ITB Berlin 2025 isn’t just another travel trade show, it’s the place to set tourism standards, to make connections and show countries at their best. This annual conference in the heart of Europe sets the bar for the global travel industry, bringing together top professionals and tourism enthusiasts.
Armenia is also one of the participants with a dedicated booth at Hall 11.2, Stand #102. Local travel agencies, including Levon Travel, were representing Armenia at ITB Berlin 2025, showing why the country should be on everyone’s must-visit list. The bigger story came to light in an interview with Gevorg Papoyan, Minister of the Economy of Armenia, and Lusine Gevorgyan, head of the Tourism Committee.
They shared Armenia’s vision for tourism, highlighting its economic impact and the country’s commitment to sustainable travel.
Armenia’s Strategic Focus on Tourism
Armenia’s tourism scene has been buzzing especially after the pandemic when the county saw an influx of tourists and those who relocated from Russia. Last year the government announced its rolling out a fresh five-year strategy to make sure everyone knows just how awesome this place is.
So, what’s in the core? The concept is focused on boosting the economy, creating jobs, and giving local communities a lift.
But it’s not just about the numbers. Armenia has a rich cultural and historical background, and the plan is to share that with the world. The government is also keen to make travel here as smooth as possible. Better infrastructure, more comfortable accommodations, and a big focus on sustainability. It’s all about giving travelers an authentic experience without leaving a heavy footprint.
Never Been a Better Time to Visit Armenia
Armenia’s Minister of Economy, Gevorg Papoyan, sees tourism as more than just a way to bring in visitors. He believes tourism is a key player in the country’s economic growth. With every traveler who sets foot in Armenia, there’s a ripple effect that supports local businesses, creates jobs, and fuels regional development.
So, how’s Armenia making sure the world notices? Smart strategies and bold moves. According to the minister, the government is actively investing in infrastructure, making travel smoother and more accessible. This refers to better roads and airport upgrades to digital tourism platforms.
He says modern tourists tend to choose destinations that offer some new experiences and are not overcrowded. There must be space and a chance to reconnect with the local culture. Besides, it’s a year-round destination as it offers winter activities like skiing. This especially resonates with travelers from the Middle East who are eager to see snow taking just a three-hour flight.
Putting Armenia on the Travel Map
Meanwhile, Lusine Gevorgyan, head of Armenia’s Tourism Committee, says their mission is to put Armenia on the global travel map. Food and wine play a huge role in that. Not only is Armenia a country with one of the oldest wineries in the world but also delicious cuisine that is a showstopper.
So, why is now the perfect time to visit? Armenia’s tourism scene is thriving and developing, the officials said ITB Berlin is the perfect stage to show the world what Armenia has to offer and forge partnerships that will take its tourism industry to the next level.
Travel Agencies at ITB Berlin
Armenia’s top travel professionals came together at the country’s booth to show breathtaking landscapes, rich cultural heritage, and diverse tourism experiences. Among them is Levon Travel, a name that’s a traditional participant in the event.
Levon Travel has been a fixture at ITB Berlin since 1999, consistently representing Armenia on the global stage. With over 30 years of expertise, the agency is focused on everything from classic cultural tours and custom-made adventures to off-road tours and eco-tourism. Levon Travel ensures travelers get the full Armenian experience, blending must-see landmarks with hidden gems.
The agency’s goal is to present Armenia “out of the box” meaning to go beyond the usual tourist routes and to show authentic culture. This can be a village of Yazidis, one of Armenia’s minority groups, or having lunch at a farm. The agency’s goal is to show Armenia is more than just its famous landmarks like Garni or Khor Virap as there are some intimate cultural encounters that make any trip truly memorable.
Armenia Tourism Outlook
The United Nations World Tourism Organization (UNWTO) recently unveiled the “Tourism Doing Business – Investing in Armenia” guidelines, shedding light on the nation’s burgeoning potential as a premier travel destination.
The guidelines contain some valuable information about Armenia tourism. For example, in 2023, Armenia welcomed 2.3 million international tourists, marking a 22.3% increase from 2019. This surge translated to $3 billion in tourism revenue, a substantial 97% rise compared to 2019 figures.
The tourism agency points to some factors contributing to Armenia’s appeal. Among them is a strategic location at the crossroads of Europe and Asia. Besides, the country is accessible with a visa-free policy for citizens of approximately 70 countries. Another factor is connectivity thanks to the growing number of direct flights. The agency points to over 50 cities across Europe, the Middle East, and Asia.
ITB Berlin 2025 is a key opportunity for Armenia to strengthen its presence in the global tourism market. As one of the world’s most influential travel trade shows, it provides a platform to connect with international tour operators, airlines, and investors. By participating in ITB Berlin, Armenia aims to expand its reach and attract new markets. Together with other agencies, the goal of Levon Travel is to position Armenia as a must-visit destination for travelers seeking unique and authentic experiences.