IN THE SPOTLIGHT: TRADE SHOW TOUTS ARMENIA

Glendale News Press
10/03/29/business/gnp-travel032910.txt
March 29 2010
CA

Having succeeded in boosting numbers from Europe, the former Soviet
republic is trying to attract more tourists from the U.S.

By Michael J. Arvizu Published: Last Updated Sunday, March 28, 2010
10:10 PM PDT

A performance at Yerevan’s Opera House. Coffee at a cafe on Abovyan
Street or around Opera Square. On a clear day, climb the Cascade
steps for the best view of Mount Ararat. For a night out, there’s
live jazz music at the Stop Club on Moskovian Street.

A trip to Armenia’s capital could yield an array of options for a
traveler’s itinerary, a plan that government officials there are
promoting to more potential tourists.

The Armenian Travel Development Agency, based in Yerevan, the
Glendale-based Armenian American Chamber of Commerce, and Consulate
General of the Republic of Armenia in Los Angeles represented Armenia
in its first-ever appearance at the annual Los Angeles Times Travel &
Adventure show last month.

Armenia’s appearance at the trade show was a good start toward making
people aware of what the former Soviet republic has to offer in terms
of history and culture, said Zaven Kazazian, president of the Armenian
American Chamber of Commerce Greater Los Angeles Chapter.

"We’ve done a good job in Europe as far as attracting tourists," said
Kazazian. But the tourist market from the United States has been rather
weak compared to other countries, such as Russia and Georgia, he added.

The trade show is part of Armenia’s strategy to attract more tourists
and to create a new U.S. market for tourism. Most tourists to Armenia
are part of the diaspora, and are there to visit family, friends or
the homeland, Kazazian said.

About one-third of all Armenians actually live in Armenia, said Vice
Consul Sahak Sargsyan.

"Our main intention in having this show is to attract non-Armenians,"
said Kazazian.

Armenia’s journey to the travel show began when Kazazian and
Armenian American Chamber of Commerce President Nick Hacopian
attended a previous travel show and noticed that Armenia was not
being represented.

"It’s a wonderful destination," said Kazazian.

"With that in mind, Nick and I met with the consul general’s office
and the vice consul was very kind to join our group, and we formed
a committee. We started putting together the entire expo booth."

Comprised of two booths, Armenia’s exhibit drew "overwhelming" numbers,
said Hacopian. Each booth featured pictures, fliers and brochures
detailing every nuance of the country, from places of worship and
places to eat, to excursions within Armenia like Nagorno Karabakh,
a Christian worship place dating from the fourth century BC, to
contemporary spots like the Malkhas jazz club on Pushkin Street.

Although the location of the exhibition helped to draw a large number
of people, Hacopian said, it was also about the sheer interest show
goers had about Armenia in general.

A state show was also produced, where native dancers and musicians
performed. Educational sessions were also held on the country and
what it offered.

"That created a general interest and an attraction for more people
to come to the booth," said Kazazian.

There were generally two types of people who visited Armenia’s booth:
those who knew a lot about the country, and those who knew very little
about it, or even its location, he added.

"We did this to highlight that Armenia is a country that you should
include in your travels, whether it’s a destination or is part of a
whole tour," said Sargsyan.

"We also want to encourage a number of tour operators to include
Armenia as part of their ongoing tours to the region."

Photo: From left, Armenian American Chamber of Commerce Central
Board President Nick Hacopian, Consulate General of the Republic of
Armenia in Los Angeles Sahak Sargsyan and Armenian American Chamber of
Commerce, Greater Los Angeles Chapter President Zaven Kazazian at the
Chamber’s office in Glendale on Thursday. The AACC will participate
in its first-ever Los Angeles Times Travel and Adventure Show. (Raul
Roa/News-Press)