Domestic Tourism in Georgia (Q2 2025): Fewer Nights, Higher Spending

The picture of domestic tourism in Georgia in the second quarter of 2025 is both unexpected and predictable. The number of trips declined slightly, especially tourist-type visits involving overnight stays, yet spending per trip increased (Geostat). This means that people are traveling less frequently, but when they do, they spend more during each trip. Part of this growth reflects price inflation, but even after adjusting for rising costs, it is clear that behavioral change is at play — visitors are consciously spending more.

The profile of domestic travelers shows that most are between 31 and 50 years old, with women making up a small majority (Geostat). The dominant purpose of travel remains visiting friends and relatives, followed by shopping and leisure. In terms of spending structure, shopping takes the lead, followed by food and transport, while accommodation accounts for only a very small share. This indicates that domestic tourism in Georgia is essentially a “day-experience economy” rather than an overnight-stay business.

Regionally, Tbilisi and Imereti are the main destinations. The capital naturally attracts both social and economic connections, while Imereti, with its central geographic position, acts as a transport hub. Other regions, such as Adjara and Kakheti, benefit seasonally, though short visits remain dominant there as well. Mountainous areas rely heavily on narrow seasonal windows, with peaks during certain months but relatively low flows across the year.

The Georgian trend reflects what is happening globally. According to UN Tourism’s 2025 data, short and cost-efficient trips are becoming increasingly popular worldwide, with travelers prioritizing “value for money” rather than long holidays. The same trajectory is evident in Georgia: fewer nights, but more activities packed into a single day.

At the same time, Georgians are traveling abroad more frequently (Geostat). Those seeking a full holiday experience often choose destinations outside the country. Domestic tourism is thus left with shorter, socially motivated, and shopping-oriented travel, while complete leisure packages are increasingly found abroad.

This situation creates several important conclusions. Transport itself is becoming the main product — with such a large share of expenses going to travel, affordable and comfortable connections are decisive. Shopping and food are the biggest beneficiaries of domestic tourism, meaning that local shops, markets, and small producers sit at the heart of the tourism economy. The lack of overnight stays is a challenge for hotels, which will need new offerings such as multi-day itineraries, festivals, and thematic tours to capture a bigger share of domestic demand.

For policymakers, the priority should be investment in small-scale infrastructure and events. Cities and regions need more public spaces, markets, festivals, and transport hubs that can transform a day trip into real economic activity. If the goal is to increase overnight stays, this can only happen through products that create a reason to stay beyond the evening.

Domestic tourism in Georgia increasingly resembles a “day-experience economy.” People spend less time away from home overnight, but they spend more in a single day. This is part of a global tourism trend, and Georgia can turn it into a strategic advantage. With the right focus on transport, food, shopping, and local experiences, domestic tourism can become a stable and growing segment of the economy, even if the number of overnight stays remains limited.