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Armenia recorded 1.042 million tourist visits in the first half of 2026, the highest figure ever registered in the country for the period, according to Economy Minister Gevorg Papoyan. A new annual record is also expected by the end of the year.
In an interview with Armenpress, Sona Hovhannisyan, Head of the International Cooperation Department at the Tourism Committee of the Ministry of Economy, said the government is targeting 2.2 million tourist visits by the end of 2026. Preliminary data show that the number of foreign tourists visiting Armenia in January–June increased by 14.8% compared with the same period last year.
Domestic and inbound tourism: What’s the difference?
Hovhannisyan stressed that the published statistics cover only inbound tourism and do not include domestic travel by Armenian residents.
“Domestic and inbound tourism are different concepts, and the methodology used to collect data also differs,” she explained.
According to Armenia’s Law on Tourism, domestic tourists are Armenian residents travelling within the country. Data on domestic tourism are collected and published quarterly by the Statistical Committee.
Inbound tourists, meanwhile, are non-residents visiting Armenia for up to one year. To qualify as a tourist, a visitor must stay at least one night in the country and must not undertake paid employment. Information on inbound tourism is compiled exclusively from data provided by border checkpoints.
Russia, Georgia and Iran remain top source markets
Monthly data published by the Tourism Committee show that visitors from Russia, Georgia and Iran continue to account for the largest share of arrivals.
In June 2026, around 40% of visitors came from Russia, 15% from Georgia and 8% from Iran.
Hovhannisyan attributed the dominance of these markets to geographical proximity, historical ties with Russia, relatively short travel times and the presence of large Armenian diaspora communities.
At the same time, Armenia is seeing growing tourist flows from several other countries, particularly those with direct air links and simplified visa regimes.
“China is a clear example. The number of visitors has increased significantly following the launch of the Urumqi–Yerevan route and the introduction of visa-free travel,” she said.
She added that increased flight frequencies have boosted arrivals from Italy, while new direct services have also contributed to growth from Germany and Kazakhstan.
“Active air connectivity between countries is one of the key drivers of tourism development,” Hovhannisyan noted.
She also pointed to growing interest from Spain, the Czech Republic, the Netherlands and the United Kingdom, although visitor numbers from those countries remain relatively modest. The recent launch of direct flights between London and Yerevan is expected to support further growth.
At the same time, Armenia has recorded a decline in arrivals from India, the Philippines and Egypt.
Tourism season becoming longer
According to Hovhannisyan, Armenia’s tourism season is gradually expanding beyond the traditional summer peak.
The highest number of visitors still arrives during the summer months and in September and October, while activity usually declines from late November onwards. However, winter tourism is also gaining momentum.
“It is encouraging to see growing activity during the winter months as well,” she said. “If the record figures registered this January become a lasting trend, we will be able to say that Armenia offers active tourism almost all year round.”
The Tourism Committee expects to maintain at least last year’s level of 2.2 million tourist visits in 2026, while aiming to set a new annual record.
Promoting Armenia abroad
To support this goal, the Tourism Committee continues to expand its international marketing efforts.
According to Dianna Karapetyan, Head of the Marketing and Promotion Department, Armenia has already participated under a unified national pavilion in major international tourism exhibitions held this year in Spain, Germany, Romania and Russia.
The committee also works with leading international media outlets, PR agencies, bloggers and influencers by organising familiarisation visits to Armenia and conducting promotional campaigns.
As a result, international media coverage highlighting Armenia’s tourism potential has become more frequent.
“Armenia has established itself in the global tourism market as a safe and secure destination,” Karapetyan said.
She added that several more international events are planned before the end of the year, where Armenian tourism companies will showcase the country’s culture, cuisine, attractions and tourism experiences through presentations, promotional videos, brochures and hospitality events.
Karapetyan also highlighted the importance of meetings between the Chair of the Tourism Committee and international counterparts, saying such contacts help strengthen cooperation and support the sector’s overall development.
She revealed that the committee is preparing another major initiative, although details have not yet been disclosed.
According to Karapetyan, the continued growth in Armenia’s international visibility and tourist arrivals is being driven by a combination of factors, including comprehensive promotional campaigns, broader international cooperation, expanded direct air connections, and the organisation of major cultural, sporting and other international events.