In this exclusive interview, Gevorg Papoyan, the Minister of Economy of the Republic of Armenia, discusses how strategic government initiatives are transforming Armenia into a leading travel destination
Armenia has emerged as a hidden gem on the global tourism landscape, with its rich history, vibrant culture, and breathtaking natural beauty attracting travellers from around the world. In recent years, the Armenian government has prioritised tourism as a key sector for economic growth, implementing a variety of initiatives to foster sustainable development and promote the country’s unique experiences.
Armenia’s tourism sector has seen significant growth in recent years. What are the key factors behind this and how has the government supported its development?
Armenia is a country with a rich history, vibrant cultural heritage, delicious cuisine, aromatic wine, and stunning natural landscapes. This combination leaves a lasting impression on every tourist who visits. The Armenian Government has recognised tourism as a priority sector of the economy, which has led to various initiatives aimed at developing tourism in our communities and restoring local traditions.
We believe that with focused efforts we can achieve remarkable progress in this field. Our goal is to position Armenia among the leading tourist destinations, showcasing the unique experiences our country has to offer. We’re excited about the opportunities ahead and the positive impact tourism can have on our communities.
“The Armenian government has worked to simplify the visa application process for tourists from Southeast Asia, making it easier for them to visit. Efforts have also been made to establish direct flight connections and foster partnerships with airlines to enhance accessibility.”
Can you tell us more about the revived destinations in Armenia that are attracting both local and international tourists? What strategies are in place to promote these areas further?
I can confidently say that Armenia is a country worth exploring from north to south and east to west. It’s a hidden gem not only for international tourists but also for those seeking unique experiences. Our historic cities, rich in architectural wonders, diverse wine regions, and protected areas with unique flora and fauna make Armenia an attractive tourist destination.
The government is committed to developing sustainable tourism through various strategic initiatives. We are working closely with local communities, support cultural events and festivals, and actively engage with both local and international partners to develop and promote Armenia worldwide. This collaborative approach ensures that Armenia remains in the spotlight and continues to draw attention as a remarkable place to visit.
How important is Southeast Asia as a region for Armenia’s tourism market? Are there any specific initiatives aimed at increasing the number of visitors from this part of the world?
Southeast Asia is becoming increasingly important for Armenia’s tourism market. This region is known for its diverse travel preferences and a strong interest in exploring new destinations. Armenia’s rich cultural heritage, picturesque landscapes, and unique culinary experiences make it an appealing choice for tourists coming from Southeast Asia.
To harness this potential, Armenia has implemented a number of initiatives. First and foremost, we are focused on promoting Armenia as a travel destination through targeted marketing campaigns.
Additionally, the Armenian government has worked to simplify the visa application process for tourists from Southeast Asia, making it easier for them to visit. Efforts have also been made to establish direct flight connections and foster partnerships with airlines to enhance accessibility.
Cultural exchange programmes and collaboration with local travel agencies are additional strategies in place to attract visitors.
Southeast Asia is a promising market for Armenia, and these initiatives aim to increase the flow of tourists from the region, showcasing Armenia’s tourism potential.
Global Conference on Wine Tourism showcases Armenia’s heritage and innovation
The eighth edition of the Global Conference on Wine Tourism, hosted by UN Tourism in Armenia, brought together over 300 participants from 25 countries, celebrating both tradition and forward-thinking approaches in this growing sector. This milestone event emphasised the role of wine tourism in fostering economic growth, job creation, and cultural preservation, particularly in rural regions.
During his welcome address, UN Tourism Secretary-General Zurab Pololikashvili highlighted the unique stories behind wine tourism: “These are not just stories about wine—they are about the people, the land, and the centuries-old traditions that have shaped winemaking.”
Mr Papoyan underscored wine tourism’s significance within Armenia’s heritage, with winemaking traditions dating back over 6,000 years. The conference showcased both the ancient Areni-1 cave and Armenia’s modern wineries, combining cultural richness with innovation.
Discussions focused on experience-driven tourism, storytelling, and sustainability, addressing how to balance tradition with the demands of modern travellers, and ensure the long-term viability of wine tourism destinations.