Technical Assistance Consultant’s Report Project Number: 45230-001 August 2014 Armenia: Women’s Entrepreneurship Support Sector Development Program Prepared by Karen Vardanyan PEM Consult Yerevan, Armenia For SME DNC This consultant’s report does not necessarily reflect the views of ADB or the Government concerned, and ADB and the Government cannot be held liable for its contents. REPORT on GSVC Exercise in Tumanyan District Analysis of Tourism Value Chain with Focus on Bed & Breakfast To: ADB By: Karen Vardanyan Alaverdi, 2014 Table of Contents I. GENERAL TASKS OF THE ASSIGNMENT ............................................................................ 3 II. GENERAL DESCRIPTION ..................................................................................................... 3 Alaverdi .................................................................................................................................. 3 Akhtala ................................................................................................................................... 4 Tumanyan .............................................................................................................................. 4 Odzun..................................................................................................................................... 4 Dsegh ..................................................................................................................................... 4 Haghpat .................................................................................................................................. 5 III. GSVC EXERCISE ................................................................................................................. 5 Workshops with stakeholders ................................................................................................. 5 Interviews with women entrepreneurs .................................................................................... 7 Presentation workshop ........................................................................................................... 7 IV. MAIN FINDINGS................................................................................................................... 7 V. RECOMMENDATIONS.......................................................................................................... 9 I. GENERAL TASKS OF THE ASSIGNMENT ADB invited a consultant to implement a GSVC (Gender-Sensitive Value Chain Analysis) exercise for tourism value chain in Tumanyan district with special focus on B&B (Bed and Breakfast) owners. GSVC comes to analyze women participation in the value chain and reveal initiatives which will boost development of that value chain, thus enhancing also development of women businesses in the value chain. The value chain was selected as a women-intensive sector where women entrepreneurs are naturally actively involved. The objective of the assignment is to conduct a GSVC exercise in Tumanyan district (Alaverdi and surrounding communities) of Lori region which aims in the identification of initiatives which will empower women entrepreneurs to help them grow and adopt new and improved roles in the value chains. The main tasks of the assignment are as follows: a. Identification of main stakeholders in the field (women entrepreneurs, NGOs, supporting institutions etc.) b. Conduction of workshops with local stakeholders using GSVC tools and workshop formats. c. Conduction of interviews with the stakeholders to collect relevant economic and gender data. d. Analysis of the collected data together with team of experts (SME DNC and TA) to reveal supporting initiatives. e. Conduction of “Presentation workshop” to present all findings and suggested interventions / initiatives. f. Elaboration of the report. II. GENERAL DESCRIPTION There are four towns and 27 villages in Tumanyan district of which main tourism destinations are: Alaverdi, Akhtala and Tumanyan towns as well as Odzun, Dsegh and Haghpat villages. Below is the brief description of each community: Alaverdi Alaverdi has area of 23.5sq km and population of 16400, from which 54% are female. It has a large mine of cuprum and a processing factory. The latter is creating jobs and income for most of the working population. The town is placed in Debed canyon which is an attractive point for tourists. The climate is mild. The town is rich of forests. The second economic sector (after mining and processing) is agriculture. Mainly women are active in this sector as men are busy in the factory. Akhtala Akhtala has area of 4,3sq km and population of 2400 of which 55% are female. The town is famous for its Akhtala castle which belongs to 10th century and a monastery complex of 12th century. Fossils of 1st century BC where found in Akhtala. The town is placed on the left side of Debed River. Akhtala is rich of forests. There is a sanitarium in the town. Mining/industry is the main sector of the economy. Tumanyan Tumanyan has area of 30.8sq km and population of 1800 of which 54% are women. The name of the town comes from a famous Armenian poet Hovhannes Tumanyan. The town is situated in the riverside of Debed River. The climate is mild. The main sector of the economy is the industry, particularly – processing of heavy metals. There are also milk processing, dairy production and bread production small factories. Part of the population is busy in agriculture – mainly cattle breeding. Odzun Odzun has area of 53.13sq km and population of 5812. The village is situated on the hill at the left side of Debed River. The distance from Alaverdi is 8km. People are busy in cattle breeding and milk production, cultivation of crops and forage production. The village is famous with its Monastery complex of 8th century which attracts tourists from all over the world. Dsegh Dsegh has area of 39.47sq km and population of 2221. There are a lot of chantries, khachqars and small churches in the town. The village is a tourism destination given the fact that a very famous Armenian poet Hovhannes Tumanyan was born there. There is a museum of the poet in the village. Haghpat Haghpat has area of 15.28sq km and population of 767. Haghpat is mentioned in the history since 8-7th centuries BC. It was also considered as a religious center in the middle ages. The village is famous with Haghpat monastery built in 976BC by the king Ashot Bagratuni and queen Khosrovanush. There are several factors which lay under development of tourism in the district. First of all, the region is rich of forest and beautiful nature. The climate is mild which attracts tourists in summertime. Also, the district is rich of historical and cultural places, monasteries and churches many of which are included in UNESCO world heritage. Being situated near the Debed River is another attractive factor for tourists. III. GSVC EXERCISE The GSVC exercise in tourism value chain in Tumanyan disctrict with special focus on B&Bs was organized on July 9-18. It consists of the workshops and interviews with the main stakeholders and a presentation workshop to present the findings of the exercise and future recommendations for development of the value chain and women businesses particularly. Workshops with stakeholders During the GSVC exercise in Tumanyan district, two workshops were organized to inform the stakeholders about the project and to collect information on current situation and future plans. “Porter's Diamond” and “Value Chain Mapping” were used to conduct the workshops. Main stakeholders of the value chain – women entrepreneurs involved in hotel, B&B and restaurant businesses – participated in the workshops. The workshops where conducted in Worldvision's office in Alaverdi which is another actor for tourism development in the district. The following information about the tourism value chain was revealed during the exercise: Involvement of tourists Transportation Accomodation Food Entertainment Shopping Visits Tourists reach the 3 main Mikoyans 2 super-markets Tour agencies in district on their 5 hotels ’ Churches and restaurants museum Yerevan own mona-steries Through Internal Tumanyan Souvenir shops Debed tourism transport 15-20 B&Bs 4-5 cafes museum near the canyon Web - sites churches Satisfied Other sight- customers bring Ropeway Many hospitable 1 fast food Hiking seeings new ones houses Taxis Tours in the forest Interviews with women entrepreneurs During the exercise, 25 interviews were conducted with women entrepreneurs involved in the value chain. The interviews were structured in a way to learn about women businesses, their previous development and future plans as well as to collect ideas and opinions about the situation in the value chain and to understand what women see as a good initiatives for development of the value chain and their businesses. Some of the women entrepreneurs, involved in the GSVC exercise, have participated in ADB-financed CEFE training for B&Bs which was conducted in 2013. Presentation workshop In the end of the exercise, a Presentation workshop was organized to present the main findings to the stakeholders as well as to present main initiatives which can be implemented for development of the value chain. IV. MAIN FINDINGS Several competitive advantages were identified during the Exercise which lay on the basis of tourism development in Tumanyan district. These are listed below: Hospitability of the local population Beautiful nature Mild climate (not so hot in the summer) Resort/healthcare potential Historical and