Armenia’s tourism appeal is being showcased in leading global media outlets.

This year alone, 50 journalists and influencers have visited Armenia on familiarization trips, promoting the country from various perspectives. Visitors have arrived from Italy, Belgium, other European nations, the United States, and Arab countries. Some highlight Armenian cuisine, others focus on architecture, while others showcase the country's adventure tourism opportunities. The goal of these familiarization trips is singular: to present Armenia as a new and undiscovered tourism destination.