Nine qvevri wine cellars participated in the international exhibition of natural wines “RAW Wine Paris”, while the large-scale international exhibition of wine and alcoholic beverages “Wine Paris” featured products from about 30 Georgian wine-producing companies.Wine Paris is one of the most important exhibitions in the wine industry worldwide, where wine professionals, importers, and media representatives traditionally gather, along with thousands of visitors.Another outstanding international exhibition of wine and alcoholic beverages is “RAW Wine”, where producers of high-quality natural, organic and biodynamic wines gather. The exhibition is organized by the famous wine master from France, Isabelle Legeron.During the exhibitions, the Chairman of the National Wine Agency, Levan Mekhuzla, and the Deputy Chairman of the Agency, Tamta Kvelaidze, held meetings with representatives of marketing companies from various countries.The Wine Paris exhibition was attended by the Ambassador Extraordinary and Plenipotentiary of Georgia to the Republic of France, Irakli Kurashvili.John Barker, President of the International Organization of Vine and Wine (OIV), visited the Georgian stand at the Wine Paris exhibition and tasted Georgian wines."This year's wine exhibitions traditionally started with Paris. Both exhibitions are very important for Georgian winemakers. The Georgian stand was constantly crowded with visitors and professionals. The meetings held here and the contacts established will help Georgian winemakers attract new trade partners and increase wine exports. The National Wine Agency will continue to support Georgian producers this year, both in participating in traditional exhibitions and in presenting their products at important events of various formats," said Levan Mekhuzla, Chairman of the National Wine Agency.

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Of these trips, 2.2 million were visits abroad, slightly down 0.1% from the previous year.Meanwhile, 1.5 million tourist visits were recorded, representing a 4.3% increase year-on-year. The majority of tourists were aged 31-50 (47%), and women made up 46.4% of all visits.Visiting friends or relatives remained the most common purpose, accounting for 36.1% of trips. The top destinations were Turkey and Russia, with 836,000 and 367,300 visits, respectively.The average length of stay was 6.97 nights, virtually unchanged from 6.98 nights in 2024, and 98.1% of visits were repeat trips.Total expenditures during these visits reached GEL 2.4 billion, a 5.9% increase compared to 2024. The average cost per visit rose 6%, reaching GEL 1,068.6.

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Of these departures, 600,500 were visits abroad, representing a 6.7% increase year-on-year.During the same period, 405,800 tourist-type visits were recorded, up 8.8% from Q4 2024. The majority of visitors were aged 31-50 (46.9%), and women comprised 46.1% of all visits.The most common purpose for travel was to visit friends or relatives, accounting for 36.9% of visits. The top destinations were Turkey and Armenia, with 236,200 and 90,300 visits, respectively.The average length of stay during these visits was 6.8 nights, down 6% from 7.3 nights in Q4 2024. Notably, 97.9% of visits were repeat trips.Travel expenditures in Q4 2025 totaled GEL 636.4 million, a 17.5% increase year-on-year. The average cost per visit rose 10.1% compared to Q4 2024, reaching GEL 1,059.8.

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Out of the total entries, international visitors accounted for 1.5 million visits, reflecting an 8.3% year-on-year growth. The number of international visitors reached 1.3 million during 4Q25, up 9.1% compared to the previous year. Tourist-type visits also rose significantly, hitting 1.2 million, a 10.5% increase.A vast majority of international visitors , 79.5%  were tourists, while 16.5% were same-day visitors, and 4% fell into both categories.Russia remained the top source market in 4Q25, with 280.6 thousand visitors, accounting for 22.1% of the total. It was followed by Turkey (17.1%) and Armenia (12.7%). In terms of total visits, the highest numbers were made by citizens of Russia (334,000), Turkey (285,200) and Armenia (228,100).Most visitors (46.2%) were between 31 and 50 years old, while women accounted for 40.2% of all international visitors.Leisure, entertainment, and recreation were the main purposes of travel, representing 43.7% of all visits. The majority of visits were concentrated in Tbilisi (866.8 thousand) and the Autonomous Republic of Adjara (466.9 thousand).The average length of stay during 4Q25 amounted to 4.95 nights, down 1.9% from 5.05 nights recorded in 4Q24. Additionally, 82.1% of all visits were repeat visits.Total spending by international visitors in the fourth quarter reached 3 billion GEL, a modest 1% annual increase, yet average spending per visit decreased by 6.8%, falling to 1,946.7 GEL.

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Georgia recorded 7.8 million entries by international non-resident travelers, marking a 5.9% increase compared to 2024. The largest share of visits (43.6%) was made by travelers aged 31–50.Out of the total entries, 6.9 million were classified as international visits, up by 6.2% year-over-year. The number of international visitors reached 5.8 million, a 7% growth compared to the previous year.During the reporting period, travelers made 5.5 million tourist-type visits, reflecting an 8.4% increase. In the structure of visitors: 80.6% were tourists, 15.4% were same-day visitors (excursionists), 3.9% were both tourists and excursionists. The highest number of visitors came from: Russia - 1.3 million (23.2% of all visitors) Turkey - 16.9% Armenia - 11.9% The largest number of trips was also conducted by citizens of Russia (1.6 million), Turkey (1.2 million), and Armenia (0.9 million).Nearly 46.4% of visitors were aged 31–50, while women accounted for 43% of the total.Most visits, 50.3% were made for leisure, entertainment, and recreation.In terms of geography, the majority of visits were concentrated in: Tbilisi - 3.8 million visits Adjara A/R - 2.7 million visits The average length of stay increased by 1.6%, reaching 5.6 nights per visit. Repeat visits represented 78.4% of all trips.Total expenditures made during visits in 2025 reached 15 billion GEL, an increase of 5.1% compared to 2024.However, average spending per visit decreased by 1.1%, amounting to 2,187.3 GEL.

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In Q4 2025, the highest number of visitors came from Russia (21.8% of total arrivals), followed by Turkey (18.6%) and Armenia (14.9%). Most travelers entered Georgia by road (56.1%), while air travel accounted for 43.2%.Overall, Georgia welcomed 6.9 million visitors in 2025, marking a 6.2% increase. Of these, tourist arrivals reached 5.5 million (+8.4%), while same-day visits declined by 2.2% to 1.3 million.

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Galt & Taggart estimates that this low level of dependency means that any prolonged instability in Iran is unlikely to significantly affect Georgia’s tourism sector.The investment bank noted that in 2025, revenues from tourism reached $4.6 billion, representing a 4.9% annual increase. For December 2025 alone, tourism revenues grew by 5.3% year-on-year to $280 million.According to the forecast, tourism revenues in Georgia are expected to reach $4.9 billion in 2026.

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With the agency’s financial and organizational support, Georgian wine was showcased in 21 countries through 58 exhibitions and festivals and 322 tasting seminars. Key countries included the USA, Spain, France, Italy, Germany, China, Japan, the UK, South Korea, Norway, Poland, Austria, Belgium, the Netherlands, Finland, Brazil, Armenia, Canada, and Uzbekistan.Additionally, 18 wine tours were organized in Georgia for international professionals, including masters of wine, sommeliers, importers, HORECA representatives, and media representatives, from countries such as Germany, Japan, China, Poland, the UK, Sweden, Finland, and the USA. These tours aimed to increase awareness of Georgian wine and expand export partnerships.Domestically, the program supported 32 events, including 30 exhibitions/festivals and 2 competitions, promoting Georgian wine culture, tourism potential, and consumer awareness.Under the marketing co-financing program, 9 wine companies received a total of GEL 692,969 in support to participate in international events and present Georgian wine abroad. Only companies exporting to priority markets outside the CIS and SUAM countries were eligible. The program helped participating companies increase export volumes across America, Europe, and Asia.

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Within the framework of each event, in specially designated promotional areas, five types of Georgian wine from three different companies were presented for tasting.The cycle of Georgian wine promotional tastings, organized by “Saperavi Brothers,” began in July and continues through the month of December.Events of this format are consumer-oriented, and their objective is to diversify export markets for Georgian wine and to support the growth of sales.The United States of America represents one of the strategic export markets for Georgian wine. Since 2013, targeted marketing activities implemented with the support of the National Wine Agency have significantly contributed to increasing both the awareness of Georgian wine and its exports to the U.S.In the United States, the National Wine Agency carries out the Georgian wine marketing campaign in cooperation with the leading American marketing company “Colangelo & Partners.” Within the framework of the campaign, tasting seminars are held in various U.S. cities for wine professionals and representatives of the wine trade sector; Georgian wine is presented at international exhibitions; and wine tours to Georgia are organized for media representatives, sommeliers, and sales professionals, which contributes to better awareness and promotion of Georgian wine in the American market.At the same time, in order to promote Georgian wine, the partners of the National Wine Agency include American importing companies “A.G. Global Trade LLC,” “Saperavi Brothers,” “Vinoveli Inc,” “Corus Systems Inc,” “Georgian House of Greater Washington LLC,” as well as the marketing company “Big Sky Ranch Inc.”

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The Mountain Trails Agency (M.T.A.), part of Georgia’s Ministry of Economy and Sustainable Development, has announced that the Kokhta Plateau cable car and piste will be the first to open this season, operating daily from 10:00 to 17:00.According to M.T.A., artificial snow-making operations are in full swing at Bakuriani’s Didveli and Mitarbi ski areas, with both scheduled for a phased opening of the pistes from December 27.As for Gudauri, Mestia, and Goderdzi resorts, cable car operations are scheduled to commence from December 27, whilst ski pistes will open in phases according to weather conditions and snow cover.“Gudauri, the country’s largest ski resort, will activate six of its cable cars on December 27: Pirveli, Soliko, Gudaura, Kobi, Firni, and Truso. Pistes will then open progressively as snow cover permits, with artificial snow-making continuing in parallel.In Svaneti, the Zuruldi cable car at Hatsvali ski area will also begin operations on December 27. Both Hatsvali and the neighbouring Tetnuldi resort will open their pistes in phases, depending on weather conditions and snow depth. Meanwhile, Goderdzi resort will launch its Zanka cable car on the same date,” states the press release from the Mountain Trails Agency of Georgia’s Ministry of Economy and Sustainable Development.Season pass holders and day visitors to Bakuriani will be able to purchase lift tickets from December 20 at the Kokhta ticket office. Online bookings will become available from December 23 through multiple platforms, including TKT.GE, BILETEBI.GE, SKIPASS.GE, Super App, and MOUNT App. All platforms will offer tickets for Gudauri, Bakuriani, Mestia, and Goderdzi resorts across various categories.“The 2025–2026 winter season holds particular significance for the Mountain Resorts Development Agency, as Georgia will host the Freeride World Tour for the third time. The event will take place in Svaneti, at Tetnuldi, from February 22 to 28 inclusive (subject to weather conditions), featuring 50 of the world’s elite freeriders.Georgia joins an exclusive group of just six countries, alongside France, Spain, Switzerland, Austria, and the United States, to have secured hosting rights for the Freeride World Tour.“Hosting this event is of paramount importance for raising the international profile of Georgia’s mountain resorts and advancing winter sports tourism,” the M.T.A. stated.“In recent years, Georgia has successfully hosted World Cup stages in ski cross, snowboard cross, and moguls. The Freeride World Tour will once again place our mountain and ski resorts firmly on the map for winter sports enthusiasts worldwide,” stated the Mountain Trails Agency of Georgia’s Ministry of Economy and Sustainable Development.

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