US, April 4 -- Armenia's tourism sector is entering a pivotal phase. Once a niche destination largely driven by diaspora visits, the country is now positioning itself as a competitive regional tourism hub. Backed by international investment-most notably from the World Bank-and renewed government focus, tourism is increasingly seen as a driver of economic diversification, job creation, and regional development.

Yet despite strong momentum, Armenia faces structural, infrastructural, and geopolitical challenges that could determine whether its tourism ambitions materialize or stall.

A Sector with Strong Foundations and Untapped Potential Armenia's tourism appeal rests on a unique combination of assets: ancient cultural heritage, dramatic l...