Israel that accounted for the largest group of international tourists.

The high number of Israeli visitors could be attributed to closer cultural and historical ties between Georgia and Israel, alongside a growing interest in off-the-beaten-path destinations. Many Israelis are drawn to the mountainous landscapes and adventure tourism opportunities that Georgia offers, making it a popular destination for nature lovers, hikers, and outdoor enthusiasts. The surge of tourists from Israel reflects a broader trend in which Israel is becoming one of the largest sources of international tourism to Georgia.

The Absence of the Asian Market in Khevsureti

While the European and Israeli markets have flourished, the Asian market, which has seen growth in other parts of Georgia, is noticeably absent in Khevsureti. Barnabishvili noted that, while the guesthouse did host three Japanese guests during the summer, one of them had been living in Georgia for years, indicating that their presence wasn’t part of the typical tourist influx. This trend is somewhat surprising given that other regions in Georgia, such as Tbilisi and Batumi, have seen a significant rise in tourism from Asian countries, particularly China and South Korea.

The lack of Asian tourists in Khevsureti could be attributed to several factors, including limited accessibility, lack of direct flights, and the region’s focus on adventure tourism, which might not appeal as much to the typical Asian traveler seeking more urban experiences. However, the absence of this market in the mountainous regions could also present an opportunity for targeted marketing and the development of tailored experiences that might attract more Asian visitors in the future.

Impact on Local Economies: Tourism as a Driver of Growth

The rise in international visitors to Georgia’s remote mountain regions is not just a tourism success story; it is also helping to stimulate local economies. The influx of foreign visitors has led to an increase in local spending, as tourists purchase goods, hire guides, and pay for accommodation and food. This has provided an economic boost to small towns and villages in Khevsureti and surrounding areas, where the tourism infrastructure is still in the early stages of development.

Local businesses, including guesthouses, restaurants, and tour operators, are benefiting from the increased demand, creating jobs and providing economic stability to rural communities. With tourism playing a pivotal role in the economic recovery of these regions, the government and local stakeholders are looking at ways to further promote sustainable tourism that benefits both the visitors and the local populations.

Mountain and Eco-Tourism as Key Drivers of Georgia’s Growth

As mountain tourism and eco-tourism continue to gain traction, Khevsureti and other remote mountain regions in Georgia are positioning themselves as premium destinations for nature-based travel. Tourists are increasingly seeking authentic rural experiences that take them away from crowded tourist hubs and allow them to connect with nature. The breathtaking landscapes, stone towers, and alpine villages in Georgia’s mountains provide a perfect backdrop for activities like hiking, photography, and wildlife watching, all of which are driving the region’s tourism growth.

In addition to outdoor activities, visitors to Khevsureti and other remote regions are drawn to the opportunity to experience local culture and traditions. Agro-tourism in particular is gaining popularity, with travelers eager to stay in guesthouses and experience daily life in Georgia’s rural mountain communities. This trend provides opportunities for local businesses to diversify their offerings and attract a broader range of tourists.

The Future of Georgia’s Tourism Sector: A Sustainable Approach

Looking ahead, the future of tourism in Georgia’s mountain regions is promising, with sustainable tourism practices set to play a key role in the region’s growth. By focusing on environmentally responsible tourism and investing in infrastructure, transportation, and services, Georgia’s remote mountain regions can continue to draw visitors while preserving their natural beauty and local culture.

Local authorities and businesses are working together to ensure that tourism development is sustainable, benefiting both tourists and local communities. The goal is to create an inclusive tourism experience that supports local economies, protects natural resources, and ensures that the region remains a desirable destination for years to come.

A Bright Future for Mountain Tourism in Georgia

The Khevsureti area of Georgia has begun growing in popularity for mountain and eco-tourism. Interest from potential visitors to Georgia’s mountain regions has been coming in particularly from Europe and Israel. There has been an influx of tourists on the Georgian mountains which is having a positive impact on the local economies. There is new economic opportunity and the region is building a reputation as a prime location for those looking for a real nature getaway. In the future, the sustainable practices being adopted will make sure the mountain tourism of Georgia is as positive as vibrant for many years to come.