Similarly, the “In Tour Expo 2017” tourism exhibition was held mid-April in Armenia, and was attended by over 80 local and foreign companies. Deputy Minister of Economy of NKR Sergey Shahverdyan noted that Expo “served as an important platform to jointly showcase the Armenian tourism potential as well as establish new business links.”

The Armenian government’s main goal in the tourism sector according to Minister Suren Karayan of the Ministry of Economic Development and Investments was to reach 3 million tourists annually. "Works will be carried out to improve the legal field regulating the sector... Steps will be taken aimed at developing tourism infrastructures, implementing concrete programs and increasing the country's recognition...We attach special importance to implementation of initiatives such as 'Pilgrimage to the First Christian Country’ strategy, eco-tourism development etc.," Karayan said. He also mentioned toying with the idea of granting free visas to countries considered "target markets."

According to Lilit Khachaturyan, today the priority target markets for Armenia are Russia, the Arabian Gulf countries, Western Europe, Iran, China, Japan, and Canada. “A number of measures have already been taken… more particularly, campaigns and road shows for the presentation of Armenia in the target markets, numerous press trips for media representatives to Armenia, participation in international tour exhibitions and fairs, organization of national festivals, etc.,” Khachaturyan said. “As a result we have new foreign partners, and we have new articles, TV programmes and movies representing Armenia from various viewpoints.”

The Armenian Government has also decided to set up a tourism development fund to ensure more efficient marketing and promotion of Armenia in the tourism sphere. In addition, the Center for Strategic Initiatives (CSI) has joined forces with the State Tourism Committee of the Ministry of Economic Development and Investments to increase the country’s visibility and participation in international tourism expositions. The Center is also working with the State Tourism Committee to install the “Tourism Satellite Account,” which is a system that will gather data from tourists on their trips to Armenia. This data will then be used to improve future tourists experiences, as well bring to the attention of the State Tourism Committee the areas and experiences worth investing in.

Export.gov described Armenia as “a unique tourism destination with a rich and diverse cultural heritage that provides dynamic opportunities for developing tourism markets.” Indeed, abundant in resources, it should not be very difficult for Armenia to market and promote itself as an ideal tourist destination. However, there is work to be done for the country to realize its potential. Destinations outside Yerevan must be made more easily accessible and comfortable through investment in better connectivity between regions (as well as investments in resources in the towns themselves). Language barriers must be overcome -- English remains the dominant language of international business and global communication, yet resources in this language, let alone people who speak it well enough, are lacking.

Similarly, investments in environmental sustainability are crucial if the country wishes to be seen as a modern nation, let alone one attractive enough to visit for its abundant natural assets. Armenia must also get better at collecting tourism data to better understand tourists’ needs and desires. Finally, the nation must work at promoting Armenia to the world at large through an increase in attendance of international expositions, marketing campaigns, more publishing of articles, and development of closer ties with certain nations.

These strategic solutions are not always easy to implement and require concerted effort. But if systematic effort is exerted in improving the tourism sector of Armenia, and there is a genuine desire to place the country on the global map, Armenia has the potential to bring a great many people to the country. In return, the nation will reap the benefits: an increase in jobs, profits, and better connection to the world at large.