Strengthening Tourism in Armenia: Contribution to Lori Strategy and Global Dialogue

Kai Partale served as an international expert on the GIZ project “Support Sustainable Tourism Development in Armenia”. The assignment, delivered on behalf of mascontour GmbH, focused on developing a comprehensive destination marketing strategy and brand positioning for the Lori region.

Credit: Tourism Committee

From Strategy to Regional Impact: Lori Tourism Talks

A milestone of the assignment was the presentation of the Lori Tourism Marketing Strategy at the Lori Tourism Talks in 2025. The event brought together national and regional stakeholders, including the Armenian Tourism Committee, regional authorities, and private sector actors.

Kai Partale outlined the strategic direction for Lori’s future positioning, highlighting the region’s unique blend of UNESCO heritage, dramatic landscapes, and authentic community experiences. The strategy aims to enhance Lori’s visibility across domestic and international markets while embedding sustainability and local value creation at its core.

The participatory process, combining field visits, stakeholder consultations, and international benchmarking, ensured strong ownership among local actors and alignment with Armenia’s national tourism brand, “The Hidden Track”.

Global Stage: World Tourism Communication Forum 2025

In recognition of his expertise, Kai was invited to speak on a panel at the World Tourism Communication Forum 2025 in Yerevan, organised by the Armenian Tourism Committee.

The forum brought together international experts to discuss the future of destination branding and communication. In his contribution, he emphasised key global trends shaping tourism marketing today.

His insights highlighted Armenia’s opportunity to position itself and regions such as Lori as authentic, human-centred destinations in an increasingly standardised global tourism market.