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Armenian Tour Operator Surveys 103149 Armenia: South Corridor Public Disclosure Authorized Tourism Development Strategy Public Disclosure Authorized Public Disclosure Authorized March, 2015 Public Disclosure Authorized Social, Urban, Rural and Resilience Global Practice East and Central Asia Region Armenia: South Corridor Tourism Development Strategy Contents List of Figures .................................................................................................................................. 5 List of Tables ................................................................................................................................... 6 List of Abbreviations ....................................................................................................................... 7 A. Executive Summary .................................................................................................................... 8 1. Methodology & Structure of the Strategy .............................................................................. 9 2. Key Challenges & Targets ...................................................................................................... 10 3. Vision for the South Corridor Tourism Development ........................................................... 12 4. Objectives of Corridor Tourism Development ...................................................................... 12 5. Market Demand Analysis ...................................................................................................... 13 5a. Visitors to Armenia and the South Corridor .................................................................... 13 5a1. International Visitors ................................................................................................ 13 5a2. Domestic Visitors ...................................................................................................... 14 5b. International and Armenian Tour Operator Surveys ...................................................... 14 6. Summary of the Strengths and Weaknesses of the South Corridor ..................................... 15 7. Tourism Product Offers ......................................................................................................... 17 7a.1 Spoke Destinations from Yerevan ............................................................................. 17 7a.2 Areni Hub Destination and Spokes ........................................................................... 17 7a.3 Goris Hub Destination and Spokes............................................................................ 18 7a.4 Meghri Hub Destination and Spokes ........................................................................ 18 7b. Opportunities................................................................................................................... 18 8. Tourism Infrastructure .......................................................................................................... 19 9. Human Resources/Workforce Development ........................................................................ 19 10. Private Investment and Public-Private Dialogue (PPD) ....................................................... 19 11. Policy & Investment Climate ............................................................................................... 19 12. Benefit Sharing with Local Communities ............................................................................ 20 13. Corridor Development Next Steps ...................................................................................... 20 Chapter 1: Introduction to the Armenian Tourism Sector and South Corridor............................ 21 1.1 Introduction ......................................................................................................................... 21 1.1.1 Methodology & Structure of the Strategy .............................................................. 27 2 Armenia: South Corridor Tourism Development Strategy 1.1.2 Key Challenges & Targets ............................................................................................. 28 1.1.3 Vision for the South Corridor Tourism Development .................................................. 29 1.1.4 Objectives of National and South Corridor Tourism Development ............................. 30 1.2 Global Trends ...................................................................................................................... 30 1.3 Armenia Trends ................................................................................................................... 34 1.3.1 Visitors to Armenia and the South Corridor ................................................................. 34 1.3.1.1 International Visitors ............................................................................................ 34 1.3.1.2 Domestic Visitors .................................................................................................. 35 1.3.2 International and Armenian Tour Operator Surveys ................................................... 36 1.3.2.1 Armenia Tour Operator Survey............................................................................. 36 1.3.2.2 International Tour Operator Survey ..................................................................... 41 1.3.2.3 Purpose of Visit ..................................................................................................... 41 1.3.2.4 Visitor Profile ........................................................................................................ 42 1.2.1.4 Length of Stay ....................................................................................................... 43 1.2.1.5 Spending Patterns of Visitors to Armenia............................................................. 44 1.3.3 Armenia and Competitors ............................................................................................ 45 Chapter 2: Value Chain Analysis of the Armenian Tourism Sector and South Corridor ............... 48 2.1 The Tourism Value Chain, Armenian Tourism and the South Corridor .............................. 48 2.1.1 Planning and Booking the Trip – The Marketing Value Chain “Link” ...................... 49 2.1.2 Value Chain Travel & Internal Transfer Links ........................................................... 49 2.1.3 Value Chain Lodging, Eating, Enjoying & Post Sale Links ......................................... 50 2.1.4 Value Chain Support Activities of Planning and Human Resources ........................ 50 2.1.5 Representative Sample of Core Recommended Actions ......................................... 51 2.1.5.1 Ensuring market demand (Product & Marketing Component) ...................................... 51 2.1.5.2 Local community support (Human resources component) ............................................ 51 2.1.5.3 Institutional support (Investment & Policy Component) ................................................ 52 2.1.5.4 Infrastructure support .................................................................................................... 52 2.2 Summary of the Strengths and Weaknesses of the South Corridor ................................... 53 2.2.1 Products and Marketing ............................................................................................... 53 2.2.2 Infrastructure ................................................................................................................ 54 2.2.3 Human Resources ......................................................................................................... 54 3 Armenia: South Corridor Tourism Development Strategy 2.2.4 Policy and Investment Climate ..................................................................................... 54 Chapter 3: Tourism Product Offers ............................................................................................... 56 3.1 Key Product Offers and Hub and Spoke Destinations ......................................................... 56 3.1.1 Hub and Spoke Destinations ........................................................................................ 56 3.1.1.1 Spoke Destinations from Yerevan ........................................................................ 57 3.1.1.2 Areni Hub Destination and Spokes ....................................................................... 60 3.1.1.3 Goris Hub Destination and Spokes ....................................................................... 65 3.1.1.4 Meghri Hub Destination and Spokes .................................................................... 68 3.2 Key Strengths, Weaknesses and Opportunities of South Corridor Product Offers ............ 73 3.2.1 Strengths - What is strongest about the South Corridor product offers? ................... 73 3.2.2 Weaknesses – What is weakest about the South Corridor product offers and marketing? ............................................................................................................................. 73 3.2.2.1 Lack of Fully Implemented Tourism Marketing Plan and Organizational Resources ........................................................................................................................................... 73 3.2.2.2 Insufficient International Standard Accommodations ......................................... 74 3.2.2.3 Attractions ............................................................................................................ 75 3.2.3 Opportunities – What
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