Georgia’s tourism sector is showing record performance this year in both visitor numbers and tourism revenue, Deputy Minister of Economy and Sustainable Development Irakli Nadareishvili said.

“If we look at the origin of visitors, the European Union is 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,” Nadareishvili stated.

According to him, in line with the Ministry’s consistent policy, the National Tourism Administration is working intensively to strengthen Georgia’s presence in priority international markets.

“A clear illustration of this 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 strengthen direct flight connections,” Nadareishvili noted.

He added 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,” he added.

The information is released by the press service of the Ministry of Economy.