Following the regional needs assessment report for the development of experiential tourism in Armenia prepared by the partners of the project Promoting Heritage- and Culture based Experiential Tourism in the Black Sea Basin – PRO EXTOUR (BSB1145), it became clear that the Heritage and Cultural-Based Experiential Tourism in Armenia (HCBET) is considered to be one of the key pillars of the tourism development, based on the discovery and usage of the hidden potential of the centuries-old Armenian rich culture.

The main findings of the report are:

1. HCBET is already developing in Armenia, mainly due to the investment programs of international organizations;

2. HCBET is developed mainly in the regions, especially in rural communities;

3. HCBET is based on the use of the intangible cultural heritage of Armenian cuisine, arts and crafts;

4. HCBET does not yet have a widespread perception or interpretation in Armenia;

5. The country does not have a HCBET development policy, expressed in the form of concept, strategy and development programs;

6. Public-private-educational/scientific cooperation is almost non-existent for HCBET in Armenia;

7. There is a need for specialized training for people involved in HCBET;

8. There is a need to improve marketing strategies for companies operating in HCBET;

9. There is a need for guidelines for COVID-19 pandemic for HCBET companies.

HCBET for Armenia can be considered one of the strategic directions of tourism development with innovative approaches. Due to its sustainable development, it will be possible to ensure the balanced territorial development of tourism in particular. At present, the key strategic steps for the development of HCBET in Armenia may be:

• A state policy development and clarification;
• Promotional activities between HCBET stakeholders;
• Sustainable use and preservation of Armenian cultural values included in HCBET;
• Implementation of regional and international cooperation and investment programs within HCBET;
• HCBET development of relevant professional qualities of the parties involved;
• A coordinated educational and scientific basis for HCBET.

The full report is available here.