A New Wave of Visitor Growth: Who Sets the Pulse of Tourism in Georgia

In the second quarter of 2025, Georgia’s tourism sector entered a decisive growth phase — 1.6 million international visitors crossed the country’s borders, marking a 7% year-on-year increase. Yet this trend is not merely a story of bigger numbers; it reflects shifting regional dynamics, evolving national policies, and an economic pulse that directly shapes the country’s balance sheet and strategic outlook.

A closer look reveals that the primary driver of growth is tourist visits, which account for 80.1% of the total flow and have risen by 10.7% compared to last year. In contrast, same-day visits — a traditional indicator of cross-border mobility — declined by 5.4%. This suggests that Georgia’s deeper tourism offering and service infrastructure are drawing more travelers for extended stays, moving beyond short-term or incidental visits.

Country-by-country data points to several notable trends in this new tourism map. Visitor numbers from Russia remain dominant, with a 16% increase. Azerbaijan’s figure stands out even more — a 46.7% surge that marks a new chapter in regional mobility. Tourist arrivals from EU countries grew by 20.5%, while visitors from India rose by 33.5%. On the other hand, Turkey saw a 16.5% decline and Iran an 8.2% drop, reflecting a transitional phase shaped by political and visa policy shifts in the region.

Notably, 56.9% of visitors entered Georgia by road, underlining the critical role of regional land infrastructure and cross-border connectivity in sustaining the country’s tourism economy. Air arrivals accounted for 42.5% of the total, highlighting increased airport activity and expanding international flight connections.

The economic impact is equally striking. In the second quarter of 2025, tourism revenue grew by 9.1%, reaching $1.2 billion. For the first half of the year, tourism generated $2 billion — a 6.2% increase compared to the same period in 2024. These figures reaffirm tourism as not only a key economic driver but also a barometer of geopolitical stability.

The latest data sends a clear signal: Georgia continues to attract investment into its tourism industry, maintains a strong position in regional transport and services, and is successfully tapping into new target markets on the global stage. The main challenge now is to diversify source markets and sustain a high standard of service — ensuring that the current growth wave does not fade into a short-lived “peak,” but instead matures into a stable and resilient economic sector.