The World Tourism Communication Forum has successfully launched its activities in Yerevan under the banner, "Tourism Dialogues: Connecting People, Places, and Visions."
This international platform brought together global leaders, policymakers, and communication experts within the tourism sector to explore the pivotal role of strategic communication in shaping the future of tourism.
Through this Forum, Armenia aims to underscore the essential role of communication in fostering trust, inclusion, and the growth of sustainable tourism.
The event is set to be a platform for constructive dialogue, the exchange of best practices, and public-private sector cooperation.
It brings together ministers, representatives of international organizations, tourism sector leaders, researchers, and media professionals to discuss how effective communication can enhance trust, inclusivity, and sustainable growth in the tourism sector.
The Forum gathered high-level guests from Greece, Iran, and the Organization of the Black Sea Economic Cooperation (BSEC), alongside representatives from the United Nations and the UN World Tourism Organization (UNWTO), and partners from Georgia.
Vassilis Maragos, Head of the European Union Delegation to Armenia, noted that tourism is considered a key driver of economic development within the EU, accounting for approximately 10% of EU jobs and generating significant added value. According to Maragos, tourism is not only an engine for economic growth but also a force for social development that strengthens ties between peoples and cultures.
He highlighted Armenia’s enormous tourism potential, stating, "We highly appreciate Armenia's tourism development strategy for 2026-2030. I can say that this strategy generally aligns and perfectly corresponds with the EU's New Partnership Agenda."
He added that the EU Mission in Armenia supports various initiatives in the country aimed at promoting innovative tourism, education, and community development.
It was emphasized that communication today is much more than a mere exchange of information; tourism communication and brand identity fundamentally shape the world’s perception of each country as a unique travel destination. In this process, the media plays a vital role, as it can challenge stereotypes about any country, reveal its true values, and open up new horizons. Ultimately, every tourist chooses the story they wish to be a part of.
The goal is to convey these stories to the world through modern communication tools and 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, most importantly, the preservation of our cultural and historical heritage.
It is believed that effective communication, proper promotion, the power of the media, and cross-cultural communication collectively shape a sustainable future for tourism.
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