Armenia to Unveil Tourism Branding Strategy

Garni Temple in Armenia

YEREVAN (Arka)—Armenia’s three-year branding and development strategy will be unveiled by year’s end, Mekhak Apresian, chief of the Armenian Economy Ministry’s tourism division, said Wednesday at a press conference.

He said Armenia has used certain branding techniques before to present itself abroad, but a systematic approach and targeted strategy will improve results and intensify tourist flow into the country.

“Some attributes of Armenia can be used towards branding – Armenia as the first Christian country, the legend of Noah, Armenian national musical instruments … cuisine and people,” Apresian said.

On Feb. 20, Armenia’s National Competitiveness Fund and New York-based GK Brand, Inc. signed an agreement to create an Armenian national brand.

Meanwhile, head of the National Competitiveness Fund Arman Khachaturyan, Armenian Economy Minister Vahram Avanesyan, and Head of USAID Yerevan Office Karen Hilliard signed a memorandum to take necessary measures to create the brand.

GK Brand’s team is made up of international specialists in developing branding strategies, instruments, and technologies.

The company has partners in 25 countries, including in the United States, Europe, China, India, Latin America, the Middle East, and Australia.

Armenia’s economy ministry says the right national brand will increase annual tourist inflow in the country by 10% in a few years.

According to the ministry’s reports, 495,967 tourists visited Armenia in the first half of this year – a 17.3% year-on-year growth, and 474,989 people traveled from Armenia abroad as tourists – a 14.8% year-on-year growth.


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