Armenia enters new year with new brand and programs – Tourism Committee chief

YEREVAN, DECEMBER 28, ARMENPRESS. The Tourism Committee says its top achievements of 2022 are the launch of Armenia.travel website and the Armenia, The Hidden Track brand, which are presented in all events and international expos.

Tourism Committee Chairperson Sisian Boghossian told ARMENPRESS that these two platforms will enable to promote Armenia around the world.

This year (excluding December) 1,540,000 tourists visited Armenia. The December data will be added in early 2023.

“This year, for the first time we surpassed the November figures compared to the same month in 2019. The numbers of tourists are still recovering after the pandemic. We hope we will complete the year with 1,6 -1,7 million tourist visits and we will reach the figures of 2018. Most tourists this year came from Russia – 47%, from Georgia 10%, from Iran 7%, from the United States 3% and 2% from Germany. This year, a growing market for Armenia included the UAE, due to more direct flights and more simplified visa requirements,” Boghossian said.

The Tourism Committee launched the Armenia, The Hidden Track brand in May of 2022 which received an overwhelming amount of positive feedback from the international community. The brand presents 4 main directions – cultural, nature, adventure and gastro tourism.

“Thewww.armenia.travelwebsite is an extension of Armenia’s new tourism brand identity and will act as the face of Armenia to the whole world. The combination of the new brand and the website will contribute to increasing interest and awareness among tourists for Armenia,” Boghossian said, adding that the website will be continuously updated. The English-language website will soon be upgraded with Russian, German and French versions as well.

Boghossian also noted that they have submitted a bill for government approval on regulating the tourism sector. “The new tourism policy proposes the introduction of regulations and standardization processes. A mandatory certification process will be in place for tourism guides, as well as voluntary certification for hotel, tour operators, and tourism transport businesses. These are the main changes included in our bill,” Boghossian said.

Speaking about the problems and challenges in the sector, the Tourism Committee chief said they have problems concerning infrastructures and the brand awareness – Armenia is still a comparably less known country in the Caucasus.

There is also the seasonal issue, most tourists visit Armenia in the summer. Boghossian said new tourism products and opportunities must be created to attract tourists all year.

Next year the committee also plans to submit a 5-year tourism strategy and roadmap.

Other planned activities for next year include participation in international tourism expos, working with well-known media outlets, partnerships with airlines, a clear ‘always-on’ strategy in social media to promote Armenia internationally, roadshows in target countries and closer cooperation with the private sector to support the creation and promotion of new tourism products.

Interview by Gayane Gaboyan

Photos by Hayk Manukyan