Georgia’s Tourism Potential: Goals and Trends of Foreign Visitors
In recent years, Georgia has firmly established itself on the international tourism map. In 2024, the number of international

In recent years, Georgia has firmly established itself on the international tourism map. In 2024, the number of international visitors reached 5.4 million, reflecting a 5.4% increase compared to 2023. Notably, the number of tourist-type visits rose by 9%, signaling the country’s growing attractiveness to international travelers.
Tourism statistics indicate that the majority of foreign visitors come to Georgia for leisure and entertainment. In 2024, 51.9% of all tourist visits (3.35 million people) fell into this category, highlighting the country’s natural and cultural appeal. Georgia’s mountain resorts, Black Sea coastline, historical landmarks, and wine tourism are among its most popular attractions.
The second-largest category consists of visitors traveling for family and friends’ reunions, making up 22.8% (1.47 million visitors). This trend underscores the strong diaspora connections, especially among migrant workers and their families.
Transit visitors also represent a significant share of tourism in Georgia. In 2024, 831.5 thousand travelers (12.9%) entered Georgia for transit purposes, benefiting from the country’s strategic location as a key transportation hub linking Asia and Europe.
Additionally, 368.9 thousand visitors (5.7%) traveled to Georgia for business and economic activities, reinforcing the country’s emerging role as a regional business center, attracting foreign investments, corporate events, and international conferences.
Shopping tourism is another important segment, accounting for 307.6 thousand visitors (4.8%). Georgia is particularly popular among shoppers from neighboring countries, who take advantage of lower prices and high-quality products.
Despite being a niche category, medical and wellness tourism is also present, with 24.6 thousand visitors (0.4%). This sector has potential for future growth, particularly in medical tourism, as Georgia continues to improve its healthcare services.
Among top destinations, Tbilisi and Adjara remain the most visited regions. 35% of international visitors spent time in Tbilisi, cementing its status as the country’s cultural and business hub. Adjara, home to Georgia’s Black Sea resorts, accounted for 26.7% of visits, highlighting its potential for adventure tourism and beach vacations.
Other regions, such as Mtskheta-Mtianeti, Samtskhe-Javakheti, and Imereti, attract fewer visitors but still hold significant tourism potential, particularly in cultural and adventure tourism.
Regions like Kvemo Kartli (5.6%) and Kakheti (4.3%) still require stronger promotion, despite Kakheti’s global reputation as a wine tourism destination.
Tourism statistics reveal that Georgia continues to draw international visitors for diverse purposes, including leisure, business, shopping, and cultural exploration. The country’s strategic location, rich cultural heritage, renowned hospitality, and economic growth position it for further tourism expansion in the coming years.