AGENDA 2026

October 10

11:00 - 12:00

Registration and Welcome Coffee

12:00 - 12:10

Official Opening and Welcome Remarks

Tigran Gasparyan, Deputy Minister of Economy

12:10 - 12:20

Opening Keynote: The City as a Living Ecosystem

Katerina Danekina, CEO, Green Rock

12:20 - 13:00

Panel Discussion: Free Economic Zones – Challenges and Opportunities

Vahagn Lalayan, Director, Myler Free Economic Zone (Moderator)

Tigran Gasparyan, Deputy Minister of Economy

Vazgen Gevorkyan, Strategic Advisor, Green Rock

Rafayel Gevorgyan, Deputy Commissioner, State Revenue Committee

Tigran Harutyunyan, Founder, Myler Mountain Resort

13:00 - 13:40

Case-Led Panel: Cultural Infrastructure as a Destination Driver

Martin Tovmasyan, Development Director, Armenian State Symphony Orchestra (Moderator)

Katya Bredikhina, Director, Green Rock Foundation

Davinia Galea (Malta), Founder & Managing Director, ARC Research & Consultancy

Marie-Automne Peyregne (France), Municipal & Metropolitan Councillor, City of Nice

Linus Roth (Germany), Violinist & Founder/Artistic Director, Festival Ibiza Conciertos

13:40 - 14:00

In conversation with Reto Mathis and Katya Bredikhina

14:00 - 15:00

Networking reception

15:00 - 15:40

Fireside Chat: Longevity as a Destination Opportunity

Katerina Danekina, CEO, Green Rock (Host)

Christina Michael (Switzerland), Founder & CEO, St. Moritz Longevity Forum

15:40 - 16:20

Moderated Panel: Financial Institutions' Role in Creating New Destinations

Astghik Sahakyan, President, Project Management Institute (PMI) Armenia Chapter (Moderator)

Irina Belysheva, CEO, WILCO Wealth Management Company

Arman Barkhudaryan, IFC Country Officer

Zara Ohanyan, National Program Manager, Head of Advisory, EBRD

16:20 - 17:05

Announcements and Signings

17:05 - 17:15

Closing Remarks

Katerina Danekina, CEO, Green Rock

Day 1

09:30 - 10:30

Registration & Networking / Coffee break

10:30 - 11:00

Opening Ceremony and Welcome Remarks

● Arman Khojoyan | Deputy Minister of Economy

● Vazgen Gevorkyan | Investor and Businessman

● Anna Salome | Chief Marketing Officer of Green Rock Company

11:00 - 11:30

Keynote Speech: Introducing regional opportunities for MICE tourism growth and collaboration

Michele McKenzie, Chief of Party USAID South Caucasus Regional tourism program

11:30 - 12:30

PANEL DISCUSSION: MICE Tourism in the Region – Opportunities for Growth

Moderator - Zarmine Zeitountsian

● Arman Khojoyan, Deputy Minister | Ministry of Economy of RA

● Levon Ohanesyan, General Director | Enterprise Armenia

● Diana Karapetyan, Head of Marketing and Promotion Department | Tourism Committee of the Ministry of Economy of RA

● Anastasia Popova, Deputy General Director for International and Industry Cooperation ANO ‘‘Project Office for the Development of Tourism and Hospitality of Moscow’’

● Nikolay Kovalev, Hospitality and Tourism Leader, EY

12:30 - 12:45

KEYNOTE SPEECH: MICE Tourism Opportunities in Georgia

Nino Getsadze, Georgian Tourism Association, Georgia

12:45 - 13:15

KEYNOTE SPEECH: Unlocking MICE Tourism Opportunities in Armenia: A Strategic Roadmap Inspired by Dubai’s Success

Abdulsalam Kayali, Tourism and Hospitality Expert, UAE

13:15 - 13:30

Entertainment Section

13:30 - 15:00

Networking Lunch

15:00 - 15:20

BEST PRACTICE INTRODUCTION: Transforming MICE Tourism in the region: Lessons from Italy’s Hospitality Excellence

Salvatore Procopio, Apicius International School of Hospitality, Hospitality Manager, Expert, Italy

15:20 - 15:40

KEYNOTE SPEECH: Innovations and Investment in MICE Tourism Infrastructure

Elina Karapetyan, Foreign Affairs and Donor Relations Specialist | Enterprise Armenia

15:40 - 16:40

PANEL DISCUSSION: Innovations and Investment in MICE Tourism Infrastructure and Services

Moderator - Gayane Kocharyan

● Gevorg Mantashyan, First Deputy Minister Ministry of High Tech Industry of RA

● Vazgen Gevorkyan, Investor and Businessman

● Madlene Minassian, Head of Corporate Affairs | Picsart

● Syuzanna Azoyan, Managing Director | SADA Armenia

● Tigran Harutyunyan, Founder | MyLer Mountain Resort

16:40 - 17:00

KEYNOTE SPEECH: MICE Tourism Resources and Development Opportunities in Armenia

Yeghishe Tanashyan, MICE Tourism Expert I ESI DMC Armenia

17:00 - 17:15

Closing Remarks

Day 2

09:30 - 10:30

Business Breakfast at Military and Sport College named after Monte Melkonyan

10:30- 12:00

ROUND TABLE DISCUSSION: The Role of Armenia in the Regional MICE Tourism, Needs and Required Solutions