In the first quarter of 2026, occupancy in high-end branded hotels in Georgia increased by 6 percentage points year-on-year, reaching 51%, according to a study by TBC Capital reviewing tourism sector performance. The report notes that the strongest growth was recorded in January, while February and March showed weaker dynamics.
TBC Capital links the overall positive trend in hotel occupancy to the increase in international tourist visits. However, it also highlights that the softer performance in February and March reflects a temporary shock caused by developments in the Middle East region.
Monthly data shows that average occupancy in premium hotels stood at 57% in January, dropped to 53% in February, and declined further to 43% in March.
Alongside higher occupancy, room rates in high-end branded hotels also increased. In the first quarter, the average daily rate reached $129, marking a 10% annual rise. Prices peaked in January at $140, before falling to $123 in February and $125 in March.
