A visit to Kond with LikeLocal

Tourism to Armenia reached an all-time high of 2.3 million visitors in 2023, as more people from around the world continue to discover this hidden gem. While group bus trips will always be an easy and efficient way to see the country’s sights, an increasing number of travelers are looking for ways to connect more deeply with the places they visit. Enter the latest travel trend, known as experiential or immersion travel, which creates meaningful engagement between tourists and their destination through interactions with locals and cultural activities. Catering to these adventurous travelers is an Armenian company LikeLocal.io, which offers experiences not just in Armenia but Vietnam and Cambodia as well, with more countries coming soon. 

Co-founder and CEO Gevorg Babayan grew up in a mountain village during Armenia’s cold and dark days of the 1990s, hearing tales from his uncle who worked on a cruise ship of far off places he could only imagine. He developed a fascination with seeing the world, and as an adult got into the travel industry, working at Yerevan’s first hostel Envoy Hostel and developing its spin-off Envoy Tours. In 2008, Envoy Tours had an idea – rather than take its guests to restaurants, guests could have lunch at the homes of ordinary people, starting with Babayan’s own family in Byurakan village. At first, Babayan was confused to discover how, despite all the wonderful sightseeing spots he’d take them to, the tourists would routinely mention the family lunch as the highlight of their day. “Then I understood that authenticity is a power that I can’t fight against,” Babayan told the Weekly.