I’d like to extend my warmest thanks to Stone Development for the kind invitation to participate in the Hospitality Investment Forum in Yerevan earlier this week. It was not only a privilege to return to Armenia — my last visit was back in 2017 — but also a moment of deep insight into the country’s evolving economic landscape and its ambitious vision for the future.
What struck me most was the dramatic transformation that has taken place over these years, especially when it comes to how Armenia’s private sector engages with national priorities. The forum showcased something truly special: an active, coordinated, and visionary private sector that not only drives its own growth but feels a genuine sense of responsibility for the development of the entire economy.
Too often, we see progress stalled because institutional structures fail to carry forward strategic programs initiated by previous administrations. But what I witnessed in Armenia was different. Here, the private sector is stepping into a leadership role, working seamlessly across industries — from tourism to infrastructure, tech, finance, and culture — and forging collaborative pathways that go far beyond traditional silos. This is a competitive advantage few countries harness as effectively as Armenia does today.
I was particularly glad to be part of a panel alongside Chris Seek, Miloš Pelucha, and Mathew Zein, where we delved into what I believe is the most vital issue for Armenia right now: branding.
From my perspective, branding goes far beyond promoting tourism or attracting investment. It’s about shaping the identity of a nation — a dynamic synthesis of history, culture, innovation, and global relevance. And at the heart of branding is one essential tool: communication.
Armenia has so much to say. And this year, it began telling its story on one of the most influential platforms in the world. A new international campaign launched on BBC News features a short film titled Hidden Track of Armenia, produced by DARS Films. I hope it will inspire many to rediscover the country’s cultural depth, its energy, and its unique hospitality — the most human and immediate face of any nation.
Forums like HIF Yerevan do more than facilitate investment — they catalyze shared vision. They connect storytellers, strategists, and investors with those working on the ground. And they reaffirm something I’ve long believed: that communication isn’t just about sending a message — it’s about building the future.
I’m grateful to have been part of this moment, and I look forward to continuing the conversation.
If you’d like to explore collaboration in Armenia or learn more about my work in branding, media strategy, and international communications, please feel free to fill out the contact form — I’d be happy to connect.
Sergey Stanovkin 