New Tourism Initiative in Armenia Aims to Transform Rural Villages into Travel Destinations

Published on December 12, 2025

The Armenian government has approved a landmark program aimed at establishing tourist villages across nearly 60 settlements throughout the country. This initiative, unveiled during a meeting on Thursday, seeks to promote balanced and systematic territorial development by transforming rural and lesser-known areas into viable tourist destinations. The program is designed to harness Armenia’s natural beauty, cultural heritage, and unique landscapes to attract international and domestic travelers, while also improving local economies and infrastructure.

The initiative is part of Armenia’s broader effort to diversify its tourism offerings and ensure that the benefits of tourism are felt in all regions of the country. By creating tourist villages in areas that are often overlooked by traditional tourism routes, the government aims to provide visitors with more authentic and immersive experiences, while also fostering sustainable development that benefits local communities.

The Tourist Villages Initiative: Expanding Armenia’s Tourism Landscape

The new program focuses on the creation of tourist villages that will be spread across all regions of Armenia, from the lush forests of the north to the sun-drenched plains of the south. These villages will feature a combination of eco-friendly accommodations, local cultural experiences, and recreational activities designed to highlight the unique qualities of each region.

Each village will be developed with an emphasis on preserving the local way of life and ensuring that tourism development does not come at the expense of the environment or cultural heritage. Local architecture, traditions, and gastronomy will be integral components of the visitor experience. For example, tourists visiting a village in Armenia’s mountainous regions might be able to experience traditional highland shepherding practices or enjoy local cuisine made with ingredients sourced from the surrounding area.

Armenia’s varied landscape and rich cultural heritage make it an ideal location for such an initiative. The country is home to ancient monasteries, fortresses, and natural wonders, as well as a vibrant cultural scene. By integrating tourism into rural communities, the government hopes to create economic opportunities for residents while also preserving the authenticity and charm of these locations.

Focus on Sustainable and Inclusive Development

Sustainability is a core principle of the tourist village program. The government has stated that the development of these villages will focus on creating eco-friendly infrastructure that minimizes environmental impact. Renewable energy sources, waste reduction practices, and sustainable water management systems will be prioritized to ensure that the villages remain environmentally responsible.

The initiative also includes plans for improving accessibility to these areas, with the construction of better roads, signage, and transportation links. While some of the villages are located in remote areas, the government aims to ensure that visitors can easily reach them while maintaining the character and tranquility of the destination. Public-private partnerships will be encouraged to provide financial and technical support for the development of infrastructure and services.

The program will also prioritize inclusivity, aiming to engage local communities in the tourism development process. By empowering locals to play an active role in the management and operation of these villages, the government hopes to ensure that the economic benefits of tourism are widely shared. This includes providing training for local businesses and entrepreneurs to help them offer quality services and products to tourists, from guided tours to artisanal crafts and local foods.

Promoting Armenia’s Hidden Gems

While Armenia’s capital, Yerevan, and its iconic tourist destinations like the ancient Geghard Monastery and Lake Sevan attract the majority of international visitors, the new initiative aims to bring attention to the country’s lesser-known regions. Some of these villages will be located near natural attractions such as waterfalls, hiking trails, and caves, providing tourists with opportunities to explore Armenia’s diverse ecosystems.

The government is also keen to promote rural Armenia’s agricultural heritage, with many of the tourist villages planned to be situated in areas known for their vineyards, orchards, and farms. Wine tourism is a growing sector in Armenia, which is one of the world’s oldest wine-producing countries. Visitors to these villages may have the opportunity to tour local vineyards, sample wines made from indigenous grape varieties, and learn about Armenia’s winemaking traditions.

In addition to agricultural and natural attractions, the program will highlight the country’s rich cultural heritage. Villages in regions with ancient fortresses or unique architectural landmarks will allow visitors to experience Armenia’s deep history and architectural diversity. Many of the tourist villages will also include opportunities to participate in traditional crafts, such as weaving, pottery, and metalworking.

Expanding Armenia’s Global Tourism Appeal

The launch of the tourist village program is part of Armenia’s broader strategy to increase its global tourism appeal and diversify its offerings. By expanding beyond the traditional attractions of Yerevan and popular sites like the Temple of Garni and Khor Virap, Armenia aims to provide visitors with a more comprehensive view of the country’s beauty, history, and culture.

The government is also planning a marketing campaign to raise awareness of these new destinations, targeting tourists from neighboring countries as well as international visitors. Partnerships with international travel agencies, tour operators, and online booking platforms will be crucial in attracting tourists to the newly developed villages.

In addition to cultural and adventure tourism, the program is expected to boost wellness tourism. Armenia’s natural landscapes, including its hot springs and peaceful rural environments, make it an ideal destination for those seeking relaxation and wellness experiences. Visitors can enjoy yoga retreats, spa treatments, and nature walks, all while taking in the tranquil surroundings of the country’s rural villages.

Conclusion: A Promising Future for Armenia’s Tourism Industry

Armenia’s new initiative to establish tourist villages is poised to transform the country’s tourism landscape. By focusing on sustainable, community-driven development, the government aims to create an inclusive tourism model that benefits both visitors and locals. The program not only highlights the natural beauty and cultural richness of Armenia’s rural regions but also offers a new way for tourists to experience the country in an authentic, meaningful way.

With a growing emphasis on sustainability and local engagement, the tourist villages initiative will undoubtedly contribute to the continued success and diversification of Armenia’s tourism industry in the years to come.