Local Tourism in Georgia Reaches New Heights in 2024

Local tourism in Georgia is growing rapidly. In 2024, traveling within the country has become a more attractive option for many than international trips. According to the National Statistics Office of Georgia, over 1.3 million local travels across the country each month. This marks a 5.9% increase compared to 2023.

The profile of a typical Georgian traveler is diverse. Women make up 55.6% of domestic tourists, and the most active age group is between 31 and 50, accounting for more than a third of all travelers. The majority of domestic tourists—39%—are from Tbilisi, indicating that urban residents are increasingly seeking out nature and cultural heritage sites.

The primary reason for traveling is to maintain connections with family and friends. 51.4% of all trips are planned for visiting loved ones. Beyond family visits, shopping has become a major travel motivator, accounting for 15.7% of trips, while 11.4% are for leisure and recreation. Health-related tourism, including visits to mineral springs and wellness resorts, makes up 8.3% of trips.

Local tourists are making a significant economic impact. They spend a total of 300 million GEL per month, a 8% increase from the previous year. The average traveler spends 183 GEL per trip, with shopping taking up the largest portion of expenses.

Tbilisi remains the most visited destination, attracting 22.8% of all domestic visits. The Imereti region follows closely with 20.8%, thanks to its rich landscapes and historical sites. Adjara, once a dominant domestic travel destination, now accounts for just 6.2% of visits, indicating that Georgians are exploring alternatives beyond traditional beach vacations.

Most Georgians report high satisfaction with their travel experiences. 86.5% say they were satisfied or very satisfied, while only 1.5% expressed dissatisfaction.

The future of this trend depends on infrastructure development. If tourism facilities continue to improve, the popularity of local travel could become a long-term shift. For many, Georgia is still a land of discoveries waiting to be explored.