ArmInfo.Amid a global decline in wine consumption, wine tourism has emerged as a high-growth sector. Consequently, Armenia is shifting its strategic focus toward enhancing brand recognition alongside maintaining product quality as stated by Armenian Minister of Economy Gevorg Papoyan to on May 21 on the sidelines of the international competition.
"You can produce high-quality wine, but your product won't be consumed for one simple reason: people just don't know about you. Our research shows that this is precisely the main challenge facing Armenian winemaking. The issue is not about quality certificates or market access, but about raising awareness," Papoyan noted, emphasizing that the government is actively addressing this hurdle by helping local winemakers participate in international exhibitions
In response to a question from an ArmInfo correspondent, Papoyan stated that a sector-specific development strategy has been adopted. This strategy places a strong emphasis not just on wine exports, but also on exporting services through enotourism (wine tourism). In this regard, the Minister pointed out the economic logic of wine tourism, noting that a single glass of wine served on-site can command the same price as an entire bottle sold in a retail store.
He recalled the government's plans to construct a wine cluster in Areni (Vayots Dzor province), where the state is investing at least $12 million. The Minister also highlighted an investment project in the village of Aghavnadzor (near Areni), where investors plan to build a new winery, a tasting hall, and a restaurant complex providing everything necessary for a comprehensive enotourism experience. The government, in turn, will provide infrastructure support, such as constructing a scenic road through the region to ensure tourists enjoy a comfortable and pleasant journey.
"There could be other elements of agritourism involved as well. Our citizens will be able to develop their own businesses in this sector. In other words, we want to create a wine tourism development model similar to those operating successfully in Italy, Spain, Greece, Turkey, and other countries," Papoyan noted, adding that enotourism will only continue to gain popularity.
