Tourism in Georgia Shows Signs of Slowing, But Tbilisi and Beyond Still Attract Tourists

Published on November 29, 2025

In Georgia, both the average cost of tourist services and the number of domestic tourists changed for the slightly worse for the third quarter of 2025, both slightly worse. A total of 1.375 million domestic tourists and 1,743,300 visits were each quarter, as reported by GeoStat. A decrease in tourist activity and in the domestic travel trends of Georgia was observed for the period compared to last year, despite the decline in the visits previously stated.

The decline in the total quarterly visits was 0.9 as reported in q3, 2024. While a decline in all these travel parameters was observed, Georgia is still a domestic travel top choice and millions of tourists keep visiting the country’s different nature, history, and culture.

Several reasons can be associated with the decline in the number of visitors and in the expenses associated with tourism. One possible explanation is the global economic predicament, which has caused an increase in the cost-of-living inflation, and has economic uncertainty in the neighboring countries. This may lead to some of domestic travelers to reduce their spending on travel or to go for cheaper options. The increase in inflation and the economic uncertainty in the neighboring regions may lead some of the domestic travelers to reduce their travel spending or opt for more budget-friendly options.

Impact of the Decline on Georgia’s Tourism Industry

While there has been only a small decline in the amount of domestic visitors, the wider impact on Georgia’s tourism industry should still be examined. Georgia’s economy benefits from domestic tourism as local travelers spend money across the economy including in the hospitality, transport, and various leisure activities. Georgia is still providing a range of travel experiences from the beaches on the Black Sea to the mountains and valleys of the Caucasus, and is likely to still attract travelers.

That said, lowering tourism prices, along with a smaller number of travelers, paints a clearer picture of the country’s tourism industry and the need for it to adapt to changing consumer preferences, economic conditions, etc. Declining prices also suggests greater levels of competition in the domestic tourism marketplace, whereby service providers are lowering prices to attract demand. This means travelers to Georgia can benefit from lower travel prices, but it also signals a need for more investment to be made in enhancing the country’s domestic tourism.

Travel Trends in the Region and Their Impact

Alongside the overall decline, some areas, such as the capital, Tbilisi, and the western cities of Batumi and Kutaisi, continue to enjoy domestic tourist flows and growing international visitation. Tbilisi, the nation’s capital and an intellectually significant hub in the region, attracts visitors with an astonishing and diverse cultural background, an area of intense artistic creativity, and beautiful and historic buildings. Batumi, located on the Black Sea, and Kutaisi, located further to the west, are favored tourists destinations because of their harmonious blend of natural beauty and modern architecture.

Other tourists still come to visit the picturesque mountainous regions of Kazbegi and Svaneti, which offer opportunities for adventure tourism, hiking, and winter sports. The natural beauty in these parts remains a significant attraction for residents from Georgia and foreign tourists.

Although the overall drop in visitor numbers means many such areas are facing challenges, the promise of untapped tourism potential still maintains potential for growing such regions, especially through targeted tourism promotion and marketing interventions aimed at stimulating travel to these under-visited areas of the country.

The Future of Domestic Tourism in Georgia

The future of Georgia’s domestic tourism may be characterized by a number of different elements. New tourism projects like promotion of georgia in distinct regions of the country & target marketing for special deals like affordable travel products are required to inspire and promote domestic travel in response to the drop in visitation polocy. Increased emphasis on rural gems of Georgia and sustainable tourism to be ecologically and socially appropriate tourism will capture the growing market of travel seekers to experience destinations of Georgia.

Furthermore, the focus of transport infrastructure, and logistics in the More Remote areas of the country will be a key to opening a wide variety of Destinations to Domestic tourists. By improving Georgia’s be t infrastructure and logistics balance of rural and urban settings Georgia’s tourism will be able to Focus on the regions that are often Marginalised For Tourism.

Conclusion

Although the third quarter numbers show a slight dip in the domestic tourism market for Georgia, the country’s many travel offerings continue to draw millions of visitors every year. Georgia still has a wide range of travel offerings and the 5.7% drop in visitor numbers alongside a 2% drop in tourism prices shows clear evidence and the need to Georgia’s tourism market to continue adapting around prevailing travel patterns and economic conditions. Georgia’s developed tourism assets of a rich natural and cultural heritage, diverse history and a wide range of outdoor offerings make the country a marketable and positive travel offering. Georgia’s tourism market and the ability to recover from prevailing challenges center around the responsible promotion of tourism in conjunction with the marketing of sustainable travel to regional destinations, diverse cultural offerings and the improvement of transport links.