A New Wave of Visitor Growth: Georgia’s Tourism Pulse in 2025

The second quarter of 2025 has brought a fresh momentum to Georgia’s tourism sector, with 1.6 million international visitors crossing the country’s borders—a 7% increase compared to the same period last year. This surge reflects not just higher visitor numbers but also the evolving dynamics of regional mobility, shifting economic currents, and Georgia’s growing presence on the global travel map.

The majority of these visits were tourist trips, making up over 80% of total arrivals, with this segment showing an impressive 10.7% year-over-year growth. In contrast, same-day visits declined by 5.4%, signaling a shift in travel patterns: visitors are now spending more time in Georgia, exploring beyond short cross-border trips and seeking deeper, more immersive experiences.

Looking at the origins of these visitors, the country breakdown tells an interesting story. Russia continues to hold the largest share, with a 16% rise in visitor numbers. Azerbaijan stands out with remarkable 46.7% growth, highlighting a renewed flow of regional travelers. The European Union is also playing a larger role, with arrivals from EU countries increasing by 20.5%, while India has seen a strong 33.5% jump. In contrast, Turkey recorded a 16.5% drop, and arrivals from Iran declined by 8.2%, reflecting the combined effects of geopolitical and visa policy changes.

How travelers are reaching Georgia has also remained consistent with regional trends. More than half of the visitors (56.9%) entered by road, underlining the ongoing importance of land-based connections and cross-border infrastructure. Air travel accounted for 42.5% of arrivals, a sign of growing capacity and expanding international routes to Tbilisi and regional airports.

The economic impact of this growth is just as significant. Tourism revenue in Q2 2025 reached $1.2 billion, marking a 9.1% increase compared to the same period last year. For the first half of the year, tourism has already brought in $2 billion, up 6.2% year-over-year. These figures confirm tourism’s role as both a critical economic driver and a reflection of Georgia’s geopolitical and social stability.

Georgia’s tourism sector is clearly evolving beyond seasonal peaks. Investments in hospitality, infrastructure, and regional connectivity are paying off, while new target markets are emerging. The challenge now lies in sustaining this momentum—diversifying source markets, improving service standards, and ensuring that rapid growth translates into long-term value for the economy and local communities.

Georgia is no longer just a hidden gem on the travel map; it is steadily becoming a regional hub for cultural experiences, culinary tourism, and adventure travel, with a pulse that beats stronger each season.