TRF 2026: Building Destinations That Create Long-Term Value

Dilijan, Armenia | 9–11 October 2026

How can destinations grow while preserving their identity, strengthening local communities and creating lasting economic value? This question was at the heart of the second Tourism Regional Forum (TRF 2026), held in Dilijan, Armenia, from 9 to 11 October.

Organised by Green Rock Management Group in partnership with Armenia’s Ministry of Economy, the forum brought together more than 250 participants, including industry leaders, investors, hospitality professionals and international experts, to explore the future of tourism and destination development.

Under the theme “Destinations Built to Last,” TRF 2026 focused on a growing priority for the global tourism industry: moving beyond visitor numbers towards sustainable, long-term value creation. Discussions explored how investment, hospitality, culture, wellbeing and local identity can work together to build destinations that remain attractive and resilient over time.

The choice of Dilijan was particularly relevant. Set amid the forests of northern Armenia, the town is developing into a four-season international destination, supported by investment in hospitality, cultural infrastructure, education and community initiatives.

For Green Rock Management Group, this integrated approach is central to its vision for Dilijan. Its multifunctional development includes the upcoming Hyatt Regency Dilijan, Art Park, PPLS Rooms and Villa3 Community Hub, bringing together hospitality, contemporary culture, community life and new opportunities for visitors and residents. These projects reflect a broader ambition to create an ecosystem in which tourism investment contributes to the development of the city as a whole.

The forum also provided a platform for international cooperation. During TRF 2026, Green Rock Management Group signed memoranda of cooperation with the Armenian British Business Chamber, Orion Worldwide Innovations and the Belgian Armenian Chamber, reinforcing opportunities for business connections and cross-border collaboration.

Beyond its business agenda, the event highlighted the importance of cultural experiences, wellbeing and the character of place in shaping the next generation of destinations. As travellers increasingly seek meaningful experiences rather than simply short stays, destinations must offer more than accommodation: they need a distinctive identity, a vibrant cultural life and reasons to return throughout the year.

TRF 2026 builds on the forum’s inaugural edition in 2024, strengthening its role as a meeting point for professionals shaping tourism across the region and beyond.

For Dilijan, the ambition extends beyond attracting visitors. It is about creating an environment where investment, entrepreneurship, culture and community development reinforce one another — building a destination with lasting value for residents, businesses and future generations.