Adjara reports almost 20% more tourists from Germany, according to its tourism authority. Deputy head of the authority Mikhail Koplatadze discussed the increase following the WTM travel trade show in London, as AdjaraTV reported on 9 November 2026. He cited regional border data. The report provides neither a precise comparison period nor absolute visitor numbers.
Germany is explicitly listed among the region's target markets. At the same time, air traffic in Batumi is growing, and the tourism authority aims to attract more visitors with larger travel budgets.
Germany in focus for tourism promotion
At WTM, the tourism department held around 35 business meetings over three days. The organisations mentioned among its meeting partners included Bloomberg, Expedia Group, Warner Bros. Discovery and National Geographic Traveller. The partners are now expected to submit proposals for cooperation.
Alongside Germany, Adjara is targeting its advertising at the Baltic states, Kazakhstan and Uzbekistan. The authority is focusing on a broader range of travel experiences: conferences, sport, nature and adventure are to receive greater attention alongside beach holidays. This is linked to the aim of making the region more attractive outside the summer season as well.
More flights in Batumi
Koplatadze also reported a substantial increase in air traffic: the number of aircraft movements at Batumi Airport rose by almost 30% this year. This refers to take-offs and landings, not passengers. Earlier figures from the Government of Adjara are consistent with this: in July 2026, the airport recorded 906 flights, 31% more than in July 2025.
Official tourism data also show the importance of the coastal region. According to the Geostat statistics office, Adjara accounted for around 1.29 million visits by international visitors in the third quarter of 2026. Nationwide, tourism visits involving at least one overnight stay increased by 4.7% compared with the same quarter of the previous year, reaching around 2.1 million.
What does this mean for buyers and investors?
For holiday apartments in Batumi, international marketing and growing air traffic are positive signals for the location. In our view, targeting different source markets and reasons for travel in particular opens up additional rental opportunities.
When assessing a holiday apartment, it is therefore worth considering how well it suits different guests: easy access, comfortable amenities and reliable local support. For use beyond the summer, the surrounding infrastructure and year-round activities and services also matter.
Our conclusion
Adjara is working to turn international attention into lasting demand. More flights and targeted efforts to attract new visitor groups are helping Batumi move forward. We see this as an important building block in Georgia's development as a travel and investment destination: a more accessible, diverse coastal region also strengthens the long-term appeal of its properties and the foundations for growth in their value.
