Georgia’s tourism industry is experiencing record-breaking results in 2025, both in visitor numbers and tourism revenue, Deputy Minister of Economy and Sustainable Development Irakli Nadareishvili announced.

According to Nadareishvili, visitors from the European Union are playing a leading role in this growth. “From January to September 2025, international visits to Georgia from EU countries and the United Kingdom increased by more than 13% compared to the same period last year. Naturally, this growth is also reflected in tourism revenues,” he said.

The Deputy Minister emphasized that, in line with the Ministry’s consistent policy, the National Tourism Administration continues to strengthen Georgia’s presence in key international markets.

“A clear example of this effort is the new campaign launched in Germany and France, which aims to attract tourists ahead of the winter season, raise awareness of Georgia’s mountain and ski destinations, and promote direct flight connections,” Nadareishvili explained.

He also noted that dozens of new destinations have recently been added to the list of European cities connected to Tbilisi and other Georgian airports through direct flights.

“As part of the ongoing marketing campaigns in France and Germany, promotional banners about Georgia have been placed at 170 locations near metro stations and on major streets and public squares in Paris. In Germany’s largest cities — Berlin, Frankfurt, Munich, and Hamburg — advertising banners highlighting Georgian winter resorts and tourism products are displayed in metro stations, main squares, and central avenues,” Nadareishvili added.