Core Strategy: Jermuk as a Tourism Destination - CAPS

3) Development Policy Guidelines – providing guidance on how development should be
undertaken to achieve the vision– the ‘how to’ guide enabling development to
maintain the overall character of the town.
Also attached to this Strategy is a short report prepared as a result of the evidence gathering
process, and the Jermuk Master Plan prepared in 2004 by Architon Ltd, on behalf of the
Ministry of Urban Development.
Context for the Plan
The town of Jermuk has a rich history as a destination spa in the former Soviet Union.
However, the fall of the Soviet Union, as well as a rapidly changing set of customer
demands, has presented Jermuk with a unique set of challenges in recapturing its position
as a regional leader in spa tourism and a primary tourism destination in Armenia.
The Government of Armenia has determined the development of Jermuk to be a national
priority. Government Decree No. 1064-Ն (attached as appendix 1), approved on 18 th
September this year, designated the town as a ‘Tourism Center’ in accordance with article 2
and clause 4 of article 6 of the Law on Tourism and Tourist Activities of the Government of
the Republic of Armenia.
The decree obliged the RA Minister of Economy to develop and submit to Government, a
Jermuk Development Program, within a three month period. Furthermore, it obligated the
Minister to involve various stakeholders in the development of the Program. The
Development Program was to be designed on the basis of the City Master Plan, although the
Master Plan may be modified to accommodate the Program.
The basis for the government decree was:
1) The ‘Tourism Development Concept Paper’ approved by the RA Government on
February 13, 2008, in which the goals of state tourism policy are outlined: to enhance
the contribution of tourism to national income, undertake regional development,
improve living standards and alleviate poverty. These goals are to be achieved
through increasing tourist arrivals, tourism-generated incomes and job creation.
2) The national project, ‘Armenia as a Center for Organized Recreation’; an action plan
for 2008-2012 in line with the Concept Paper outlined above, that prioritizes spa
tourism, winter tourism and regional tourism development.
3) The natural and climatic resources at Jermuk, the town’s history of providing health
and medical tourism services and the town’s future potential for providing
health/medical/wellness and winter sports tourism activities.
4) The growth in international spa and winter tourism demand.
The decree outlines a number of priorities. These focus on infrastructure, transportation and
communications improvements, integrating Jermuk into the European Spa network, sound
zoning and urban planning, workforce development, destination marketing and
environmental protection. The decree then goes on to define a number of specific activities.
The goals, objectives and actions are outlined in part two of this strategy document.
Foundations for the Plan
The plan to develop Jermuk as a leading tourism center is carefully aligned with the
Government of Armenia’s Program for 2008. Section 2 of Armenia’s Government Program
outlines five key priorities. The fourth priority is “equality in regional development”, including
“reduction of productivity and income differentials between Yerevan and the regions” and an
“increase in the level of responsibility of local self-governance” (p. 15, English version). This
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