The Pulse of Domestic Tourism in Georgia: Why Visitor Activity and Spending Are Declining

In the first quarter of 2025, Georgia’s domestic tourism sector is confronting a new reality—one in which the numbers reflect not only shifting travel habits, but also broader economic and social undercurrents. According to the latest data from the National Statistics Office of Georgia, the average monthly number of local visitors aged 15 and over dropped to 1,262,400, representing a 1.2% decrease compared to the previous year. Simultaneously, the average number of monthly visits fell to 1,506,800, down 3.1% year-over-year. This decline signals a notable slowdown in population mobility across the country, with everyday travel — once routine — now facing new constraints.

One of the most significant trends is the decline in tourism-related visits, which dropped to an average of 623,600 per month, nearly 10% lower than the same period last year. These numbers suggest that people are either planning fewer leisure trips or are increasingly unable to afford them, due to a mix of economic and social pressures.

Demographic data reveal that the most active segment remains individuals aged 31–50, accounting for 36% of all domestic travel. Women make up 55% of total visitors, highlighting the growing social and economic role of women in internal mobility. These trends confirm that domestic tourism in Georgia is largely driven by the working population and those balancing professional and family life.

Regional dynamics are equally telling. One in three visitors originates from Tbilisi, reinforcing the capital’s status as the country’s economic and social nucleus. Imereti, Racha-Lechkhumi, and Lower Svaneti each account for 15.6% of domestic visits, followed by Adjara and Kvemo Kartli, both at 9.1%. Other regions contribute significantly less, indicating varying levels of tourism appeal and economic conditions across the country.

Most visits — 53.6% — are made for the purpose of visiting friends and relatives, emphasizing the strength of traditional social ties and the continued relevance of family networks in Georgia’s cultural fabric.

Tbilisi and Imereti record the highest monthly visitation rates, with 378,200 and 328,400 visits respectively. These figures highlight their status as core destinations in Georgia’s domestic tourism landscape.

The financial side presents a more concerning picture. In Q1 2025, average monthly spending on domestic tourism fell to 242.4 million GEL, a decline of 8.8% compared to the previous year. The average expenditure per visit also decreased to 160.8 GEL, down 5.9% year-over-year. These reductions directly reflect the broader economic climate and indicate a notable weakening in consumer purchasing power.

Ultimately, domestic tourism in Georgia is now characterized by necessity-driven travel and social engagement, while recreational and leisure-oriented visits are in clear decline. Economic challenges and changing lifestyles are jointly shaping new trends in the sector, where travel is becoming more dependent on social needs and familial responsibilities. The primary task for both government and the private sector is to identify the right balance within this shifting landscape, ensuring that domestic tourism continues to serve as a pillar of Georgia’s economic and social development.