In the heart of the Caucasus, Georgia’s story this year is being written not in boardrooms or government halls, but on its bustling streets, mountain trails, and vineyard valleys. The second quarter of 2025 has opened a new chapter for the country’s tourism sector, one marked by energy, discovery, and an unmistakable global curiosity.

Between April and June alone, 1.6 million international visitors crossed into Georgia—a 7% leap compared to the same time last year. Yet, it’s not just about the numbers; it’s about how people are choosing to experience this small but mighty nation.

Most travellers are no longer rushing through on short, same-day visits. Instead, more than 80% came as tourists, staying longer, wandering deeper, and immersing themselves in Georgia’s landscapes and stories. This segment grew by a striking 10.7%, while quick cross-border trips actually dropped by 5.4%. The trend is clear: Georgia is no longer just a stopover—it’s becoming the destination.

The tapestry of where these travellers come from tells its own tale. Russia still brings the largest wave, up by 16%. But the real spotlight falls on Azerbaijan, with a dramatic 46.7% growth, signalling a revival in regional tourism ties. The European Union isn’t far behind, climbing 20.5%, while India has made a bold 33.5% jump, proving Georgia’s magnetic pull now stretches far beyond its neighbours. Not every story is one of growth, though—Turkey’s arrivals fell by 16.5% and Iran’s by 8.2%, shaped by geopolitics and shifting visa policies.

How do people arrive in Georgia? The roads still reign supreme. More than half of all visitors—56.9%—entered by land, driving across borders that connect Georgia to the wider region. Meanwhile, air travel is quietly reshaping the map: 42.5% of visitors arrived by plane, thanks to expanding routes into Tbilisi and regional airports.

And the numbers are not just for show—they’re reshaping the economy. In just one quarter, tourism pumped $1.2 billion into Georgia, a 9.1% rise year-over-year. Add the first half of the year together, and the sector has already earned $2 billion, up 6.2%. Tourism is no longer just a seasonal bonus—it is becoming a pillar of national growth and stability.

But perhaps the most compelling part of this story is what lies ahead. Georgia is steadily stepping out of the shadows of being a “hidden gem.” From wine tours in Kakheti and hikes in Svaneti, to Tbilisi’s buzzing café culture and Batumi’s Black Sea coast, the country is carving out its identity as a hub of culture, food, and adventure. Investments in infrastructure, hospitality, and connectivity are laying the foundation for even bigger growth.

The challenge? To balance this rapid rise with sustainability—ensuring that visitors’ love for Georgia translates into lasting benefits for communities and preserves the beauty that draws them here in the first place.

As 2025 unfolds, Georgia’s tourism pulse beats louder than ever. This isn’t just a passing wave of popularity—it’s the making of a nation’s new global story.