Inside the Tourist Boom: What Draws Global Travelers to Tbilisi?
TBILISI — The streets of Old Tbilisi are teeming with life. A few hours spent wandering its cobblestone labyrinth reveals a mosaic of languages and nationalities. From backpackers to honeymooners, the Georgian capital has become a global meeting point.
We took to the streets to investigate a simple question: What brings the world to Georgia?
While guests occasionally mention minor logistical issues, the overwhelming narrative is one of enchantment. Respondents speak endlessly of legendary Georgian hospitality, a world-class culinary scene, and a history that permeates every wall. Whether here for a wedding, a weekend escape, or a deep-dive exploration, travelers agree on one thing: the journey is worth it.
For some, it was a short flight. For others, even 10,000 kilometers was not an obstacle.
The Long Haul: 10,000 Kilometers for a Spiritual Connection
We met a couple from Khabarovsk, in the Russian Far East. To reach Tbilisi, they effectively crossed an entire continent.
“We traversed the whole continent, and I can say with certainty—it was worth it,” they told us. “We found wonderful people and a beautiful city. Seeing this ancient place, with its incredible history, is worth even the most exhausting journey.”
Their motivation was deeply rooted in history and faith. “We know a lot about Georgia. We know the legends of Tbilisi, and we know this is one of the ancient cradles of Christianity… if I am not mistaken, it was from here that the faith spread.”
In just seven days, they managed more than they imagined possible, visiting the Funicular and the Mtatsminda Pantheon, where a priest shared the site’s rich history. Their trip was so productive they decided to extend their stay by three days.
“Yesterday we were at Rike Park (Europe Square) and, completely by chance, saw a Georgian dance performance. We were mesmerized—now we want to learn it too! We have three days left and plan to visit the famous Sulfur Baths, but even if we plan nothing, we know we will stumble upon something interesting. That is just how this city is.”
The Art Hunters: Seeking Unique Crafts
Not everyone is here for the sights alone. Two friends, one Turkish and one Spanish, arrived for a 72-hour city break with a specific aesthetic focus. Their first purchase? Traditional Georgian felt art (Teka). They noted that the quality and style of the felt work here is unlike anything they have seen elsewhere in the world.
The City of Love: A Budget-Friendly Romance
Tbilisi is rapidly gaining a reputation as a wedding destination. We spoke to a newlywed couple from Kazakhstan spending their honeymoon in the capital. While they were charmed by the hospitality and cuisine, they highlighted a practical advantage: Affordability.
“Tbilisi is not expensive,” they noted. “The prices are very similar to our home city, but the experience is entirely unique.”
Following the Silk Road: The Intellectual Travelers
In the heart of the Old Town, we encountered a Swedish couple. Unlike the casual vacationers, they arrived “armed with books.” Their interest lies in the broader Caucasus region as a pivotal section of the historic Silk Road.
They admitted to knowing little about modern Georgia before arriving, though they were aware of the geopolitical landscape, specifically the conflict regions of Abkhazia and Samachablo (South Ossetia).
“We didn’t have much information before coming,” they admitted. “I know about your conflict regions, though not in depth. I am not well-informed, but I know that many Russians live there.”
Interestingly, despite being in Georgia, this Swedish couple had yet to try Khinkali or Khachapuri—a rarity for tourists. They were simply too consumed by the atmosphere.
“The whole city is excellent. We have been walking in Old Tbilisi for about seven hours straight. We didn’t even have time to enter a museum; we are just observing the ancient buildings. The architecture is captivating.”
The “Big Ben” of Tbilisi
While London has Big Ben, Tbilisi has the Gabriadze Theater Clock Tower. It is arguably the epicenter of “Tourist Tbilisi.” At any given hour, crowds gather, necks craned, waiting up to 20 minutes for the mechanical angel to strike the bell. It is the undeniable meeting point of the city.
The Pros and Cons: Honest Feedback
Tourists are enamored with Lagidze Water, traditional dishes, and the sweeping views. However, when pressed about difficulties, a few issues surface:
- The Bad: Scarcity of public restrooms and occasional poor road conditions.
- The Good: Everything else—prices, views, and stories overshadow the inconveniences.
One Russian tourist, in Tbilisi for only two days, shared a culturally specific anecdote about the overwhelming attention locals pay to children:
“Our child decided to hide her hair. She thinks she is too bright and distinct here; everyone pets her and comments on her blonde hair. Because of this, she decided to wear a headscarf today.”
Another couple from Saint Petersburg, having arrived just yesterday, focused on the intangible atmosphere:
“I like everything here: the grass, the people, the buildings… This city has a soul. An old soul. Many modern cities have lost that. We will stay as long as we can.”
They also laughed about the stereotypes they arrived with: “I’ll have wine… Kindzmarauli… and there is divine Shashlik”—that’s what I heard about Georgia!”
Like the couple from Khabarovsk, they emphasized the shared connection through Christianity and personal relationships: “We know Georgians in Russia. We are friends with them because they are so warm, open, and kind—it is impossible not to love them. It is no surprise we wanted to come here.”
They plan a grand tour: Batumi, Borjomi, Tskaltubo, and Gori.
The Vendor’s Lament: Is It Just About the Food?
While wine shops and restaurants are booming, not everyone benefits equally from the influx. An elderly man selling paintings in the Old Town expressed frustration.
“They like the paintings, they look at them, but they rarely buy. Mostly Russians buy, others not at all. I have been working here for years… the number of tourists has increased, but they know nothing about our artists. It’s only Khinkali and Khachapuri for them,” he lamented.
Indeed, wine merchants tell a different story. They claim that once a tourist tastes the wine and tries Churchkhela, a purchase is inevitable.
Nostalgia and the “Khachapuri Tax”
For one Turkish tourist, Tbilisi triggers deep nostalgia. “My mother lived near the Turkish-Georgian border. The Turks and Georgians living there are very similar. So, Georgia reminds me of my mother; it is like a second homeland.”
However, alongside the sentiment comes a physical cost. He joked that a trip to Georgia is synonymous with gaining 2 to 3 kilograms. “It is impossible to avoid Khachapuri and Khinkali, even if you aren’t a big gourmet.”
By the Numbers: A Record-Breaking Sector
Walking the tourist routes reveals a city “dressed up” and packaged for guests. And the guests are arriving in droves.
2024 Performance:
- Visitors: 7.4 million international traveler visits.
- Growth: +4.2% compared to 2023.
- Revenue: A record $4.4 billion.
2025 Outlook (Q1 Data): The upward trend has continued into the first quarter of 2025.
- Visits: 1.3 million international travelers (+1.1% year-on-year).
- Revenue: $825.9 million (+2.3% vs 2024, and a staggering +42.8% vs pre-pandemic 2019).
- Connectivity: As of Q1 2025, 55 airlines operate in Georgia, flying to 85 destinations. Flight frequency has increased by 14.6%, adding 899 new international flights.
