Health resort and adventure tourism: New prospects for tourism development in Lori Province

Marine Gevorgyan and Gayane Tovmasyan, Associate Professor at the Chair of Theology and History of the Armenian Church, conducted joint research and authored a scholarly article titled "Tourism Development Opportunities in Lori Province".

Marine Gevorgyan outlined the main tourism routes in Lori Province, highlighting new directions that require development and the actions expected from the relevant authorities.

New Directions for Tourism Development in Lori Province

Tourism plays a critical role in Armenia's economy, as it can ensure economic growth and increase employment opportunities. Therefore, it is essential to analyze Lori Province's historical, cultural, and other tourism resources. Based on this analysis, it becomes possible to develop various forms of tourism.

The main tourist destinations in Lori Province include Haghpat, Sanahin, Odzun, Akhtala, Lori Fortress, Dsegh, and Vanadzor, among others. Lori, with its exceptional natural beauty, rich cultural heritage, and recreational resources, is considered one of the most picturesque areas of Armenia. 

Speaking about new directions for tourism development, it is important to emphasize that the province has significant potential for health-resort and rehabilitation tourism, followed by adventure tourism, as Lori is renowned for its high mountains and is an excellent location for mountaineering. The province also has considerable potential for cultural and festival tourism. In recent years, festivals have been organized in Dsegh, such as rafting events and edible plant festivals; the blueberry festival in Margahovit village; and a barbecue festival in Akhtala. Vanadzor, with its historical monuments and museums, has also become an attractive destination for urban tourism. 

Target Sectors of Lori

The article highlights Lori Province's strengths and weaknesses, as well as opportunities and threats. The province possesses numerous historical and cultural monuments, which provide a basis for developing new tourism routes that incorporate a greater number of attractions.

It is necessary to improve statistical tracking in the tourism sector, implement an agritourism development program to develop rural communities, and organize various festivals that showcase Lori's gastronomic resources, culture, traditions, and the literary heritage of Hovhannes Tumanyan. Additionally, beyond existing tours, new creative tours should be organized where tourists can actively participate in certain activities.

The article also proposes developing a tourism brand for Lori Province, improving transportation infrastructure, expanding tourist facilities, and more.

Expectations from Competent Authorities

The article presents an overview of the province's main tourism resources, analyzes key socio-economic indicators, tourism infrastructure, and assesses the current situation in the region. Accordingly, the authors offer proposals for the development of new tourism routes. Competent authorities are expected to improve marketing activities—for example, the relevant department of the Lori Provincial Administration could focus on organizing new festivals, improving service quality, diversifying tourism offerings, and other initiatives. 

The conclusions and proposals in the scholarly article may serve as a valuable resource for government and local self-governing bodies, tourism companies, and industry experts.