The summer 2026 tourism season was marked by high hotel occupancy. Giorgi Dolidze, Director of HSC Group Hospitality and Manager of Glarros OldTown, said average occupancy reached 90% from mid-April to early May, while in July and August it exceeded 95% at some properties and reached 100% in certain cases.
Dolidze said hotels raised prices by an average of 5–10% amid stronger demand. Based on the first seven to eight months, he expects 2026 to end with overall growth of around 7–8% compared with 2025.
High occupancy was also recorded by other market players. In Batumi, where HSC Group entered the peak season this year with a 795-room aparthotel, occupancy reached 80%, 90%, 95% and, in some cases, 100%. Tourist numbers have increased from Europe, China, the Middle East and traditional markets, with some countries recording growth of 40–50% or even triple-digit increases. The UK, for example, may have grown by 100–150%, which Dolidze attributed to direct flights.
Dolidze also highlighted the need to attract higher-spending tourists by bringing more international and luxury hotel brands to Georgia. He said the development of premium hospitality infrastructure, together with the growing prestige of the sector, would help increase tourist spending and further improve service standards.
