The number of visits by international visitors from above-mentioned figure amounted to 1.6 million, 7% higher compared to the same period of 2024.In the II quarter of 2025 the number of international visitors equaled 1.4 million, which is 8.1% higher compared to the same period of the previous year.In the reporting period, international visitors made 1.3 million tourist-type visits, which is 10.7% higher compared to the same period of the previous year.80.1% of international visitors were only tourists. The share of only excursionists amounted to 15.8%, while 4.2% of visitors were both tourists and same-day visitors.In 2Q2025 the largest number of visitors (309.4 thousand visitors), amounting to 22.4 percent of the total number of visitors, was from Russian Federation. Turkey was on thesecond place with 17.6% share and Armenia was on the third place with 10.8% share.The largest number of visits were made by the citizens of Russian Federation (361.8 thousand), Turkey (308.3 thousand) and Armenia (210.0 thousand).The majority of visitors (46.5 percent) were from the age group of 31-50 and the number of women equaled 41.8 percent of the total number of visitors.In 2Q2025 the purpose of the majority of inbound visits (49.4 percent) was holiday, leisure and recreation.The majority of visits were made in Tbilisi and Adjara A/R, 928.3 thousand and 629.8 thousand, respectively. The chart below illustrates the distribution of visits by the visited regions.In the II quarter of 2025 the average number of nights spent during the visits equaled 5.30 nights, which is 4.7% higher than the same figure of the II quarter of 2024 (5.06 nights). 78.1% of visits was repeating visit.The expenditures during the visits made in the II quarter of 2025 equaled 3.5 billion GEL. The indicator is 0.6% higher compared to the same period of the previous year. Average expenditure per visit decreased by 6% compared to the II quarter of 2024 and amounted to 2,116.8 GEL.

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The contribution of visitors in 6 months of 2025 is 1.972 billion USD (H1/2024 – $1.898 billion)The growth is largely due to the increase in spending by visitors from neighboring republics (excluding Russia), Israel and EU countries.Spending by citizens from neighboring Turkey increased in Q2 2025 (Q1/2025 – $107 million, Q2/2025 – $151 million), although overall, in the 2nd quarter, it is down 10% year-on-year.The annual decline in spending by Russian visitors to Georgia is reaching 20%, which is an effect of statistical methodology. Russians, as well as Belarusians and Ukrainians, who have been living in our country for more than 1 year (or if they intend to stay for more than 1 year), are no longer classified as visitors and are transferred to the resident category (according to the IMF methodology. As of 01.07.2025, such a contingent accounts for up to 21% of visitors from Russia, 20.1% of Ukrainian visitors and 15.3% of Belarusians living in Georgia.The statistics of the National Bank of Georgia do not include cases of travelers from “other countries”, including China and other Asian countries. Only tour operators and hotel owners talk about the replacement of desirable tourists with less desirable ones, the radical change of the market and the oddities of this year's season. On TV Levan Dadvan, the owner of one of the hotels in Mestia (“Lahili”), said that he had to change the menu. He was forced to add a large amount of rice. Unlike Europeans, who are fascinated by Georgian culture and cuisine, participate in ethnotours, and engage in other traditional activities, the Chinese are not at all interested in the Svanetian Tower, a unique museum exposition preserved by the Svaneti population and preserved for centuries, not even chvishtari and kubdari. Most of them even refuse breakfast and are satisfied with the choice of the market. Basically, as Dadvani said, they eat noodles and quick-cooking soups.Visitor spending by country ($ million)

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The increase in visitors was mainly driven by increased interest from Russia, Azerbaijan, the European Union, Armenia and Asian markets, including India, Israel and China. In addition, the number of visitors decreased from Turkey, Kazakhstan and Iran. The growing flows from the European Union are related to increased air traffic from Tbilisi to Europe.Galt & Taggart writes that in 2Q25, the high growth rate of visitors was maintained, influenced by the June war between Israel and Iran, despite a slowdown in visitor growth from Israel and a decrease in visits from Iran.In total, the number of international travelers in the first half of 2025 amounted to 2.8 million (+4.6% y/y), of which the number of tourists was 2.3 million (+6.9% y/y), and the number of same-day visitors was 0.5 million (+4.2% y/y).The Investment Company writes that in 2Q25, Georgia received $1.1 billion in revenue from tourism, which is a 5% increase compared to the previous year. The main source of growth was the European Union (+26% y/y), which is related to increased tourist flows. In addition, revenues decreased from Russia (-20.5% y/y) and Turkey (-10.7% y/y).According to Galt & Taggart, the decrease in tourism revenues from Russia is likely related to a change in the profile of visitors, long-term visitors (digital nomads, migrants) were replaced by relatively short-term visitors, whose average spending in 2Q25 was lower.In total, tourism revenues in the first half of 2025 amounted to $2 billion (+3.8% y/y), which was associated with increased revenues from the European Union, Israel, Azerbaijan and Asian markets.Galt & Taggart forecasts that tourism revenues will reach $4.5 billion in 2025, however, if the dynamics of 2Q25 continue, tourism revenues are forecast to reach $4.6 billion.

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As of the document, the monthly average number of visitors has decreased by 1.2 percent and the number of visits decreased by 3.1%, compared to the respective period of the previous year.In 1Q2025 the monthly average number of tourist visits of Georgian residents amounted to 623.6 thousand, which is 9.4% lower than the corresponding indicator of the previous year.The majority of visitors, 36%, were from the age group of 31-50 and the number of women equaled 55% of the total number of visitors.According to the survey results, 35.6% of visitors are the residents of Tbilisi, 15.6% — Imereti, Racha-Lechkhumi and Kvemo Svaneti region, 9.1% — Adjara A/R, 9.1% — Kvemo Kartli region, while the rest of the regions are represented by the relatively lower shares.In 1Q2025, the main purpose of the majority of visits (53.6%) was visiting friends/relatives.In the reporting period majority of the visits were made in Tbilisi (on average 378.2 thousand visits per month) and Imereti region (on average 328.4 thousand visits per month). 

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These companies are: “Jiveli”, “Vila Mosavali”, “Teliani Valley”, “Vazisubanis Mamuli”, “Chelti Winery”, “Kakhetian Traditional Winery”, “Dugladzes Wine Company”, “Tiko Estate” and “Shumi Winery”.In order to increase the export potential of Georgian wine and diversify priority export markets, the Government of Georgia approved the “State Program for Promoting the Popularization of Georgian Wine” in September 2021.The program is implemented by the LEPL National Wine Agency in coordination with the Ministry of Environmental Protection and Agriculture of Georgia.The agency notes that the National Wine Agency co-finances marketing expenses only for companies that export to priority markets in various countries of the world (except for the CIS and GUAM countries).According to the terms of the program, the aforementioned companies, as a result of targeted marketing activities, increased their export volume to the American, European and Asian markets in 2024 compared to 2023.According to the National Wine Agency, five companies received co-financing under the program last year, with a total amount of 243,281.28 GEL.

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As of the document, the number of visits by international visitors from above-mentioned figure amounted to 1.2 million, 1.3 percent higher compared to the same period of 2024.In 1Q2025 the number of international visitors equaled 970.5 thousand, which is 1.3 percent higher compared to the same period of the previous year.In the reporting period, international visitors made 958.9 thousand tourist-type visits, which is 2.2 percent higher compared to the same period of the previous year.82.6 percent of international visitors were only tourists. The share of only excursionists amounted to 13.7 percent, while 3.7 percent of visitors were both tourists and same-day visitors.In 1Q2025 the largest number of visitors (187.7 thousand visitors), amounting to 19.3% of the total number of visitors, was from Russian Federation. Turkey was on the second place with 16.5% share and Armenia was on the third place with 13% share. The largest number of visits were made by the citizens of Turkey (225.3 thousand), Russian Federation (219.3 thousand) and Armenia (180.8 thousand).The majority of visitors (48.8 percent) were from the age group of 31-50 and the number of women equaled 36.5 percent of the total number of visitors.In 1Q2025 the purpose of the majority of inbound visits (42.2 percent) was holiday, leisure and recreation.In 1Q2025 the average number of nights spent during the visits equaled 5.50 nights, which is 0.8 percent higher than the same figure of the I quarter of 2024 (5.45 nights). 85.1%  of visits was repeating visit.The expenditures during the visits made in the I quarter of 2025 equaled 2.3 billion GEL. The indicator is 8.3 percent higher compared to the same period of the previous year. Average expenditure per visit increased by 6.9 percent compared to the I quarter of 2024 and amounted to 1,998 GEL.

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According to the National Wine Agency, the Qvevri is more than a winemaking vessel, it is a symbol of continuity, craftsmanship, and the intimate relationship between Georgians and their land. Buried underground to naturally regulate temperature, these Qvevris (large clay vessels) have been used in Georgian winemaking for over 8,000 years, earning Georgia recognition as the cradle of wine and a UNESCO Intangible Cultural Heritage designation for its Qvevri winemaking method.International Qvevri Day is designed not only to celebrate this remarkable tradition but to promote greater global awareness of Georgia’s enological heritage, regional wine styles, native grape varieties, and the unique organoleptic characteristics of Qvevri wines. It is a day for sommeliers, winemakers, wine lovers, historians, and cultural advocates around the world to raise their glasses to a method that defies time.

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Teimuraz Lezhava, Georgia’s Ambassador to Japan, attended ProWein Tokyo. The Embassy of Georgia in Japan also helped Georgian businesspeople promote their wines at the event.An instructive master class and tasting of Georgian wines were also held in Tokyo, attended by 30 wine professionals, media representatives, and business leaders.The tasting featured seven different Georgian wines. Japan is a critical market for Georgian wine.The National Wine Agency supported the first large-scale exhibition of Georgian wines in 2014.

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According to the agency, 25 Georgian wines won medals at the TEXSOM competition in 2024.The success of Georgian wine in such a prestigious international competition indicates its reputation and high quality, as well as contributes to its worldwide promotion and sales growth. 50 Georgian wines and brands from various Georgian companies that are already sold in the US market were presented at the TEXSOM competition.The Texas Sommeliers Conference TEXSOM was founded in 2005 to raise professional standards and education for local sommeliers. The conference has since become one of the most important international events in the wine industry.Since 2014, the conference has been supplemented by an annual international wine competition, the jury of which includes wine professionals and sommeliers from different countries of the world.It is worth noting that the marketing company “Colangelo & Partners” has been promoting Georgian wine on the US market under a contract with the National Wine Agency since 2022. During this period, an increasing trend in the export of Georgian wine was observed. In 2024, exports reached 1.2 million liters, which was 32% higher than in 2023.

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According to the agency, a Georgian wine marketing campaign is planned for this year, organized by Colangelo Partners with financial support from the National Wine Agency. The campaign focuses on increasing demand and sales in the U.S. market through strategic initiatives. In addition to ongoing activities, consumer-focused events will be enhanced to further popularize Georgian wine and engage American consumers.As part of the campaign, tasting seminars will be held in various U.S. cities for wine professionals and trade representatives. Georgian wine will also be showcased at international exhibitions, supported by targeted advertising and media campaigns. Additionally, wine tours to Georgia will be organized for media, sommeliers, and sales representatives to deepen their understanding and promote Georgian wine in the U.S. market.Colangelo Partners has been promoting Georgian wine in the U.S. since 2022 under a contract with the National Wine Agency. During this period, Georgian wine exports have shown steady growth. In 2024, exports reached 1.2 million litres—an increase of 32% compared to 2023.The U.S. remains one of the most lucrative markets for Georgian wine, with an average price of approximately six dollars per litre, reflecting its high quality and growing demand.

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