12 minute read
A EUROPEAN GEM
WORDS MELANIE SWAN
Like a phoenix rising, the small Caucasus country of Armenia is emerging from the pandemic as a destination with big potential. Rich in history, culture and breathtaking natural scenery, this ancient nation is being reborn as new investment is ploughed into a range of industries and ventures. ey include plans to launch a national airline in partnership with the Middle East’s rst lowcost carrier, Air Arabia, and the announcement of a new technology park backed by Iranian funding, o ering hope to a country of just three million that is struggling to make its way through an economic tragedy compounded by a three-month war with neighbouring Azerbaijan last year.
Connectivity is key to trade and the new airline will give the country a much-needed boost in this respect, bringing
Armenia closer to the rest of the world.
While Armenia has long-established connections to the UAE, with Air Arabia ying directly from Sharjah to Yerevan since 2006 and ydubai linking Dubai to the country’s capital since 2010, other countries in the region are harder to reach, even less so since the pandemic given many air routes around the world have simply shut down. Aviation chiefs are acutely aware of the challenges. Tatevik Revazian, Chairman of the Civil Aviation Committee of Armenia, says improving air connectivity is critical for economic growth and job creation. “Having a strong national low-cost airline is essential for the development of Armenia’s air transport sector, especially as a tool to recover faster from the COVID-19 crisis,” he explains. ydubai says passenger tra c growth on the Dubai-Yerevan route has noticeably increased since the pandemic, o ering hope to the destination and a surprising upside to the global crisis. In 2019, the carrier operated a daily schedule to the city, but in response to demand for summer travel, it boosted operations to 10 ights weekly from July until late October 2021.
During the past decade, Armenia has recorded some impressive gains as its tourism industry begins to realise its full potential. e sector contributed to nearly 11.8 per cent of the country’s GDP in 2019 and accounted for 12.5 per cent of total employment.
While the brutality of the pandemic is obvious, the tourism industry has done its best to cling on. At luxury hotel e Alexander, for example, there have been no redundancies. Despite the crippling impact of reduced air connectivity and fewer diplomats travelling, business has remained robust at the property, says Director of Sales and Marketing, Hayk Sahakyan,
LEFT: Armenia is hopeful of a bright future ABOVE: Yerevan’s iconic Republic Square
Exploring Yerevan
e country’s capital, one of the world’s longest continuously inhabited cities, is the most densely populated region of Armenia and home to one-third of its population. Buzzing with life, from its markets to bars to cafés, there is a European elegance, in uenced by its western border with Turkey.
Most of its ancient history was razed during the Soviet era, though the grandeur of the empire is still evident in details such as the grand designs of the underground stations and the city’s statuesque opera house. Culture abounds in this city, which boasts a wealth of museums and galleries showcasing old and new Armenia. ey include the Matenadaran Musuem, home to ancient manuscripts and a research institute; e National Gallery of Armenia, exhibiting the national history of visual, decorative, applied and international arts; and the Armenian Genocide Museum and Memorial, next to Mount Ararat.
As a nation nestled among such a variety of countries, Armenia’s cuisine is as colourful as its history, with the land contested for centuries by invading empires from Mongol to Ottoman and Soviet. A must-visit in the city is the Noy Wine Brandy Vodka Museum where iconic cognac lover Winston Churchill’s beloved Ararat was rst made. is is a rare opportunity to step back in time to this 19th century site where even the walls have stories.
Other top things to see and do in Yerevan include a visit to Hraparak Square, famous for its singing fountains, mosaic rock carpet and beautiful surrounding buildings; a climb up the famous Cascade to Victory Park for breathtaking views across the city; a browse of Yerevan’s weekly handcra s market, packed with beautiful locally made carpets, gi s and jewellery; and sampling a relaxing cup of Armenian co ee in one of the many cafés on the historic Freedom Square. Don’t forget to try one of the many local delicacies - the shashlik (kebabs) or lavash (local bread) are particularly good.
For a taste of ne Armenian cuisine, dine at Dolmama, which has attracted the likes of Prince Charles and Hillary Clinton, both of whom have spent an evening in this quaint restaurant where delicacies include Dolma and barbecued meats. is converted house oozes Armenian character and charm, with dishes re ecting the country’s position at a crossroads on the Silk Road, infused with in uences from Eastern Europe, the Mediterranean and the Middle East.
Abovyan 12 on the city’s oldest street, tucked away behind what seems to be a simple gi shop before opening out into a little wonderland, o ers a wonderfully authentic Armenian experience with good quality food, a lively atmosphere and a cobbled courtyard as the backdrop.
For private bookings, the Lusik Aguletsi House Museum and Art Café is a monument to Armenian history and culture and promises a luxurious ne-
dining experience in the former home of Armenian artist and icon, Lusik Aguletsi.
Saryan Street, known informally as Wine Lovers’ Street, regularly hosts foodie events and o ers a lively atmosphere at a range of eateries and bars as revellers spill out onto the city’s streets.
A Tuscany of the east
With a blooming number of artisan cheese makers such as the Mikayelyan family farm, where cheese tastings could easily blow anything in Europe out of the water, Armenia is reminiscent of Tuscany, but on the other side of the Black Sea. A 6,500-year-old wine history makes Armenia one of the oldest known wine makers in the world, just behind Georgia at 8,000-years-old. With homemade cheese, freshly grown local produce, abundant fresh breads and a warm summer climate, Armenia is Europe’s best-kept secret.
In the small village of Tsaghkunq in the Sevan Lake region, around one hour from the capital, celebrity chef Yura Sargsyan has created a French-inspired farmhouse concept where ne dining meets authentic Armenian hospitality in the small village in which he was raised.
We visited Areni Wine Factory where the verdant vineyards spread for acres and make for the most picturesque scenery away from the more barren landscapes of the Gulf.
According to the Vine & Wine Foundation of Armenia, the country has 400 indigenous varieties of grape, 31 of which are used to make wine. ough this is half of that found in Italy, humble Armenia is just one-tenth of its size. A good wine with dinner at one of Yerevan’s many local diners sets visitors back no more than around $14, which makes sampling the local produce cheaper than buying a so drink at a hotel restaurant in Dubai.
Hoteliers have identi ed vast potential to promote the country’s gastronomic heritage, with Areni’s blossoming wine tourism industry prompting Armenian chain Tufenkian Heritage Hotels to open a new property in the destination.
Beyond the capital
e heart of Armenia truly lies outside the city, where the heritage and natural landscapes come alive.
Just a few kilometres from Yerevan you’ll nd the ruins of Zvartnots Temple, built in the 7th century and now a UNESCO World Heritage Site.
Further a eld is Yell Extreme Park, the rst adventure destination of its kind in the country, where activities include adrenaline-pumping zip lining across the valley, via Ferrata and horse riding. We took a guided twohour hike through the lush green forest to explore the undulating terrain. e tree canopy provided a wonderful shelter from the sun and the short downpour.
Tufenkian Heritage Hotels o ers heritage inspired properties in idyllic locations around the country and the Tufenkian Avan Dzoraget hotel, a Medieval castle-inspired property that sits on the Debed River surrounded by lush mountains, o ers a truly magical fairytale escape.
For skiing, the Marriott Tsaghkadzor is a popular destination during the winter months, while in summer it is the second home of wealthy ‘Yeravanites’ looking to escape the city humidity. is hotel has fantastic facilities including an indoor pool and gym, and although there is one main restaurant serving international cuisine, the local area has a plethora of appealing dining destinations providing a closer glimpse into authentic Armenian rural life and cuisine.
Burgeoning business ties
Economic ties to the Gulf remain largely focused on the UAE, providing a much-needed lifeline to a country ravaged by poverty. According to the Asian Development Bank, 26.4 per cent of Armenians were living below the poverty line in 2019. at gure is said to have grown dramatically over the past few years, with around 36,000 people displaced since the con ict ared up in September, according to the United Nations High Commissioner for Refugees. However, this summer, Abu Dhabi’s renewable energy hub, Masdar, and the Armenian government announced plans to expand the country’s renewable energy capacity with an ambitious strategy to build two new solar power plants, the rst of which is due for completion in 2025. Bene ting from 2,700 hours of glorious sunshine every year, solar power is a promising prospect for Armenia, which has no fossil fuel reserves of its own and relies heavily on natural gas and nuclear fuel imports from Russia and Iran.
Armenia’s Ministry of Foreign A airs cites the primary areas of trade and economic cooperation between the UAE and Armenia as information technology, agriculture, jewellery, diamonds, food security, renewable energy, and tourism. In 2019, exports from Armenia to the UAE amounted to $57.3 million, outweighed by imports worth $281.2 million, although 635 UAE companies are now registered in Armenia.
CLOCKWISE FROM
ABOVE: Armenia oozes authenticity; Sevanavanq is one example of Armenia’s stunning natural landscape; Geghard Monastery; food market; Yell Park, Armenia’s first adventure destination
NEED TO KNOW
How to get to there Air Arabia and flydubai operate flights from the UAE to Yerevan and Qatar Airways serves the destination from Doha, with a short flying time of three hours.
When to go In the summer, temperatures can reach as high as 35 degrees Celsius in the city, but dip to as low as 20 degrees Celsius in the mountains. It’s also cooler by night, so Armenia o ers the perfect escape from the hot Gulf summer. Come winter, its mountains are a picturesque ski spot, o ering much more competitive rates than the likes of Europe.
How to get around Yerevan is pedestrian friendly and very walkable, but it’s also easy to pick up a GG taxi on the dedicated app. Further afield, it’s best to hire a guide as Armenian and Russian are the primary languages and internet signals are as patchy as the roads. We used Galust Hovsepyan, a veritable encyclopedia on the country’s history and culture.
Where to stay The Alexander, a Luxury Collection property by Marriott, is one of the newest hotels in the capital. A regular host to visiting diplomats and celebrities, guests to date include Angela Merkel and famed American-Armenian, Kim Kardashian. It is within walking distance of the main tourist spots such as the breathtaking cascades monument and Republic Square. For a more authentic Armenian experience, the Tufenkian heritage hotel is a must stay, with the property’s architecture and interior design paying homage to the country’s roots. Tucked away behind Republic Square, it’s within walking distance of all the top attractions and o ers stunning vistas across the city if you’re lucky enough to stay on one of the top floors. While luxurious, it has charm and character and o ers fantastic value for money. See The Report (p59-66).
Visas E-Visas are required for visitors from several countries so check online at evisa.mfa.am when you plan your trip. The visa price is very a ordable at around US$7.
COVID-19 PCR tests are required on arrival although fully vaccinated travellers need only produce their vaccine certificate. For those requiring a test before for returning to their home country, most hotels o er the service for $35 or local clinics for $23. Results must be printed before you reach the airport and stamped at check-in. Ensure you check the clinic is certified for issuing travel PCR certificates as not all of them are. The country has been mask-free since July 1, but airports and flights remained masked with temperature checks conducted at the airport.
Hayravanq
“ e UAE and Armenia have been strengthening economic ties over the last decade,” says Sudhir Sreedharan, Senior Vice President of Commercial Operations, ydubai.
“Several MoUs and agreements have been made for further investments from the UAE to help reinforce close cooperation in a variety of sectors including trade, tourism, energy, medical services, technology, infrastructure and the nancial sector.”
Key focus areas for exports from Armenia remain food production and agriculture, he adds, with cargo carried from Yerevan to Dubai dominated by cheese, fruits, mushrooms and strawberries, although other commodities such as medical items, shoes, bags and jewellery are also exported.
“ e goods and commodities that we carry on ydubai cargo into Yerevan from the entire network include spare parts, mobile phones and COVID-19 testing kits and vaccines,” he adds.
As Armenia looks to forge closer trade links with the Gulf, hopeful of attracting more business and investment, it is apt that the nation’s pavilion at Expo 2020 Dubai, which kicks o this month, is located in the Opportunity District. e pavilion encourages visitors to “create a bond with Armenia” as it showcases is rich, historical past and modern reality as one of the region’s largest providers of intellectual resources and technological development products. e pavilion theme is therefore ethnotech, which it de nes as “the technological future, based on the best traditions of the past”.
Visitors are guided through the pavilion by video screens presenting Armenian culture, science and history, then to a zone of physical objects of historical signi cance and nally, to a tourism zone where a luminous interactive tree of life takes centre stage. If you want to know more about Armenia and its business credentials, the country’s pavilion at Expo is a great place to start.
