Georgia’s tourism industry is increasingly oriented toward Asian markets, according to Shalva Alaverdashvili, founder of the Hotels Federation. Despite a record 5.5 million tourist visits in 2025, an 8.4% annual increase, the country’s TOP 10 source markets no longer include any EU member states, a shift from pre-pandemic trends. While European arrivals grew modestly, they remain insufficient to shape Georgia’s tourism landscape.
Alaverdashvili notes that the sector has undergone “complete transformation,” adapting service culture to the needs of visitors from India, China and other Asian countries. Hotels are now training staff on communication, food preferences and service standards tailored to these markets. He agrees that 2025 outperformed the previous year, though mass protests early in the year hindered stronger results.
Tbilisi saw one of its best post-pandemic years, with hotel occupancy rising 10–11% annually, while mountain resorts performed unevenly: Gudauri recorded a jump from 65% to 83% occupancy, whereas Bakuriani became predominantly a local, weekend-driven destination. In contrast, Kakheti experienced its most difficult year due to oversupply and a sharp decline in visitors from Russia and Ukraine, leading to temporary hotel closures.
Alaverdashvili also criticized weak cooperation between the government and the private sector, saying coordination has broken down, including the once-active WhatsApp communication group with the Economy Ministry. According to him, tourism policy “cannot be driven by PR alone,” and stronger joint planning is essential for the sector’s stability and growth.
