Armenia plans to strengthen its tourism sector by developing several key niches, including medical tourism, eco-tourism, and religious tourism, according to Lusine Gevorgyan, head of the country’s Tourism Committee.
Medical Tourism Conference and New Digital Platform
Gevorgyan said that in January Armenia will host a conference on medical tourism organized jointly with the United Nations. Representatives from countries with strong medical tourism industries are expected to attend.
“These countries welcome hundreds of thousands of medical tourists every year,” Gevorgyan said.
She noted that medical tourism covers many areas of healthcare. Therefore, Armenia is developing digital tools that will help travelers find affordable and high-quality medical services.
A new online platform, med.am, will soon launch. It will allow visitors to search for certified doctors in plastic and aesthetic surgery as well as other medical specialties. In addition, users will be able to connect with insurance providers and tour operators, making it easier to plan medical trips to Armenia.
Strong Potential for Eco and Religious Tourism
At the same time, Armenia also sees strong potential in eco-tourism and religious tourism, Gevorgyan said.
Many international visitors do not realize that Armenia became the first country in the world to adopt Christianity as a state religion in 301 AD. As a result, authorities plan to develop tourism products that highlight the country’s historic monasteries, pilgrimage routes, and natural landscapes.
International Promotion and Domestic Tourism Development
The Tourism Committee also emphasizes the importance of promoting Armenia at international tourism exhibitions and platforms.
Meanwhile, the government is working to strengthen domestic tourism. The program includes:
- improving tourism infrastructure in the regions
- launching educational grant programs in tourism
- creating a digital database of tour operators
In addition, the Tourism Committee plans to introduce certification for tour operators and launch a rating system to improve service quality.
Expanding the Tourist Experience
Under the new strategy, tour guides will be encouraged to offer more diverse travel experiences. For example, tours may include:
- visits not only to churches but also to Armenia’s natural attractions
- tastings of local cuisine
- immersive cultural activities
According to Gevorgyan, these initiatives will help extend tourists’ stays in the country.
Armenia Tourism Strategy 2026–2030
In January, the Armenian government approved the Tourism Development Strategy for 2026–2030. The program aims to address long-standing industry challenges and coordinate reforms, including legislative changes.
In particular, the strategy focuses on practical improvements such as:
- upgrading roads to tourist sites
- improving cleanliness standards
- expanding tourist infrastructure, including public restrooms
- raising overall service quality
If the program succeeds, Armenia aims to achieve the following goals by 2030:
- increase international tourist arrivals to 3 million
- reach 4.5 million domestic trips
- boost tourism spending to $3.8 billion
- create 20,000 new jobs in the tourism sector
The strategy highlights priority segments such as cultural, gastronomic, and adventure tourism. At the same time, it supports the development of agro-tourism, MICE tourism, religious tourism, medical tourism, and wellness travel.
According to official statistics, 2,263,642 tourists visited Armenia in 2025, which represents a 2.5% year-on-year increase.