Let's continue to communicate with clarity, compassion & conviction: Vahagn Afyan

“You do not merely inform, you influence. You do not just craft messages, you craft meaning.” These stirring words by His Excellency Mr. Vahagn Afyan, Ambassador Extraordinary and Plenipotentiary of the Republic of Armenia to India, set the tone for a thought-provoking keynote at the 15^th edition of the India PR and Corporate Communications Awards (IPRCCA) 2024, hosted by exchange4media.

Delivering the special address as Guest of Honour, Ambassador Afyan applauded India’s communications and media community, calling them “pivotal in shaping public opinion, building trust, and driving collective action.” He added, “Whether it’s nation branding, corporate strategy or social transformation, your role is central to connecting people, inspiring ideas, and building bridges.”

Reflecting on Armenia’s relationship with India, he said, “As the Ambassador of Armenia to India, I’m privileged to witness the deepening relationship between our two ancient civilizations, built on shared values, cultural affinity, and growing strategic alignment.”

He underscored that the partnership between the two countries has moved beyond symbolism to substance. “Our engagement now spans trade, technology, defense, and education, driven by a genuine intent to collaborate, co-create and contribute to each other’s growth.”

Ambassador Afyan shared that Armenia’s economy recorded a strong 8.7% growth in 2024, led by sectors like IT services, industrial modernization, sustainable agriculture, and tourism. He spotlighted the role of MSMEs in this transformation, stating, “These enterprises comprise over 98% of all businesses and employ nearly two-thirds of our workforce.”

On investment opportunities, Afyan invited Indian stakeholders to explore Armenia through its national investment agency, Enterprise Armenia. “We are offering partnership, not just procurement, co-creation, not just commerce,” he emphasized.

A significant part of his address focused on strengthening connectivity between the two nations. “Thanks to constructive engagement with Indian stakeholders, Indigo Airlines has commenced a feasibility study for direct flights to Yerevan, and FlyOne Armenia is preparing to launch seasonal direct flights, hopefully later this year,” he announced.

He also spoke about Armenia’s ‘Crossroads of Peace’ project, a strategic initiative aimed at turning Armenia into a regional connectivity hub. “It envisions secure corridors linking the Persian Gulf, Caspian Sea, and Black Sea, reaching the Arabian Sea and connecting with India. It promotes regional integration, economic resilience, and long-term peace,” he said.

Highlighting the growing appeal of Armenia as a travel destination, Afyan added, “We’ve seen a 30% annual growth in Indian tourist arrivals. Armenia offers UNESCO heritage sites, four-season landscapes, spiritual landmarks, and warm hospitality.”

Encouraging participation, he shared that the Armenian Tourism Committee will join India’s top international expos to promote bilateral engagement across tourism and trade. “Explore Armenia not just as a destination, but as a partner,” he urged the audience.

Closing his remarks, Ambassador Afyan delivered a message tailored to the communications professionals in the room: “Let us continue to connect. Let us continue to collaborate. And above all, let us continue to communicate, with three strong Cs: clarity, compassion, and conviction.”