Core Strategy: Jermuk as a Tourism Destination - CAPS

TABLE OF CONTENTS
I. EXECUTIVE SUMMARY ...................................................................................... 5
I. PART ONE – BACKGROUND INFORMATION ..................................................... 7
A. Definition, Purpose, and Context of the Local Development Framework................... 8
Defining a Local Development Framework.........................................................................................8
Context for the Plan ............................................................................................................................9
Foundations for the Plan.....................................................................................................................9
Process of Developing the Local Development Framework.............................................................11
Constraints in Preparing the Local Development Framework and Further Work Necessary...........11
B. Brief History & Background on Destination Spas and Jermuk.................................. 13
Definitions of Resorts and Spas .......................................................................................................13
Origins and Recent History of European Spas.................................................................................13
History of Jermuk as a Destination Spa Resort................................................................................13
Jermuk Background..........................................................................................................................14
Jermuk’s Tourism Assets..................................................................................................................15
Jermuk’s Mineral Water Composition & Medical Properties ............................................................16
C. Spa & Winter Tourism Market Potential ....................................................................... 18
Armenia’s Tourism Development......................................................................................................18
Understanding the Spa, Wellness, Medical and Health Tourism Segments....................................18
Current Trends in Spa Tourism ........................................................................................................20
Current Trends in Winter Tourism ....................................................................................................21
Competition in the Spa & Winter Tourism Industry...........................................................................22
D. Sustainability & Local Needs ........................................................................................ 24
E. SWOT Analysis ............................................................................................................... 26
II. PART TWO – JERMUK STRATEGY................................................................... 36
F. Strategic Vision.............................................................................................................. 37
G. Explanation and Justification for Vision...................................................................... 37
H. Strategic Goals ............................................................................................................... 38
I. Objectives....................................................................................................................... 41
Direct Tourism Objectives.................................................................................................................41
Indirect Tourism Objectives ..............................................................................................................42
J. Roles & Responsibilities of the Public & Private Sectors, Civil Society & Community
.............................................................................................................................................. 43
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