Cheaper journeys and a rise post-COVID travel have boosted visitor numbers around the world in recent years – but Turkey is one country that is struggling with falling rather than rising levels of tourism.
And now the growing popularity of one of its eastern European neighbours is setting alarm bells ringing as it could steal yet more tourists away.
As Turkey looks to bolster its economy in a bid to boost footfall, Georgia, which also borders Russia and Azerbaijan, is implementing similar schemes in a bid to grow its reputation as a tourist hotspot too.
Georgia’s plans to accelerate growth through improved public transport infrastructure, cruise ports and international signage comes as economic trouble in Turkey sees its status as a Brit-favourite budget destination decline amid rising costs and an exodus of its own residents during peak seasons.
Sarah Donaldson, senior travel claims analyst at Fast Cover Travel Insurance told Express.co.uk that “hyperinflation” was the main cause of the dip in tourist trade, suggesting that “even foreigners find it hard to justify the cost of accommodation and dining”.
Turkey’s level of inflation peaked at 75% in May 2024 but had dropped to 44% by December, sparking hope that a drop in visitors last summer will prove to be a short-term trend.
While many would-be holidaymakers and Turkish locals have shunned the country in favour of Greek islands amid the high costs, the increased prominence of immediate neighbour Georgia is likely to put its future as a budget-friendly spot in an even more precarious position.
Georgia’s tourism industry has been its fastest-growing economic sector in the last quarter century, with completed schemes including modern disability-friendly bus systems, a huge five-terminal shipping port in the city of Batumi and inclusive access to major museums, green spaces and train stations.
Tour guide Tariel Tabashidze, who lives in the capital of Tbilisi, says growth has been put on the backfoot by the country’s political turmoil and its embroilment by proximity in the Russian-Ukrainian conflict, but expects tourism to hit new peaks if and when peace is achieved in the region.
“Georgia is becoming more popular now with people from around the world,” said Mr Tabashidze.
“I’m taking people on tours who have got direct flights from India, and they are visiting too from Europe, the US, Australia and Switzerland. I’m not surprised – it’s a very interesting country.”
He added: “The pro-EU protests have also put some people off – I had four or five clients cancel their trips because of them, but I hope things are slowly going back to normal.”
The West Georgian native describes his home country as “one of the most beautiful in the world” and says the visitors he takes on tours are reliably impressed by the imposing landscapes, historic monuments and rich cultural background.
Among the Transcaucasian country’s underrated attractions are the labyrinthine cobblestone streets of Tbilisi, the medieval villages and towns of the Upper Svaneti region and the beautiful Lake Rita in the Caucasus mountains.
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