TBILISI, DFWatch–Georgia is experiencing a record-breaking year in tourism, according to the government, but some among the industry are wondering why they are not seeing the same trend.
With over 2.3 million international tourist visits recorded in the first half of 2025, the country can note a 6.9% increase from the same period in 2024. The total number of international traveler visits reached 3.15 million, according to official data from the Georgian National Tourism Administration.
The growth is especially notable among visitors from the European Union, the United Kingdom, and the Gulf states—despite concerns earlier this year that political tensions and global instability might deter foreign travelers. Visitor numbers from the EU and UK rose by 10.2%, with the highest increases from Greece (+28.2%), Italy (+26.1%), Spain (+25.9%), the UK (+25.8%), and Poland (+21.9%).
Visitor numbers also surged from the Gulf region. Saudi Arabia, Qatar, and the United Arab Emirates all showed double-digit growth, while arrivals from Israel, Azerbaijan, India, and China also increased significantly. China led with a 42.3% rise in visits compared to the previous year.
Officials say these numbers reflect successful international marketing campaigns. “This has been an extremely successful season so far,” said Maia Omiadze, head of the National Tourism Administration. “We are promoting Georgia aggressively in key target markets across Europe, the Gulf, India, and China.”
However, some voices within Georgia’s tourism industry question whether the figures match the on-the-ground reality. “I hardly see any European tourists,” said Shota Burjanadze, co-founder of the Restaurant Association. “So I don’t know where this data is coming from. I can’t confirm the numbers.”
Hotel owners are also skeptical to the government’s celebratory claims. Shalva Alaverdashvili, head of the Hotel Federation, acknowledged a rebound in the second quarter but said it hasn’t fully compensated for a weak start to the year. “If not for the Iran-Israel conflict, we might have caught up by now,” he noted.
Tourism expert Niko Kvaratskhelia said skepticism about European visitors may stem from confusion over geographic classifications. “Some may not realize that countries like Turkey and Kazakhstan are counted as part of Europe by international tourism bodies,” he explained. He also pointed to cultural heritage management as an area where Georgia could improve to better engage with European holidaymakers.
