Georgia’s tourism sector demonstrated resilience and growth in 2024, despite facing political instability and shifts in international visitor patterns. According to a report by Galt & Taggart, the tourism industry contributed significantly to the country’s economic expansion, which reached 9.4% for the year.
While the fourth quarter was marked by political challenges and a decline in arrivals from Europe, these were partially offset by an increase in visitors from Asia and the Middle East. This shift in source markets helped maintain overall momentum in tourism revenues.
Key areas of growth included cultural tourism, nature-based travel, and cross-border visits, supported by improved regional connectivity and targeted marketing campaigns. The diversification of inbound markets is expected to play a critical role in stabilizing the sector against future geopolitical and economic fluctuations.
Georgia continues to position itself as a competitive destination in Eastern Europe, with government and private sector efforts focused on expanding infrastructure, enhancing visitor experiences, and ensuring sustainable tourism development.
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