From October 9 to 11, 2026, Dilijan hosted Tourism Regional Forum (TRF) 2026, bringing together representatives from tourism, hospitality, investment, culture, and urban development. Initiated by Green Rock, the forum brought together industry professionals for the second time, continuing the initiative launched in 2024.
This year’s TRF focused on the theme “Destinations Built to Last.” Around 250 participants, including industry leaders and professionals, discussed how cities and tourism destinations can develop while creating long-term value for residents, businesses, and the wider economy.
On October 10, during the main event held at Monte Melkonian School, the forum 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 a keynote address 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.
Free Economic Zones as a Tool for Regional Development
One of the forum’s discussions focused on the potential of free economic zones, the conditions required to establish them, 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 brought a broader perspective to the discussion, connecting the development of free economic zones with Dilijan’s long-term vision. His observations placed the topic within the wider context of the investment environment, public-private cooperation, and the creation of new economic opportunities. The discussion linked the prospects for free economic zones to the region’s economic potential and long-term development.
Culture as Part of a City’s Identity and International Profile
Culture and its role in urban development held a prominent place on the TRF 2026 agenda. Participants in the discussion included 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 discussion explored culture not only as part of a tourism offering, but also as an essential component of a city’s identity, development, and international profile.
This approach aligns with Dilijan’s ongoing development. The planned Music Hall within Green Rock’s multifunctional complex aims to become an important part of the city’s cultural life, creating opportunities to host international music and cultural events. It also has the potential to support cultural tourism and strengthen Dilijan’s international profile.
Longevity and Wellbeing as Emerging Tourism Opportunities
Longevity and wellbeing were among the forum’s key themes, reflecting their growing importance in tourism and hospitality. During a conversation titled “Longevity as an Opportunity for Tourism Destinations,” Katerina Danekina and Christina Michelle, founder of the St. Moritz Longevity Forum, discussed how growing interest in health, wellbeing, and longevity is reshaping travel preferences and creating new opportunities for tourism destinations.
Signing of Cooperation Memoranda
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.
The memoranda establish a basis for expanding international cooperation and developing new partnerships.
Reto Mathis Visits Apicius Armenia
The day after 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 gave students an opportunity to engage directly with an international expert and gain insights into global practices in gastronomy and hospitality.
Green Rock’s Multifunctional Complex and Dilijan’s Development
Green Rock’s multifunctional complex plays an important role in Dilijan’s development. It 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 shaping a complementary environment that creates new opportunities for visitors, residents, the creative community, and businesses.
TRF 2026 brought tourism and hospitality professionals together to explore how cities can preserve their identity, strengthen local economies, and create long-term value. The forum positioned Dilijan as a platform for international professional dialogue and cooperation, connecting economic development with culture, wellbeing, and hospitality education.
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