Tbilisi (GBC) – TBC Capital published Tourism Sector Overview for 1Q26. According to the document, in 1Q 2026, international visitor trips to Georgia totaled 1.17 million, remaining broadly flat YoY (-0.2%). Tourist trips increased by 4%, while same-day trips declined sharply by 19%, mainly reflecting weaker flows from neighboring markets, particularly Armenia (-11.2%) and Azerbaijan (-8.1%).

Despite weaker visitor dynamics from Azerbaijan and Armenia, the main downward pressure on tourism revenue came from Russia and Israel, where revenues declined by 12% and 13% YoY, respectively. The impact of the Middle East conflict became visible in Israel-related dynamics, with Israeli visitor trips down 17.5% YoY. 

These losses were offset by stronger revenue growth from the EU and UK (+36%), Türkiye (+12%), and Ukraine (+34%), supporting a modest increase in total tourism revenue to USD 830 million (+0.5% YoY). Although the EU and UK ranked only fourth by visitor numbers, they were the largest revenue contributors, generating USD 141 million and highlighting significantly higher average spending per visitor compared to neighboring source markets. 

Large branded hotels also showed improved performance in 1Q 2026. Occupancy averaged 51%, up 6 percentage points YoY, while the Average Daily Rate (ADR) reached USD 129, increasing by 10% YoY. ADR was higher in all three months of the quarter compared to the same period of 2025.