With the arrival of summer, the long-awaited vacation period is approaching, and everyone is busy planning and preparing for travel. However, if you don’t have a substantial budget, this isn’t a simple task: mountain or sea? In Georgia or abroad? Whatever option you choose during the high season, you’ll need to mobilize significant resources.
Georgia already has a decent number of comfortable vacation spots and high-level hotels (or even mid-range ones). Still, they are too expensive—especially when compared to the average income. In the best-case scenario, a person might manage to go away for a week. But it’s not just the hotel: prices for food establishments and shops at the destination are higher, and any form of entertainment or attraction is expensive. It doesn’t matter if you’re in the mountains or at the seaside. Even something as basic as the price of a kilogram of fruit becomes so inflated you’re almost forced to buy piece by piece.
Abroad? There are cities where vacations, food, and other expenses are not very expensive. However, during this period, flight tickets increase in price, and the overall cost ends up being comparable to a vacation in Georgia. Moreover, the currency exchange rate must be taken into account—one euro costs about three times more in lari. Naturally, this significantly increases expenses for someone earning in lari.
Overcrowding Despite High Costs
But there’s the other side of the coin. These prices are regulated by market demand. Wherever you look, there’s no room anywhere. Beaches are crowded, mountain resorts are full, and, of course, people are visiting cafes and bars and going on boat rides.
In summary, the general situation is as follows: you go on a short trip (typically one week), spend an entire month’s salary plus savings, and you may or may not achieve the comfort you want.
A Dual Reality in Georgian Tourism
Temur Diasamidze, Expert
Due to political tension, we’ve lost European and Eastern European tourists, but the situation isn’t hopeless. The number of tourists from Israel has increased, as have those from former Soviet Union countries like Uzbekistan and Kazakhstan. Additionally, China and India are becoming more active. The picture isn’t bad in terms of numbers, but these tourists tend to have less purchasing power. The number of individual tours has also decreased, replaced by larger group tours, which aren’t as profitable for local businesses.
In short, it’s a dual reality.
Are Georgians Vacationing Abroad or Staying Local?
There is a growing trend among Georgians to vacation abroad or opt for nearby international resorts. Where they once traveled for 10 days, they now manage just 2–3 days of rest. This has become a tradition of sorts. They often rent apartments rather than stay in hotels—again, due to pricing. Local prices in Georgia now not only match those in European cities but can sometimes exceed them.
Price vs. Service – An Ongoing Issue
This isn’t just about customer service—it’s about infrastructure, too. Take something as basic as restrooms: how is it possible that major stations or crowded public spaces don’t have functioning toilets? The environment should leave a positive impression—enough to make someone want to return. In Georgia, repeat tourist numbers are low. People don’t feel like coming back.
What do local business owners do with the money they earn from tourists? Do they reinvest or take it home? Some do reinvest—especially residents. But many are seasonal workers—”predators,” as they’re sometimes called—who come from other cities to work a specific month and then leave. The area becomes lifeless during the rest of the year. The common excuse: “There are no people, so I’m not operating.”
Businesses that lack integrity often prioritize quick profits over long-term development.
Have you heard of a development plan? Design? Landscaping? Nothing exists—everything happens chaotically. Batumi is losing its charm. The state should regulate and provide a long-term vision.
That’s why Europeans don’t invest here. They invest where they see a plan—where the resort will be in 10 or 20 years from now.
The Main Problem with Georgian Tourism? There is no plan. People working in the sector often fail to take responsibility. The state doesn’t fulfill its role. The business develops chaotically. What’s needed is a master plan and enforcement of the law. You can’t build a structure five meters from the sea. Any urban planner will tell you that large buildings and their accompanying infrastructure, such as sewage and parking, are just not feasible there. The problem is corruption and ignorance.
People Deserve the Truth: How Clean is the Sea? Achiko Guchmanidze, PhD – Marine Biologist
We need to focus on the season and water quality—specifically, the parameters in the water that affect the ecosystem and public health. Micropollutants have a significant impact on the environment.
The system is facing many challenges, and so the monitoring should be adequate. Without it, we’ll have a gap in awareness and knowledge, leading to more problems. We must be able to say whether the sea is clean or polluted and explain what that means. We need a working monitoring system.
The primary challenge is climate change. We’re already seeing significant changes and phenomena along the coast. In recent years, we’ve had levels of intoxication that were never recorded before.
Another significant issue is untreated wastewater. Batumi is expanding, but it’s still not entirely severed—not even one-third. And even if it worked at 100% efficiency, that wouldn’t be enough.
As for treatment plants, we have no idea what’s happening. You won’t find a single study evaluating their effectiveness. Settlements along the Black Sea coast lack adequate treatment plants, and waste is discharged into the sea untreated.
Industrial wastewater is also a concern. These facilities should have local treatment plants. No effectiveness studies are being conducted. We have no data—despite the presence of major industrial facilities nearby.
Bathing water is a separate issue. We don’t have a system or agency monitoring them—not rivers, lakes, or reservoirs. Bathing water requires its parameters and methodology.
Even where monitoring does happen, it’s inadequate. Taking a sample and writing it down is not the same as monitoring. We need public involvement and participation to build trust.
In Western countries, the public is involved in collecting, transporting, and analyzing samples. Everything is transparent and understandable—not like here, where we’re told fairy tales that everything is perfect.
If we ran a simple experiment and walked the shoreline, we wouldn’t even need samples to see the truth. Batumi has three lakes—check their condition. Look at the drainage systems. Saying everything is fine in such a context is a lie.
That doesn’t mean everything is terrible. There are areas where the situation is acceptable. However, we must acknowledge the problems and recognize the areas that are performing well. It’s wrong to say everything is good everywhere.
We must tell people the truth. Avoid problem areas and highlight the good ones. Study the problematic zones and bring them up to standard.
What can vacationers do? They should demand that authorities provide real, unfiltered information about the sea. There’s no other way. Tourists have the right to know.
Even in Europe, they don’t claim everything is perfect. Spain and Italy mark red zones for unsafe swimming and don’t hide it. Blue Flags incentivize businesses. Government, business, and society must all work together to make more beaches meet that standard.
We must be fair with people: swim here, avoid there—that’s how everyone does it.
What Vacationers Think
David, 43: “Vacationing in Georgia is not easy. If you want comfort, peace, good nature, a decent hotel, and food, even a single day is expensive—so a full week is out of reach. Spending an entire month’s salary over a weekend feels wasteful. If you try to save—by renting an apartment and eating casually—you’re just changing scenery without truly relaxing. And if you’re in a crowded area, it’s even worse. Lately, I prefer traveling abroad, but just before or after the peak summer season. The comfort may be modest, but it’s a welcome change in a new country. Plus, food is often cheaper than in Georgia.”
Salome, 32: “I travel often across Georgia, both personally and for work, so I know the local tourist spots and services well. Georgia is a country full of beautiful landscapes—mountains, rivers, cliffs, and sea. I hike often, which helps me explore the country’s tourism potential.
We’ve made progress in infrastructure and recreational diversity, but prices and service still lag. Service should be customer-oriented and accessible for every budget, but that’s not the case. Even budget hotels or guesthouses often charge prices average earners can’t afford. I understand prices depend on economic conditions, but 15 GEL for a cup of coffee on a hotel terrace is too much. Many hotel room prices don’t accurately reflect their quality.
Such high prices prevent most people from relaxing multiple times a year. That’s why I usually opt for family guesthouses or hiking. I also travel abroad frequently, especially to mountain regions, and I can attest that in Europe, service is top-tier, and prices are customer-friendly. I hope one day our country will offer better service and fair prices.”
Tourism Department Highlights Growth and Policy Direction
Maia Omiadze – Head of Georgian National Tourism Administration
Tourism is one of Georgia’s key sectors, playing a significant role in driving GDP growth. A significant portion of the population is directly or indirectly involved, which contributes to the country’s economic well-being. Sustainable development of the sector is a top goal in the government’s economic plan.
There is active work underway to create competitive and in-demand tourism products. Infrastructure improvements are ongoing, including roads, highways, and cable cars. Targeted marketing campaigns aim to promote Georgia as a tourist destination tailored to specific audience interests.
Georgia boasts an attractive investment climate thanks to regulatory reforms, digitization, and enhanced transparency. Between 2021 and 2024, over $6.7 billion in foreign investment was attracted. The GDP grew at an average annual rate of 10%—among the highest in the region.
Results:
- In 2024, Georgia recorded 7.4 million international visits, representing a 4.2% increase from 2023.
- Tourism revenue reached a record $4.4 billion.
Political Impact? In Q1 2025:
- Georgia had 1.3 million international visitors (+1.1% over Q1 2024).
- Tourism revenue was $826 million (+2.3% vs. Q1 2024), surpassing Q1 2019 by 42.8%.
- 55 airlines operate in Georgia, flying to 85 destinations.
- International flights increased by 14.6% (899 additional flights).
- New airlines: British Airways and EasyJet.
Plans include continuing marketing campaigns, increasing direct flights, developing new tourism products, and improving infrastructure to attract more international visitors.
Service quality remains a significant challenge. Initiatives include:
- Short-term courses for tourism professionals
- Introducing and supporting service standards (e.g., “Sun Gate,” “Wine Route”)
- A new tourism law (voluntary guide certification, regulation of risky professions, and mandatory financial guarantees for tour operators)
We’re also strengthening public feedback systems to identify problems and respond promptly.
