On November 6th, Grammy award winning and Brits Awards nominee, Jamiroquai band, will be performing in Yerevan. The Silk Note Festival will continue with a concert on November 8th featuring Amadeus Austrian Music Awards winner, electronic music band Parov Stellar. The Festival concludes on November 10th with a performance by world famous guitarist, the “guitar king” Al Di Meola who is known as one of the world’s top 3 guitarists.

Cultural tourism has become a burgeoning and promising niche within Armenia given the country’s rich history and culture, making it a popular tourist destination. “We can fill the gap in tourism development in our country through mass events and festivals,” says Hovhannes Ghazaryan, the Executive Director of My Step Foundation. He adds that it is necessary to involve famous musicians or notable figures that have influence and recognition in order to bring more attention and the spotlight with them.

Silk Note festival organizers ensure that the concerts will meet the highest international standards in regards to lighting, logistics, and overall organization. The technical staff is invited from Europe with vast experience with major concerts and festivals, and will be bringing their equipment from abroad as well. All concerts will be taking place at Karen Demirchyan Sports and Concerts Complex in Yerevan.

Silk Note Festival’s President, Araz Baghdasaryan, highlights the fact that the highly esteemed and notable participants of the festival will enable Armenia to attract international press and tourists. “The notable figures participating in the festival will spread information about the festival and Armenia on their social media pages, which are followed by millions of people,” notes Araz Baghdasaryan. He adds that tourists from Georgia, Russia, Ukraine, and several European countries will be arriving in Armenia for the festival. “We want Armenia to become a “silk center,” he adds.

The president of the Cultural Tourism Association, Jora Sargsyan also notes that Armenian fans of the musicians performing at the festival have been dreaming of participating at their concerts and have traveled to other countries just to see them perform. “Now, we finally have the resources and the opportunity to host these international figures,” he says.

My Step Foundation’s Executive Director Hovhannes Ghazaryan added that all of the foundation’s initiatives and plans are created with visions of long term impact. “When we initiate a project, we always consider what sort of impact it can make in the future. By planning these concerts, we not only organize high quality events and contribute to cultural tourism in Armenia, we also direct all the proceeds from the concerts to developing and upgrading cultural centers in regions throughout the country which is essential to the proportional development of Armenia,” says Hovhannes Ghazaryan. In regards to where the new development will begin and in which region, Hovhannes Ghazaryan told that they are discussing plans to refurbish Dilijan Composer’s Home Concert Hall.