Armenia: The Destination Not to Miss at ITB Berlin 2026

This March, where the world gathers to dream up its next great journey, Armenia is arriving not just with brochures but with stories carved in stone, poured in wine, and sung across mountain valleys.

At ITB 2026, Armenia is inviting global travel professionals and curious explorers alike to look beyond the expected and discover a destination where ancient heritage meets a fast-evolving travel scene that is becoming one of the world’s most exciting emerging offerings.

Why Armenia, and Why Now?

Because there are very few places on earth where you can sip wine where winemaking began over 6,100 years ago, step inside ancient monasteries that have stood for centuries, hike dramatic alpine landscapes in the morning and enjoy a vibrant café culture in a buzzing creative capital by night.

From the serene shores of Lake Sevan to the forested trails of Dilijan National Park, and from UNESCO-listed monasteries perched on cliff edges to Silk Road heritage sites, Armenia offers experiences that resonate with today’s traveler demand for authenticity, sustainability, and meaningful connection.

At this year’s ITB Berlin, Armenia will showcase a diverse portfolio aligned with today’s top travel trends, from four-season adventure and farm-to-table culinary and wine experiences to its rich cultural heritage, wellness and nature escapes, and a vibrant creative urban scene. All within a destination that remains authentic, refreshingly uncrowded, and increasingly accessible to international markets.

Meet Armenia at ITB – Hall 11.2, Stand 102

Visitors are invited to meet the Armenian delegation at hall 11.2, stand 102, and connect directly with local tour operators, hospitality partners, and destination experts ready to introduce new itineraries, niche experiences, and collaborative opportunities.

Whether you're searching for your next standout destination or simply your next unforgettable story, Armenia promises discovery.

“As global travelers increasingly seek destinations that offer authenticity, depth, and meaningful experiences, Armenia stands ready to deliver,” said Lusine Gevorgyan, Chairman of the Tourism Committee of Armenia. “Our presence at ITB Berlin 2026 is not only about showcasing our heritage, but about building strong partnerships and presenting Armenia as a dynamic, year-round destination with diverse opportunities for collaboration and growth.”