EU and UK visits to Georgia reached 473,620 in January-September 2026, an increase of 20.1% compared with the same period in 2025. Tourism revenue from these markets reached $665.4 million, up 29.1% year-on-year.
According to the Georgian National Tourism Administration (GNTA), revenue increased by $150.1 million compared with the first nine months of 2025. The figures highlight the growing importance of European markets for Georgia’s tourism industry, both in terms of visitor numbers and international travel receipts.
EU and UK Visits to Georgia Increased by 20.1%
Georgia recorded 473,620 visits from the European Union and the United Kingdom during the first nine months of 2026. Growth was reported across all 27 European Union member states.
The positive trend continued during the third quarter. From July to September, Georgia recorded 224,419 visits from these markets, representing a 16.6% increase compared with the same period last year.
These figures count visits rather than unique individuals. Therefore, the number of visits should not be interpreted as the exact number of individual travellers who entered Georgia.
For a broader overview, read Travel News’ report on Georgia Tourism Markets in 2026: Europe and China on the Rise.
Tourism Revenue from the EU and UK Reached $665.4 Million
Alongside the increase in visits, revenue from the European Union and the United Kingdom also rose significantly.
Between January and September 2026, international travel receipts from these markets reached $665.4 million. This was $150.1 million, or 29.1%, higher than in the same period of 2025.
The third quarter also delivered strong results. Revenue from the EU and UK reached $310.2 million between July and September, an increase of 30.2%, or $72 million, year-on-year.
Revenue growth outpaced the increase in visits. However, these figures alone do not establish that average spending per visit increased at the same rate. Further data on visitor expenditure and travel patterns would be needed to assess changes in average spending.
For more context on Georgia’s tourism revenue, read Georgia’s Tourism Revenue Reaches $3.2 Billion in Eight Months.
Which European Countries Recorded the Strongest Growth?
The increase in visits varied across European source markets during January-September 2026.
The strongest growth rates were recorded in the following countries:
- Denmark: 56.5%
- Lithuania: 46.8%
- Cyprus: 45.2%
- Slovakia: 26.3%
- Latvia: 25.6%
- Romania: 23.3%
- Italy: 22.7%
- Finland: 21.3%
- Ireland: 20.9%
- The Netherlands: 20.1%
- Estonia: 19.9%
- United Kingdom: 18.2%
- France: 18.2%
- Bulgaria: 17.5%
- Germany: 16.8%
- Belgium: 16.0%
- Czechia: 15.6%
- Poland: 14.0%
- Hungary: 12.5%
- Sweden: 11.1%
- Spain: 7.9%
These figures show that growth was not limited to one or two European markets. Visits increased across all EU member states, although the pace of growth differed considerably from country to country.
The data can help tourism businesses identify markets worth monitoring. However, growth rates alone do not show the size of each market or its overall contribution to tourism revenue.
What Do Georgia’s Overall Tourism Statistics Show?
The growth from the EU and UK stands out against the broader picture of international travel to Georgia.
Between January and September 2026, Georgia recorded 6,112,078 visits by international travellers. This was an increase of 0.04%, or 2,323 visits, compared with the same period in 2025.
The number of international tourist visits reached 4,404,872, up 2.3%, or 97,778 visits, year-on-year.
International traveller visits and international tourist visits are different statistical indicators and should not be treated as interchangeable. Their growth rates also differ.
The comparison suggests that performance varied across source markets. While the overall number of international traveller visits remained almost unchanged, visits from the EU and UK increased considerably.
For a wider economic perspective, read Travel News’ analysis of Tourism’s Share of Georgia’s GDP: A 10-Year Review and Outlook to 2030.
What Does EU and UK Market Growth Mean for Tourism Businesses?
The increase in EU and UK visits to Georgia may create opportunities for tourism businesses. Hotels, restaurants, tour operators, guides and other service providers can use these figures as a starting point when reviewing their international marketing strategies.
However, national growth does not mean that every region or business will benefit equally. To identify specific opportunities, businesses also need to consider regional visitor distribution, seasonality, travel purposes and spending patterns.
Understanding which source markets are growing can help tourism companies assess potential audiences and develop more relevant products and services.
For example, accommodation providers may review their international sales channels and online information in foreign languages. Tour operators and guides may assess whether their itineraries and services meet the needs of travellers from particular markets.
The key is to combine national tourism statistics with research into the preferences and behaviour of specific customer groups.
Official Source
The figures in this article are based on the Georgian National Tourism Administration’s official report on visits and tourism revenue from the EU and UK.
Travel News will continue to monitor international visitor trends, tourism revenue and the markets shaping Georgia’s tourism industry.
