Demand for tours to Georgia has tripled: key factors of the boom

Demand from Russian tourists for trips to Georgia has risen sharply. Some market participants have reported a threefold increase in sales over the past year, according to the Association of Tour Operators of Russia. Travel agencies note that clients predominantly prefer comfortable accommodation in 4–5 star hotels. 

Official data from Georgian authorities shows that approximately 1.6 million Russian tourists visited the country last year, setting a new record. This represents a 13% increase compared to 2024.

Spending by Russian tourists in the first quarter of the year contributed nearly $125 million to Georgia’s economy, placing them first among all foreign visitors.

Key factors driving the growing popularity:
- Strengthening of the ruble (up 25% against CIS currencies last year and another 10% this year), creating an optimal price-quality ratio
- Russian hoteliers raising prices by 10–15%, with some increasing rates by as much as 20% compared to 2025, making tours to Georgia more cost-effective than domestic trips within Russia
- Visa-free regime
- Russian-speaking environment
- Direct flights with expansion of flight geography and more airline options, leading to affordable airfare (tickets from Moscow decreased by 20% compared to the previous May holidays)
- A shared land border with Russia, allowing easy entry by car
- Options for various budgets and reasonable prices for high-end accommodation (five-star hotels and elite tours costing $200–250 per day for two people including breakfast)

In addition, transit flight opportunities with convenient connections to third countries provide another reason for Russian travelers to choose Georgia.

The trend is expected to continue.