While admittedly a niche tourism market, Armenia has not realized its full tourism potential. Most international visitors are either Diaspora Armenians or business travelers. That said, the number of visitors to Armenia increased for the last several years. Services for tourists and travelers are reasonably good in Yerevan and developing in the rest of the country. According to the Ministry of Economic Development and Investments in 2017, around 1,494,779 people entered Armenia as tourists, an increase of 18.7% compared to 2016. The number of incoming tourist arrivals to Armenia in 2018 January-March comprised 683,759 or 14% growth for the same period in 2017.
According to 2018 World Travel Tourism Council Report, in Armenia:
The direct contribution of Travel & Tourism to GDP was $477.7 mlln, 4.4.% of GDP in 2017, and is forecast to rise by 8.5% in 2018.
The total contribution of Travel & Tourism to GDP was $1,720 million (15.7% of total GDP) in 2017 and is forecast to rise by 8.0% in 2018.
Travel & Tourism directly supported 44,500 jobs (3.9% of total employment) in 2017. This is expected to rise by 2.9% in 2018.
Visitor exports generated $1,092.4mn, 29.2% of total exports in 2017. This is forecast to grow by 9.2% in 2018.
Travel & Tourism investment in 2017 was 4.6% of total investment (USD108.9mn). It should rise by 6.2% in 2018.
However, according to the World Economic Forum’s Travel and Tourism Competitiveness Report 2017, Armenia was ranked 84th from 136 countries. According to its assessement Armenia has a long way to go before it is competitive in the international tourism market; however, on the safety and security indicator Armenia ranked 34th and for the overall business tourism environment ranked 39th out of 136 countries. According to the report in 2017, the international inbound tourism recepits were $935.8 million ($785.1 average receipts per arrival).
Armenia has more than 700 possible tourist attractions – mostly ancient churches and monasteries – but the majority of them are underdeveloped and difficult to reach. Stunning natural vistas and adventure tourism are a potential attraction throughout Armenia, but the lack of knowledge of English, international-standard hotels, restaurants and other services in the regions, as well as poor access deter many tourists. Limited and inconveniently-scheduled international flight connections also impede the development of the tourism industry. However, in late 2013 the Government of Armenia liberalized the civil aviation sector. This has already attracted new carriers and significantly increased the number of flights, while reducing prices on more competitive routes. Further improvements to the frequency and time-tables for flights are likely.
Leading Sub-Sectors
Armenia is a unique tourism destination with a rich and diverse cultural heritage that provides dynamic opportunities for developing tourism markets. The country features an abundant variety of cultural, natural, and historical sites, six UNESCO World Heritage sites, medieval monasteries, churches, and fortresses. Over 2,000 hospitality companies work in Armenia, including hotels, B&Bs, restaurants, transportation companies, tour operators, and travel agencies. Armenia’s key geographical markets are France, Germany, Russia, Iran, and the United States.
The State Tourism Committee of Armenia was established in 2016 as the policy making agency for tourism in Armenia. It has adopted a strategy for tourism promotion which highlights the different areas of tourism within Armenia including recreational, rural, spiritual, and cultural. Over the past five years, Armenia has seen considerable growth in its tourism sector as a result of a more focused government policy toward tourism development as well as through numerous private sector initiatives. In 2017, the government established the Armenian Tourism Development Foundation, which is the Government’s tourism programs implementing authority of Armenia.
In 2018 Smithsonian Folklife Festival’s landmark program featured Armenia: Creating Home, offering a glimpse into Armenian culture, greatly influenced by its surroundings, heritage, and ongoing exchange with its many Diasporas. It is anticipated the nearly 800,000 visitors to the Festival will be potential new tourist visitors to Armenia. The Tatev Revival Project implemented through a public-private partnership, between the Armenian Government and the Ruben Vardanian and Veronika Zonabend (RVVZ) Foundation is one of the key projects in the tourism sector. The Project includes restoration and preservation of the thousand year-old Tatev monastic complex and the establishment of infrastructure based on local community needs to enable tourism promotion.
Opportunities
Armenia still has several picturesque regions with quality tourist destinations that lack modern accommodations, restaurants, and services. The Government has developed investment master plans around strategic corridors. Of special interest may be the scenic but underdeveloped (for tourism and travel) southern region of Syunik, boasting the Tatev monastery, and the Vayots Dzor region, just south of Yerevan. A large-scale revitalization project has been launched in Tatev. The opening of the world’s longest cable car which crosses the Vorotan River to the Tatev monastery has already boosted tourism in the region. However, the supply of quality, affordable accommodations is still lacking and presents a good niche for SME business.
The World Bank recently launched a 55 million USD “Local Economy and Infrastructure Development” Project to support the increased contribution of tourism to the local economies of selected regions. The project will take an integrated approach which will include infrastructure investment, urban regeneration, cultural heritage restoration, skills development, tourism product development and diversification, and attracting private sector investment. The project will help create and build tourism circuits that connect multiple sites in the selected regions called Corridors (Garni- Geghard- Khor Virap-Areni- Jermuk- Sisian- Tatev- Goris- Meghri), which crosses four regions (Kotayk, Ararat, Vayots Dzor and Syunik) combining several scenic cultural and natural attractions; traditional farms, mountains including Mount Ararat; carpet production; wine tourism; and traditional cuisine. Two World Heritage Sites in the Northern Corridor, Haghpat and Sanahin, will also be restored and developed.
Well-known western franchises, particularly restaurants, are in demand in Armenia and the sector is showing signs of growth. Although the only current U.S. food franchises in Armenia are Cinnabon, Pizza Hut, Burger King, Tutti Frutti, and KFC, new pizzerias, restaurants, and sandwich bars have been appearing every month. High-priced restaurants serving foreign cuisine are also finding success in niche markets. The restaurant business is an attractive investment and partnership opportunity for U.S. firms. There are several major hotel chains operating in Armenia such as Marriott, Hyatt, Radisson, Hilton, and Best Western.
Franchise offers from well-known American chains are likely to attract substantial interest, both from customers and from local investors.
Explore The First Christian Country In The world
Did you know that Armenia was the first country in the world that adopted Christianity as a state religion? It happened in 301 AD with the assistance of Gregory the Illuminator and Armenian king Trdat III. The country began the destruction of pagan temples and the construction of Christian churches. The very first was the Echmiadzin Cathedral, which became the first Christian cathedral in the world. You can see this magnificent creation in the town of Echmiadzin, the religious centre of all Armenians. Today, religious monuments of Christianity can be seen everywhere throughout Armenia. Look out for their majestic medieval architecture, which, juxtaposed against the striking surrounding landscapes, create a spectacular sight. We also recommend paying a visit to the mysterious Monastery of Geghard, half-carved in the rock and over 800 years old. Alternatively, fly over the deep gorge to the Monastery of Tatev, a pearl of medieval Armenian architecture, or visit the prison where Gregory The Illuminator suffered at the Monastery of Khor Virap.
Enjoy the view of Mount Ararat
It’s impossible to visit the capital of Armenia, Yerevan, without noticing its magnificent natural landmark, Mount Ararat. This emotive and awe-inspiring mountain is beautiful in any season. Traditionally, Mount Ararat was the symbol of the motherland for all Armenians, and it remains so today. Ararat is known as a Biblical mount, as it was mentioned in the Bible during the story of the Great Flood. According to the tale, Noah’s ark stopped exactly on the mount and after a while, he settled in the Ararat Valley with his family. Despite the fact that Ararat is visible from many parts of Yerevan, for the most beautiful view it is best to climb to the top of the Cascade, or go to the observation area in Victory Park . For a truly breathtaking view, drive out of Yerevan to the monastery of Khor Virap, where you will feel like you can almost touch the mountain.
Take The Longest Ropeway In The World
You can get to the one of the most magnificent creations of medieval Armenian architecture, Tatev monastery, by a ropeway, which happens to be the longest in the world (5.8 kilometres, or 3.6 miles). Not one for those with a fear of heights, as you’ll find yourself walking at 320 meters (1050 feet) above the picturesque gorge of the River Vorotan for 12 minutes. At the end of the journey, you’ll arrive at a unique monastery, built in the 9th-13th centuries.
Take A Dip In The Inverted Sky
Lake Sevan is located so high up in the mountains, that when you sit on the bank it seems that the water surface is about to touch the sky. This amazing lake is the largest and possibly the most beautiful in the Caucasus. The clean fresh water only gets warm in the middle of the summer, which means it is the perfect place to cool down on a hot day. The lake, which locals call ‘the Armenian Sea,’ is surrounded by mountains. Spend an afternoon here and notice how every hour the water changes its colour, from azure to turquoise to navy blue. You can also explore the monastic complex of Sevanavank, built in 874, located nearby.
Taste The Most Ancient Cuisine In The South Caucasus
Armenian cuisine is one of the oldest in Europe and the oldest in the South Caucasus. The dishes here are diverse and delicious thanks to the use of lots of spices, herbs, and wild flowers. In Armenia, and especially in Yerevan, there are many traditional restaurants offering a great choice of local dishes. To start with you can order spas, a creamy and low-calorie soup, prepared from fermented Armenian yogurt (matsun). For the second, try Armenian kyufta (meatballs) or tolma (grape leaves stuffed with minced meat). Also make sure to try juicy barbecue or khorovats, as locals say. Its preparation is a real ritual in which, according to traditions, only men take part. As a snack, sample the white Armenian cheese and basturma (dried meat with spices). You can wrap this in lavash, Armenian national pita bread included in the UNESCO Intangible Cultural Heritage list. For dessert, the best choice is the Armenian gata, a puff pastry that melts in your mouth.
Enjoy The Great Variety Of Fruits And Vegetables
Due to the favourable climate and the warm rays of the sun, the Armenian land provides a huge amount of juicy fruits and healthy vegetables for its residents. Every year in the summer and autumn th
e shop shelves are crammed with a variety of fruits, berries, and vegetables. When you visit, make sure to try the famous golden Armenian apricot, which absorbs the bright rays of Armenian sun every year and is guaranteed to please due to its gentle taste and aroma. Only in Armenia can you enjoy this delicious prunus armeniaca.
Buy A Beautiful Carpet
Many historians consider the Armenian Highlands as the birthplace of the eastern carpet. It is unknown whether it’s true or not, but from ancient times, the Armenian tradition of carpet weaving has been famous for its high and unique quality not only in the country, but also abroad. If you want to get acquainted with Armenian carpet weaving, we advise visiting the gallery and factory Mgeryan Karpet. In their gallery, you can see old works from the 16th-19th centuries, and buy the works you like the most. For a good buy, you can also visit Vernissage, an open-air souvenir fair located not far from the Republic Square. The fair offers a wide variety of things, antiques, old carpets, silver ceramics, pottery, national musical instruments, vases of onyx and much more.
Taste The Most Delicious Water In The World
Did you know that the water in Armenia is considered one of the safest and most delicious in the world. The secret is that it comes from pure natural sources. Another unique feature of Yerevan is that at almost any corner you can find small fountains with drinking water. In honour of its 2,750th anniversary, the city received 2,750 small fountains for every year. The anniversary has long passed but the fountains remain, and everyone can drink clean cold water free of charge.
Feel Real Adrenaline
Due to the mountainous terrain and favourable climate, Armenia is a great place for extreme sports. In recent years, it has become especially popular for paragliding.The places to fly in Armenia are diverse and picturesque with predictable macrometeorology. In summer, you can also enjoy widespread trekking and hiking. Tourists often choose to go climbing in Mount Aragats, the highest point of Armenia (4,090 meters or 13,420 feet). In winter, the country has excellent conditions for ski and snowboard lovers. The most popular ski resort is Tsaghkadzor, which has a four-speed chairlift, equipped with modern and safe technology and more than a dozen well-equipped ski slopes. In comparison to other European destinations, Armenia is a great alternative place to ski, with equipment available at affordable prices.
Make friends with kind and hospitable locals
There is an old Armenian saying, ‘a guest is a gift from God’. On any occasion of joy or happiness, Armenians are quick to set the table for relatives and friends. Armenians also warmly welcome foreigners and want to do everything to make them feel comfortable in their homeland. Many tourists point out that nowhere else have they seen such hospitality as in Armenia. Do not be surprised if during your trip complete strangers invite you to their home and treat you to a variety of different goodies. And it is very likely that at the end of your journey you will make good Armenian friends who will be waiting for your return to their beloved homeland.
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