International Visits to Georgia Are on the Rise, but the Tourism Sector Still Faces Challenges

In 2024, Georgia maintained a positive trend in international visits, though the growth rate was relatively modest. According to the latest research by PMCG, the country recorded a total of 6.5 million international visits, which is a 4.6% increase compared to the previous year. Despite this growth, it’s important to note that the pace is significantly slower than the post-pandemic boom years.

One of the key reasons for this deceleration is a sharp decline in same-day visits. Historically, such visits have been vital for attracting short-term travelers from neighboring countries, but in 2024, same-day visits dropped by 9.2%. This decline has negatively impacted the tourism sector, signaling a need to reassess strategies focused on attracting short-term regional visitors.

In terms of visitor origin, Russia continues to lead, accounting for 22% of total visits. While visits from Russia increased only slightly (0.2%), the country still holds a major share in Georgia’s tourism market. Turkey follows, though the number of visits from there fell by 4.3%, now comprising 20.7% of the total. Armenia remains in third place, with a 1.5% year-over-year decline and a 14.7% share.

One standout development in 2024 was the activation of the Asian market. Visits from China nearly doubled, reaching 88,600. This surge was followed by noticeable increases in visitors from India and Israel, positioning these countries as promising new source markets for Georgian tourism.

Interesting trends also emerged from Europe. Combined visits from the European Union and the United Kingdom totaled 438,414, representing a 3.8% increase compared to 2023. However, after the first quarter, the number of visits gradually declined each subsequent quarter. Most European visitors came from Germany (17.9%) and Poland (15.2%), underlining Georgia’s growing foothold in the European market.

These statistics present new challenges for the tourism sector. If the trend of decreasing same-day visits continues, local businesses — particularly small enterprises — may be hit hardest. At the same time, the strengthening of the Asian market offers Georgia an opportunity to invest more in long-distance marketing efforts, which could prove more profitable in the long run.

For a sector considered one of the key pillars of Georgia’s economy, now is the time for strategic decision-making. As a country that heavily bets on international tourism, Georgia must use current data to plan its next steps — ensuring that growth in the coming years can once again outpace regional competitors.