On October 26-27, we proudly hosted the initial Regional Tourism Forum in the picturesque town of Dilijan. Organized by Green Rock in collaboration with the Tourism Committee of the Ministry of Economy of the Republic of Armenia, this landmark event brought together industry leaders, government officials, and international experts to advance the development of tourism and strengthen regional cooperation.
Held at the Monte Melkonyan Military Sports College, the forum aimed to position Armenia as a premier tourism and business destination in the region, with a particular focus on MICE tourism. The event featured a dynamic agenda of high-level discussions, innovative presentations, and collaborative dialogue, all designed to inspire sustainable growth and strategic development in the tourism sector.
Key Themes and Insights
The forum opened with a powerful session featuring distinguished speakers who underscored the strategic importance of MICE tourism.
Deputy Minister of Economy Arman Khojoyan emphasized that MICE tourism plays a pivotal role in Armenia’s economic strategy, with opportunities for growth extending into complementary sectors such as agrotourism.
Vazgen Gevorkian, a key supporter of the forum, highlighted the need for practical solutions to enhance Armenia’s tourism branding and attract foreign investment. He stressed that while Armenia’s potential is evident, there is work to be done in creating a seamless and welcoming environment for investors.
Michelle McKenzie, USAID South Caucasus Regional Tourism Program Manager, introduced the emerging concept of “bleisure,” showcasing how Armenia can leverage this trend to boost both business and leisure travel.
Our international guests, including Abdulsalam Kayali from the UAE and Salvatore Procopio from Italy, praised Armenia’s unique combination of cultural richness, warm hospitality, and investment opportunities, reinforcing the country’s appeal on the global stage.
Nino Getsadze, a Georgian tourism expert, shared insights into Georgia’s growing MICE sector, emphasizing the importance of regional collaboration between the South Caucasus countries.
Elina Karapetyan spoke about the importance of leveraging Armenia’s strategic location and favorable investment climate to boost its tourism sector. She detailed Armenia’s international partnerships, protective legal frameworks for foreign investors, and tax incentives, which make it a competitive and attractive destination.
Our international guests, including Abdulsalam Kayali from the UAE and Salvatore Procopio from Italy, praised Armenia’s unique combination of cultural richness, warm hospitality, and investment opportunities, reinforcing the country’s appeal on the global stage.
The diverse perspectives and actionable insights shared by these speakers highlighted Armenia’s immense potential in the global MICE tourism market. The discussions underscored the importance of infrastructure development, regional collaboration, and innovative marketing strategies to position Armenia as a premier destination for MICE tourism.
Dynamic Panel Discussions: Forging the Path for MICE Tourism Growth
The Tourism Regional Forum featured two transformative panel discussions, each serving as a catalyst for shaping the future of MICE tourism in Armenia.
The first panel, “MICE Tourism in the Region – Opportunities for Growth,” brought together experts who explored regional prospects and collaborative opportunities. Moderated by Zarmine Zeitountsian, the discussion spotlighted Arman Khojoyan, Deputy Minister of Economy of RA, who emphasized Armenia’s untapped potential in the MICE sector. Levon Ohanesyan, General Director of Enterprise Armenia, spoke about creating an investor-friendly environment, while Diana Karapetyan Head of Marketing and Promotion Department of the Tourism Committee shared strategies to elevate Armenia’s global visibility. Adding regional perspectives, Anastasia Popova from Moscow’s Tourism Development Office shared insights into interregional cooperation, complemented by Nikolay Kovalev of EY, who highlighted competitive strategies for attracting international events.
The second panel, “Innovations and Investment in MICE Tourism Infrastructure and Services,” underscored the critical role of infrastructure and services in driving growth. Moderated by Gayane Kocharyan, the session included Gevorg Mantashyan, First Deputy Minister of High-Tech Industry, who emphasized the importance of integrating technology in MICE tourism. Vazgen Gevorkyan, an entrepreneur, highlighted the investment potential in Armenia’s tourism landscape. Madlene Minassian from Picsart shed light on aligning corporate innovation with tourism growth, while Syuzanna Azoyan of SADA Armenia discussed enhancing service standards to meet global expectations. Tigran Harutyunyan, founder of MyLer Mountain Resort, shared his vision for sustainable tourism development.
These discussions were instrumental in fostering collaboration, sharing innovative ideas, and setting the stage for Armenia to emerge as a key player in the MICE tourism sector.
Innovative Cultural Highlights
To further enhance the experience, the forum celebrated Armenia’s cultural heritage through engaging exhibits and activities. Zangak Bookstore presented a selection of Armenian literary works, highlighting the country’s intellectual richness. Megerian Carpet showcased the intricate art of Armenian carpet weaving, offering attendees a chance to witness this timeless craft. Additionally, Bekor displayed traditional khachkar art, reflecting Armenia’s deep historical and artistic roots.
A fashion show curated by the Chamber of Fashion and Design added a modern twist to the cultural program, blending tradition with contemporary creativity. These elements enriched the event, underscoring the profound connection between Armenia’s cultural identity and its tourism potential.
Driving Collaboration on Day Two
The second day of the forum was dedicated to fostering dialogue between the public and private sectors. During a roundtable discussion, participants explored the challenges and opportunities facing MICE tourism in Armenia. This session underscored the importance of collaboration in developing a robust and sustainable tourism sector.
As organizers, we are committed to facilitating this ongoing dialogue and supporting the implementation of actionable strategies that will drive growth and innovation.