At the Tourism Regional Forum 2026, industry leaders and policymakers gathered in Dilijan to discuss how destinations can create lasting value through investment, hospitality, culture, and community development.
Armenia and Georgia are both important markets for regional tourism. In 2025, Armenia welcomed 288,578 visitors from Georgia, an increase of 8.5% compared with the previous year. Georgia, meanwhile, recorded approximately 900,000 visits by travellers from Armenia. While the two countries use different statistical measures, the figures highlight the importance of cross-border travel within the South Caucasus.
Against this broader regional backdrop, Dilijan is working to strengthen its position as a destination for tourism, hospitality, and investment.
From 9 to 11 October, the city hosted the second edition of the Tourism Regional Forum (TRF 2026), organised by Green Rock in partnership with Armenia’s Ministry of Economy. More than 250 participants gathered under the theme ‘Destinations Built to Last’ to discuss the long-term factors that shape successful destinations.
Rather than focusing solely on visitor numbers, the discussions explored the relationship between investment, urban development, local communities, culture, and the quality of the visitor experience.
Beyond visitor numbers
Tourism growth is often measured through arrivals, overnight stays, and spending. But the long-term success of a destination also depends on whether development creates value for local residents, supports businesses, and preserves the character of a place.
Opening the forum, Tigran Gasparyan, Deputy Minister of Economy of Armenia, addressed participants before Katerina Danekina, CEO of Green Rock Management Group, delivered the keynote speech, ‘Destinations Built to Last’.
The keynote examined the city as an interconnected environment in which infrastructure, public spaces, businesses, and community life influence one another.
‘Creating destinations with long-term value requires more than investment and infrastructure. It takes a shared vision, strong partnerships, and responsible leadership,’ Danekina said. ‘TRF 2026 brings together the people shaping the future of tourism and hospitality, giving them an opportunity to exchange experiences and perspectives and explore how destinations can evolve while preserving their identity and creating lasting value for their communities.’
The emphasis on long-term value reflects a broader question for emerging destinations: how can they attract investment and visitors while ensuring that development benefits the places in which it takes place?
Investment and the local economy
One of the forum’s discussions examined free economic zones and their potential role in regional development. The panel brought together representatives from government, business and investment, including Tigran Gasparyan, Rafael Gevorgyan, Deputy Chair of Armenia’s State Revenue Committee, Vazgen Gevorkyan, Strategic Development Advisor at Green Rock Management Group, and Tigran Harutyunyan, founder of Myler Mountain Resort. The discussion was moderated by Vahagn Lalayan, Director of Myler Free Economic Zone.
The conversation placed tourism within a wider economic context, considering how investment frameworks and business activity can contribute to the development of destinations.
For cities such as Dilijan, the challenge extends beyond attracting individual projects. It also involves building connections between hospitality, local businesses, education, culture, and public spaces so that development contributes to a more diverse local economy.
Culture as part of destination development
Culture was another focus of TRF 2026. A dedicated panel brought together Davinia Galea, Founder and CEO of ARC Research & Consultancy in Malta; Marie-Automne Peyrène, a member of Nice City Council and the Nice Côte d’Azur Metropolitan Council; and German violinist Linus Roth, founder and artistic director of Festival Ibiza Conciertos.
Their discussion explored the place of culture in destination development and the role that cultural initiatives can play in shaping a city’s identity and appeal.
In Dilijan, cultural infrastructure forms part of a wider development vision. Green Rock’s multifunctional complex includes projects such as PPLS Rooms Co-living and Villa3 Community Hub, alongside the upcoming Hyatt Regency Dilijan and Art Park. A Music Hall is also planned within the complex as a future venue for concerts, festivals and international performances.
These projects reflect an approach in which accommodation and visitor infrastructure are developed alongside spaces intended to support cultural and community life. Their long-term contribution will depend not only on the facilities themselves, but also on how they become integrated into the city.
Wellbeing and the future of hospitality
The forum also examined longevity and wellbeing as potential areas of opportunity for tourism destinations. Danekina joined Christina Michelle, founder of the St. Moritz Longevity Forum, for a discussion on the relationship between wellbeing and tourism.
The topic reflects growing interest across the hospitality sector in experiences that extend beyond traditional accommodation and leisure. For destinations considering this direction, the challenge is to identify opportunities that fit their local context and can be developed sustainably.
Education was another element of the programme. On 11 October, the day after the main forum, gastronomy expert and culinary consultant Reto Mathis, co-founder of the St. Moritz Gourmet Festival, visited Apicius Armenia, an international hospitality school in Dilijan, where he conducted a masterclass for students.
The visit connected the forum’s wider discussions about hospitality with professional education and the development of skills for the sector.
Building professional connections
TRF 2026 also provided a setting for new institutional connections. During the forum, cooperation agreements were signed with the Orion Worldwide Innovations and the Belgian Armenian Chamber of Commerce.
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Paid for by: Green Rock