Armenia’s cultural scene expands as rising demand drives up prices

JAM News
Mar 19 2026
  • Gayane Asryan
  • Yerevan

Cultural life in Yerevan and other major cities in Armenia has become noticeably more active. Rising demand has led to new offerings. This, in turn, has pushed prices higher.

Compared with previous years, ticket prices for cinemas, theatres, concert halls and art centres have increased significantly. Estimates put the average rise at 20–30%.

A regular theatre-goer, a marketing specialist and a sociologist share their views on the growing interest in cultural events and the increase in prices.


  • First Yazidi theatre debuts in Armenia with Karabakh war play
  • Theatre critic turned gardener. Vlog from Armenia
  • “Gradarak” – modern libraries for Armenian villages. Video

Theatre performances become more expensive — in line with higher production quality

Gagik Aghbalyan closely follows the repertoire of local theatres. He says performances have become more visually engaging in recent years. Acting has improved, and so have stage design, sound and lighting.

“These changes have increased public interest. More people now go to theatres, and that has affected ticket prices. Almost all theatres have become more expensive. Some tickets now cost 8,000–10,000 drams [$21–27]. Five years ago, halls stood half-empty, and tickets cost 3,000–4,000 drams [$8–10],” he says.

He adds that tickets for children’s performances have also risen sharply in price. At the same time, theatres now offer a more diverse, creative and innovative repertoire.

“When I was a student, I always bought tickets in the last row. I knew the front rows would be empty, and I could move closer to the stage. That no longer happens. Halls are full. Theatres offer interesting deals for schoolchildren, students and professional groups, and this helps attract large audiences.”

Gagik also notes that theatres have become spaces for social interaction. People gather in the foyer before and after performances, talk and exchange opinions.

“Several years ago, people avoided theatres and saw them as an unnecessary expense. Now ticket prices have doubled, but audiences have returned. I think the issue is not money. It is about producing quality content, which cultural centres now value and aim to deliver,” he says.

He believes that high-quality films, theatre, visual art and music have always attracted a limited but stable audience, regardless of prices, values or the political and social environment.

“Today, it has become harder to promote cultural content. In the past, advertising boards were enough. Now you need to actively use digital platforms and tools.”

Cultural centres in Armenia begin to recognise the role of marketing

Marketing specialist Simon Arabyan says the recent surge in cultural activity reflects more professional sales strategies. Cultural organisations have realised that selling a product requires serious effort, especially in a market where people do not readily pay for it.

“Last year, our team worked on promoting a theatre production. For three months, we prepared alongside rehearsals. We ran social media campaigns, put up posters, used mobile advertising, hosted live streams, invited guests to rehearsals and involved actors in promotion. We achieved strong sales results. The cast felt encouraged by that success and is now working intensively on a new production,” he says.

He adds that this is not an isolated case. Cinemas have also become more active. They offer strong film line-ups, promote screenings on social media and present casts in detail.

“I recently attended a solo concert by a very well-known French singer. The concert hall was full. The entire evening featured Valentine’s Day-themed surprises. The show was interactive, and it was clear the organisers had prepared it carefully,” Arabyan says.

He notes that Armenia has hosted several successful large-scale concert projects in recent years, featuring both international and local performers.

“In some cases, ticket prices reached several hundred thousand drams. That trend continues. Tickets for popular artists sell out months in advance, and organisers add extra shows. It is encouraging to see well-known performers from abroad being invited. Competent teams have formed, and they know what they are doing.”

Arabyan believes the greatest success has come in publishing and book sales, where marketers have chosen collaboration over competition.

“In this sector, people understand that cooperation drives sales. I have attended many events in recent years where different organisations jointly presented new books by Armenian authors and offered creative formats.”

He says many opportunities remain untapped. Cultural centres should focus not only on creating content but also on how they sell it.

“Even small investments can make an event visible, widely discussed and profitable. It is time to break the stereotype that theatre, books, art and handmade products do not sell in Armenia. I argue the opposite: the interest exists, but strong offers do not always follow.”

A chance to disconnect from social media

Sociologist Tatevik Avdalyan studies consumer behaviour. She says people have started visiting museums, art galleries and cinemas more often over the past two to three years.

“Many people now dedicate one day a week to going to the theatre, cinema, museum or another cultural venue. This trend is visible not only among middle-aged and older people, but also among young people. That is very encouraging. I speak with people from different generations. A large number of them try to step out of their usual environment and enter a more engaging reality.”

Avdalyan says young people who engage with real-life art often feel the need to distance themselves from social media.

“In their own words, the ‘reality’ of social media is often toxic, addictive and depressing. Humans are social by nature. They need real контакты, relationships, direct emotional exchange, a sense of belonging and shared interests.”

She says she has spoken with more than a hundred young people to understand what they expect from content creators.

“In Armenia, it is difficult to find artists, writers and theatre professionals who study public opinion in order to make their work more targeted, accessible and visible. At the same time, audiences have many interesting ideas and suggestions.”

She considers the rise in prices for cultural content to be logical. It reflects not only overall inflation but also changing public interests and growing demand for higher-quality content.

Armenia and Georgia rated ‘partly free’ in updated Freedom House report

OCCRP – Organized Crime & Corruption Reporting Project
Mar 19 2026

Armine Ohanyan, the top editor of a prominent independent newspaper, faces potential prison time over a 2024 editorial that critics say is being weaponized to silence opposition voices ahead of parliamentary elections.


Reported by

Mariam Shenawy
OCCRP

Escalating fears of a crackdown on press freedom ahead of national parliamentary elections, Armenian authorities summoned the top editor of a prominent independent newspaper for questioning over accusations that she called for a violent overthrow of the government.

Armine Ohanyan, the editor-in-chief of the independent newspaper Hraparak, was interrogated on by the country’s Investigative Committee over an editorial she wrote in December 2024. Following the questioning, she was compelled to sign a non-disclosure agreement, according to her publication.

The investigation centers on Article 422 of the Armenian Criminal Code, a statute that criminalizes public calls for the seizure of power, the breach of territorial integrity, or the violent overthrow of the constitutional order. If formally charged and convicted, Ohanyan faces between two and five years in prison.

The move has sent a chill through the country’s opposition and independent media corps. Hraparak, which has been a persistent critic of the government, characterized the probe as a politically motivated assault designed to muzzle dissent before voters head to the polls.

“Article 422 has become a lifeline for the government and is now a primary tool for political persecution,” the newspaper said in a statement. The publication noted that rumors had circulated for months that law enforcement agencies planned to target “several editors of free media outlets on the eve of the elections.”

The summons drew swift condemnation from political figures, who warned that the ruling party was weaponizing the justice system to neutralize its critics. Mane Tandilyan, a former minister of labor and social affairs, accused the government of dragging up old writings to manufacture a crisis.

“Material written years ago is suddenly being turned into a subject of a criminal case,” Tandilyan said, arguing that the law enforcement apparatus is being appropriated “to silence the speech of the opposition.”

She warned that the government’s actions were inflicting profound damage on the country’s democratic institutions.

“These fears of power have an irreparable impact on our society and, in this case, on the right to free speech,” Tandilyan said. “This is a consistent attempt to restrict free _expression_ by labeling its manifestations as ‘public calls to seize power and overthrow the constitutional order.’”


https://www.occrp.org/en/news/armenia-targets-independent-editor-in-widening-crackdown-ahead-of-elections

At the edge of the war, an uneasy calm: dispatches from the Armenia–Iran borde

OC Media
Mar 20 2026

As civilians trickle across the border, some seeking security others returning home, local residents are feeling the economic consequences.

Pashinyan claims Armenia faces war if opposition wins parliamentary election

OC Media
Mar 20 2026

Prime Minister Nikol Pashinyan has claimed that Armenia would face a war if the opposition would come to power, suggesting that they want to ‘revise’ the peace brokered with Azerbaijan. He further accused his main opponents in the upcoming 7 June parliamentary elections of being backed by Russia and Belarus.

The remarks were made during Pashinyan’s press briefing on Thursday.

Pashinyan stated that his Civil Contract party ‘expect[s] to have a constitutional majority’ following the election. He claimed that such a showing would guarantee that ‘in the context of regional peace, we make these processes fully irreversible’.

He further accused the opposition of being a ‘war party’.

This explicit usage of ‘war party’ narrative is a new feature of Pashinyan’s rhetoric, first used in his speech to the EU Parliament earlier in March about the ongoing confrontation between his government and the Church, which has escalated since May 2025.

Pashinyan says Brussels–Tbilisi rift is ‘biggest problem’ for Armenia’s EU bid

On Thursday, Pashinyan said that although the opposition claims they support peace with Azerbaijan, they intend to ‘revise [that] peace’ if elected.

Pashinyan insisted that this would lead to an ‘inevitable war’ for Armenia, arguing that it would result ‘not only with territorial losses, but also with a loss of sovereignty’. He even provided a timeframe when the war could occur — ‘not long after the elections, at most by autumn’.

To support his claim, Pashinyan referenced a narrative associated with Russian–Armenian tycoon Samvel Karapetyan’s Strong Armenian party — that Armenia needs to have a ‘strong peace’ with Azerbaijan.

Karapetyan’s party has promised to strengthen peace in several ways, including by having ‘several guarantors’, as well as bolstering the country’s army.

Pashinyan also referenced a poem cited by a supporter of Karapetyan, which emphasised that Nagorno-Karabakh should be ‘held captive for long’.

Explainer | Who is Samvel Karapetyan, the Russian–Armenian billionaire whose empire is under siege

He also brought up comments made by Armenia Alliance MP Anna Grigoryan in March highlighting Armenian symbols and heritage sites, declaring that Ararat Mountain, in present-day Turkey, as well as Gandzasar and Dadivank medieval Armenian monasteries, located in Nagorno-Karabakh and the surrounding area, ‘are ours’.

‘Some of them, apparently, do not even understand what they are saying, because it is obvious to me that the texts they are voicing — at least part of them — are written elsewhere, and they are simply in the state of readers’, Pashinyan said.

Pashinyan suggested that the ‘emissaries’ would pursue war  ‘to keep Armenia in the status of a periphery’. He further blamed them for having issues seeing how ‘Armenia has become independent’ under his tenure.

‘They are emissaries meant to prevent Armenia from becoming independent’, Pashinyan claimed.

‘They will preserve the billions they have in certain countries, because they have been sent here and told: if you do not solve the problem, what is formally registered in your name will no longer exist’, Pashinyan said, explicitly naming Russia and Belarus as the places where their assets are held.

Pashinyan suggested that his comments were directed at three opposition forces, but did not explicitly name them.

However, it was widely understood that he was referring to his main political opponents who have declared their participation in the elections — tycoons Karapetyan, who built his fortune mainly in Russia, Gagik Tsarukyan, who has business both in Russia and Belarus, as well as close ties with Belarusian leader Aliaksandr Lukashenka, and former President Robert Kocharyan.

Ex-President Kocharyan announces bid for prime minister

The opposition harshly criticised Pashinyan’s statement, suggesting that despite him being ‘the symbol of the war and defeat’, he tried to blame the opposition for pursuing war, which threatens Armenian society.

‘In the opposition field, I do not see any political force making revanchist statements, talking about re-liberating Artsakh [Nagorno-Karabakh] after coming to power’, MP Grigoryan told RFE/RL.

‘[The opposition speaks] about defending certain values, returning our prisoners [held in Azerbaijan]. Yes, the return of prisoners does not mean war; defending our churches does not mean war’.

Currently, there are 19 Armenian prisoners held in Azerbaijan, among them former Nagorno-Karabakh political and military leaders.

Speaking to RFE/RL, Karapetyan’s associate Gohar Meloyan suggested that Pashinyan possess ‘one tool to get re-elected’, which is ‘threatening people with war’.

Armenian Catholicos Karekin II’s presence at Georgian Patriarch Ilia II’s fun

OC Media
Mar 20 2026

Armenian Catholicos Karekin II’s attendance at the funeral of the Georgian Orthodox Patriarch Ilia II remains uncertain due to a travel ban enacted in February amidst ongoing tensions between the Armenian Apostolic Church and the state. When asked about the matter, Armenian Prime Minister Nikol Pashinyan said he ‘does not recognise’ Karekin II as Catholicos.

The long-serving head of the Georgian Orthodox Church, Ilia II, passed away on Tuesday evening at the age of 93.

Obituary | Patriarch Ilia II — the one constant in Georgia’s modern history

Following Ilia II’s death, Pashinyan sent a letter of condolence on Wednesday to his Georgian counterpart Irakli Kobakhidze, wishing Georgians ‘strength and resilience during this difficult time.’

Karekin II also sent similar condolences that day.

‘[Ilia II’s] patriarchate was marked by a revival of spiritual life in Georgia, as well as by the strengthening and revitalisation of church life’, Karekin II’s letter read.

Despite the messages of condolence, it remains unclear if Karekin II will be able to attend the funeral, as he has been under investigation and a travel ban since February amidst the ongoing confrontation between the Church and Pashinyan’s government.

The criminal proceedings are connected to the alleged failing of the Church to execute a judicial act, or obstruct its enforcement, concerning senior, pro-Pashinyan clergymember Bishop Gevorg Saroyan, who was later defrocked.

Armenia bars Catholicos Karekin II from leaving country

Pashinyan was asked directly about the issue during his Thursday press briefing, saying that Armenia ‘will participate in the funeral at the highest level.’

In his remarks, he also used the word ‘unfortunately’, but did not finish his thought, only adding that he intends to call Kobakhidze and personally extend his condolences. This fueled speculation that Pashinyan himself might skip the funeral.

In response to a follow-up question regarding Karekin II’s attendance, Pashinyan stated that he ‘does not recognise’ him as the Armenian Catholicos.

Following the briefing, Pashinyan did indeed have a telephone conversation with Kobakhidze on Thursday, offering his condolences.

Separately, on Friday, the Church told Armenian media that Karekin II had already received an official notification from the Georgian Church regarding Ilia II’s funeral and the related ceremonies.

Explainer | How Pashinyan is working to topple Catholicos Karekin II

‘His Holiness intends to visit Georgia, attend the funeral ceremony’, the Church stated, adding that their lawyers ‘are taking steps’ regarding the travel ban.

Also on Friday, Armenia’s Investigative Committee confirmed receiving a motion from Karekin II’s lawyers ‘to lift the preventive measure applied’ and stated that it will be examined within the legally established timeframe.

Ilia II’s funeral is scheduled for Sunday.

Paphos tourism board hosts 40 Armenian agencies in expansion push

Cyprus Mail
March 20 2026

Paphos tourism board hosts 40 Armenian agencies in expansion push

Paphos stepped up efforts to strengthen air connectivity and tap new tourism markets this week, hosting 40 tour agencies from Armenia to mark the launch of new flights to the district.

According to an announcement by the Paphos Regional Tourism Board (Etap), the visit formed part of the organisation’s broader strategy to boost the district’s profile abroad and expand its reach in emerging markets.

As part of the programme, Etap took part in a special workshop bringing together the Armenian tour agencies and around 15 hotels in the district.

The event offered an opportunity for direct meetings, presentations of the region’s tourism product and discussions aimed at building new partnerships.

The visiting operators were also given a closer look at the destination itself, touring key points of interest, hotel facilities and a range of experiences available in Paphos.

According to the announcement, participants responded positively to the visit, expressing enthusiasm for both the level of hospitality and the quality and variety of the district’s tourism offering.

The initiative is expected to support efforts to strengthen Paphos’ presence in the Armenian market and help increase arrivals from the country.

Etap Paphos thanked travel organiser Adventure Tours, Cypriot partner Attica Holidays, the Armenian tour operators and local hoteliers for their contribution to the initiative.

It added that it would continue its efforts to promote Paphos as a modern, quality, year-round destination.

China says killing of Iranian leaders, attacks on civilian targets “unacceptab

Read the article in: FrançaisՀայերենRussian

The killing of Iranian leaders and attacks on civilian targets are by no means acceptable, a Chinese foreign ministry spokesperson said on Thursday in response to a related query, Xinhua news agency reported.

Spokesperson Lin Jian made the remarks at a daily press briefing, adding China is always against the use of force in international relations.

The comments came after Ali Larijani, secretary of Iran’s Supreme National Security Council, was killed in an Israeli attack.

Responding to the statement by the Israeli side that its troops have been authorized to attack and kill any Iranian official without the need of approval, Lin said China is shocked at such remarks.

Lin added that as the war rages on in the Middle East and the tense situation there continues to escalate and spill over, an early ceasefire and an end to hostilities are being widely called for by the international community.

China urges parties to the conflict to immediately stop military operations and avoid plunging the regional situation into a state where it is out of control, Lin said.

Earlier, China had offered emergency humanitarian aid to Iran, Jordan, Lebanon, and Iraq due to the ongoing war in the Middle East. China also announced that it would provide $200,000 to support the parents of around 170 students killed in the shelling of an elementary school in Iran. The girls’ school in Minab, in southern Iran, was hit during the first day of U.S. and Israeli attacks on the country. Iranian authorities said the death toll stood at 168.

Published by Armenpress, original at 

Trump says Israel attacked Iran gas field without U.S. and Qatari involvement,

Read the article in: ArmenianRussian:

U.S. President Donald Trump said the attack on Iran’s South Pars gas field was carried out by Israel, and the U.S. and Qatar were not involved in it.

Trump also said Israel would not make any ‌more attacks on Iranian facilities in South Pars unless Iran attacked Qatar, warning that the U.S. would attack those facilities if Iran acted against Doha.

“Israel, out of anger for what has taken place in the Middle East, has violently lashed out at a major facility known as South Pars Gas Field in Iran. A relatively small section of the whole has been hit. The United States knew nothing about this particular attack, and the country of Qatar was in no way, shape, or form, involved with it, nor did it have any idea that it was going to happen. Unfortunately, Iran did not know this, or any of the pertinent facts pertaining to the South Pars attack, and unjustifiably and unfairly attacked a portion of Qatar’s LNG Gas facility. NO MORE ATTACKS WILL BE MADE BY ISRAEL pertaining to this extremely important and valuable South Pars Field unless Iran unwisely decides to attack a very innocent, in this case, Qatar – In which instance the United States of America, with or without the help or consent of Israel, will massively blow up the entirety of the South Pars Gas Field at an amount of strength and power that Iran has never seen or witnessed before. I do not want to authorize this level of violence and destruction because of the long term implications that it will have on the future of Iran, but if Qatar’s LNG is again attacked, I will not hesitate to do so,” Trump said on Truth Social.

Iran condemned the strike on South Pars, with Iranian President Masoud Pezeshkian warning of “uncontrollable consequences” that “could engulf the entire world,” according to Associated Press. Meanwhile, Iranian missile attacks damaged more liquefied natural gas sites in Qatar.

Read the article in: ArmenianRussian:

Published by Armenpress, original at 

‘Israel First Tax’: Iran takes a dig at Pentagon’s purported war funding push

Read the article in: FrançaisՀայերենRussian

Iran on Thursday appeared to mock the U.S. after a WaPo report that the Pentagon has ‌asked the White House to approve a more ⁠than $200 billion request to the U.S. Congress to fund the war in ‌Iran.

Iranian Foreign Minister Abbas Araghchi said that an ‘Israel First Tax’ is about to hit the United States economy, noting that the $200 billion is the ‘tip of the iceberg’.

“We’re only three weeks into this war of choice, imposed on both Iranians and Americans. This $200b is the tip of the iceberg. Ordinary Americans can thank Benjamin Netanyahu and his lackeys in Congress for the trillion-dollar “Israel First tax” that’s about to hit U.S. economy,” Iranian Foreign Minister Abbas Araghchi said on X, posting the WaPo report.

The U.S. and Israel launched what they described as a pre-emptive strike against Iran on February 28, claiming that Tehran was developing a nuclear weapon and posed a threat—an allegation Iran has denied. In response, Iran launched counterattacks, firing missiles and drones at Israel, as well as at U.S. assets and other targets across the Middle East.

Read the article in: FrançaisՀայերենRussian

Published by Armenpress, original at 

Pentagon seeks over $200 billion in budget request for Iran war – WaPo

Read the article in: ArmenianRussian:

The Pentagon has ‌asked the White House to approve a more ⁠than $200 billion request to the U.S. Congress to fund the war in ‌Iran, ⁠the Washington Post reported ⁠citing a senior administration official.

The figure would far surpass the cost of the U.S. military campaign against Iran to date and is intended to urgently expand production of critical weapons depleted since the U.S.-Israeli strikes on Iran started on Feb. 28, the report said.

It remains unclear how much the White House will ultimately ask Congress to approve, as some administration officials believe the Department of Defense request has little chance of passing, according to the report, which cited a senior Trump administration official speaking on condition of anonymity.

The cost of the U.S. strikes on Iran has rapidly grown, exceeding 11 billion dollars in the first week alone, the report said, citing multiple officials.

Before launching the massive attacks on Iran, U.S. President Donald Trump had proposed a $1.5 trillion defense budget for 2027, a more than 50 per cent increase from the previous year.

It remains unclear how and whether the supplemental may count toward that total, said the report. 

The U.S. and Israel launched what they described as a pre-emptive strike against Iran on February 28, claiming that Tehran was developing a nuclear weapon and posed a threat—an allegation Iran has denied. In response, Iran launched counterattacks, firing missiles and drones at Israel, as well as at U.S. assets and other targets across the Middle East.

Read the article in: ArmenianRussian:

Published by Armenpress, original at