Women Leading Armenia’s Wine and Tourism Revolution

The wine movement is Armenia is "pedal to the medal." Katie, bar the door, no holds barred.

As it should be. And leading the helm are some tough no non-sense women. Sisian Boghossian is one of them.

Clearly, her commitment to her heritage country is firmly planted, as her intentions when arriving in Yerevan were set on gaining some experience and returning to her home in Canada. Oops, sometimes the best laid plans of mice and women are derailed.

In this episode of Wine Talks, I had the pleasure of sitting down with Sisian Boghossian, who brought an incredible breadth of insight and personal experience to our conversation about Armenia—her homeland and her passion. The focus of the episode was on what makes Armenia an authentic, vibrant destination, especially beyond its capital, Yerevan. Sisian Boghossian immediately set the scene by sharing how the real beauty of Armenia lies in its regions, where the authenticity of its culture truly shines. It was inviting and heartfelt, and I could sense her pride in encouraging travelers to explore beyond the city.

Our discussion dove into tourism and how post-Soviet Armenia is evolving, especially with growing international interest. It was eye-opening to learn how government strategies, infrastructure improvements, and a slow but steady climb in visitor numbers—particularly after bouncing back from Covid—are changing the perception of Armenia on the global stage. Sisian Boghossian broke down the challenges and successes and explained how diverse marketing efforts target both the diaspora and international tourists, touching on those untapped markets of Armenians who have never even visited their ancestral homeland.

We also explored the culinary and nightlife explosion in Yerevan, shaped by influences from Syrian and Lebanese Armenians, and the shift toward Armenia being recognized as a safe, welcoming country with a deep-rooted sense of family and hospitality. From hiking spots to world-class cuisine, the reasons to visit Armenia are multiplying—and being discovered by publications like Forbes and Conde Nast.

One of my favorite threads of the conversation was Armenia’s blossoming wine industry and how wine tourism is putting the country on the map. We talked about the international events Armenia has hosted, like the UN Global Wine Conference and the upcoming prestigious wine competitions, which bring global experts right to Armenian soil. In this context, we touched on the stories of passionate winemakers and entrepreneurs—many of them women—who are shaping the industry and breaking molds in what is traditionally a patriarchal society.

There was a delightful detour into culture and film, as Sisian Boghossian shared her involvement in “A Winter’s Song,” a Christmas romantic comedy shot in Armenia, which aims to showcase the country to a global audience—not just Armenians. We laughed about the unique joys and challenges of cultural exchange, and celebrated how accessible the arts and events are to the local public, from free outdoor concerts to dazzling holiday festivities.

Throughout the episode, I felt a deep admiration for Sisian Boghossian’s passion for her country and her commitment to helping Armenia evolve, not just through government and policy, but by bridging local and diaspora voices and talents. The episode closed on a hopeful note, reminding listeners that Armenia welcomes contributions of all sorts—whether through tourism, investment, or simply sharing in its vibrant culture.

I left our conversation feeling inspired, moved by Sisian Boghossian’s story and the powerful sense that Armenia’s brightest days are ahead, fueled by its resilient and talented people.

YouTube: https://youtu.be/Rlh_Lp_Me9w

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