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Green Rock press release
Media outlets from Spain, Italy, the United Kingdom, Georgia and the Gulf region have covered Tourism Regional Forum 2026, held in Dilijan, highlighting the city’s tourism potential and development prospects.
Tourism Regional Forum (TRF) 2026, held in Dilijan on October 9–11, attracted the attention of numerous international media outlets and industry platforms. Their coverage explored opportunities to develop Dilijan as an international, year-round tourism destination, as well as prospects for regional cooperation and the creation of long-term value.
Georgia’s Georgia Today covered TRF 2026, highlighting the links between tourism, regional cooperation and the long-term development of destinations. The publication also emphasised the importance of tourism ties between Armenia and Georgia, identifying them as an additional opportunity for regional cooperation and attracting visitors.
In the context of tourism connections between Armenia and Georgia, the outlet also highlighted Dilijan’s geographical location. Situated between Yerevan and Tbilisi, the city could become not only an important stop on tourist routes connecting the two capitals, but also a destination, helping encourage visitors to extend their stays in Armenia.
OC Media also explored Dilijan’s tourism development prospects, examining the city’s opportunities and the challenges involved in creating long-term value. In this context, the city’s natural environment and appeal are important, alongside infrastructure development, cultural offerings and access to services that meet the diverse needs of visitors.
Spanish platforms Hosteltur and 7 minutos also covered the forum. Their publications presented Dilijan’s development priorities in the context of investment, hospitality, culture and local community development. This coverage highlights an approach to tourism development that goes beyond increasing visitor numbers to focus on creating long-term economic value and benefits for local communities.
Italian publication L’Agenzia di Viaggi Magazine also covered TRF 2026. As a specialised tourism trade publication, it primarily serves tour operators, travel agencies and other tourism industry professionals. Coverage on this platform is significant for expanding Dilijan’s international visibility and introducing the city to Italy’s professional tourism community, helping position Dilijan as an international destination with appeal throughout the year.
The Gulf region is another important focus for expanding Dilijan’s international visibility. Coverage of TRF 2026 was distributed across more than 10 platforms within the Business News Media Group network, presenting Dilijan as an attractive tourism destination for travellers from the region. Travel & Markets also published an interview with Katerina Danekina, CEO of Green Rock Management Group, exploring a new phase in Dilijan’s tourism development.
International media attention plays an important role in raising awareness of Armenia’s tourism destinations. Coverage of Dilijan in international publications allows the city to present its tourism offering to wider audiences and highlight its potential as a destination combining nature, culture, hospitality and diverse experiences available throughout the year.
TRF 2026 was organised by Green Rock Management Group in cooperation with the Ministry of Economy of the Republic of Armenia. The forum brought together more than 250 participants from the tourism, hospitality, investment, finance, culture and urban development sectors. Under the theme “Destinations Built to Last,” discussions focused on how cities and tourism destinations can develop while preserving their identity and creating long-term value for visitors, businesses and local communities.
International coverage of TRF 2026 presents Dilijan’s development prospects within the broader context of Armenia’s tourism potential. Attention from international media can help raise awareness of the country’s tourism destinations, foster new partnerships and strengthen Armenia’s positioning as a country offering a diverse range of travel experiences.
Key components of Dilijan’s emerging tourism environment include projects within Green Rock’s multifunctional complex: the upcoming Hyatt Regency Dilijan hotel, Art Park, PPLS Rooms Co-living and Villa3 Community Hub, Cabinet Café & Restaurant. Apicius Armenia, an international hospitality school, also contributes to the development of tourism and hospitality. Together, these projects bring hospitality, culture, education and community life into a shared ecosystem, broadening Dilijan’s tourism offering.