Georgia's Tourism Sector Records 8.2 Million Visitors in 2025

Georgia welcomed 8.2 million international visitors in 2025, generating $4.3 billion in tourism revenue and confirming the country's status as the Caucasus region's leading travel destination.

The Georgian National Tourism Administration reports that visitor numbers increased 34% year-over-year, with European travelers representing 42% of arrivals, followed by Middle Eastern (28%) and Asian markets (18%).

Infrastructure investments exceeded $620 million, including hotel developments, ski resort expansions, and tourism facility upgrades. New international flight connections from 14 cities commenced operations, improving accessibility significantly.

Wine tourism emerged as a major growth driver, with 2.4 million visitors exploring Kakheti and Kartli wine regions. Culinary tourism programs attracted food enthusiasts, generating $340 million in related spending.

Digital marketing campaigns showcasing Georgia's mountain landscapes, historical sites, and vibrant culture reached 180 million viewers across social media platforms. Investment in multilingual guides and tourism infrastructure enhanced visitor experiences.

Average tourist spending increased to $524 per visit, up 18% from 2024. Hotel occupancy rates in Tbilisi, Batumi, and Gudauri averaged 76%, supporting continued hospitality sector expansion.