The mid-April review by Galt & Taggart revealed that Georgia’s tourism industry remained largely stable during the first quarter of 2026, despite geopolitical tensions affecting travel patterns worldwide. Total international arrivals, including both tourism and same-day visits, reached approximately 1.2 million, representing a marginal year-on-year decline of 0.2%. This slight decrease was primarily driven by a sharp 19% drop in same-day visits, while tourist arrivals grew by 4% compared to the same period last year, accounting for 85.2% of total visits.
The report attributes the overall slowdown partly to escalating tensions in the Middle East, which had a noticeable impact on travel flows, particularly in March. Visitor numbers declined significantly from several countries, including Israel (down 17.5%), Iran (down 48.8%), Armenia (down 11.2%), India (down 29.5%), and Azerbaijan (down 8.1%). However, these losses were largely offset by increased arrivals from other markets. Notably, the European Union recorded a 30.2% rise in visitors, with arrivals from Turkey increasing by 5.8% and Russia by 5.2%. Strong growth was also observed from China (up 48.6%), Ukraine (up 24.5%), and Saudi Arabia (up 36.6%).
Diversification of Markets Supports Overall Performance
Galt & Taggart emphasized that the diversification of source markets played a crucial role in cushioning the impact of regional instability, enabling Georgia to maintain overall tourism performance. Meanwhile, the Georgian National Tourism Administration reported a significant rise in visitors from Europe, even as overall international arrivals remained stable. Arrivals from the European Union and the United Kingdom increased by 30% year-on-year, reaching 96,226 visitors. Despite this growth, the EU still accounts for just 8% of total international visitors, highlighting the country’s ongoing reliance on regional markets.
Among EU countries, Germany remained the largest source market, with 14,051 visitors (+38%), followed by Poland with 13,651 (+34%), the United Kingdom with 9,479 (+46%), Italy with 7,117 (+71%), and Greece with 7,089 (+22%).
Travel Trends and Market Shifts
In total, international visitors made 1,170,362 trips to Georgia in Q1 2026, a slight decrease of 0.2% compared to last year. However, the composition of these visits shifted: tourist-type visits increased by 4%, totaling 997,529, while same-day visits declined sharply by nearly 41%, falling to 172,833. A notable development was the shift in leading country-wide markets, with Turkey overtaking Russia as Georgia’s top source of visitors, a position Russia had held in recent years.
Regional Promotions and International Engagements
Adjara, a key region in Georgia, came to international attention at the Wrocław International Tourism Fair in Poland. The region attracted significant interest from Polish visitors, especially for its eco-tourism offerings and gastronomy. The promotion was led by the Adjara Tourism Department in cooperation with the Georgian National Tourism Administration and private sector partners. During the three-day exhibition, visitors to the Georgian stand received detailed information about travel opportunities in Adjara and across Georgia. Organizers noted particular interest in eco-tourism routes of the mountainous region, known for its landscapes and cultural heritage, as well as its culinary traditions.
Poland remains a primary target market for Adjara’s tourism sector, supported by direct flights between the two countries. The number of Polish visitors to the region has been steadily increasing, with arrivals rising by 24% year-on-year in 2025 compared to 2024. Officials say that international exhibitions are vital for promoting Georgia abroad; in 2025, the Adjara Tourism Department participated in up to 10 international tourism fairs across Europe and Asia.
Online Campaigns and Future Promotions
The Adjara Tourism Department has launched a major online marketing campaign in China. The initiative seeks to boost awareness of the region’s tourist destinations, cultural landmarks, gastronomy, and experiences among Chinese travelers. The campaign is active on popular platforms such as Douyin, Red Note, WeChat, and Weibo, featuring a dedicated ‘Visit Batumi’ page showing off Adjara’s mountain, adventure, eco-tourism, and coastal sights.
The campaign’s goal is to position Batumi as a year-round destination, spotlighting its scenic landscapes and cultural experiences. Running until December 15, 2026, the campaign is hitting huge numbers: Red Note reaches 300 million monthly users, Douyin has approximately 766 million, WeChat exceeds 1.4 billion, and Weibo counts 599 million users, significantly growing Adjara’s visibility in one of the world’s largest outbound tourism markets.
In addition to digital marketing, Georgia is preparing to participate in major international events. The country will be represented at the Shanghai International Tourism Expo and will participate as a partner country in ITB China 2026.
By Team GT
