Hotel pricing in Georgia has changed this year, with average room rates increasing by at least $10–15 compared with previous years, according to Maia Makhatadze, director of hotel management company Radar.
She said the increase was driven by several factors, particularly higher labor costs. Employee compensation has risen significantly, making human resources one of the largest expenses in hotel budgets. Inflation has also pushed up the cost of food, taxes and other operating expenses.
Makhatadze noted that hotel prices had been under strong competitive pressure in recent years, especially after the pandemic. However, operators can no longer sustainably lower room rates while their costs continue to rise. She said maintaining an appropriate pricing policy is essential to prevent losses in the sector.
International visitor trips to Georgia fell 2.7% year-on-year to 2.73 million in the first half of 2026. Visits from Iran dropped by nearly 49% and from Israel by 14%, while declines were also recorded from India, Uzbekistan, Armenia and Turkey. Meanwhile, visits from the EU and UK increased by 23%.
