MATCHING PRIORITIES

Armenia hosted the first World Tourism Investment Forum, in collaboration with UNWTO, in Yerevan (6-8 September 2023)

Armenia will host the 8th UNWTO Global Conference on Wine Tourism (September 2024)

Armenia is a member of the UNWTO Executive Council for 2021-2025

Education/Training and digital transformation

The quality of the workforce in Armenia's tourism sector, along with their skills and knowledge, is being continuously improved with the objective of meeting international standards. 
In the educational sector of the Republic of Armenia, investments in innovation and the introduction of new specializations in hospitality are being championed by the government across various educational institutions. However, the organization of practical training within the realm of education still requires further refinement. Encouragingly, positive changes are also becoming evident in this aspect, particularly through the implementation of specialized programs.
In order to address the demands of the global labor market in the tourism industry, the private sector, including hospitality operators and businesses in the food and accommodation sectors, is actively executing human resource development initiatives.
Various educational institutions specializing in tourism operate throughout different regions of Armenia, playing a pivotal role in providing skilled personnel to support local hospitality facilities.
Armenia's Technical and Vocational Education and Training (TVET) labor market is in high demand today and is undergoing captivating developmental processes

• Support through the UNWTO.Academy: UNWTO can assist Armenia in the development of tourism educational programmes (i.e. curricula), along with the delivery of tailored-made trainings (I.e., training for officials).
• Introduce the UNWTO Start-up Competition

Rural tourism

Armenia has an immense untapped potential for the development of Rural Tourism and has made it one of the top priorities for futuere tourism development.

• Explore the possibilities of joint initiatives.
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Armenia submitted two applications for the Best Tourism Villages pilot project in 2021, one application in 2022 and once in 2023. Neither of the four villages have been chosen as the BTV.  

Infrastructure

According to the five-year action program of the Government of Armenia, the tourism sector is planned to be developed within the tourism cluster approach which means the construction of infrastructure, creation of new tourism attraction sites, renovation of ancient picturesque places, and development of attractive tourism products. Moreover, for diversification and improvement of service and hospitality services, it is envisaged to increase the number of international hotel brands and public food outlets that are in the international network. Currently, the international hotel chains in Armenia include Marriott, the Alexander Luxury Collection, Best Western Plus, DoubleTree by Hilton, Radisson, Holiday Inn and Holiday Inn Express, Ramada, Ibis.
Within the framework of the Local economy and infrastructure development project (hereafter LEIDP), the Tourism Committee of Armenia aims to implement an integrated approach entailing infrastructure investment, urban regeneration, cultural heritage restoration, skills development, tourism product development and diversification, and attract investments from the private sector. Based on product development marketing potential, infrastructure needs, and tourism development vision, the renovation of towns and cultural-historical places will transform them into high-quality tourism destination hubs with the greatest potential to become catalysts for tourism development along the main tourism circuit/route in Armenia

• Armenia hosting the World Tourism Investment Forum, in collaboration with UNWTO, on 6-8 September 2023.
• UNWTO can assist Armenia in developing master plans for separate regions of the country.
• Ongoing discussions regarding the FDI Investments Guidelines assistance.

Branding & Marketing

In its 5-year program, the Government of Armenia emphasizes the importance of raising awareness about Armenia, aiming to bolster tourist arrivals. The substantial increase in the budget of the Tourism Committee in 2023, by five-fold, has enabled targeted marketing and awareness-building campaigns. These initiatives are designed to position Armenia as a desirable tourism destination, characterized by accessibility, authenticity, and safety in the international tourism market. Moreover, state support is extended to the industry for purposes of product diversification, promotion, and community development.

The Tourism Committee's marketing endeavors are geared towards elevating Armenia's recognition and competitiveness in the global tourism market. Through careful analysis of international tourism trends, the committee targets new countries and executes strategic marketing actions to enhance Armenia's global standing. The overarching goal is to project Armenia as a stable, secure, and appealing destination for both business and leisure travelers. By leveraging these efforts, the committee aims to surpass previous benchmarks and drive an increase in international tourist arrivals.

To achieve the objectives, the Committee's marketing strategy includes: Participation in prestigious international tourism exhibitions; Cooperation with international airlines; Collaboration with international publications; Organization of Roadshows in target countries; Hosting international familiarization visits; Coverage and dissemination of tourism-related news; Digital and social media campaigns; Cultivation of international partnerships; Content creation; Maintenance of an up-to-date tourism website.
 

• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.

Tourism Development Strategy 2024-2028

The draft strategy for the period 2024-2028 is in the final stage of intergovernmental procedures. 

Specific Goals

• Contribute to the national economy, balanced regional economic development, increased living standards of local population, poverty alleviation and job creation;
• Increase awareness of Armenia in an international market scale around 4 main pillars – culture, gastro, nature and adventure and winter.
• Improve the quality of tourism services provided in Armenia.

Targets

• Targeting approximately 3 million tourist visits and generating tourist expenditures equivalent to around 3 billion US dollars by 2028.
• Targeting approximately 2.5 million domestic tourist visits by 2028.
• Ensuring the availability of enhanced tourism infrastructure to support the growth and development of the industry, including establishment of 8 tourism clusters.
• Developing Destination Management Organizations (the DMO system is actively developing in Armenia. According to the Tourism law of RA, the certification of DMOs will be mandatory starting July 2025)