USAID to Support Development of Country Brand for Armenia

people toasting
Ambassador Heffern congratulates PM Sargsyan on the ocassion of signing

On February 20, USAID and the National Competitiveness Foundation of Armenia (NCFA) signed an agreement under which USAID and the Government of Armenia will provide financial support to the Foundation to create a country brand for Armenia.

U.S. Ambassador to Armenia John Heffern and Prime Minister of Armenia Tigran Sargsyan witnessed the signing ceremony, held in the Prime Minister’s Office. Minister-Chief of Staff of the Government of Armenia Vache Gabrielyan, Minister of Economy Vahram Avanesyan, Deputy Minister of Economy Sergey Avetisyan, and U.S. Mission staff were also in attendance.

The branding effort complements USAID’s tourism development activities by positioning Armenia on the world map and generating awareness about the country as a place to visit and invest. Partners are confident a strong brand and effective messaging will significantly benefit Armenia by communicating Armenia’s uniqueness to potential tourists and investors, and distinguishing the country among its competitors.

During the coming nine months, the NCFA will lead the efforts of brand creation and development of a promotional plan for Armenia.

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Since 1992, the United States Agency for International Development (USAID) has been a leading donor agency in Armenia, managing about two-thirds of the total U.S. assistance program. The USAID Mission to Armenia works with the Armenian public, the Government of Armenia, non-governmental organizations, businesses, and other donors to increase Armenia’s economic competitiveness, promote civic participation and access to a wide range of media outlets. USAID also helps expand access to quality healthcare and social services, and protect the country’s most vulnerable citizens from poverty. For more information, visit

The National Competitiveness Foundation of Armenia is a public-private entity established in 2008 through a partnership between the Government of Armenia and a group of global business leaders of Armenian descent. The mission of the Foundation is to achieve international competitiveness for Armenia through development of key areas of economic activity, including healthcare, tourism, and education. Prime Minister of Armenia Tigran Sargsyan chairs the NCFA Board of Trustees. For more information, visit