TOURINFO–July 2023-Sisian Boghossian, a Canadian-Armenian specialist originally from Iran, is a catalyst for cultural connections and positive change. With a background in international relations and tourism management, she actively contributes to Armenia’s development through the iGorts program, breaking down barriers between diaspora specialists and the government. In January 2022, appointed as the Head of Armenia’s Tourism Committee, she envisions a future where Armenia’s cultural richness attracts global visitors, fostering sustainable development and economic growth.

Can you tell us about your background and how you became the Head of Armenia’s Tourism Committee?

I have spent the last 24 years in Toronto, Canada. I hold an MBA with a specialization in marketing and organizational behavior. I have visited Armenia multiple times as a tourist and even lived in Armenia for about five months in 2019 as a birthright volunteer. During that time in Armenia, I worked at the American University of Armenia and the Football Federation of Armenia. In 2021, I decided to move back to Armenia through the iGorts program, a diaspora-run initiative and joined the Tourism Committee as a marketing expert.

Within three months, I was appointed as the Head of The Tourism Committee in the Ministry of Economy. My main mandate has been to elevate the profile of Armenia as a tourism destination globally and ensure that the beauty of Armenia is showcased to the highest quality for tourists worldwide.

How has the tourism industry in Armenia evolved over the last 10 years?

Over the last 10 years, we have seen significant growth and an increase in tourism in Armenia. On average, we have experienced a 10% increase year-over-year in the number of tourists visiting Armenia, excluding the pandemic. Our goal has been to get back to the pre-COVID numbers, and I’m pleased to share that in the first six months of 2023, we have already welcomed 1 million tourists, which is a 30% increase compared to 2019, the most successful year for tourism in Armenia. We are on track to break the 2019 record of 1.9 million total tourists this year. However, there are challenges that we need to address, such as infrastructure, brand awareness, and diversifying our tourism products beyond cultural attractions.

How are you addressing the challenges of infrastructure, brand awareness, and diversification of tourism products in Armenia?

Infrastructure remains a significant challenge for us, and we are working on over 40 projects in collaboration with the World Bank to improve roads, lighting, water supply, and other necessary infrastructure elements. The private sector is also investing in creating businesses within the industry, which is crucial. Brand awareness has been another challenge, but we have developed Armenia’s brand as a tourism destination: “Armenia, The Hidden Track”. We are promoting Armenia in four key directions: culture, nature, adventure, and gastronomy. This involves highlighting not only churches and monasteries but also our breathtaking nature, adventure activities like hot air balloon rides, paragliding, ziplining, and more, and our outstanding cuisine and wine. We are also working with the private sector to develop and offer more diverse tourism products to visitors.

Which countries are the main source of tourists for Armenia, and have there been any shifts in tourist flows recently?

Over the past 10 years, the top three countries sending tourists to Armenia have remained consistent: Russia, Georgia, and Iran. However, due to recent geopolitical changes, we have seen an increase in the proportion of tourists from Russia. While we typically receive 30 to 35% of tourists from Russia, this year we have already reached 52%. Georgia and Iran remain important source countries as well. Additionally, we have noticed an increase in tourists from European countries like France and Germany, facilitated by direct flights. We have also initiated campaigns to promote Armenia as a tourism destination in the United Arab Emirates (UAE), specifically targeting Dubai. This has resulted in an interesting demand from the UAE, especially for weekend getaways and winter sports.

How are festivals and events contributing to tourism in Armenia?

Festivals play a vital role in creating unique experiences for tourists in Armenia. We are supporting around 16 festivals this year, ranging from food and wine festivals to adventure tourism festivals, to cultural and music. These festivals attract both local and international tourists, providing them with opportunities to enjoy Armenian culture, cuisine, music, and arts. While some bigger events like Starmus may attract niche audiences, sporting events are not yet at a level of popularity to significantly impact tourism. However, we are constantly working on promoting domestic tourism and organizing events that encourage locals to explore different regions of Armenia.

How does Armenia ensure the safety of tourists, especially considering its geopolitical situation?

Festivals play a vital role in creating unique experiences for tourists in Armenia. We are supporting around 16 festivals this year, ranging from food and wine festivals to adventure tourism festivals, to cultural and music. These festivals attract both local and international tourists, providing them with opportunities to enjoy Armenian culture, cuisine, music, and arts. While some bigger events like Starmus may attract niche audiences, sporting events are not yet at a level of popularity to significantly impact tourism. However, we are constantly working on promoting domestic tourism and organizing events that encourage locals to explore different regions of Armenia.

How does the Tourism Committee collaborate with other ministries, such as the Ministry of Culture, Education, and Sport, to enhance tourism in Armenia?

We work closely with the Ministry of Culture, Education, and Sport, particularly when it comes to promoting Armenian culture as one of the pillars of tourism. For instance, we collaborate on projects like updating signage related to cultural heritage sites. In terms of funding, our processes involve tenders to ensure transparency. Any funding provided by the tourism committee goes through a tender process and interested parties can apply if they meet the requirements. While we do communicate with other ministries about projects and potential recommendations, the implementation and scheduling of road renovations, for example, fall under the purview of the relevant authorities.

How has domestic tourism in Armenia evolved, especially in the context of the COVID-19 pandemic?

The COVID-19 pandemic had a significant impact on tourism worldwide, and Armenia experienced a shift towards domestic tourism. With international travel restrictions, people started exploring their own countries, including Armenia. We witnessed a 20% year-over-year increase in domestic tourism from 2021 to 2022. To promote domestic tourism, we are supporting over 16 festivals and organized a domestic tourism expo where different regions display their cultural heritage, cuisine, wines, and adventure activities at the end of May. The expo attracted both local and international tourists, creating opportunities for them to discover different parts of Armenia.

How does the Tourism Committee address force majeure cases or unexpected events that may impact tourism in Armenia?

We understand the importance of safety for tourists, particularly in the European market. We consistently communicate that Armenia is safe, but we cannot predict incidents that may occur at the border. It is recommended for tourists to avoid border areas. However, we focus on promoting Armenia’s 10 regions, ensuring that tourists have a wide range of destinations to explore while maintaining their safety. While we cannot schedule road construction or renovations based on tourist seasons, we collaborate with the relevant authorities to inform them about priorities and potential projects related to tourism.

Any final thoughts or messages you would like to share?

I would like to extend my warm congratulations to TOURINFO Magazine on reaching the remarkable milestone of 20 years. At the core of our efforts lies a shared goal: to ensure that Armenia shines on the global stage, captivating the world with its beauty as a remarkable tourism destination, and encouraging travelers to embark on a transformative journey of discovery.

We have recently launched a new website, www.armenia.travel, where visitors can find all the essential information about Armenia, including exciting things to do, must-see attractions, and immersive experiences awaiting them. Currently available in English, we are working diligently to make it accessible in French, German, and Russian, broadening our reach to welcome travelers from diverse backgrounds.

Calling all adventurers and wanderers! It is time to embark on an unforgettable journey of discovery in the enchanting land of Armenia! Uncover the hidden gems and treasures that await you, creating cherished memories that will last a lifetime. Get ready to celebrate the undeniable beauty of Armenia, where every step leads to new and extraordinary experiences.

Immerse yourself in the vibrant culture, be captivated by the picturesque landscapes, and bask in the warm hospitality that awaits you at every turn. Armenia is calling you to explore its wonders and indulge in its unique flavors.

Come, explore, and be captivated by Armenia’s rich culture, picturesque landscapes, and warm hospitality!

TOURINFO Magazine- Thank you so much, Ms. Boghossian, for sharing valuable insights into Armenia’s tourism industry and your vision for its future. We wish you the best of success in your efforts to promote Armenia as a unique and captivating destination for travelers around the world.