Tbilisi (GBC) - Tourism revenue growth has slowed. As of H1/2025, the annual growth rate of revenue from foreign visitors is 3.8% (L/Y +5.3%Y.Y).
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)
H1/2025 |
H1/2024 |
|
EU+UK |
277 |
246 |
Israel |
242 |
175 |
Turkey |
258.5 |
287 |
Azerbaijan |
102.6 |
78.5 |
Ukraine |
69.5 |
69 |
Russia |
35.8 |
389 |
BRG)