Armenia sets new tourism record as visitor numbers hit all-time high
Tourist arrivals in Armenia reach record high
Armenia‘s tourism sector has reported a new record. The country welcomed 1.042 million tourists in the first half of 2026. According to Sona Hovhannisyan, head of the International Cooperation Department, the number of tourists who visited Armenia between January and June was 14.8% higher than during the same period last year.
Although this is the highest figure on record, the Tourism Committee expects to break the record again by the end of the year. Officials expect the number of tourists to surpass last year’s total of 2.2 million visitors.
- Russian tour operator cuts hotel prices in Abkhazia again
- Georgia becomes only European country whose citizens must post $15,000 bond to obtain U.S. visa
- Restaurant boom in Armenia: business responds to rising demand
Main sources of tourist arrivals
According to the Tourism Committee, visitors from Russia, Georgia and Iran have made up the largest share of tourists travelling to Armenia for many years. As of June this year, that pattern had not changed. The figures are as follows:
- Around 40% of all visitors came from Russia,
- 15% from Georgia,
- 8% from Iran.
Compared with the three leading source markets, visitor numbers from other countries remain relatively low. According to Sona Hovhannisyan, head of the International Cooperation Department, several factors explain why tourists from these countries account for the largest share of arrivals:
“Iran and Georgia are Armenia’s closest neighbours, while Armenia has historical ties with Russia. It is also important that people can travel to Armenia from these countries relatively quickly. The presence of Armenian diaspora communities in these countries also plays a role.”
Hovhannisyan said countries with direct flights to Armenia, as well as those whose citizens benefit from simplified visa rules, have seen growing numbers of visitors. She cited China as an example, saying the sharp increase in Chinese tourists followed the launch of direct flights between Urumqi and Yerevan, along with the introduction of a visa-free regime.
Hovhannisyan also explained what has driven growth from other countries:
“The significant increase in the number of tourists from Italy is due to the expansion of flights between our countries. The same factor has influenced arrivals from Germany, where visitor numbers had previously declined. The launch of a direct flight from Kazakhstan has also boosted tourist flows.”
Armenia has also recently become a more popular destination for tourists from Spain, the Czech Republic, the Netherlands and the United Kingdom.
Hovhannisyan said visitor numbers from those countries remain well below the figures for Russia. However, she added that the recent launch of direct flights between London and Yerevan gives reason for optimism.
“The peak tourism season is gradually getting longer”
Armenia usually sees the highest number of tourist arrivals during the summer and in September and October. Activity typically begins to slow towards the end of November. According to Hovhannisyan, however, the peak season is gradually becoming longer. She said more tourists are now choosing to visit the country during the winter months.
“It is encouraging to see growing activity during the winter as well. The government is taking steps to support this trend. If this January’s record figures are sustained and become the norm, we can expect strong tourism for almost the entire year.”
Trade fairs and other PR efforts to attract tourists
The Tourism Committee is running a number of programmes to make Armenia a more attractive destination on the international tourism market.
According to Diana Karapetyan, head of the Marketing Department, Armenia showcased national pavilions at major tourism fairs in Spain, Germany, Romania and Russia this year.
“By the end of the year, we plan to take part in several more international events. Armenian tourism companies attending these exhibitions present highly attractive offers. They promote our country’s cultural events, cuisine and tourist attractions. They also offer tastings, distribute brochures and show promotional videos.”
The committee also works with international media outlets, PR agencies, well-known bloggers and influencers. It organises familiarisation trips to Armenia and runs promotional campaigns. Karapetyan said these efforts have led to more frequent coverage of Armenia in the international media, with growing attention to its tourism appeal and potential.
“Armenia has established itself on the global tourism market as a safe and reliable destination,” she said.
Tourist arrivals in Armenia reach record high
