ASSESSMENT OF THE TOURISM POTENTIAL OF ASHTARAK CITY / ԱՇՏԱՐԱԿ ՔԱՂԱՔԻ ԶԲՈՍԱՇՐՋԱՅԻՆ ՆԵՐՈՒԺԻ ԳՆԱՀԱՏՈՒՄ

The city of Ashtarak is one of Armenia's significant historical and cultural centers. The city boasts rich tourism resources that have not yet been fully utilized in the tourism sector. This article presents the tourism resources of Ashtarak, including natural and historical-cultural sites, tourism infrastructures and intangible cultural heritage, which serve as the foundation for tourism development in Ashtarak. The article examines the current state of tourism development in Ashtarak and the inclusion of the city's tourism attractions in Armenia's tourism market. The analysis of the resources shows that Ashtarak has considerable potential for cultural, adventure, gastronomic, scientific, and rural tourism development. Additionally, the article addresses the key factors that either promote or hinder tourism development in the city. Based on conducted research and field studies, this paper proposes recommendations to promote tourism development in Ashtarak.