In recent years, cheaper travel and a post-COVID surge have seen global tourism numbers soar, yet Turkey is facing the opposite trend with dwindling tourist figures.
The country’s efforts to revive its economy and attract more visitors are now under threat as Georgia, its eastern European neighbour, emerges as a potential rival in the tourism sector.
With initiatives to enhance public transport, develop cruise ports and improve international signage, Georgia is vying to establish itself as a go-to destination.
Meanwhile, economic woes in Turkey have led to its diminishing appeal as a cost-effective holiday spot for Brits, with increased expenses and a seasonal migration of locals contributing to the downturn, reports the Express.
Sarah Donaldson, a senior travel claims analyst at Fast Cover Travel Insurance, pinpointed “hyperinflation” as the primary culprit behind the tourism slump, noting that “even foreigners find it hard to justify the cost of accommodation and dining”.
Despite hitting a staggering 75% inflation rate in May 2024, Turkey saw this figure fall to 44% by December, fuelling hopes that last summer’s drop in tourists may just be a temporary blip.
As would-be vacationers and Turkish residents increasingly swap Turkey for the Greek isles due to soaring costs, Georgia’s rise as an immediate neighbour is threatening Turkey’s status as an affordable destination.
Georgia has witnessed tourism become its most dynamic economic sector over the past 25 years, with initiatives ranging from modern accessible bus systems and Batumi’s expansive five-terminal shipping port to universally accessible major museums, parks, and train stations.
Tariel Tabashidze, a tour guide based in Tbilisi, acknowledges growth setbacks due to political unrest and the nation’s incidental involvement in the Russia-Ukraine conflict but remains hopeful that tourism will reach new heights upon peace settlement in the area.
“Georgia is becoming more popular now with people from around the world,” he said.
“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 also noted: “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 homeland as “one of the most beautiful in the world”, and shares that tourists he guides are consistently awed by the striking landscapes, historical landmarks, and vibrant cultural heritage.
Among the lesser-known gems of this Transcaucasian country are the winding cobblestone streets of Tbilisi, the medieval settlements in the Upper Svaneti region, and the picturesque Lake Rita nestled in the Caucasus mountains.