Georgia’s tourism story is aging beautifully — like its finest qvevri wines.
According to Galt & Taggart, the country’s tourism revenue could reach $4.6 billion in 2025, slightly higher than previous forecasts.
The National Bank of Georgia reports $3.6 billion earned from January to September — a 5.1% annual increase — with a record $1.7 billion generated in the third quarter alone.
Tourism remains a cornerstone of Georgia’s economy, boosting currency reserves, jobs, and stability. In the first half of 2025, earnings rose by 3.8% year-on-year, exceeding pre-pandemic levels by over 35%.
Increased direct flights from Europe and smart destination marketing have made Georgia one of the most attractive spots in the Caucasus, combining Soviet heritage, Silk Road culture, and Black Sea leisure.
Kakheti’s vineyards ferment a luxury legacy
Kakheti, producing 75% of Georgia’s wines, stands at the heart of this boom.
Wine tourism has evolved beyond tastings into a full cultural immersion, where visitors experience 8,000 years of winemaking heritage and modern design hospitality.
Between 2020 and 2022, Telavi saw the opening of boutique wine hotels, while 20 new luxury properties are planned nationwide by 2028. Wine exports mirror this success: 95 million liters in 2024 worth $276.1 million, up 6% in volume and 7% in revenue.
Emerging markets include the UAE (+80%), Turkey (+62%), and the UK (+42%), even as Russia remains the top importer.
Wine, Georgia’s second-largest export, is deeply intertwined with tourism — visitors walk vineyards, learn winemaking, and join traditional feasts.
“Georgians have a strong sense of confidence in their viniculture — and it’s paying off,” note Galt & Taggart analysts, suggesting the country may soon rival Bordeaux in reputation.