Georgia Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in georgia, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Tourism
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Overview

Georgia has substantial potential for tourism development due to its natural beauty, varied topography, pleasant climate, unique cuisine, and rich culture and history. The tourism sector accounted for around 15 percent of Georgia’s GDP in 2024 and continued to grow. To facilitate tourism, the Georgian government eased its visa regime, increased highway construction, privatized entertainment parks and hotels, and established limited tax incentives for tour operators. New developments throughout the country – including in the sea and the ski resorts of Batumi, Gudauri, Goderdzi, Bakuriani, and Mestia, as well as in the winegrowing region of Kakheti - are bolstering Georgia as an attractive tourism destination. Tourism development will require continued significant investment and restoration of infrastructure, such as hotels, restaurants, sport facilities, ski resorts, spa facilities, and activities for tourists.

Citizens from Georgia’s neighboring countries made up the largest share of international visitors in 2024, with Russia being the largest source. The government prioritized diversification of high-value tourists with increased flights from Europe, the Middle East, and Central Asia and has a liberal visa policy regime that welcomes digital nomads. Looking to turn Georgia into a four-season tourist destination, the government also promotes medical, entertainment, sports, wine, and ecotourism.

Leading Sub-sector: Tour Operators, Hotels, Infrastructure

Georgian tour operators report an increase in tourists in both summer and winter, particularly in adventure and cultural tourism. Despite this interest in travel to Georgia, suitable accommodations outside of the capital and the major resort areas are still limited because facilities have not been maintained or do not exist. The seaside resorts of Batumi and Kobuleti are undergoing rapid development. Foreign investments have supported construction of high-end hotels throughout the country, such as Sheraton, Radisson, Biltmore, Marriott, Hilton, Hyatt, Best Western, Windham, Millennium, and Rixos, with more in development. Operators in the hospitality industry increasingly seek to develop destinations outside of the traditional tourist regions of Tbilisi and Batumi in the more rural regions of Georgia. To develop new tourism destinations, the government is promoting seaside areas, and the mountainous towns of Svaneti and Racha, by building the needed infrastructure and offering concessionary terms to potential investors.

Opportunities

Tourism development will require additional investment in infrastructure such as hotels, restaurants, sports facilities, and ski resorts. Restoration of several recently privatized hotels is underway in Tbilisi, Abastumani, and Adjara, and additional opportunities may be found in the ski resorts of Gudauri, Bakuriani, and Mestia. Additionally, the sector requires skills development and training for hospitality workers to accommodate the standards of high-value international tourists.

International donor institutions actively finance infrastructure projects in Georgia. The World Bank’s road construction projects aim to promote tourism by decreasing travel time, increasing auto safety, and facilitating the transport of goods across the country. The World Bank continues to support Georgia’s aspiration of becoming a regional transit hub by financing the East-West Highway Corridor Improvement Project and the Kakheti Connectivity Improvement Project ($109 million). The World Bank also plays a leadership role in the policy dialogue on the development of the regional power and digital connectivity corridor. The World Bank is implementing a long‐term program aimed at nature conservation, cultural heritage preservation, and sustainable tourism development.

Resources

  • Georgian National Investment and Export Promotion Agency

  • Georgian State Department of Tourism

  • Georgian Tourism Association

  • World Bank

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