Why has Armenia not yet fully realized its potential, and what steps are needed to build a strong international brand? How can the country become a magnet for both tourists and investors? In an exclusive interview with NEWS.am Tech, Sergey Stanovkin—BBC Studios Commercial Representative in Eurasia and Managing Director of Dars Consulting (UK) Ltd—shared his insights on Armenia’s image, challenges in communication, and strategies for becoming globally competitive. Stanovkin visited Armenia to participate in the HIF 2025 forum.
Armenia’s Image: Just the Beginning
According to Stanovkin, Armenia is only at the beginning of the journey to creating a strong, sustainable international brand. The country’s global image is still largely shaped by stereotypes and external narratives, with little proactive contribution from Armenia itself. Current communications focus mainly on political matters, leaving tourism and investment appeal underrepresented.
“There is too little talk about Armenia, especially about regional branding,” he notes, referring to a UN representative’s comment on the lack of promotion of regions like the Baikal Valley.
Armenia has numerous competitive advantages: a rich history, unique culture, cuisine, biodiversity, and breathtaking nature. However, these assets remain under-promoted on the global stage.
“The world has a favorable attitude toward Armenia, but internal and external stereotypes need to be reevaluated,” says Stanovkin.
Communication: Problems and Opportunities
One of the main issues, he says, is limited international communication. Information about Armenia’s achievements and opportunities rarely crosses language or national borders.
“Posting on social media in Armenian is one thing, but doing so in English within international communities is entirely different,” he emphasizes.
Press releases, articles, and promotional content should be created specifically for international audiences and reach global media outlets.
Another barrier: the lack of a clearly defined long-term vision. Stanovkin points out the absence of accessible information about Armenia’s tourism priorities or what the country sees as its key competitive advantages.
Without a defined strategy and coordinated promotion, it’s difficult to create synergy between the state, businesses, and international partners.
The State’s Role and the Need for Continuity
Stanovkin stresses the importance of strategic continuity. Frequent changes in leadership and constant rewriting of concepts hinder Armenia’s development.
“Every new minister comes in and writes a new concept. If there were continuity, investors and partners could align with it.”
The government must clearly define its priorities and communicate them internationally to guide private and institutional partners.
He also underscores the emotional aspect of communications:
“Emotional storytelling wins hearts.”
Videos, personal stories, and vivid presentations that connect with people on an emotional level are key tools in branding—but creating such content requires time, investment, and, above all, commitment.
Growth Potential
Stanovkin sees the current situation not as a weakness, but as an opportunity. Armenia already attracts tourists with its food, landscapes, history, and culture—but these qualities must be visualized and actively promoted to the world.
“Advertising is what you want to say. PR is what people want to hear about you.”
This means developing a variety of video content—from social media clips to TV ads and corporate presentations—that showcase Armenia’s uniqueness.
He encourages Armenia to learn from other countries that have implemented national branding programs, saving time and focusing more on execution. Involving international partners—including the diaspora and global enthusiasts of history, art, and nature—can also help build a powerful community of Armenia brand ambassadors.
The Power of Synergy
One of the key obstacles, in his view, is the fragmentation between ministries. Tourism, culture, education, and science are often treated in isolation, even though they are naturally connected in the minds of international audiences.
“People don’t see in silos—these things are a whole for them.”
Greater inter-agency coordination and a unified branding approach would significantly strengthen Armenia’s image. Joint projects combining tourism, culture, and science could stand out more globally.
In Summary
Armenia has enormous potential to become a recognizable and admired global brand. But this requires overcoming communication gaps, developing a clear strategy, and promoting it consistently in international languages.
According to Stanovkin, the first step has already been taken. With systematic work on branding, emotionally resonant content, and synergy between the state, business, and international allies, Armenia can unlock its full potential—attracting both tourists and investors from around the world.
Follow NEWS.am Tech on Facebook and Twitter