The World Tourism Communication Forum has kicked off in Yerevan under the theme “Tourism Talks: Connecting People, Places, and Perspectives.” This international platform has brought together global leaders, policymakers, and communication experts in the tourism sector to explore how strategic communication is shaping the future of tourism.

Minister of Economy Gevorg Papoyan noted that the forum serves as an opportunity to come together, discuss, and reflect on how communication and human connections can help shape the future of tourism.

“Your presence here is, first and foremost, a reflection of the growing interest, trust, and willingness for partnership toward Armenia. It is both an expression of appreciation and a responsibility—to continue building a more accessible, welcoming, and sustainable environment for visitors to our country,” Papoyan told attendees. 

“Today, communication is no longer merely the exchange of information; it is something much greater. Tourism communication and branding essentially shape the way the world sees and perceives each country as a unique travel destination. In this process, the media, of course, plays a powerful role—it can challenge stereotypes about any country, reveal its true values, and open up new opportunities. In the end, every tourist chooses the story they wish to become a part of,” the Minister said. The minister emphasized that with its millennia-old cultural heritage, unique natural landscapes, and genuine hospitality, Armenia has countless diverse stories to share with its visiting tourists. “Our goal is to tell these stories to the world through modern communication tools, digital platforms, and, of course, through comprehensive international cooperation. Tourism is one of the strategic directions of our economy. It not only drives economic growth but also contributes to inclusive development, job creation, infrastructure improvement, and, importantly, the preservation of our cultural and historical heritage. We believe that effective communication, proper branding, the power of media, and intercultural connections together shape a sustainable future for tourism,” Papoyan said.

President of the Tourism Committee Lusine Gevorgyan noted that through this forum, Armenia aims to highlight the key role of communication in fostering trust, engagement, and sustainable tourism development.

Gevorgyan gladly noted that the forum has brought together high-level guests from Greece, Iran, the Organization of the Black Sea Economic Cooperation, representatives of the United Nations and the UN World Tourism Organization (UN Tourism), as well as partners from Georgia.

Vassilis Maragos, Head of the EU Delegation to Armenia, noted that tourism is regarded as a key driver of economic development within the European Union, accounting for around 10 percent of EU employment and generating significant added value. According to him, tourism serves not only as an engine of economic growth but also as a force for social development that connects people and cultures.

The Head of the EU Mission in Armenia noted that the sector is also facing a range of challenges—from seasonality to climate change and geopolitical instability. He added that the EU is currently developing its first pan-European tourism strategy, and Armenia is contributing to this process.

“Armenia has great tourism potential, and we highly value Armenia’s Tourism Development Strategy for 2026–2030. I can say that this strategy is broadly aligned with and fully consistent with the EU’s new partnership agenda,” said Mr. Maragos.

The Head of the EU Mission in Armenia added that the European Union supports various initiatives in Armenia aimed at promoting innovative tourism, education, and community development.

Published by Armenpress, original at https://armenpress.am/en/article/1233048