Yerevan Wine Days #61
Yerevan Wine Days: A Pinnacle in Armenia's Tourism Showcase
The “Yerevan Wine Days” festival serves as an ambassador for tourism in the Republic of Armenia. The festival has a significant impact on two strategically important sectors for the country: winemaking and event tourism. By developing tourism, the event has given new life to Armenian winemaking by promoting the recognition of local producers, fostering the spread of wine culture, and creating new business opportunities. It not only showcases the rich traditions of Armenian wine but also encourages innovation in the industry, contributing to Armenia’s recognition as an international winemaking destination.
The festival is expanding year by year, attracting the attention not only of tourists but also of government institutions and major companies. Various government branches that showcase the country’s tourism potential to international partners give special attention to materials highlighting the festival. The event is seamlessly integrated into promotional materials distributed by organizations such as the Ministry of Foreign Affairs, the Tourism Committee of the Ministry of Economy, and the Tourism Federation. The Public TV Company of Armenia and several other state and private media outlets have extensively covered the “Yerevan Wine Days,” and numerous short clips about Armenia on the internet have provided coverage of the festival.
Throughout the festival and its aftermath, the pages of tourism organizations, influencers, renowned bloggers, and thousands of visitors are filled with photos vividly capturing the atmosphere of “Yerevan Wine Days.” Every image and publication convey a singular message: to truly become acquainted with Armenia, participation in “Yerevan Wine Days” is essential.
The Phenomenon of Yerevan Wine Days — Unveiling Armenia's Enogastronomy and Tourism Marvel
The “Yerevan Wine Days” is an annual three-day event that takes place on the first Friday, Saturday, and Sunday of June in the heart of Yerevan. Specifically, the event unfolds on the streets of Moskovyan, Saryan, and Tumanyan. The Yerevan Municipality grants exclusive permission to close these streets to the “Yerevan Wine Days” organizers, emphasizing their anticipation and evaluation of expected and previously reported results. The festival covers an area of approximately 16,000 square meters.
This festival stands out as a unique initiative that attracts over 30,000 tourists to a small country like Armenia. Both global and local tour operators intentionally include a visit to the “Yerevan Wine Days” festival in their packages for tourists exploring Armenia. Winemakers eagerly participate in this project to showcase their established and new products, with particular enthusiasm for presenting innovations on this platform. The festival allows them to test new products before entering the international market and increase sales of existing offerings.
This year, the “Yerevan Wine Days” festival will be held for the ninth time, but the enthusiasm and unity of the winemakers and visitors around the event show that the festival’s history began much earlier than nine years ago. The festival has become one of the expressions of Armenia’s winemaking and cultural heritage, which has not only preserved traditions but also contributed to their spread and the introduction of innovative trends. Every participant involved in the festival can confirm that this event has become an inseparable part of Armenia’s wine culture. For thousands of tourists, the event is a magnet to the region, many of whom plan their visit to Armenia specifically to take part in the festival.
This year, visitors can expect an unparalleled tasting experience, where they’ll have the chance to sample over 1500 varieties of Armenian wine, paired with delicious snacks and dishes from participating restaurants. Additionally, the event will feature a diverse range of high-quality music, while the warm and unique atmosphere will immerse guests in the charm of Armenian culture and traditions, making it truly memorable.
The figures surrounding the “Yerevan Wine Days” festival are truly impressive. In 2024, over the course of three days, the total turnover of all participants surpassed $2 million. Furthermore, thanks to the festival, tourists who visited during the event and the ten days following it indirectly contributed about $30 million to small and medium-sized businesses related to tourism in Armenia. This surge in economic activity is so significant that monthly economic reports show a noticeable difference in June compared to the surrounding months. In 2024, the festival attracted 120,000 visitors, 30% of whom were tourists, and its total economic impact exceeded $25 million.
The festival also plays a major role in boosting wine sales. During the three-day event, winemakers sold around 42,000 bottles, setting a new sales record in the event’s history. But beyond celebrating Armenia’s rich wine culture, the festival also takes its environmental responsibility seriously. The use of plastic is strictly prohibited, and visitors are encouraged to bring their branded glass cups from previous years to avoid unnecessary waste. As a result, approximately 100,000 plastic cups are saved annually.
In 2024 “Yerevan Wine Days” festival participated in the “Wine Travel Awards” and received the “Magnet of the Region 2023” award and in 2022 received the coveted “Event of the Year 2022” award.
The festival stands out with its unique format, drawing a substantial number of visitors and welcoming tourists for a brief yet impactful three-day period. Following the principle of geometric progression, the festival experiences a steady increase in visitor numbers year after year, driven by the satisfaction and positive impressions left by previous attendees. As the festival grows in popularity and attracts more partners, it plays a pivotal role in the promotion of wine, winemaking, and the broader tourism sector. This continuous growth contributes significantly to establishing event tourism as a distinct industry, fostering the development of enotourism and gastronomic tourism, and bolstering the stability of all tourism-related economic sectors.
Festival Branding and Historical Overview
The growing interest, engagement, and expansion of the festival are evidence that winemaking has always been an integral part of Armenia’s culture, and the festival has become an excellent platform for the self-expression of this culture. To highlight the historical roots of Armenian winemaking, it was decided to create a branding that reflects our 6,100-year winemaking heritage. The branding is based on the karases (large clay vessels) discovered from various historical periods, which symbolize the deep roots of Armenian winemaking. The festival’s logo, created based on the outline of a karas excavated from the Dvin region, dates back to the 10th-9th centuries BC. This is not only the cornerstone of the branding but also one of the festival’s educational functions, emphasizing the high level of Armenian winemaking and the country’s ancient traditions, while sending a message to the world that Armenia has long been one of the pioneers in the winemaking industry.
Empowering Armenia: EventToura: Event Tourism Developing Foundation’s Dynamic Impact on Tourism Development
“EventToura. Event Tourism Developing Foundation”, has played a transformative role in advancing Armenia’s tourism sector. Through its innovative approach to event tourism, the foundation has not only bolstered Armenia’s reputation on the global stage but also created sustainable growth opportunities within the tourism industry.
The foundation’s founders, Nune Manukyan and Mary Badalyan, bring distinct professional experiences to the table, establishing a robust and continually evolving organization. Nune Manukyan, with over 25 years of experience in tourism and marketing with local and international tourism companies, co-founded the agency with Mary Badalyan, who specializes in business, international trade, and contractual relations.
From its inception, the company’s singular and clear goal was to position Armenia as one of the most sought-after tourist destinations in the region through sustainable, self-financing event tourism.
