In the first 9 months of 2025, the number of tourists visiting Georgia increased by 7.9% year-on-year to 4.3 million people.
As in previous years, the growth was mainly driven by increased interest from Asian countries.The number of tourists from traditional countries, in particular from Russia and the EU, has also increased due to the introduction of new direct flights.
Tourism in Adjara is growing thanks to visitors from Russia, Central Asia and the Middle East.According to Galt & Taggart, tourists from Russia and Central Asia most often book apartments, while visitors from the Middle East prefer hotels, mainly to gamble.
These trends have had a positive impact on the occupancy rate of hotels and apartments in Batumi. The incomes of hotels and landlords have increased.
The tourism sector of Adjara is currently facing two main challenges.:
- The legalization of gambling in other countries, especially in Azerbaijan, increases competition in the tourism sector.
- It is expected that by 2029, the number of apartments for short-term rent in Batumi will double, which will require a rapid increase in the number of tourists to balance the supply.
The rapid growth in the number of tourists in Batumi can lead to an excessive burden on the city's infrastructure.As an alternative, it is important to develop long-term tourism in Adjara, attracting digital nomads and developing medical tourism, analysts say.
Source: Galt & Taggart
