ArmInfo. Armenia is a small country, and its only advantage may be speed – the speed of decision-making and progress. This perspective was shared on June 17 by Sergey Stanovkin, head of BBC's commercial offices in Eurasia and director of Dars Consulting, during a panel discussion at the Hospitality Investment Forum (HIF) 2026. The international event convened over 1,000 participants from more than 28 countries.
He noted that Armenia should follow the example of Estonia and Singapore. "It's important to form a stereotype, and this is impossible without a vision. But a vision isn't merely words and numbers; it's, first and foremost, images and visualization," the expert said.
Lilit Haroyan, Head of the Investment Promotion and Foreign Relations Department at Enterprise Armenia Foundation echoed the need for strategic growth, noting that while the country holds significant untapped potential in its regions, current tourism flows remain heavily concentrated in Yerevan. She emphasized that addressing this disparity requires a two-fold approach: upgrading regional infrastructure and prioritizing professional training to elevate service standards across the sector.
Despite the existing difficulties and challenges, the head of the department emphasized that Armenia's tourism industry has significant advantages and opportunities for further development. "The time has come to promote the country as a tourist destination," she said.
It is worth noting that according to the Tourism Committee, 825,400 tourists visited Armenia from January to May, a 19.3% increase compared to the same period last year. Russia, Georgia, and Iran consistently rank among the top three countries whose citizens most frequently choose Armenia for vacation. In 2025, Armenia welcomed 2.3 million tourists, with an annual growth rate of 2.5%. The tourism sector accounts for 14.4% of the country's GDP.
