Core Strategy: Jermuk as a Tourism Destination - CAPS

spending at least one night there) and also domestic visitors (those visiting for a few hours
and those staying overnight). If the total income were to be in the region of US$15 million,
which is already high, the strategy would have to increase expenditure levels dramatically.
The target of US$100 million is approximately 50% more than what the consultants believe
to be achievable.
Foreign
Visitors
Tourist Type
Total Tourist
Overnight Stays
Average Daily
Expenditure (US$)
Total Expenditure
(US$)
Leisure, Recreation, Holiday 12,934 112.2 1,451,195
Health 59,921 28.3 1,695,764
VFR 81,293 23.4 1,902,256
ALL FOREIGN TOURISTS 174,365 36.9 6,434,069
DOMESTIC VISITORS AND
FOREIGN SAME-DAY VISITORS
8,565,931
TOTAL 15 million
Fourthly, we know from research that approximately 450 people are officially and directly
employed in Jermuk’s tourism sector during the high season. Creating 4000 additional jobs
in three years is also ambitious if we consider the standard international industry average for
number of tourists per employee. Typically one employee is required for every 26 foreign
tourists. With a goal of 100,000 foreign leisure and health tourists by 2012, this would only
require just over 2500 additional jobs in total. However, the number of additional jobs could
be higher if we also consider indirect tourism employment – those working in agriculture,
retail, etc. In this case, employment could increase well beyond the 4,000 suggested.
While the goals are presented in the government decree are achievable, the consulting team
believes that they are overly ambitious for a four year period.
I. Objectives
Objectives serve to reinforce and support the strategic vision and the goals outlined above.
Actions, which are detailed in the next part of this document, will specify how the objectives
can best be achieved. Objectives include both direct tourism factors, as well as indirect, or
supporting, elements. The indirect tourism objectives are specifically structured to enhance
the strengths, counteract the weaknesses, take advantage of the opportunities and negate
the threats outlined in the SWOT analysis, presented in the section preceding this.
Direct Tourism Objectives
Objective #1: Upgrade and improve the quality and range of spa, hotel, guesthouse and
other accommodation facilities and services to orient them more toward today’s demanding
foreign and domestic consumers (including introduction of international standards)
Objective #2: Improve, upgrade, provide evidence for and diversify the range of medical
treatment facilities and services at spas, to orient them more toward today’s demanding
foreign and domestic consumers
Objective #3: Develop and enhance the winter skiing and other winter sports facilities and
services available in Jermuk.
Objective #4: Develop and enhance Jermuk’s reputation as an international center for chess
competitions through the provision of appropriate facilities and effective promotion.
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