Partner tour operators from Armenia and Moldova, supported by RECONOMY’s “Digitalization of Sectors for Competitiveness” project, participated in ITB Berlin 2026, presenting unique cross-border travel experiences across Armenia, Georgia, and Moldova.
Their presence at one of the world’s leading tourism trade fairs highlighted the growing potential of regional tourism routes that connect destinations, cultures, and communities across borders.
These cross-border experiences offer travelers authentic opportunities to explore the region’s rich cultural heritage, culinary traditions, and diverse natural landscapes, while supporting local tourism businesses and communities.
By strengthening digital capacities, international visibility, and market access, the project is helping tourism operators better position their services in global tourism markets and attract new audiences from around the world.
Regional cooperation, innovation, and digital transformation are opening new pathways for sustainable tourism growth across the region.
RECONOMY is an inclusive and green economic development program of the Swedish International Development Cooperation Agency (Sida), implemented by Helvetas in partnership with the Strategic Development Agency NGO and others in the Eastern Partnership and Western Balkan countries.