The tourism sector in Georgia is entering 2026 with more optimism. Marika Todua, founder of the ethnographic village “Sisatura” in Samegrelo, told BM.GE that early bookings have already shown a significant improvement compared to 2025. Last year, demand was low and markets unstable, but now visitors are planning trips several months in advance.
Todua noted that early bookings for May–October already reach 40–45%, compared to near-zero levels last year. European tourists are the most active, with growing interest from Australia and the U.S., while neighboring Turkey remains an important source market. Asian markets, by contrast, are less active than in previous years.
A new trend this season is the increase in large tourist groups, prompting Sisatura to expand infrastructure, improve services, add inventory, and implement eco-friendly projects such as bio-septic systems to ensure safe sanitation.
However, rising costs remain a challenge. Electricity and food price increases, especially for agricultural products like vegetables and dairy, have pushed service costs up. Todua explained that menu adjustments are difficult, and although demand is higher, profits may be lower than expected. If no unexpected disruptions occur, however, the season is expected to be positive overall.
