On October 26, the first regional tourism conference was held at the Monte Melkonyan College in Dilijan, focusing on advancing tourism and fostering new opportunities for regional collaboration. Special emphasis was placed on business tourism and the MICE sector.
The tourism sector represented by the following abbreviation in English is currently one of the fastest-growing. It stands for Meetings, Incentives, Conferences, and Events (MICE) and involves travel with specific purposes.
The forum was initiated by Green Rock company, with the support of the Tourism Committee of the RA Ministry of Economy.
State officials, international organization representatives, experts from various countries, and key industry players participated in this inaugural regional discussion.
In his opening speech, the RA Deputy Minister of Economy Arman Khojoyan emphasized the importance of promoting MICE tourism in Armenia in the light of current global and regional developments. He also highlighted agrotourism as a potential growth area for the business travel in Armenia.
In his turn, businessman Vazgen Gevorkyan, underscored that the issue of tourism branding of Armenia remains unresolved. He also stressed the importance of keeping the environmental issues at the forefront and enhancing the investment appeal of the sector.
Michelle MacKenzie, the head of USAID’s South Caucasus Regional Tourism Program, attended the forum and, in her opening speech, outlined the characteristics and growth trends of MICE tourism. She also introduced the concept of the emerging term “bleisure,” which combines business and leisure travel.
MacKenzie underlined that, despite the shared cultural and traditional peculiarities, Armenia and Georgia each have distinct characteristics that set them apart. She believes regional cooperation could be particularly beneficial in business tourism, but noted the need to enhance the appeal of regions and cities beyond the capital. MacKenzie expressed particular admiration for the Armenian cuisine and wine, having taken enough of the latter on her previous visit.
Abdul Salem Kayali, an expert in the field of hospitality from the UAE, stresses out the special warmth of the Armenian people as one of the key preconditions for tourism development. Already acquainted with Armenian hospitality, Kayali is particularly impressed by Armenians’ unique approach to welcoming tourists, especially families traveling with young children.
“While waiting in the long airport queues, I noticed the security officer’s clear emphasis on prioritizing families with young children. This behavior is truly meaningful; it reflects a respectful approach toward individuals and undoubtedly speaks of a high level of hospitality.”
Kayali underlined several tourist attractions in Armenia, noting the exceptionally delicious food, favorable climatic conditions, and the abundance of attractions. He also pointed out that Armenia holds significant investment appeal for the businessmen from the UAE.
Kayali highlights Armenia’s involvement in tourism exhibitions as a key factor for gaining recognition. He also notes the significant role of Armenians in the Diaspora, who serve as ambassadors for the country, representing Armenia to international audiences.
Tourism expert Salvatore Procopio, a hospitality manager at “Apritzius” International Hospitality School in Italy, also expresses admiration for the warmth of the Armenian people, which he finds reminiscent of Italians. He stresses out that, in addition to its delicious food and wine, Armenia boasts the beauty of its refined arts. Procopio also underscored the importance of various promotional strategies, including inviting renowned bloggers and producing films about the country.
“You should remember that it’s crucial to continuously promote yourself to achieve recognition,” he states.
Among the significant challenges, Procopio specifically points out the need to maintain the sector’s appeal for young professionals.
“In Italy, there has been a growing disinterest among young people in the hospitality industry, as they pursue careers that offer higher salaries and better prospects. I believe Armenia will soon encounter a similar issue.”
To enhance the appeal of the hospitality sector for young individuals, the Italian government has established subsidies for employees working in hotels and guesthouses.
International tourism and hospitality expert Nikolay Kovalev representing Ernst & Young, who is visiting Armenia for the second time, expressed his admiration for the country, having thoroughly explored it during his previous trip. He noted that Armenia has gained significant popularity, particularly among Russian tourists who come to celebrate corporate events. However, he pointed out that it remains relatively under-explored for tourists from Central Asian countries.
Levon Ohanesyan, the head of the Investment Support Center, stated that Armenia has already attracted a considerable amount of foreign investment in the tourism sector, demonstrating the country’s investment appeal, however, there is still significant work ahead.
On the first day of the forum, participants had the opportunity to appreciate exclusive creations from Armenian designers showcased by the Chamber of Fashion and Design, alongside demonstrations of the art of cross-stone carving and carpet weaving.
During the forum, the panel discussions titled “MICE Tourism in the Region: Development Opportunities” and “Innovations and Investment Opportunities in MICE Tourism Infrastructure and Services” unfolded in a vibrant atmosphere. Throughout the working day, the packed hall resonated with innovative ideas and engaged discussions focused on future development prospects.
Mariam Badalyan
“National Network” media and cultural communication platform foundation
Regional Tourism Conference Information Partner
