ABBC Member Green Rock Hosts Tourism Regional Forum 2026 in Dilijan

From 9 to 11 October 2026, Dilijan hosted the Tourism Regional Forum (TRF) 2026, initiated by ABBC valued member Green Rock. Bringing together representatives from the tourism, hospitality, investment, culture, and urban development sectors, the forum convened industry professionals for the second time, building on the initiative first launched in 2024.

This year's forum was held under the theme “Destinations Built to Last.” Approximately 250 participants, including industry leaders and professionals, gathered to discuss how cities and tourism destinations can pursue sustainable development while creating long-term value for residents, businesses, and the wider economy.

On 10 October, the main event took place at Monte Melkonian School and opened with welcoming remarks by Tigran Gasparyan, Deputy Minister of Economy of the Republic of Armenia. Katerina Danekina, CEO of Green Rock Management Group, delivered the keynote address, also titled “Destinations Built to Last.”

“Creating destinations with long-term value requires more than investment and infrastructure. It takes a shared vision, strong partnerships, and responsible leadership. TRF 2026 brings together the people shaping the future of tourism and hospitality, giving them an opportunity to exchange experiences and perspectives and explore how destinations can evolve while preserving their identity and creating lasting value for their communities,” said Katerina Danekina.

One of the forum's discussions examined the potential of free economic zones, the conditions required for their establishment, and their role in regional economic development.

The discussion brought together Tigran Gasparyan, Deputy Minister of Economy of the Republic of Armenia; Rafael Gevorgyan, Deputy Chairman of the State Revenue Committee of Armenia; Vazgen Gevorkyan, Strategic Development Advisor at Green Rock Management Group; and Tigran Harutyunyan, Founder of Myler Mountain Resort. The session was moderated by Vahagn Lalayan, Director of Myler Free Economic Zone.

Vazgen Gevorkyan's participation contributed a broader perspective to the discussion, connecting the development of free economic zones with Dilijan's long-term vision. His observations addressed the wider investment environment, public-private cooperation, and the creation of new economic opportunities, placing the prospects for free economic zones within the context of the region's economic potential and long-term development.

Culture and its contribution to urban development featured prominently on the TRF 2026 agenda. The discussion brought together Davinia Galea, Founder and CEO of ARC Research & Consultancy in Malta; Marie-Automne Peyrène, member of the Nice City Council and the Nice Côte d'Azur Metropolitan Council; and Linus Roth, German violinist and Founder and Artistic Director of Festival Ibiza Conciertos.

The conversation explored culture not only as an element of a destination's tourism offering but also as an essential component of a city's identity, development, and international profile.

This perspective is particularly relevant to Dilijan's ongoing development. The planned Music Hall, part of Green Rock's multifunctional complex, aims to become an important addition to the city's cultural life by creating opportunities to host international music and cultural events. The project also has the potential to contribute to the development of cultural tourism and strengthen Dilijan's international profile.

Longevity and wellbeing were among the key themes of the forum, reflecting their growing significance in the tourism and hospitality sectors.

During a conversation titled “Longevity as an Opportunity for Tourism Destinations,” Katerina Danekina and Christina Michelle, Founder of the St. Moritz Longevity Forum, explored how increasing interest in health, wellbeing, and longevity is influencing travel preferences and creating new opportunities for tourism destinations.

As part of TRF 2026, Green Rock Management Group signed memoranda of cooperation with Orion Worldwide Innovations, the Belgian Armenian Chamber of Commerce, and the Armenian British Business Chamber (ABBC).

The memoranda establish a framework for expanding international cooperation and developing new partnerships, further strengthening connections between organisations and stakeholders.

On the day following the forum, Reto Mathis, gastronomy expert, culinary consultant, and Co-founder of the St. Moritz Gourmet Festival, visited Apicius Armenia, an international hospitality school, where he conducted a masterclass for students.

The visit provided students with an opportunity to engage directly with an international expert and gain insights into global practices and professional experience in gastronomy and hospitality.

Green Rock's multifunctional complex represents an important part of Dilijan's ongoing development. The complex brings together Hyatt Regency Dilijan, PPLS Rooms Co-living, Villa3 Community Hub, Apicius Armenia international hospitality school, the future Art Park, and Music Hall.

Together, these projects are contributing to the development of a complementary environment that creates new opportunities for visitors, residents, the creative community, and businesses.

TRF 2026 provided a platform for tourism and hospitality professionals to exchange perspectives on how cities can preserve their identities, strengthen local economies, and generate long-term value. By bringing together discussions on economic development, culture, wellbeing, and hospitality education, the forum further positioned Dilijan as a platform for international professional dialogue and cooperation.