Tourism Committee of Armenia says country favored by Middle Eastern tourists

Tourism Committee of Armenia says country favored by Middle Eastern tourists

Sisian Boghossian, head of the Tourism Committee of Armenia

Sisian Boghossian, head of the Tourism Committee of Armenia, explains why Armenia is attracting a greater number of travelers from the Middle East.

How is the Tourism Committee of Armenia tailoring its marketing strategies to attract Middle Eastern travelers?

The Tourism Committee of Armenia has implemented a multifaceted approach to tailor its marketing strategies, ensuring that they effectively resonate with Middle Eastern travelers. This includes using appropriate imagery, language and messaging. Additionally, they recognize the importance of halal-friendly options, prioritize family-oriented activities and experiences, and focus on luxury and comfort.

How is the Tourism Committee of Armenia leveraging its rich culinary heritage to appeal to Middle Eastern travelers?

Culinary tourism holds significant importance for Armenia, because the country boasts a rich culinary heritage deeply intertwined with its cultural and historical identity. Armenian cuisine is renowned for its diverse flavors, traditional recipes and use of fresh, locally sourced ingredients. Recognizing the appeal of culinary experiences to travelers, the Tourism Committee of Armenia has strategically leveraged Armenia’s culinary heritage to attract Middle Easterns by highlighting traditional cuisine, offering culinary workshops and masterclasses and providing local options through gastro-yards and more.

Which specific segment of Middle Eastern travelers is the Tourism Committee of Armenia targeting?

The Middle East, including the UAE market, holds significant significance and importance for Armenia’s tourism sector. In recent years, we’ve witnessed considerable success in the UAE market, with notable growth trends. Recognizing the preference for direct flights among travelers, we’re strategically expanding our efforts to capitalize on emerging opportunities. For instance, we’re gradually extending our outreach to other countries with direct flight connections to Armenia, such as Qatar. As new direct flight routes become operational, we’ll be scaling up our marketing and promotional activities in these regions to effectively reach and engage with potential travelers. Furthermore, this approach aligns with our commitment to maximizing the potential of direct flight routes and leveraging them to further enhance Armenia’s appeal as a preferred tourism destination in the Middle East and beyond.

What is the feedback from Middle Eastern guests regarding their experiences?

In recent years, Armenia has been attracting a greater number of tourists from the Middle East. Moreover, Middle Eastern visitors often express appreciation for Armenia’s diverse and flavorful cuisine. Furthermore, many travelers enjoy participating in culinary activities as they provide opportunities to learn about Armenian culture through its food.


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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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