Dear Esteemed Representatives of the Tourism Sector,
The Armenian Tourism Federation welcomes you!

The public perception, proper appreciation, and rational utilization of the role and significance of tourism and its representatives worldwide—and in life in general—are extremely beneficial and necessary. Conversely, inadequate public perception, underestimation, and irrational use pose a challenge that must be overcome.

The unified acknowledgment and implementation of a few (seven) simple truths will contribute to the formation and reinforcement of public perception, thereby enabling tourism to effectively serve the well-being, security, goodwill, and friendship among peoples.

1. Tourism is a phenomenon of immense economic, social, cultural, and political significance.
2. Tourism nourishes all other sectors of the economy and is, in turn, nourished by them.
3. Sustainable tourism is a powerful force for:
   • Sustainable and balanced regional economic development
   • Improving the standard of living of the population
   • Preserving, enhancing, and restoring the environment, as well as the rational use of natural resources
   • Safeguarding, developing, properly presenting, and promoting cultural heritage
   • Intercultural dialogue and cultural diversity
   • Strengthening and continuously elevating the international reputation of the country and its people
   • Preserving, developing, and promoting universal human values
   • Strengthening international solidarity and peace
   • Reinforcing homeland-diaspora ties, as well as preserving and strengthening national identity.
4. At its core, tourism is about travel and stay.
   Tourism is a person’s temporary life outside their permanent place of residence (usual environment).
   In other words, as tourists, we leave our usual environment and travel to a tourism destination, where we spend a part of our lives that differs from the ordinary.
5. A tourism destination is not just a territory with its borders, infrastructure, and services but also the life and lifestyle of the place.
   The more interesting and unique the local life is, the more attractive and competitive the tourism destination becomes.
6. Thus:
   • The tour operator is the consolidator of tourism services, the composer of the tourist’s life at the destination, and is responsible for its proper organization and provision.
   • The tour guide is the representative of the country, community, and people, bearing the primary responsibility for their reputation.
   • The hotelier is the host who welcomes the guest into their home and is responsible for proper hospitality.
   • The innkeeper is the provider of bread (sustenance).
   • The chef is the creator of culinary experiences and, through the kitchen, the preserver and disseminator of optimistic perceptions of the past, present, and future.
   • The event and festival organizer breathes life into all kinds of programs, adding variety, flavor, and aroma to the tourist’s life.
   • The cultural figure is the bearer, preserver, and presenter of national identity, ensuring dialogue with the world through the language of culture.
   • The transporter is responsible for the journey.
   • The local population is the main beneficiary and stakeholder in all of this.
7. Let us cherish, preserve, and develop tourism—and tourism will repay us manifold.