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The Government of Armenia plans to invite two or more global stars to the country each year for concerts to boost tourism, Minister of Economy Gevorg Papoyan said on Monday.
“We plan to invite up to two—or even more—global stars to Armenia annually, which aligns with our strategy for tourism development. For example, our neighbor Georgia has successfully boosted its tourism sector through similar events. But this shouldn’t happen just once every five years; the country needs to remain on the map,” the minister said, emphasizing that tourists often follow their favorite stars. If they miss, for example, a concert in Athens, they would have the chance to attend a later concert in Yerevan.
Gevorg Papoyan also stated that the visit of a global star to Armenia is already planned in the near future, though he declined to reveal the name.
One of the standout moments on Yerevan’s 2025 concert scene was Jennifer Lopez’s August performance.