Armenia's Tourism Committee Chairperson, Lusine Gevorgyan, announced ambitious goals for the country's tourism sector, aiming to attract at least 3 million tourists annually within the next five years, a figure equivalent to its current population, and potentially reaching 5 million in a decade. This strategy involves active participation in major international tourism exhibitions, where Armenian businesses can forge new partnerships. Gevorgyan highlighted the impact of collaborations with international media, citing publications in Forbes and the Los Angeles Times as crucial for drawing attention to Armenia as a destination. The committee is also actively producing and distributing promotional content, including videos and photographs, to global partners and PR agencies. These efforts follow a reported 17.1% increase in tourist visits in January-February 2026 compared to the previous year.