Armenia continues to strengthen its position as one of the most attractive travel destinations in the South Caucasus.
Between January and August 2025, the country welcomed 1,734,247 visitors, exceeding last year’s figure for the same period by more than 13,000 arrivals, according to the Armenian Tourism Committee.
Officials say the upward trend reflects ongoing recovery and expansion in the tourism sector for the third consecutive year. Russia remains the leading source of visitors, with 710,912 Russian nationals accounting for 41% of all incoming tourists. Georgia ranked second with 213,483 visitors (12%), followed by Iran with 135,434 arrivals (8%). The United States and China completed the top five, contributing 51,100 (3%) and 34,265 (2%) visitors respectively. Travel from China has been growing notably since direct Yerevan–Beijing flights resumed in spring 2025.
Around 60% of international travelers arrived by air, primarily through Zvartnots International Airport near Yerevan, which continues to post record passenger numbers amid infrastructure upgrades. Among land border points, Bagratashen accounted for about 20% of all entries, while Ayrum registered the smallest flow, close to 1%.
The most active travel demographic is 35–44 years old, a group combining leisure with business and cultural trips. Fewer visitors fall within the 13–17 and 65+ age brackets, though officials note a gradual increase in older travelers thanks to improved accessibility and the growth of medical and wellness tourism.
Experts attribute the rise in tourist numbers to improved air connectivity, simplified e-visa procedures, and Armenia’s active participation in major international travel exhibitions. In 2025, the country debuted a national pavilion at ITB Berlin, one of the world’s largest tourism fairs, highlighting eco-tourism, gastronomy, and regional cultural routes.
Domestic tourism is also thriving, with increasing visitor interest in Lake Sevan, Dilijan, and the Vayots Dzor wine region. Wine and culinary tourism have become key growth drivers, supported by the government’s “Taste Armenia” initiative, launched this year to promote local vineyards and traditional cuisine.
Authorities expect total tourist arrivals in Armenia to surpass 2.6 million by the end of 2025, setting a new all-time record. Efforts are underway to expand flight networks connecting Yerevan with European and Middle Eastern hubs, enhance hotel infrastructure, and improve digital booking services.
Industry analysts describe Armenia as one of the fastest-growing destinations in the Caucasus, combining affordability, safety, cultural depth, and a steadily improving hospitality sector.
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