Georgian tourism: go or no go?

Tourism in the country of Georgia has seen a 21% increase in visitors from 2000-2014. However, it has had weaker tourist turnout since the end of 2014, reports an article in Georgia Today (June 5-11, 2015).

Last year's annual growth in Georgian tourism was 2.3% with 5.5 million tourists. Its tourists mainly came from its neighbouring countries. In fact 90% of its tourists came from adjacent countries. Weaker tourism figures since the end of 2014 was primarily due to the decline in tourists from neighbouring Turkey (with a drop of 9.7%).

From April 2015 tourist numbers have been increasing, with a significant spike in May - thanks to tourists from Russia and Armenia.

The average spending per tourist in 2014 was equivalent to US $324 (down from $355 in 2013). But tourists to nearby countries spend more - Croatia $887, Montenegro $702, Bulgaria $671, and Estonia $624. Tourists are spending only half as much in Georgia. This could be due to lower costs in Georgia, but also because Georgia is attracting lower-yielding visitors. For example, in 2014 only 40% of total visitors stayed in the country longer than 24 hours.

Georgian tourism officials plan to attract higher-yielding tourists who stay more than a day - and increase the number of tourists from further afield. Georgia's National Tourism Administration (GNTA) plans to spend more on marketing campaigns in 2015 in Eastern and Western Europe, as well as in China. Georgia has already kicked off its summer tourism campaign with adverts on international television channels.

In addition, there are business and sporting events being held in the remainder of 2015, which are expected to attract 40,000-50,000 tourists. These events include the UEFA Football Super Cup and the European Olympic Youth Festival. Hence Georgian tourism will increase in the summer months from June to August. The answer is go, there's lots to see and do in the coming months.

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