The Armenian city of Dilijan is stepping into the spotlight as a key regional destination, thanks to the “Meet Dilijan” initiative, which was officially presented in Georgia during the 7th International Conference on Tourism Standards.
The annual conference, held in Tbilisi as part of World Tourism Day, has been a platform for tourism professionals since 2020, bringing together experts from across the region to share best practices and strengthen cross-border cooperation. This year marked the first participation of Armenia, represented by the Green Rock Management Company and the Green Rock Foundation.
In parallel to the main conference, a dedicated event was organized in Tbilisi to introduce “Meet Dilijan” to Georgian partners. The gathering brought together representatives of 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). A memorandum of cooperation was signed between the Green Rock Foundation and GTA, formalizing new opportunities for joint tourism products.
The Green Rock Foundation is the nonprofit arm of Green Rock, a socially driven company dedicated to developing Dilijan as a sustainable and vibrant destination. Its mission is to combine economic growth with cultural preservation, education, and environmental care. By engaging local communities and global partners, the foundation works to ensure that Dilijan grows as a model for regional development where nature, culture, and innovation thrive together.
Dilijan as a Bridge Between Armenia and Georgia
The initiative seeks to position Dilijan as one of Armenia’s leading destinations, offering visitors the chance to experience its natural beauty, cultural heritage, cuisine, and dynamic hospitality sector. A key goal is to make the city more recognizable in the Georgian market and to encourage cross-border tourism.
Ambassador Extraordinary and Plenipotentiary of Armenia to Georgia, Ashot Smbatyan, highlighted the city’s longstanding appeal: “It is a great honor for me to speak about Dilijan in the heart of Tbilisi. Dilijan is one of the most picturesque corners of Armenia, located between Tbilisi and Yerevan. During Soviet times, it was famous for its health resorts, and today it has become a tourism hub. We are delighted that the number of Georgian visitors is also very high. In recent years, the flow of Georgian tourists to Armenia has grown, which makes me proud.”
Chairperson of the Georgian Tourism Association, Natalia Kvachantiradze, underlined the value of the new partnership: “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. Strengthening our collaboration is essential, and I look forward to what we’ll achieve together.”
From Armenia’s perspective, the initiative also strengthens regional tourism networks. Katya Bredikhina, head of the Green Rock Foundation, emphasized that Dilijan is strategically placed to become a bridge between the two countries: “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. Thanks to its logistics and location, Dilijan has great potential for combined regional tours, attracting international visitors who want to explore both Armenia and Georgia in one trip.”
Investment and Development Plans
The development of Dilijan is also backed by significant investment. Lusine Gevorgyan, Chair of the Tourism Committee of Armenia’s Ministry of Economy, announced that infrastructure upgrades are planned to support the city’s role as a regional hub. She expressed confidence that Georgian tourists would discover Dilijan from a fresh perspective.
Private sector projects are already underway. Katerina Danekina, CEO of Green Rock, presented plans for a multifunctional complex that will become the largest recreational and entertainment center in Armenia, providing new momentum for tourism in Dilijan and the wider region. She also introduced the Brick House project, set to become a new entertainment hub for residents and visitors alike.
The Green Rock Foundation is spearheading initiatives that combine tourism development with education, sustainability, and community engagement. Among its projects are the newly opened Apicius Armenia international hospitality school, the Green Cab eco-taxi service, the Regional Tourism Forum, and the reconstruction of Dilijan’s sports complex.
Panel Discussion on Regional Cooperation
As part of the presentation, a panel discussion was held to explore opportunities for tourism growth and regional cooperation. Moderated by Gayane from Meet Dilijan, the session featured key figures in hospitality and business, including Guram Avaliani (BTL Georgia), Sébastien Vincent (Pullman Tbilisi Axis Towers), Deborah Sivertsen (Sheraton Grand Tbilisi Metechi Palace), Tamar Akhalbedashvili (Museum Hotel Tbilisi), and Irma Kodua (Grata DMC).
The discussion highlighted practical strategies for sustainable development, investment potential, and positioning Armenia and Georgia as interconnected destinations for international travelers.
