“There has never been a better time to visit Armenia”
Tourism is an important part of the Armenian economy, and a priority for the country currently undergoing a tourism renaissance
ITB Berlin News spoke with Gevorg Papoyan, Minister of Economy of the Republic of Armenia, and Lusine Gevorgyan, Chairman of the Tourism Committee of Armenia, to get the full picture on how tourism is driving economic growth, cultural exploration, and year-round appeal in Armenia.
Gevorg Papoyan,
Minister of Economy of the Republic of Armenia
Can you tell us a bit about the impact tourism is having on economic growth in Armenia?
G.P.: Tourism plays a crucial role in Armenia’s economic development. It not only contributes significantly to our GDP but also creates thousands of jobs across different sectors, from hospitality and transport to agriculture and crafts. Tourism stimulates investment, promotes regional development, and helps diversify the economy. It has become an important pillar of Armenia’s growth strategy, empowering local communities and supporting businesses.
Why is Armenia considered a hidden gem in the tourism sector?
G.P.: Armenia remains one of the world’s undiscovered yet most captivating destinations. With its rich history, breathtaking natural landscapes—from mountains and forests to serene lakes—and deeply rooted cultural traditions, Armenia offers an authentic and unique experience for travellers. Unlike many mainstream destinations, Armenia maintains its authenticity, providing visitors with a sense of discovery, warmth, and hospitality that is hard to find elsewhere.
“People are increasingly looking for destinations that offer peace, space, and a chance to connect deeply with the local culture and nature.”
In your opinion, is a lack of crowds a priority for travellers?
G.P.: Yes, for many modern travelers, escaping the crowds has become a priority. People are increasingly looking for destinations that offer peace, space, and a chance to connect deeply with the local culture and nature. Armenia offers exactly that. Visitors can explore ancient monasteries, hike through pristine landscapes, and enjoy local cuisine without the stress of overcrowding, making for a more intimate and memorable experience.
How are you working to encourage tourism throughout the year?
G.P.: We are focused on promoting Armenia as a year-round destination. Each season offers unique experiences, whether it’s skiing in the mountains during winter, enjoying vibrant festivals in the summer, hiking through colorful landscapes in autumn, or discovering historical sites in the spring. Our strategy includes diversifying tourism products, supporting rural and adventure tourism, and investing in infrastructure to ensure visitors have high-quality experiences regardless of the time of year.
Lusine Gevorgyan,
Chairman of the Tourism Committee of Armenia
How important are gastronomy and enotourism for Armenia? What are some of the main attractions in this sector?L.G.: Gastronomy and enotourism are an important part of Armenia’s tourism appeal, offering visitors an authentic cultural and culinary experience. As the home of the world’s oldest known winery, dating back over 6,100 years, Armenia has a rich and enduring winemaking tradition. Enotourism enthusiasts can explore renowned wine regions like Vayots Dzor, tour family-run wineries, and savour wine from indigenous grape varieties such as Voskehat and Sev Areni.
Armenian cuisine is equally captivating, fusing ancient recipes with fresh, local ingredients. Iconic dishes like tolma (stuffed grape leaves) and gata (a sweet, buttery pastry) showcase the country’s diverse flavors, while the UNESCO-listed lavash bread embodies Armenia’s deep-rooted culinary heritage. Together, these experiences create an unforgettable journey for food and wine lovers alike.
“The country is experiencing a tourism renaissance, with improved infrastructure, a growing selection of accommodation, and an expanding range of experiences tailored to international visitors.”
Why is now a good time to visit Armenia?
L.G.:There has never been a better time to visit Armenia. The country is experiencing a tourism renaissance, with improved infrastructure, a growing selection of accommodation, and an expanding range of experiences tailored to international visitors. Moreover, Armenia remains an affordable destination that offers authentic and enriching experiences. Visitors today can explore untouched landscapes, immerse themselves in centuries-old traditions, and enjoy the genuine warmth of Armenian hospitality.
Why is it important for you to be present at ITB Berlin? What are some of your main goals at the show this year?
L.G.:ITB Berlin is one of the most important events in the global tourism industry, and it provides a unique platform to showcase Armenia to a wide international audience. Our presence here is vital for strengthening relationships with tour operators, airlines, and international partners. This year, our goal is to promote Armenia’s diverse tourism offerings—from cultural heritage and adventure tourism to gastronomy and wellness—and to attract new markets while enhancing Armenia’s visibility as a top travel destination.
