Georgia is witnessing remarkable momentum in its tourism industry, driven primarily by the growth of wine tourism in the Kakheti region and the continued popularity of its capital, Tbilisi.
According to the latest analysis from investment firm Galt & Taggart, tourism revenue is projected to reach EUR 4.6 billion by 2025, slightly exceeding earlier forecasts of EUR 4.5 billion. This growth underscores the consolidation of tourism as a key pillar of Georgia’s economy.
Based on data from the National Bank of Georgia, the report highlights that tourism revenue reached EUR 3.6 billion between January and September 2025—an increase of 5.1% compared to the same period in 2024. The third quarter alone accounted for EUR 1.7 billion, marking a 6.6% rise. These figures confirm Georgia’s growing appeal as a year-round destination, particularly during the summer and autumn months.
Tourism remains a fundamental source of foreign currency and employment for Georgia. Following a strong post-pandemic rebound, the sector generated EUR 2 billion in the first half of 2025—3.8% higher than in 2024 and 35.4% above pre-pandemic levels. Direct flights from Europe have played a significant role in this recovery, complemented by promotional campaigns emphasizing the country’s Soviet heritage, Silk Road connections, and Black Sea coastline.
This tourism boom aligns with broader economic progress. In 2024, Georgia’s GDP grew by 9.4%, making it one of the most dynamic economies in the region. Since 2000, GDP per capita has increased by 370%, with projections suggesting a 500% rise by 2030. Analysts anticipate that tourism diversification—through ecotourism and cultural experiences—will sustain growth at least until 2026.
Despite the regional geopolitical context, Georgia continues to position itself as a stable and welcoming destination, leveraging hospitality as a cornerstone of its international image.
At the heart of this transformation is Kakheti, the cradle of Georgian viticulture, responsible for 75% of national wine production. The region has become a leading destination for wine tourism, offering visitors an authentic glimpse into ancient winemaking traditions. Guests can experience wines crafted in clay amphorae (qvevri), a method recognized by UNESCO for its cultural significance, alongside art exhibitions and gastronomic experiences rooted in local produce.
Telavi, Kakheti’s main city, has seen the opening of several wine-themed hotels between 2020 and 2022, designed to cater to high-end wine travelers. Between 2025 and 2028, another 20 similar establishments are planned nationwide, enhancing the visibility of rural areas and supporting regional development.
The country’s wine exports are also expanding steadily. In 2024, Georgia exported 95 million liters of wine, generating EUR 276.1 million in revenue—an increase of 6% in volume and 7% in value compared to 2023. Export growth is particularly strong in the United Arab Emirates (+80%), Turkey (+62%), and the United Kingdom (+42%), though Russia remains the leading destination, accounting for nearly two-thirds of total exports.
As both tourism and the wine industry continue to flourish, Georgia is positioning itself as a benchmark for sustainable and cultural tourism in Eastern Europe, blending ancient heritage with modern hospitality.
Source: WineNews