Georgian travel companies are facing declining demand for outbound tourism and rising travel costs, forcing them to cut expenses to retain customers. Speaking on TV-program Tsertili, Milky Way co-founder Sopho Darbaidze said demand for organised group tours has dropped significantly. According to Geostat, Georgian residents spent GEL 835 million on travel abroad in the third quarter of 2026, up by 19% year-on-year.
Darbaidze said some travel agencies are reducing costs at the expense of customer comfort, with certain companies even arranging overnight stays at airports instead of hotels. Milky Way has refused to adopt such practices, prioritising service quality and customer satisfaction.
Another growing trend is shorter, four-day tours. Darbaidze said her company organised a four-day trip to Venice for the first time this year, which sold successfully but offered poor value for money. She argued that extending trips by one or two days would provide a better experience without significantly increasing costs, noting that airport transfers and waiting times can consume almost 24 hours of a four-day holiday.
