UNTAPPED POTENTIAL

Armenian tourism has great untapped potential. Southern Armenia exemplifies the possibilities for the development of new tourism experiences rooted in historical monuments, natural assets, and Armenia's authentic rural culture. One of the frontrunner projects in the Competitiveness Foundation's tourism development program is centered around the 9th century Tatev monastic complex.Tatev is in need of conservation and is isolated due to its forbidding location, perched at the far side of a deep river gorge. The tourism activity currently revolving around this mighty complex corresponds to only a fraction of its potential.

NEW TOURISM PRODUCTS

The Tatev Revival Project includes the restoration and conservation of the monastery in accordance with the highest international standards. But it also includes the development of new tourism products and infrastructure, which will allow the Tatev region to function as a central hub for tourism in Southern Armenia, New products incorporating the concepts of ecotourism and culinary tourism will be developed in the villages surrounding Tatev. An aerial tramway will transport tourists to within walking distance of the monastery, with breathtaking views along the way. And a hotel complex will be built near the base of the tramway, in Halidzor village.

WORLD'S LONGEST PASSENGER AERIAL TRAMWAY

The Tatev tramway will span the 5.7 kilometers (3.5 miles) from the village of Halidzor, close to the highway from Yerevan, to Tatev village, where the monastery is located. It will be the longest reversible passenger aerial tramway in the world and will itself become a tourism attraction, affording spectacular views of the valley below. 25 passengers at a time will be able to take the 12-minute ride to Tatev in specially designed cabins. This will make the monastery accessible even in the winter, contributing to the extension of the tourism season in Armenia.

CENTER FOR SCHOLARSHIP

One of the main goals of the project is to revive Tatev's ancient monastic and scholarly tradition. In the 14th and 15th centuries, Tatev was one of the most important centers of Armenian art and science. Consistent with this history, the project aims to extend Tatev's attraction beyond leisure tourism. It will create the conditions for academic work in and near Tatev, including facilities for summer university courses and academic conferences and workshops.

DEVELOPMENT MODEL

The Tatev Revival Project illustrates the sustainable development approach adopted by the Competitiveness Foundation. Income from the tramway and the hotel will be controlled by a non-profit foundation, which will use these proceeds to subsidize the ongoing maintenance and development of the region. Tourism products such as bed-and-breakfasts, food trails and rural ecotourism will mobilize local communities, providing livelihoods and entrepreneurship opportunities.

TRIGGERING INVESTMENT

The infrastructure and tourism development implemented by the project are intended to send a clear signal to other investors, triggering further development in the region. Tatev will become a tourism hub and will function as a jumping-off point for extended itineraries in Southern Armenia, a region that has a wealth of assets ready to be developed. The Competitiveness Foundation's tourism investment master plan for the Southern Corridor will help mobilize further investments, with the Tatev Revival Project as its catalyst.