Lasha Berekashvili, director of Travel To Georgia, shares that tourism trends in Georgia’s Imereti region are changing this summer, as fewer European travelers are visiting the area while arrivals from the Middle East are on the rise.
Speaking to local media, Berekashvili mentioned that the decline in European tourists is becoming more pronounced each month, directly impacting revenue for the local tourism industry. “We’re seeing a consistent drop in European visitors. Unfortunately, the growth we’re seeing from the Middle East isn’t enough to compensate,” he said.
The increase in Middle Eastern tourists, particularly from Israel, is the result of a recent easing of geopolitical issues in the region. Budget carriers such as Wizz Air have also expanded air connections with Persian Gulf countries, contributing to the change.
However, Berekashvili stressed that domestic tourism is still not filling the gap. He listed poor infrastructure and weak internal connections as major challenges. “There is still no direct train or flight connecting Kutaisi to Tbilisi, and the city lacks a central international bus terminal,” he said. Tourism development remains uneven across the Imereti region as all 12 municipalities are facing issues in services and infrastructure.
“Unless we invest in logistics and service quality, it will be difficult to attract or retain visitors,” Berekashvili warned.
