While Italy might not top the list of countries sending tourists to Armenia, a new trend is emerging. According to the Armenian tourism committee, the largest number of tourists are coming from Russia, Georgia and Iran, which is not a surprise. However, we cannot deny Armenia for Italian tourists has become an increasingly intriguing destination, especially if we look back at 2024.
The number of publications in the Italian media also shows there is interest in Armenia. Besides, Levon Travel noted this shift hosting unique Italian groups who enjoyed standout trips across the country. This blog explores why Armenia is becoming a favorite destination for Italians, fueled by growing media coverage.
Italian Media Coverage
Last year several Italian media outlets spotlighted Armenia as a compelling travel destination. This indicates the interest of Italian tourists is growing. One of the reasons we assume is regular flights operated from Venice, Milan and Rome to Yerevan. Taking one of the flights means you are in Yerevan in around 3.5 hours.
Notably, Corriere della Sera, a leading Italian newspaper, featured an in-depth travel guide to Yerevan, Armenia’s capital, highlighting its rich history, vibrant culture, and modern attractions.
The article describes Yerevan as a city where “ancient traditions blend seamlessly with contemporary life,” emphasizing its unique charm. It highlights the city’s architectural landmarks and recommends visiting the Matenadaran, a repository of ancient manuscripts, to appreciate Armenia’s literary heritage. Culinary experiences are also a focal point, with recommendations of local restaurants and wine to try.
Another Italian media outlet ilgusto lists Armenia among the countries to discover new flavors. The article features several countries with diverse gastronomic scene, including Armenia. As a destination for gourmet travelers Armenia is focusing on food and wine tourism, the author writes reminding of the UN Wine Tourism Conference hosted in Yerevan in fall 2024.
Earlier La Repubblica featured an article emphasizing the country’s ancient wine heritage and burgeoning gastronomic tourism. The piece notes that Armenia, the first nation to adopt Christianity as a state religion, is home to the world’s oldest known winery, dating back 6,000 years. The author points to the ancient wine traditions as well as the growing popularity of food and wine trips. Besides, Armenia is not only about good wine but quality cuisine with farm-to-table experiences.
Similarly, ClassTravel magazine showcased Armenia’s natural beauty and adventure tourism potential in an article titled “Armenia nella forza della natura” (Armenia in the force of nature). The publication describes Armenia as a country of rich history and exciting landscapes, presenting the country as an emerging destination for adventure seekers.
Such media exposure has been crucial in positioning Armenia as an attractive destination for Italian travelers.
Levon Travel’s Experience with Italian Tourists
The rise in Italian tourists visiting Armenia has been a delightful development for Levon Travel. The agency hosted two distinct groups of Italian visitors and had an opportunity to craft unique journeys. Each had its own specific interests that required different approaches.
The first group comprised Italian women seeking cultural immersion. Their journey focused on exploring Armenia’s rich heritage, from the iconic monasteries of Khor Virap and Noravank to the bustling Vernissage market. The trip incorporated hands-on activities, such as lavash-making and visits to local artisans, creating a deeper connection with Armenian traditions. One of the highlights was visiting a Molokan village where they learned more about their humble lifestyle.
In contrast, the second group brought a lens-focused perspective, comprising professional Italian photographers eager to capture Armenia’s true colors. Their itinerary was carefully designed to offer not just the beauty of landscapes and cultural sites but authentic experiences showing true rural life. They photographed the daily lives of Yazidi shepherds near Mount Aragats, the art of khachkar carving, and the vibrant streets of Gyumri, Armenia’s second-largest city. Thus, both groups left with lasting memories, highlighting the true life of Armenian communities.
Armenia Tour for Italian Tourists
During these trips, it was possible to reveal some points that may stir Italian tourists’ interest. Armenia has an ancient culture just like Italy but there are differences that attract tourists aspiring to learn something new.
Secondly, with several weekly flights from different Italian cities, it is easy to reach. Besides, Armenia has a mild climate and can be discovered all year round. Hospitality here is not just a word, it’s deeply rooted in the culture and tourists do feel it. The quality of food and wine are additional cons when starting to plan your itinerary.
And here comes a new unforgettable “Ferragosto in Armenia” (Mid-August in Armenia) tour designed to reveal the wonders of this ancient and vibrant country. From August 9 to August 16, 2025, experience seven days of unforgettable trips with guided tours in Italian. It includes visits to landmarks like UNESCO Heritage Sites, the mesmerizing Symphony of Stones and Lake Sevan. However, there will also be much food and wine coupled with masterclasses such as lavash baking and visiting artisan workshops.
Book now with Levon Travel and let us create an unforgettable Ferragosto experience for you!