A new project aims to bring about lasting change in Armenia’s tourism landscape by promoting sustainability, innovation and regional development. The initiative is funded by the German Federal Ministry for Economic Cooperation and Development (BMZ) as part of the “Private Sector Development and Technical and Vocational Education and Training in Armenia” (PSDTVET Armenia) programme and implemented by GIZ in cooperation with mascontour.
The project runs from March 2025 to February 2027 and aims to strengthen institutional capacities, support green business models and improve the competitiveness of Armenian tourism, especially in the Lori and Tavush regions.
Main activities
- Strengthening the National Tourism Committee: Support in developing sustainable strategies, strategic marketing, promoting digital skills and effective crisis communication.
- Regional branding in Lori and Tavush: creating distinctive brand identities and a comprehensive marketing strategy in close collaboration with local stakeholders.
- Promotion of Green Key certification: advice and technical support for up to 30 companies in introducing environmentally friendly practices and obtaining certification.
- Supporting the Tourism Innovation Academy by conducting workshops, mentoring and training on green business models, impact measurement and sustainability consulting.
This initiative is a strategic step towards a greener and more competitive tourism sector in Armenia. It empowers institutions and businesses to lead by example and align with global sustainability goals.
