Georgia's Visitor Spending Falls 8.2% in Third Quarter as Visits Rise 3.3%

Foreign visitors spent GEL 5.7 billion in Georgia in the third quarter of 2026, 8.2 per cent less than a year earlier, even as the number of their visits rose 3.3 per cent to 2.6 million, the National Statistics Office of Georgia (Geostat) said on 30 October.

In its inbound tourism statistics for the third quarter of 2026, Geostat put total spending during visits at GEL 5,701.5 million. Average spending per visit fell 11.1 per cent to GEL 2,194.4. The summer quarter brought more visits, each with lower spending.

More travellers, more tourists

Arrivals of international non-resident travellers reached 3.1 million in July to September, up 3.6 per cent. The number of international visitors, a narrower measure that counts people aged 15 or above on trips of less than a year, rose 3.1 per cent to 2,235.3 thousand.

Overnight tourism grew faster than day trips. Visitors who only made overnight trips rose to 1,834.3 thousand from 1,751.5 thousand, while those who only made same-day trips fell to 319.9 thousand from 333.9 thousand. Tourist-type visits rose 4.7 per cent to 2.1 million. The average visit lasted 6.4 nights, 2.2 per cent longer than a year earlier, and 76.7 per cent of visits were repeat visits.

Where visitors came from

The Russian Federation was the largest source market, with 596.8 thousand visitors, or 26.7 per cent of the total. Türkiye followed with a 14.5 per cent share and Armenia with 11.0 per cent. Counted by visits, citizens of Russia made 695.8 thousand, Türkiye 398.1 thousand and Armenia 316.2 thousand.

Holiday, leisure and recreation was the main purpose of 58.8 per cent of visits. Visiting friends and relatives accounted for 21.6 per cent and transit to another country for 11.1 per cent. Business and professional trips made up 4.5 per cent, or 118.0 thousand visits, and shopping 3.0 per cent.

Tbilisi and Adjara took most of the traffic, with 1,349.5 thousand and 1,291.0 thousand visits. Mtskheta-Mtianeti accounted for 9.1 per cent of visits and Samtskhe-Javakheti for 6.3 per cent.

Where the money went

Accommodation was the largest spending category at GEL 2,094.3 million, or 36.7 per cent of the total, an average of GEL 806.0 per visit. Food and drinks took GEL 1,716.7 million, shopping GEL 869.3 million and local transport GEL 541.3 million. Leisure, cultural and sporting activities accounted for GEL 388.2 million.

Most visitors were satisfied with their trips: 56.6 per cent of visits were rated very satisfied and 36.7 per cent satisfied.

The survey measures spending in lari. The National Bank of Georgia's balance-of-payments travel data, which CBJ reported on 25 October in its piece on Georgia's third-quarter travel revenue, are compiled in US dollars and on a different basis, so the two series need not move together.

Tourism's weight in the economy

Travel is Georgia's largest services export. Geostat's international trade in services report for 2025, also published on 30 October, shows travel exports of USD 4,690.2 million last year, 54.7 per cent of all services exports and 6.0 per cent more than in 2024.

The quarter's spending figures arrive as the wider economy keeps growing. Geostat's rapid estimate for September put real GDP growth at 6.0 per cent for the month and 7.4 per cent for January to September. CBJ covered that estimate in its report on Georgia's September growth.

What it means for business

For hotels, restaurants, retailers and transport operators, the third quarter brought more customers but thinner tickets. Spending per visit fell by more than a tenth while visits and the average stay rose, so spending per night was lower.

The source mix also matters for planning. Russia, Türkiye and Armenia together supplied more than half of all visitors, and repeat visits made up more than three quarters of the total. Businesses that rely on Georgia's summer season, especially in Tbilisi and Adjara, will be watching whether the fourth quarter shows spending per visit recovering or the lower level holding.