In its season dedicated to Armenia, the popular Latvian travel show "Četri uz koferiem" (Four with Suitcases) on 360 TV introduced viewers to the country's culture, history, nature and hospitality. Led by renowned Latvian stylist Indra Salceviča, the traveling participants visited various parts of Armenia, and Dilijan and its surroundings became one of the key and main stops on their journey.
In Dilijan, the guests were met and guided around the town by the Meet Dilijan team, helping them discover the town's nature, historical and cultural heritage, local cuisine and distinctive atmosphere. Through the program, Dilijan is presented to an international audience as a destination where forest nature, historical monuments, local flavors and hospitality come together in one complete experience.
The participants spent two nights in Dilijan in comfortable cottages nestled in nature. They say the town's green landscapes, picturesque views and peaceful environment allowed them to enjoy Dilijan's nature and spend time away from the town's daily routine.
Accompanied by the Meet Dilijan team, the travelers were introduced to the historical and cultural heritage of Dilijan and its surroundings. They strolled through the restored Old Dilijan district, learning about traditional architecture and the town's historic environment. One of the important stops of the trip was the Haghartsin monastery complex, one of the notable monuments of medieval Armenian architecture, where the participants learned about the monastery's history and the legend associated with its name. These visits presented one of the important components of Dilijan's tourism offering — the combination of nature and historical and cultural discovery.
Such airtime is valuable for Dilijan. The audience of Latvian television is not large, but it is precisely in such small, specific markets that a tourism destination can afford to stand out — not with a generic "visit Armenia" slogan, but with a specific story: forest, monastery, mushrooms, cottage.
It is noteworthy that the program gave Dilijan two full nights — this is no coincidence. A one-day visit produces a photograph; two nights produce an experience that the viewer can picture for themselves. It is this format that generates tourist flows, not an advertising clip.
One more thing: the direct Yerevan–Riga flight exists even without this program, but the program gives it meaning. The flight is an opportunity; the airtime is a reason to take advantage of that opportunity.
