Tourism Cluster Strategy Development Armenia

What

Through Nathan Associates, SW Associates was contracted to assist with the development of the USAID-sponsored Competitive Armenia Private Sector Project’s (CAPS) tourism strategy framework.

SW Associates played a pivotal role in the CAPS project, prioritizing the advancement of tourism as an important competitive economic sector in Armenia. SW Associates spearheaded the formulation of a new strategy and provided comprehensive support in developing and implementing effective tourism marketing strategies.

The primary objective was to enhance CAPS’ ability to collaborate with the tourism industry, thereby facilitating the development and enhancement of Armenia’s domestic and international tourism offerings. The following framework was developed to achieve this:

1) Introduced National Geographic’s Geotourism program to Armenia

2) Expanded external communications including international media relations, internet-based travel marketing, and association development.

3) Assisted with developing more effective travel-related associations in Armenia 

4) Guided the development of the CAPS Tourism Toolkit  

5) Advised tourism cluster participants on international best practices, approaches and opportunities

6) Identified information/data needs

7) Developed and implemented survey instruments. 

Results:

• An improved tourism cluster competitive process.
• Developed a comprehensive strategic plan, with critical input from the cluster working groups
• Developed a CAPS Tourism Toolkit
• Helped establish a Geotourism Council  
• Created and implemented international media relations strategy and plan 
• Increased presence for Armenia tourism on internet 
• Increased stakeholder participation in B2B, including tour operators and media 
• Increased media and internet attention and presence for Armenian tourism.