The “Meet Dilijan” initiative, which positions Dilijan as a tourist destination, was presented in Georgia. In Tbilisi, the capital of Georgia, the 7th International Conference on “Tourism Standards” was held within the framework of World Tourism Day. The “Tourism Standards” international conference is annual and has been held since 2020. This important platform brings together tourism professionals from different countries, who present the standards and regulations of their own states. The conference provides an excellent opportunity for networking and the creation of diverse collaborations. Armenia, represented by the Green Rock Management Company and the Green Rock Foundation, participated in this conference for the first time.
In addition, the “Meet Dilijan” initiative was presented through a separate event in Georgia. The event was attended by the Embassy of the Republic of Armenia in Georgia, the Tourism Committee of Armenia, the Georgian National Tourism Administration (GNTA), and the Georgian Tourism Association (GTA). During the event, a memorandum of cooperation was signed between the Green Rock Foundation and the Georgian Tourism Association (GTA).
The goal of the “Meet Dilijan” initiative is to present the unique appeal of Dilijan as a leading tourist destination for both local and international visitors. The platform will provide various tools and resources, allowing visitors to deeply discover the city—its nature, rich culture, cuisine, and other important layers. The aim is to make Dilijan more recognizable in the Georgian market and to promote the development of tourism in Dilijan.
“It is a great honor for me to speak about Dilijan in the heart of Tbilisi, one of the most charming and beautiful cities of Armenia. Dilijan is one of the most picturesque corners of our country, located between Tbilisi and Yerevan. It is among Armenia’s most interesting cities, developing rapidly. During Soviet times, it was famous for its health resorts, but later it also became a tourism hub. It attracts every visitor. And we are delighted that the number of Georgian tourists visiting is also very high. In recent years, the flow of Georgian tourists to Armenia has also grown, which makes me proud,”- Ambassador Extraordinary and Plenipotentiary of the Republic of Armenia to Georgia Ashot Smbatyan noted in his speech at the event.
"Armenia is becoming a key destination in our combined tours, and I hope today’s presentation opens new business opportunities. Launching this joint product shows our growing strength and commitment to regional cooperation. I’m confident that our new partnership with Green Rock will be a success. Strengthening our collaboration is essential, and I look forward to what we’ll achieve together." - Chairperson of the Georgian Tourism Association – Natalia Kvachantiradze.
“Presenting Dilijan on this international platform is a unique opportunity not only to reveal the city’s tourism and cultural potential but also to strengthen Armenia’s position on the regional tourism map. We are convinced that Dilijan can become a bridge between the Armenian and Georgian tourism markets thanks to its favorable logistics, close geographical location, and accessibility for short holiday trips. In addition, Dilijan has great potential for combined regional tours, attracting international visitors who want to explore both Armenia and Georgia in one trip. This participation is at once a great responsibility and an opportunity to demonstrate that Armenia is ready to present itself to international partners at a new level,” head of the Green Rock Foundation Katya Bredikhina noted.
In her speech, Chair of the Tourism Committee of the RA Ministry of Economy Lusine Gevorgyan emphasized that significant investments will be made in the development of infrastructure in Dilijan. According to her, they are confident that Dilijan will become an important regional hub. Gevorgyan expressed hope that Georgian tourists will discover Dilijan from a completely new perspective.
Participants of the event also learned about Dilijan’s rich history, cultural heritage, and tourism potential. Special attention was given to the HoReCa sector (hotels, restaurants, cafes), as these businesses are expected to be the main beneficiaries of the increased tourist flow from Georgia.
CEO of Green Rock Katerina Danekina spoke about the construction of a multifunctional complex in Dilijan. It will be the largest recreational and entertainment center in Armenia, located in the heart of the city, giving a new impetus to the development of the entire region and becoming a new point of attraction on Armenia’s map for tourists from around the world, as well as a favorite leisure spot for locals. In addition, she presented the Brick House, which will become a new entertainment center for the city’s residents and guests.
Referring to the activities of the foundation, Katya Bredikhina, head of the Green Rock Foundation, noted that just recently the international school of hospitality, Apicius Armenia, opened in Dilijan. She also touched upon other projects of the foundation, including the “Green Cab” eco-taxi service, the Regional Tourism Forum, as well as the reconstruction project of Dilijan’s sports complex.
As part of the event, a dynamic panel discussion was held, focusing on the opportunities for regional development, particularly in the tourism and hospitality sectors. Moderated by Gayane from Meet Dilijan, the session brought together leading voices in business and hospitality to share insights and strategies for sustainable growth. Esteemed panelists included Guram Avaliani, Head of Business Development at BTL Georgia; Sébastien Vincent, General Manager at Pullman Tbilisi Axis Towers; Deborah Sivertsen, General Manager at Sheraton Grand Tbilisi Metechi Palace; Tamar Akhalbedashvili, General Manager of Museum Hotel Tbilisi and Irma Kodua, Head of Grata DMC. Their collective expertise offered valuable perspectives on positioning the region as a competitive and attractive destination for investment and tourism.
