Visa Visitor Dynamics Study Highlights Emerging Travel Trends in Armenia

• International visitor arrivals to Armenia grew by 55% between 2024 and 2026.
• Travel remains largely focused on Yerevan, with 60% of visitors spending their time in the capital.

YEREVAN, September 9, 2026 — Visa (NYSE: V), a global leader in digital payments, today introduced its latest Visa Visitor Dynamics Study for Armenia, offering insights into evolving travel behaviors and spending patterns. The findings were shared during an event in Yerevan attended by stakeholders from the public sector, travel and hospitality industries, and financial institutions.

The study explores how visitors engage with Armenia’s economy and identifies areas where data can inform strategies to enhance the overall travel experience. It also examines opportunities to broaden destination choices, mitigate seasonality, and better understand traveler profiles.

Developed by Visa Consulting & Analytics (VCA), the study analyzes aggregated and anonymized Visa card transaction data to uncover patterns in cross-border spending, travel behaviors, and visitor demographics. By combining these insights, the study offers a view of where visitors come from, how they spend during their stay, and the seasonal and regional dynamics shaping Armenia’s tourism landscape.

Key findings from the study

• A diversifying visitor base: The United States, the United Arab Emirates (UAE), and Georgia remain among Armenia’s largest source markets, while China has newly entered the top 10.

• Strong growth in international visitors using Visa cards: The number of international visitors using Visa cards in Armenia increased by 55% between 2024 and 2026, reflecting strong growth in inbound travel and consumer spending across key source markets.

• Opportunities to expand regional and year-round tourism: Approximately 60% of travelers visit only Yerevan, while destinations such as Dilijan and Gyumri remain relatively untapped. The study also identified a pronounced seasonal pattern, with visitor arrivals in February approximately 40% lower than in August.

“Armenia’s visitor economy is showing strong momentum, with both the number of international visitors and the diversity of source markets continuing to grow,” said Diana Kiguradze, Visa Regional Manager for the Caucasus and Moldova. “Visa is committed to working with local partners to turn these insights into better visitor experiences and broader, more sustainable growth for the tourism sector.”

"Understanding how visitors engage across destinations is essential to serving their needs," said Nicolas Khoury, Senior Vice President and Head of Visa Consulting & Analytics for Central and Eastern Europe, the Middle East and Africa (CEMEA). "The study highlights that while the number of international visitors using Visa cards in Armenia continues to grow consistently, visitors from some of Armenia's largest markets still spend far more per card when they travel elsewhere. This points to an opportunity for local merchants and the broader tourism ecosystem to capture a greater share of that spend while visitors are in Armenia. Combined with patterns like seasonality and the concentration of travel around Yerevan, these insights give organizations a clear, practical foundation for shaping their strategies."

Visa supports the growth of Armenia’s visitor economy through data and analytics, cultural tourism initiatives, and innovative payment solutions. Through its premium payment offerings, Visa also continues to enhance travel and lifestyle experiences, helping make every journey more seamless and rewarding.

About Visa 

Visa (NYSE: V) is a world leader in digital payments, facilitating payments transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at cis.visa.com.

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