Armenia Sees Nearly One Percent Increase in the Tourist Arrivals in this Year, with Russia, Georgia and Iran Leading Top Markets, Focusing on its Sustainable Tourism Growth – Travel And Tour World

Report on Armenian Tourism Growth and Sustainable Development Alignment (2025)

Executive Summary

This report analyzes tourist arrival data for Armenia from January to September 2025, contextualizing the sector’s growth within the framework of the United Nations Sustainable Development Goals (SDGs). During this period, Armenia recorded 1,734,247 international tourist arrivals, a 0.8% increase compared to the same period in 2024. This modest growth indicates a resilient recovery and highlights the nation’s strategic focus on sustainable tourism. The findings underscore the sector’s contribution to SDG 8 (Decent Work and Economic Growth) and an increasing alignment with SDG 11 (Sustainable Cities and Communities) and SDG 12 (Responsible Consumption and Production).

Analysis of Tourist Arrivals

Statistical data indicates a positive trend in Armenia’s tourism sector. The total arrivals for the first three quarters of 2025 reached 1,734,247, up from 1,721,245 in the previous year. This growth is a key indicator of economic recovery and directly supports SDG 8 by contributing to the national GDP and fostering job creation.

• Q1-Q3 2025 Arrivals: 1,734,247
• Year-on-Year Increase: 0.8%
• Early Q4 Indicator: 32,815 tourists arrived in the first five days of November 2025, with a peak of 7,412 on November 1, signaling sustained interest.

Key Source Market Assessment

Analysis of visitor origins reveals a continued reliance on traditional markets, alongside emerging diversification. Russia, Georgia, and Iran remain the top three source countries, reflecting strong regional and cultural ties.

1. Russian Federation: 713,479 tourists (41.1% of total), marking a 3.7% decrease from 2024.
2. Georgia: 210,247 tourists, representing a 5.6% increase.
3. Iran: 138,010 tourists, showing a 1.1% increase.

Efforts to broaden Armenia’s global appeal are evident in the growing number of visitors from other regions. This market diversification is crucial for long-term resilience and aligns with SDG 17 (Partnerships for the Goals) by fostering international cooperation.

• United Kingdom: 177,167 visitors
• Germany: 119,415 visitors
• United States: 50,599 visitors
• China: 34,446 visitors
• France: 28,241 visitors

Integration of Sustainable Tourism and SDG Alignment

Armenia is strategically positioning sustainability at the core of its tourism development. This approach is essential for mitigating environmental impact and ensuring the long-term viability of the sector. These initiatives demonstrate a strong commitment to multiple SDGs.

• SDG 11 (Sustainable Cities and Communities): A primary focus is the preservation of Armenia’s cultural and natural heritage, including UNESCO World Heritage sites. This ensures that tourism development safeguards assets for future generations.
• SDG 12 (Responsible Consumption and Production): The industry is promoting sustainable practices, including the development of eco-friendly accommodations, green transport options, and support for local artisans. These actions encourage responsible consumption patterns among tourists and operators.
• SDG 8 (Decent Work and Economic Growth): The promotion of eco-tourism and community-based tourism models aims to distribute the economic benefits of tourism more equitably among local communities, creating sustainable livelihoods.

Strategic Outlook

The future growth of Armenia’s tourism sector is contingent upon the continued integration of sustainable practices and market diversification. The current trajectory indicates a positive outlook, with the potential for Armenia to strengthen its position as a leading destination in the South Caucasus. A continued focus on infrastructure development and strategic international partnerships will be critical. By embedding the principles of the SDGs into its core tourism strategy, Armenia can ensure that growth is not only economically beneficial but also environmentally and socially responsible.

1. Which SDGs are addressed or connected to the issues highlighted in the article?

Explanation of Identified SDGs

• SDG 8: Decent Work and Economic Growth: The article directly links the increase in tourist arrivals to the “economic recovery of Armenia” and notes that “tourism remains one of the leading contributors to the country’s GDP.” It also mentions initiatives that support local economies, such as “support for local artisans” and “community-based tourism,” which align with creating decent work and fostering economic growth.
• SDG 11: Sustainable Cities and Communities: The article emphasizes the importance of protecting Armenia’s cultural and natural assets. It repeatedly mentions the need for “preservation of the country’s natural beauty, heritage sites, and local cultures” and highlights attractions like “historical landmarks” and “UNESCO World Heritage sites.” This directly connects to the goal of making human settlements inclusive, safe, resilient, and sustainable by safeguarding cultural and natural heritage.
• SDG 12: Responsible Consumption and Production: A significant portion of the article is dedicated to “Sustainability and Responsible Tourism.” It details the implementation of “sustainable tourism practices, such as green hotels, eco-friendly transport options,” and the promotion of “eco-tourism.” This focus on mitigating negative environmental impacts while enhancing the visitor experience is central to ensuring sustainable consumption and production patterns.
• SDG 17: Partnerships for the Goals: The article points to the need for collaboration to expand Armenia’s tourism market. It states that “building strategic partnerships with international tour operators and travel agencies” is a key strategy for growing its share of global tourism. This highlights the importance of partnerships in achieving sustainable development.

2. What specific targets under those SDGs can be identified based on the article’s content?

Identified SDG Targets

1. SDG 8: Decent Work and Economic Growth

   • Target 8.9: “By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.”
     
     Justification: The article explicitly discusses Armenia’s focus on “sustainable tourism growth” and mentions that “The government and local tourism organizations are working on promoting eco-tourism and community-based tourism to ensure that the benefits of increased tourism are felt by all.” It also highlights the promotion of local culture through “cultural experiences,” “historical attractions,” and “support for local artisans.”

2. SDG 11: Sustainable Cities and Communities

   • Target 11.4: “Strengthen efforts to protect and safeguard the world’s cultural and natural heritage.”
     
     Justification: The article states that ensuring the “preservation of the country’s natural beauty, heritage sites, and local cultures is key to maintaining Armenia’s appeal.” It mentions “cultural preservation initiatives” and the attraction of “UNESCO World Heritage sites” as central to its tourism strategy.

3. SDG 12: Responsible Consumption and Production

   • Target 12.b: “Develop and implement tools to monitor sustainable development impacts for sustainable tourism…”
     
     Justification: The article describes how “sustainability must be at the forefront of development initiatives.” It lists specific actions being implemented, such as promoting “green hotels, eco-friendly transport options,” and “eco-tourism,” which are practical tools and strategies for monitoring and achieving sustainable tourism.

4. SDG 17: Partnerships for the Goals

   • Target 17.17: “Encourage and promote effective public, public-private and civil society partnerships…”
     
     Justification: The article identifies a key strategy for future growth: “building strategic partnerships with international tour operators and travel agencies.” This directly reflects the goal of fostering partnerships to achieve sustainable development objectives.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

Identified SDG Indicators

1. For SDG Target 8.9:

   • Indicator 8.9.1 (Implied): “Tourism direct GDP as a proportion of total GDP and in growth rate.”
     
     Justification: The article provides data on the growth of tourist arrivals (“a 0.8 percent increase”) and states that this is a “positive indicator for the economic recovery of Armenia, since tourism remains one of the leading contributors to the country’s GDP.” This implies that the contribution of tourism to GDP is a key metric being tracked.

2. For SDG Target 11.4:

   • Indicator 11.4.1 (Implied): “Total expenditure…spent on the preservation, protection and conservation of all cultural and natural heritage.”
     
     Justification: While no specific financial figures are given, the article mentions that “The government and local tourism organizations are working on promoting eco-tourism and community-based tourism” and are implementing “cultural preservation initiatives.” These actions imply an allocation of resources and effort towards heritage preservation, which this indicator measures.

3. For SDG Target 12.b:

   • Indicator 12.b.1 (Implied): “Number of sustainable tourism strategies or policies and implemented action plans…”
     
     Justification: The article confirms that “sustainable tourism practices…are already becoming integral to the tourism industry in Armenia.” It lists specific implemented actions like “green hotels” and “eco-friendly transport options,” which are components of a sustainable tourism strategy or action plan.

4. Table of SDGs, Targets, and Indicators

Source: travelandtourworld.com