Visa Unveils New Insights on Georgia’s Evolving Visitor Economy
Tbilisi, June 19, 2025 – Visa, the global leader in digital payments, and the American Chamber of Commerce in Georgia (AmCham) hosted “Understanding Visitor Dynamics in Georgia: Insights from Visa,” an event focused on the latest trends shaping Georgia’s visitor economy. Visa’s Regional Manager for the Caucasus and Moldova, Diana Kiguradze, delivered welcome remarks, which featured a data-driven presentation from the Visa Consulting & Analytics (VCA) team on Georgia’s evolving visitor economy. Key Highlights from the 2024 Tourism Study Report:Diverse Origins: Over 35% of travelers to Georgia came from the Middle East, 27% from Europe, and 25% from CIS countries.Short, Urban-Centered Stays: Around 80% of tourists stay less than two weeks, with nearly 50% staying fewer than three days. Most (56%) visited only one city – usually Tbilisi, Batumi, or Kutaisi.Summer remains the peak travel season, followed by autumn: Tourists from Saudi Arabia mainly visit in July and August, while those from Turkey and the UAE peak in summer and December.Culinary Experiences: Dining and cuisine are major drivers of tourist spending, with transactional data showing food as a key part of the visitor experience, regardless of trip length.“Georgia stands out as an example of how openness to innovation allows tourism and the digital economy to grow hand in hand,” said Diana Kiguradze, Visa Regional Manager for the Caucasus and Moldova. “Through our partnership with AmCham, Visa is proud to reaffirm our commitment to building platforms for dialogue, sharing market intelligence, and unlocking new growth opportunities, especially in a crucial sector like tourism. As a trusted travel partner, Visa is dedicated to bringing our global expertise to the visitor economy of Georgia, one of our strategic markets.” Visa continues to invest in services and infrastructure that elevate the travel experience in Georgia. In 2024, Visa introduced the Fast Track service at Tbilisi International Airport and recently announced the opening of a new Visa-branded lounge at Kutaisi International Airport, making travel more seamless and comfortable for both local and international visitors.
