Georgia: Tourism Trends Analysis and Recommendations

Tourism is a major driver of Georgia's economic growth and diversification, revenue generated by international visitors amounted to 4.1 billion USD in 2023, making tourism one of the leading industries. However, the sector is far from reaching its full potential. Despite the impressive growth in arrivals experienced since 2009, Georgia relies heavily on visitors from neighboring countries. In 2023, the combined share of Russia, Turkiye, Armenia, and Azerbaijan accounted for sixty-one percent of the total international visitors’ trips, while emerging markets with higher expenditure levels still represent a small percentage of international tourism visitors. Georgia offers natural diversity, from green valleys and seaside to deserts and high mountains of the Greater and Lesser Caucasus, a variety of religious and historical attractions and a rich gastronomy, but only few regions concentrate a higher percentage of visitors - Tbilisi, Adjara and Mtskheta-Mtianeti. Limited connectivity (road access) and other relevant infrastructure and the availability of high-quality experiences and services is hindering the development of other destinations. The objective of this report is to identify key bottlenecks and challenges still affecting tourism sector development in Georgia and provide recommendations to enhance future economic development through sustainable, inclusive, and resilient tourism approaches.