Georgia’s tourism sector is facing new challenges amid a decline in international visitors in the first half of 2026, with market diversification becoming increasingly important, according to Ria Travel Georgia founder Mariam Khosroshvili.
Speaking on BMGTV’s “Business Morning,” Khosroshvili said the decline was mainly linked to geopolitical developments in the Middle East. According to her, tourist flows from some markets were significantly affected by the Israel-Iran conflict, with arrivals from these destinations dropping substantially compared with 2025.
She said Georgia’s location in a politically sensitive region makes diversification of tourism markets essential. However, Khosroshvili noted that attracting high-spending travelers remains a challenge, as service quality and infrastructure still lag behind competing destinations.
“Georgia is unfortunately becoming less attractive for high-spending tourists,” she said, adding that visitors appreciate the country’s nature and culture but often point to service gaps. She also highlighted the need for more tourism activities and infrastructure, particularly in destinations such as Gudauri during the summer season.
Khosroshvili noted that markets such as China and India are showing growing interest, although many visitors from these countries currently belong to more budget-oriented segments. She said long-term tourism sustainability should rely on stronger inflows from developed markets, particularly Europe.
