The decline in tourist arrivals to Armenia is a signal from the market that the country needs to reconsider its tourism and pricing policies, Mekhak Aprеsyan, head of the Armenian Tourism Federation, said.

“Armenia should not focus on mass tourism, but unjustified price increases could negatively affect the country’s competitiveness,” Apresyan said, according to Sputnik Armenia.

He stressed that Armenia needs to establish its own niche in the global tourism market and offer services with a strong price-to-quality ratio.

“The country needs a unified, systematic tourism policy and a clear understanding of what image it wants to create,” Apresyan said.