ArmInfo. On September 9, Visa (NYSE: V), the global leader in digital payments, released the results of its "Visa Visitor Dynamics" study for Armenia, which analyzes changes in traveler behavior and spending patterns. The results were presented at an event in Yerevan attended by representatives of the public sector, tourism and hospitality industries, and financial institutions, according to a statement from Visa.
According to the study, the number of international visitors to Armenia increased by 55% between 2024 and 2026. Tourist flows remain concentrated in Yerevan: 60% of visitors spend time in the capital.
The study reveals the specifics of tourists' interactions with the Armenian economy and points to areas where analytical data can help develop strategies to improve the overall tourist experience. It also explores opportunities to expand the geography of tourist destinations, mitigate seasonality, and gain a deeper understanding of traveler profiles.
This study, developed by Visa Consulting & Analytics (VCA), analyzes aggregated and anonymized Visa card transaction data to identify overseas spending patterns, traveler behavior, and traveler demographics. By comparing these data, the study provides insight into the countries from which visitors come and how they spend money in Armenia, and reveals the seasonal and regional dynamics that shape the country's tourism profile.
- Visitor mix diversification: The United States, United Arab Emirates (UAE), and Georgia maintain their positions among Armenia's key tourism markets, while China enters the top ten for the first time.
- Significant growth in international visitors using Visa cards: Between 2024 and 2026, the number of international visitors using Visa cards in Armenia increased by 55%, reflecting strong growth in inbound tourism and consumer spending in key markets.
- Opportunities for regional and year-round expansion Tourism: Around 60% of travelers visit Yerevan alone, while destinations like Dilijan and Gyumri remain under-discovered. The study also demonstrates a distinct seasonality: in August, visits are approximately 40% higher than in February.
Diana Kiguradze, Visa's Regional Manager for the Caucasus and Moldova, noted: "Armenia's tourism sector is showing strong momentum: both the number of international visitors and the list of countries from which they arrive continue to grow. Visa is committed to collaborating with local partners to leverage this data to enhance the travel experience and drive broader, more sustainable growth for the tourism industry."
Nicolas Khoury, Senior Vice President and Head of Visa Consulting & Analytics in CEMEA (Central and Eastern Europe, Middle East, and Africa), stated: "Understanding visitor preferences and their interactions with various destinations is crucial to fully meeting their needs. The study shows that despite the steady growth in the number of international visitors using Visa cards in Armenia, visitors from some of Armenia's largest markets continue to spend significantly more per card when traveling abroad. This presents an opportunity for local entrepreneurs and the entire tourism ecosystem to capture a larger share of this spend while visitors are in Armenia. Taking into account seasonality and the concentration of tourist flows in Yerevan, these data provide organizations with a clear and practical basis for developing their strategies."
Visa supports the development of Armenia's tourism economy through data analytics, cultural tourism initiatives, and innovative payment solutions. Through its premium payment offerings, Visa also continues to expand travel and leisure opportunities, making every trip more convenient and meaningful.
Visa (NYSE: V) is the global leader in digital payments, annually facilitating payment transactions between consumers, businesses, financial institutions, and governments in more than 200 countries and territories. Visa's mission is to connect the world through the most innovative, reliable, and secure payment network, enabling individuals, businesses, and economies to thrive.
As a reminder, the issuance and servicing of international Visa and Mastercard cards in Armenia began in 2001. Today, almost all Armenian banks issue and service international Visa and Mastercard cards. Visa cards, in particular, hold the dominant position, accounting for approximately 3 million cards, or approximately 53% of the total number of cards. As of the end of June 2026, the ATM network in Armenia consisted of 1,401 ATMs: 908 in Yerevan and 493 in the regions. The number of POS terminals reaches 109,493, of which 6,258 are virtual vPOS terminals, the majority of which are used in wholesale and retail outlets (supermarkets, stores, markets), as well as in catering and service facilities (hotels, restaurants, cafes, bistros). Since 2022, Apple Pay and Google Pay payment services have been launched in Armenia for contactless payments with Visa and MasterCard cards.
