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Armenia has recorded impressive gains over the course of the past decade as its tourism industry has begun to draw visitors from a broadening set of countries and has captured a larger share of Russian seasonal travelers. From 2010 to 2020, Armenia registered an annual tourism growth rate of nearly 15 percent, making it one of world’s fastest growing tourist destinations.   In 2020, due to COVID and regional hostilities, Armenia registered the fewest number of international tourists since 2005.  The number of travelers increased significantly in 2021 but was still below pre-COVID levels.  International tourism numbers in 2022 totaled 1.67 million visitors, in part due to large volumes of Russian travelers following the invasion of Ukraine. Armenia is expected to surpass its pre-COVID statistics in 2023. For the first half of the year, Government has reported more than one million visitors, on pace to surpass 1.9 million travelers who visited in 2019.  Armenia has relied heavily on drawing visitors from the diaspora to see family and friends, and, to a lesser extent, business travelers.  Over the greater part of a decade, there has been a significant increase in the number of arrivals in Armenia for holiday and leisure purposes.  The government’s official tourism authority, the Tourism Committee, was established in 2016.  The Tourism Committee has a policy function and has adopted a strategy for tourism promotion which highlights the different areas of tourism within Armenia including recreational, rural, spiritual, and cultural.  More focused government policy interventions have helped grow Armenia’s tourism sector, and the government is keen to increase sector jobs and revenues.

According to the World Economic Forum’s 2021 Travel & Tourism Competitiveness Report, Armenia ranked 61 out of 117 countries, improving four positions over the previous 2019 report.  The report gave generally good marks to Armenia in terms of most enabling environment factors for tourism in  found shortcomings and room for improvement according to several other metrics, including infrastructure.

Limited international flight connections impede the development of the tourism industry, although connectivity is improving.  The government’s civil aviation reforms, undertaken several years ago, haveof low-cost carriers t operate flights between Armenia and major European and Middle Eastern destinations.

Tourism patterns in Armenia tend to be highly seasonal, with the late spring, summer, and early fall months seeing strong inflows of tourists.  

Leading Sub-Sectors

Armenia provides opportunities for  tourism: cultural, religious, ecological, agricultural, recreational, culinary, nature, adventure, genealogical.

The country features a variety of cultural, natural, and historical sites, six UNESCO World Heritage sites, medieval monasteries, churches, and fortresses.   hospitality companies in Armenia, including hotels, B&Bs, restaurants, transportation companies, tour operators, and travel agencies.  Armenia’s key markets for international tourists include France, Germany, Russia, Iran, and the United States.

Yerevan serves as the main gateway to Armenia for  tourists.  Armenia’s capital offers a continuously evolving restaurant, café, and wine bar scene with traditional and international fare.  Lodging options continue expand city has many museums, festivals, concerts, movie theaters,  green spaces.   culturally, historically, and religiously significant sites are located in Yerevan.

Tsaghkadzor is a ski resort town located a one-hour drive from Yerevan.  It  a significant number of international and domestic tourists, particularly in the winter.  The town is served by a Marriott property.  New ski resort projects are planned for construction in Aragatsotn and Shirak provinces. In 2023, a new mountain resort opened on the mountain slopes east of Mount Aragats, in the Aparan region of Armenia. Dilijan is another popular retreat from Yerevan, with smaller hospitality establishments.  Dilijan National Park, containing dozens of recently improved hiking trails, is nearby.

Lake Sevan, one of the largest high-altitude freshwater lakes in Eurasia, is a popular summer destination for international and domestic tourists.  It offers opportunities for outdoor diversions and recreation, as well as places of cultural and religious significance.  Vayots Dzor province is Armenia’s wine country. The region also offers cultural and religious destinations, as well as hiking trails.  Jermuk is a leading health resort noted for its mineral waters and sanatoria.   

Festivals have become increasingly prominent in Armenia as well, with various events celebrating Armenian points of national pride such as wine, barbecue, and other dishes.

A number of other initiatives have taken place with the goal of restoring and preserving notable landmarks. One notable example of this is the Tatev Revival Project, a public-private partnership between the government and a private foundation that restored a major monastery complex in Armenia’s south and organized the construction of the longest reversible cableway in the world.

Opportunities

Several Armenian regions with high-quality tourist potential still lack up-to-date accommodations, restaurants, and services.  International partners have focused recommendations on the need to develop  hotels and guesthouses up to a sufficient standard for attracting and hosting international tourists. The government has developed investment master plans around strategic corridors.  Of particular interest may be the scenic but underdeveloped southern regions of Syunik and Vayots Dzor, as well as Gyumri and Dilijan, in Armenia’s north.

International partners, including the World Bank and United Nations Development Program, have invested in supporting the development of Armenia’s tourism sector through market analyses.  Various studies have examined infrastructure investment, skills development, product development, investment potential, and access to human capital as key considerations in selecting possible sites for tourism development and the creation of tourism corridors or circuits.

There are continuing opportunities for investment and commercial expansion in  to support the steady increase of tourists.  Well-known U.S. franchises, particularly restaurants, are in demand in and the sector is showing signs of growth.  ajor U.S. hotel chains have entered Armenia or expanded their operations in the Armenian market.

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Performance report 2022 of the Tourism Committee presented to the Prime Minister

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Prime Minister Nikol Pashinyan today visited the Tourism Committee of the Ministry of Economy of the Republic of Armenia, where he got acquainted with the performance report 2022 of the department.

Deputy Prime Ministers Mher Grigoryan and Tigran Khachatryan, Minister of Economy Vahan Kerobyan, Head of the State Supervision Service Romanos Petrosyan, Deputy Chief of Staff of the Prime Minister Bagrat Badalyan, Deputy Minister of Finance Vahan Sirunyan, Chairman of the Tourism Committee Sisian Boghossian, the leadership of the Committee, other officials participated in the consultation.

The main result indicators of the implemented programs, as well as current and upcoming programs were reported to the Prime Minister. In particular, the works carried out in the direction of the branding of Armenia's tourism strategy, the development of domestic and inbound tourism, cooperation with other countries, regional and international organizations, improving the quality of tourist services, and the "Local Economy and Infrastructure Development Program" of the World Bank were presented. It was noted that as a result of the activities carried out in the direction of the branding of Armenia's tourism strategy, a new unified tourist brand was developed with the slogan "Armenia, The Hidden Track" (with 4 tourist destinations: cultural, indigenous, adventure and gastro), as a result of which Armenia is posed as an attractive and interesting tourist destination. In the sidelines of the measures implemented in the direction of the development of domestic tourism, an electronic system for the coordination of services by the state within the framework of the social package was introduced and a 30% annual increase in domestic tourism was recorded.

In the direction of the development of inbound tourism, 3 festivals were held in the regions of Armenia, which attracted about 45,000 visitors, 4 international tourist exhibitions with the participation of 30 organizations, familiarization trips to Armenia were carried out with the participation of about 20 tour operators, 10 media representatives and TV companies, 7 articles were printed in famous travel periodicals. The official website www.armenia.travel was launched. In order to promote cooperation with foreign states, regional and international organizations, the 67th regional session of the UNWTO Commission for Europe was held, which was attended by 90 participants from about 40 countries.

As a result of the measures aimed at the improvement the quality of tourist services, training courses were held for hospitality workers and adventure tourism service providers. In the sidelines of the World Bank's "Local Economy and Infrastructure Development Program", the Garni-Lanjazat road was restored, the 600-meter road from the "Symphony of Stones" natural monument to the Khosrov Forest State Reserve was restored, the Areni development concept was developed, and the Goris community heritage center was restored, the right bank of the Vararak River in Goris was restored, the monuments of Dvin were restored and improved. As a result, the infrastructure has been improved resulting in increased touristic visits.

Within the framework of current and upcoming programs, it was reported that the collection and digitization of tourist data, measures aimed at the development of inbound tourism are being carried out.

According to the report, in 2022, the number of tourists visiting Armenia was about 1.67 million, while in 2021 it was 870,000, the increase was 92 percent. Annual growth in domestic tourism was 20 percent, to 1,696,052 in 2022 and 1,430,503 in 2021.

Presenting the goals for the period until 2026, it was noted that 2.5 million tourists are expected to visit annually, development of 20 tourism clusters, restoration of 50 historical and cultural objects.

Reference was made to the legislative reforms planned in the sector, the implementation of control mechanisms of the sector and the development of the strategy. Works are being carried out in the direction of restoration of 50 historical and cultural objects, development of new tourist routes.

Prime Minister Pashinyan highlighted the programs aimed at the development of both inbound and outbound tourism and emphasized that in restoration works priority should be given to historical and cultural objects with great tourist potential and in dire need of restoration. Nikol Pashinyan added that it is necessary to offer appropriate services to different tourist segments in different directions. "It is necessary to target domestic tourism and encourage tour operators to actively work in this direction as well," said the Prime Minister.

In this regard, it was informed that an exhibition aimed at the development of domestic tourism will be held in May.

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“Armenia, The Hidden Track” – the Tourism Committee launches Armenia’s new destination brand

May 20, 2022, Yerevan, Armenia - The Tourism Committee of the Ministry of Economy of the Republic of Armenia launched the new brand for Armenia as a tourism hotspot on an international level. The new brand embodies Armenia’s ancient heritage, pristine nature and rugged landscapes, combined with an overwhelming hospitality and rich culinary scene all accessible at an affordable price. The brand’s new tagline “Armenia, The Hidden Track” and rich visual identity highlight Armenia’s distinctive character as an undiscovered gem with a positive vibe, providing tourists with authentic experiences off the beaten path.

“It is very important for any brand, especially a destination brand, to have a clear  positioning that reflects its unique value proposition. We wanted a fresh and dynamic brand that would appeal to the international audience and AHA collective has delivered just that, ” noted Vahan Kerobyan, Minister of Economy at the Republic of Armenia.  

“Armenia possesses remarkable tourism potential in its unique but largely unknown and unexplored cultural and natural resources, as well as experiences in gastro and adventure tourism. The purpose of the project was to define and create the branding and visual identity elements for Armenia as an attractive travel destination and amplify Armenia’s market position as a tourist destination among international target audiences,” said Sisian Boghossian, Head of the Tourism Committee.

The new destination brand of Armenia was created in collaboration with the Yerevan-based creative studio AHA collective within the frames of the EU4Business “Innovative Tourism and Technology Development for Armenia (ITTD)’’ project supported by the European Union and the German Federal Ministry for Economic Cooperation and Development (BMZ).

Following an iterative user-engagement research process based on two vectorial lenses - country perception and country experience, key insights were captured about how the target audience perceives and lives the Armenian experience. In partnership with the Tourism Committee of Armenia, AHA collective’s team developed a unique brand translating the country’s competitive assets into a competitive identity, making Armenia a distinctive and authentic destination brand from all others.

The brand encompasses Armenia’s DNA, truly embracing actual perceptions and experiences of both visitors and residents. Armenia is distinctively perceived and experienced as a magnetic and generous country: one that is a historical and cultural hidden gem, that offers boundless warmth and hospitality, that generates surprising emotions and an authentic feeling of belongingness.

“We are happy to support Armenia on its way to establishing itself on the international tourism market! Indeed, there is a lot yet to discover in this wonderful country and we are looking forward to hear of many new achievements of Tourism Committee of Armenia under this new beautiful brand identity” noted Antonis Tsamoulis, Cooperation officer at the EU Delegation to Armenia.

The tagline “The Hidden Track” expresses both the primary meaning of the unveiled, a road yet to be discovered, and also suggests an exploration of its secondary meaning in the musical field. This refers to the surprise track that used to be at the end of CDs and audio cassettes in such a way that it is unlisted and unknown before the listener heard the entire record - a surprise piece completing the listener’s experience. This expression rightfully refers to the emotion of amazement and surprise tourists feel while visiting Armenia.

“One of the main goals of our project is to secure the long term sustainable development of tourism sector and in this regard we are happy to support Armenia not only in private sector but also on the institutional level. I congratulate Tourism Committee on their new brand identity, and I'm looking forward to see this beautiful logo representing Armenia on different expos and events worldwide.” said Wilhelm Hugo, Team Leader of the EU4Business “Innovative Tourism and Technology Development for Armenia” Project

Armenia’s rooted history and culture offers multi-layered explorations for visitors of all ages. The country’s contemporary scene is rich with gastro and adventure, and its experiential trails engage visitors in a friendly, bold, and passionate journey. The brand follows this tone of voice through its visual elements.

“The brand is designed as an organic and ever-evolving framework. Defined as an immersive sound wave environment echoing the mountainous landscapes of Armenia, the visual identity entails the entire design elements as a built-in soundscape. The modular design system is conceived on structured yet flexible core elements, amongst which are the wordmark, the custom-made typography from which bursts an inclusive illustrative system, the warm and vivid color palette. The versatility of the visual system offers boundless creativity across applications and allows the identity to mature along with time to always be different, fresh, and unique. Designed with such an approach, the brand engages the beholder in an immersive and dynamic visual quest towards one’s discovery of Armenia” explained Nairi Khatchadourian, Director of AHA collective. 

The brand launch peak was the reveal of a unique manifest designed in motion as a letter addressed by Armenia to the world for travelers to visit the country. The manifest connects  the audience with the brand through its tone of voice and visual elements, emphasizing the brand’s vision to “Make Armenia a constant discovery”. 

During the launch, an interactive digital installation created by Efekt Video Maker by Picsart allowed the audience to immerse themselves in the brand’s visual identity.

For media inquiries, please contact Gayane Ayvazyan, PR Expert of the Tourism Committee of Armenia, [email protected], cell phone: 093179023

ABOUT THE PROJECT

The brand was developed with the financial support of the European Union and the German Federal Ministry for Economic Cooperation and Development (BMZ) within the frames of the EU4Business “Innovative Tourism and Technology Development for Armenia (ITTD)’’ project. Its contents are the sole responsibility of the Tourism Committee of the Ministry of Economy of The Republic of Armenia and do not necessarily reflect the views of the European Union and BMZ.

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Our small land at the highs and lows of Armenian highlands between Asia and Europe is an inexhaustible and genuine resource of touristic offers and opportunities. Regional Post talked to three local representatives at the tourism sector who consider Armenia as their most valuable asset and put their daily work into the realization of tourism via different approaches.

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Armenia sees tourism boom with over 2 million visitors

The number of Armenia’s inbound tourists has surpassed 2 million for the firm time. The country welcomed 2 million 50 thousand tourists in January-October 2023 against 1.7 million tourists in the same period of 2022.

President of the Armenian Tourism Federation Mekhak Apresyan tells Panorama.am given that one tourist spends an average of $1,000 per visit, Armenia's inbound tourism revenues in January-October amounted to around $2 billion.

"Of course, this is unofficial data," he said.

In response to Panorama's request to provide data on Armenia’s tourism revenues for the first ten months of 2022 and 2023, the Tourism Committee says it will be available only in January, after the data is summarized.

"Nevertheless, the fact is that about $2 billion in revenues have been generated. Considering all this, we are asking the government to allocate at least 1% of the inbound tourism revenues to the tourism reforms program in 2024. The program is about marketing activities, tourism bottom line, diversification, human resources development activities, infrastructure development and others. In fact, it is extremely important for both the public and private sectors to be involved in the development of this program," Apresyan noted.

He highlighted that due to the coronavirus pandemic and the 44-day war in 2020, Armenia experienced setbacks to its tourism industry, However, the sector is gradually reviving. Moreover, 2 million tourists have arrived in Armenia for the first time.

"Last year about 1.6 million tourists visited Armenia, and now, when the year has not yet ended, we already have such a flow of tourists. It is noteworthy that this figure is also higher than in 2019 when the inbound tourists numbered 1,894,000," Apresyan added.

Russia continues to be the leader in the number of tourists coming to Armenia, followed by Georgia and Iran.

According to Mekhak Apresyan, the number of tourists wishing to spend the New Year holidays in Armenia increased over the past 10 years.

Artur Vanetsyan: I think you'll see me more often at various events in future

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Armenia attracts tourists with adventure and relaxation

Tuesday, May 7, 2024 Favorite

The Tourism Committee of Armenia is set to make a significant impact at the Arabian Travel Market (ATM) 2024, scheduled from May 6 to 9 at the Dubai World Trade Centre. This premier travel event offers Armenia an unparalleled platform to present its rich tourism offerings and deepen ties with the travel industry leaders from the UAE and beyond.

A Thriving Destination for UAE Travelers

With a notable increase in the number of visitors from the UAE, Armenia is quickly becoming a preferred destination for travelers seeking unique cultural experiences and natural beauty. The visa-free access for UAE residents, along with convenient visa-on-arrival options for other nationals, makes Armenia an easily accessible retreat. Furthermore, several UAE airlines, including Flydubai , Air Arabia , and Wizz Air , facilitate travel with daily direct flights to Armenia, ensuring a seamless journey of just three hours.

Diverse Offerings at the Armenia Stand

The Armenia stand at ATM Dubai 2024 will be a vibrant showcase featuring a collaboration between the Tourism Committee, leading travel agencies, and prominent hotels such as Marriott and Holiday Inn . Attendees will discover a variety of enticing travel packages and experiences that highlight Armenia’s stunning landscapes, rich history, and culinary delights.

Visitors to the stand can expect to engage with interactive presentations and talks detailing the expansive range of tourism opportunities, from exploring ancient monasteries nestled in verdant mountains to enjoying the bustling nightlife and gastronomic scene of Yerevan.

“We are thrilled to participate in the Arabian Travel Market 2024 and to showcase the diverse attractions that Armenia offers to the world,” stated Sisian Boghossian, Head of the Tourism Committee. “Armenia appeals to those seeking an authentic experience that combines adventure with relaxation. From our dramatic landscapes and historical sites dating back thousands of years to our vibrant cultural festivals and rich culinary traditions, Armenia promises memorable experiences for every traveler.”

Engaging with Industry Leaders

The ATM provides a critical platform for Armenia to engage with global travel industry professionals, tour operators, and media. These interactions are pivotal in forging new partnerships and strengthening existing ones, which are essential for expanding Armenia’s presence in the global tourism market. The committee plans to utilize this opportunity to promote Armenia not just as a travel destination but as a potential venue for international conferences and cultural festivals.

Promotional Strategies and Future Plans

In addition to live presentations at ATM Dubai 2024, the Tourism Committee will launch a digital campaign aimed at attracting tourists from the Middle East and beyond. This campaign will include virtual tours, promotional videos, and special discounts on travel packages, especially tailored for the ATM audience.

As Armenia continues to grow as a leading tourist destination, the commitment of the Tourism Committee to showcasing its heritage and beauty at international forums like the ATM Dubai 2024 is more robust than ever. The committee looks forward to welcoming attendees to their stand, where they can embark on a virtual journey through one of the world’s most enchanting countries.

Tags: Armenia tourism , Armenia travel , Armenian cuisine , ATM Dubai 2024 , cultural heritage , Middle East Tourism , natural landscapes , travel deals , UAE direct flights , Yerevan nightlife

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Ski slopes, ancient history and delicious food: All the reasons to give Armenia a go

Armenia has ranked within the top 10 safest destinations in the world, according to Numbeo’s safety index for 2024.

The Caucasus country came eighth out of 146 nations, rated according to survey responses addressing topics including violent crime, property crime and perceived safety.

Armenia’s historic capital, Yerevan, also performed well, landing 19th out of 333 cities.

It’s an attractive proposition for holidaymakers, but there are reasons other than peace of mind to visit Armenia. Ancient religious sites, delicious cuisine and a vibrant culture are abundant in Armenia and experiencing them all is easy, thanks to Armenia’s petite size (the landlocked country is less than 30,000 km2) .

Susanna Hakobyan, Deputy Head of the Tourism Committee for Armenia, recommends heading into Armenia’s rural regions to experience the best of the country. “It's better to get out of the capital city because in the regional areas we have this authentic feel,” she explains. “We have authentic food and culture and exploring these things will help visitors to dive deep into the real Armenian tradition, history and way of life.”

Here are just a few reasons to give Armenia a go in 2024.

Armenia’s local cuisine might surprise you

The country’s complicated history of kingdoms and conquerors has moulded Armenian cuisine over the years. But the rich soil has always yielded lentils, wheat, figs, and apricots.

Bread is big here, and the traditional ‘lavash’ has been deemed a significant cultural icon, so its creation is on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity.

The thin flatbread can be made leavened or unleavened and is often infused with poppy seeds. It’s used prolifically for wraps, particularly around the various meat in ‘khorovats’, Armenian barbecue. It dries out fast, but is sometimes stacked dry and then softened with water for later use.

Other traditional foods include ‘dolma’: a vine or cabbage leaf wrapped around ground beef or lamb blended with rice, herbs and spices. The dish is celebrated annually in a festival called Uduli in the city of Armavir, which showcases a wide range of dolma alongside cooking classes and competitions.

Those lucky enough to attend a celebratory Armenian event such as a wedding or Christmas party might sample ‘ghapama’. A pumpkin stuffed with rice and dried fruits such as apricots, figs and raisins, this traditional dish is delivered to the table whole, then opened by slicing its sides.

Armenia’s ski slopes are underrated

Armenia isn't a destination many skiers likely consider when planning a snowy escape, but with peaks higher than the Alps and long sunny days in the winter, it’s set up well for piste fans.

New to the country’s ski scene is Myler Resort in the Aparan region of Armenia. Here, skiers, snowboarders, snowshoers and skaters can explore 100 marked pistes, a skiable vertical drop of 972 metres and three resort villages. Bars and eateries abound, providing guests with great apres options and thrilling skiing.

Another popular ski resort is Tsakhkadzor, the largest ski area in the country, which is just 40 minutes by car from Yerevan. Thirty kilometres of pistes await (60 per cent of which are black), the highest of which starts at 2,819 metres.

Skiing in Armenia is best enjoyed between December and March when the temperatures are suitably cold to ensure ideal slope conditions.

Immerse yourself in an Armenian festival

Festivals are a great way to get a sense of a country’s cultural traditions and history, and Armenia has a ton of them. There are year-round festivities from food and wine celebrations to hot air balloon and jazz festivals if you know where to look.

Yerevan Wine Days is one of the most popular. Drawing over 160,000 visitors and featuring 17,000 bottles of wine last year, this vibrant festival takes place in early June and is designed to celebrate Armenia’s more than 6,000-year history with the drink.

Saryan Street is the centre of the event, with wine producers from all over the country offering samples of their libations. A stage hosts continuous live music while street food vendors provide visitors with a taste of their delicious, local cuisine.

Yerevan Jazz Day, the communal water-splashing of the Vardavar Festival, the festival of honey and berries, and an international film festival are just some of the other many and varied events on offer throughout the year.

Armenia’s UNESCO Heritage Sites will wow

As the world’s first Christian nation, Armenia has serious historical significance; much of it is written across its landscapes. UNESCO deemed Three sites culturally significant, and the country has five more on its ‘tentative’ list.

All are well worth visiting, but one of the highlights is the Etchmiadzin Cathedral. Considered the mother of the Armenian Apostolic Church and claimed by some to be the oldest cathedral in the world, this beautiful building caught UNESCO’s eye as a prime example of the central-domed cross-hall style of the church, which defined the architecture in much of the region.

Closer to Armenia’s northern border, in the Lari Province, lie the Monasteries of Haghpat and Sanahin. Byzantine monasteries dating back to the 10th century, these mostly intact, historic monuments are a testament to the seamless blending of Armenian and Byzantine architecture. They are 16 kilometres apart, so visiting them via a guided tour is often easiest.

Another striking monastery (and Armenia’s third UNESCO site) is a collection of tombs and churches cut into the rock of the Upper Azat Valley. Just an hour east of Yerevan, the  medieval buildings cut a striking pose against their steep cliff surroundings. On the way in, take a minute to toss a stone on the ledge in a cliff wall and make a wish. Locals believe if it stays on the ledge, your wish might just come true.

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