When we dream of travel, we try to focus on the most famous destinations, but in reality there is a significant number of tourists who prefer hidden, slightly unknown, not yet beaten routes, where one can indulge into a rich cultural heritage, history, architecture, virgin beauty of nature, enjoy spiritual tranquility and just get away from the rat race of bustling cities. Let's visually transfer to Armenia, the hidden treasure of the Eurasia. Although little is known about the country, the Financial Times has included the country in its list of new and exciting destinations in 2020 and 2023. It is enough to visit Armenia once and high mountains, deep gorges, ancient monasteries and clear lakes combined with amazing local delicacies and legendary hospitality will forever be imprinted in the visitor's heart. Thus, there are thousands of reasons to visit this amazing country and the continuous developments in the tourism sector contribute to the further development of new tourism products. Let's discover what attracts visitors in Armenia! Armenia is first of all interesting for intellectual travelers. Ararat Kingdom, Aratta, Nairi - these are only a few historical names of the kingdom mentioned in the Bible or in ancient Sumerian or Assyrian inscriptions as a sacred country, land of Gods or cradle of civilization. Meanwhile, on the oldest Babylonian map, the country is marked as Urartu, which is the ancient kingdom of Armenia in the 9th-6th centuries BC. Discovering the secrets of the ancient world has always fascinated people, and from this point of view, Armenia is apparently one of the ancient kingdoms where you can experience an interesting fusion of the old and the new. Recent discoveries made by archaeologists have dramatically changed global perceptions of the Ancient World and once again cemented the country's position among ancient civilizations. Almost always, researchers' interest had been on the territory of Ancient Egypt and Mesopotamia. Archaeologist and professor Michel Rothman from the University of Pennsylvania, participating in the excavations of Shengavit (in present-day Armenia), noted that all those data indicate that about 3 thousand years BC, the culture of Armenian Highlands hARMENIA- THE HIDDEN TREASURE OF THE WORLD ad begun to spread throughout the region. So, walking back through the paths of the ancient world is one of the main reasons to visit this amazing country. Of course, we must also mention the religious spirit and architectural wonders of the early Christian monasteries in the first Christian country. These unique and timeless masterpieces blended with nature capture your heart at first glance. Each element in the architectural style of the monasteries reflects the entire ideology of Christianity and amazes the visitors with their complex mathematical calculations and knowledge of physics of ancient Armenian architects. Besides rich history and architecture, the country has still a lot to offer. Lose yourself in the peace of nature. Enjoy the waterfalls and deep gorges, feed your mind and soul in the lap of virgin beauty of nature of the Armenian Highlands. Finally, feel the power of the mountains, which are the living witnesses of the emergence and disappearance of many civilizations from the traces of history. If you are seeking for adventures, no worries, the country has a lot to offer. Starting from trekking or camping in nature , bird watching at special lake areas to jeep tours in the mountains where at every step one can discover hidden gems of Armenia- everything is possible in this Highlands! Get your dosage of adrenaline thanks to the mountainous terrains and favorable climate conditions, which make Armenia a great destination for extreme sports lovers. Paragliding, rafting, ziplining and jeep tours have become especially popular in recent years. In summer, one can also enjoy hiking along the winding paths of the Armenian forests. If you are a mountain lover, you can choose the highest point of Armenia - Mount Aragats. Winter is also an active season as the country offers excellent conditions for ski and snowboard lovers. The most popular ski resort is Tsaghkadzor, equipped with modern and safe technologies and more than a dozen well-equipped ski slopes. Compared to other European destinations, Armenia is a great alternative destination for ski lovers with its affordable prices and great climate conditions. Explore the rich world of semi-deserts, mountain steppes, forests, alpine and sub-alpine meadows and break away from the hustle and bustle of the civilized world for a few hours. Of course, let's not forget to mention the opportunity to try delicious local dishes. The most amazing thing about Armenian food is that you can try fresh organic food here. For example, tourists visiting Armenia adore the taste of fruits and vegetables. They are not only juicy, but also very sweet, thanks to the perfect combination of climate, soil, sun and water. The smell of an apricot, peach or tomato will not leave you indifferent. Armenian cuisine is as old as the country's history. It is the combination of different tastes and aromas, spices, vegetables, fish and meat, which stand out and differ in each region of Armenia. We should also mention the fruits considered as symbols of the country, such as the Pomegranate, which symbolizes fertility and the unity of the nation. Apricot, the legendary Prunus Armeniaca, is the country's national fruit. If you visit the country during Apricot season, you are the luckiest person to try one of this country's legendary fruits. Thanks to the mountainous location we have fresh apricot supply from May to October. Among all these travel products, we can highlight Armenian wine tours which occupy a special place and are developing day by day at a very rapid pace. Winemaking and viticulture have a long history in Armenia. For many millennia Armenia was considered a country with wine-centered culture. This is an indisputable truth, confirmed by many scientific researches and archaeological excavations. The testimonies of the Greek historians of the 5th-4th centuries BC about Armenian tannic and aromatic wines are also about this. Thus, we must state with certainty that today, when a tourist comes to Armenia, he not only visits the historical homeland region of wine, but also can try local wines pleasing to his palate and being quite competitative in the world market of wines due to the uniqueness. Summarizing, we can note that Armenia is not only a country of beautiful landscapes and profound architecture, which stands out with its strict stone contours or shades of pink tuff. First of all, Armenia is a reflection of its people. Hospitable, friendly, genuine, always ready to share with you their stories, the legends woven around the surrounding mountains. So, take your time and become a part of the modern urban and simple rural life of these people, distinguished by their distinctive traditions.