Georgia tourism markets in 2026 are showing different growth trends. During the first nine months of the year, Georgia recorded more than 4.4 million international tourist visits. China and several European countries showed strong growth, while tourism revenue from the EU and the UK also increased significantly.
According to the Georgian National Tourism Administration (GNTA), Georgia recorded 6,112,078 international traveller visits between January and September 2026. The number of international tourist visits reached 4,404,872, up 2.3% year-on-year.
These figures show why Georgia’s tourism performance should be assessed through several indicators, including visitor numbers, source markets and international travel revenue.
Georgia Tourism Statistics for January-September 2026
Georgia recorded the following results during the first nine months of 2026:
- International traveller visits: 6,112,078, up approximately 0.04% year-on-year.
- International tourist visits: 4,404,872, up 2.3%.
- Visits from China: 119,081, up 23.6%.
- Visits from the EU and the United Kingdom: 473,620, up 20.1%.
- International travel revenue from the EU and the UK: USD 665.4 million, up 29.1%.
The figures refer to visits, not necessarily to unique individuals. One person may make more than one visit during the reporting period.
Official statistics and research are available through the Georgian National Tourism Administration’s research portal.
Which Countries Recorded the Strongest Growth?
During the third quarter of 2026, Georgia recorded strong year-on-year growth in visits from several countries.
The largest increases among the reported markets included:
| Country | Year-on-year growth in Q3 2026 |
|---|---|
| Denmark | +56.5% |
| Lithuania | +46.8% |
| Cyprus | +45.2% |
| Azerbaijan | +36.2% |
| Bahrain | +31.6% |
| China | +30.2% |
| Slovakia | +26.3% |
| Latvia | +25.6% |
| Japan | +24.5% |
| Romania | +23.3% |
| Italy | +22.7% |
| Philippines | +21.9% |
| Finland | +21.3% |
| Ukraine | +21.3% |
| Ireland | +20.9% |
| Netherlands | +20.1% |
These percentages show the rate of growth compared with the same quarter of 2025. They do not indicate the total number of visits from each country or its share of Georgia’s tourism market.
A high growth rate can be an important signal, but tourism businesses should also consider the size of the market, travel preferences, spending patterns and the type of services potential customers need.
China: 119,081 Visits in Nine Months
China was one of Georgia’s notable growing source markets in 2026.
Between January and September, Georgia recorded 119,081 international visits from China. This was 23.6% more than during the same period in 2025, an increase of 22,748 visits.
Growth accelerated in the third quarter. From July to September, visits from China increased by 30.2% year-on-year.
Georgia’s tourism promotion activities, business-to-business meetings and developing air connectivity are relevant to the market’s long-term potential. Direct flights between Shanghai and Tbilisi were also launched in 2026.
However, an increase in visits does not by itself reveal how much Chinese travellers spend or how long they stay in Georgia. These factors are important when assessing the market’s economic value.
For a broader view of Georgia’s international tourism strategy, read Travel News’ article on tourism marketing campaigns in Asia and Europe.
European Tourism Markets Show Broad Growth
Several European countries recorded strong growth in visits to Georgia during the third quarter of 2026.
Denmark, Lithuania and Cyprus showed the highest growth rates among the countries listed above. Growth was also recorded in Slovakia, Latvia, Romania, Italy, Finland, Ireland and the Netherlands.
The wider European market is important for Georgia not only because of visitor numbers, but also because of its contribution to international travel revenue.
During January-September 2026, Georgia recorded 473,620 visits from the European Union and the United Kingdom. This represented a 20.1% increase compared with the same period in 2025.
Visits from all 27 EU member states increased over the nine-month period, according to the Georgian National Tourism Administration.
Read more in Travel News’ report: EU and UK Visits to Georgia Rise 20.1% in Nine Months.
Tourism Revenue from the EU and UK Reached USD 665.4 Million
Visitor numbers are only one way to assess the performance of a tourism market. International travel revenue provides another important perspective.
During the first nine months of 2026, revenue from the European Union and the United Kingdom reached USD 665.4 million. This was USD 150.1 million, or 29.1%, higher than in the same period of 2025.
In the third quarter alone, revenue from these markets reached USD 310.2 million, increasing by 30.2% year-on-year.
Revenue growth outpaced the increase in visits over the nine-month period. However, these figures alone do not establish how much average spending per visit changed. A more detailed assessment would require data on visitor expenditure, length of stay and travel behaviour.
For more context, read Travel News’ analysis: Georgia Earns USD 3.8 Billion from International Tourism in Nine Months.
Why Tourism Markets Matter to Businesses in Georgia
Changes in international source markets can help tourism businesses identify potential customers. However, national statistics should be combined with research into the needs of specific audiences.
For hotels, this may mean improving information in foreign languages, making online booking easier and developing partnerships with overseas travel companies.
For tour operators and guides, it may mean reviewing the destinations, activities and travel experiences that appeal to particular markets.
Wineries, restaurants and regional tourism businesses can also benefit from understanding the interests of international visitors.
Explore Travel News’ English-language guides to Wine Tourism in Georgia, Gastronomy Tourism in Georgia and Agritourism in Georgia.
Regional tourism is another area to consider. Experiences outside Tbilisi can encourage visitors to explore more of the country and create opportunities for local accommodation providers, restaurants, producers and guides.
Read more about tourism’s wider economic role in Travel News’ analysis, Tourism’s Share of Georgia’s GDP: A 10-Year Review and Outlook to 2030.
The main lesson for businesses is that market growth does not guarantee commercial success. Each company needs to identify its target audience and develop services that respond to real demand.
What Do the Nine-Month Figures Tell Us About Georgia’s Tourism Markets?
The first nine months of 2026 reveal three important trends.
First, the overall number of international traveller visits remained almost unchanged, while international tourist visits increased by 2.3% and reached a record level for the period.
Second, several source markets, including China and a number of European countries, recorded strong growth. These trends may create opportunities for tourism businesses, although each market requires separate assessment.
Third, revenue remains an essential indicator. The 29.1% increase in revenue from the EU and the UK highlights the importance of looking beyond visitor numbers when evaluating tourism performance.
For Georgia, the next step is not simply to attract more visitors. It is also to understand the needs of different markets, improve tourism products and generate greater economic value from each visit.
Frequently Asked Questions
How many international traveller visits did Georgia record in the first nine months of 2026?
Georgia recorded 6,112,078 international traveller visits between January and September 2026, approximately 0.04% more than during the same period in 2025.
How many international tourist visits were recorded?
Georgia recorded 4,404,872 international tourist visits, an increase of 2.3% year-on-year.
How many visits from China did Georgia record?
Georgia recorded 119,081 visits from China during the first nine months of 2026, up 23.6% compared with the same period in 2025.
Which countries recorded the strongest growth in the third quarter?
Among the reported markets, Denmark recorded 56.5% growth, Lithuania 46.8% and Cyprus 45.2% compared with the third quarter of 2025.
How much revenue did Georgia receive from the EU and the UK?
Revenue from the European Union and the United Kingdom reached USD 665.4 million in January-September 2026, an increase of 29.1% year-on-year.
Does an increase in visits always mean higher tourism revenue?
No. Revenue also depends on visitor spending, length of stay and the services travellers purchase. Visitor numbers and revenue should therefore be analysed separately.
Official Sources and Further Information
- Georgian National Tourism Administration – Research and Statistics
- GNTA – International Visitor Survey
- Geostat – International Visitor Statistics
The country-level growth percentages in the table refer to the third quarter of 2026. The overall traveller, tourist visit and revenue figures refer to January-September 2026.
Travel News – Tourism Partner Media
