For years, one of Goris’ most picturesque sites – the Shorin Dzor Gorge – remained almost forgotten. The difficult, nearly impassable path kept visitors away from its waterfall, leaving both tourists and locals deprived of discovering its beauty.
That changed with the renovation of the road, funded by the German and Swiss governments. A one-kilometer stretch was paved, and the area was equipped with solar lighting, safety barriers, and a drainage system. This project not only connected the heart of Goris with a stunning natural landmark but also unlocked new opportunities for entrepreneurship, tourism development, job creation, and better socio-economic conditions for the community. Just as importantly, it fostered a culture of family-friendly and recreational leisure. Among the first to seize this opportunity was Irina Darbinyan, who established the “Trichk” recreation area.
Photo: Mediamax
The Shorin Dzor Gorge was improved within the framework of the “The Good Governance for Local Development in the South Cauca-sus” project, implemented by the German International Cooperation Agency (GIZ) with the support of Germany’s Federal Ministry for Economic Cooperation and Development. In Armenia, the program is co-financed by the Swiss Agency for Development and Cooperation and carried out in close partnership with the Ministry of Territorial Administration and Infrastructure of the Republic of Armenia. The initiative to revitalize the gorge was launched and co-financed by the Goris Municipality, with the goal of enhancing the city’s appeal as a tourist destination and contributing to the socio-economic well-being of the community. The program is part of the “Resilient Syunik Team Europe” initiative, which is the joint undertaking of the EU, the European Investment Bank, the European Bank for Reconstruction and Development, Austria, the Czech Republic, Estonia, Finland, France, Germany, Lithuania, the Netherlands, Poland, Sweden and Switzerland, joining as an external partner. The key goal of the initiative is to promote the sustainable socio-economic development of Syunik.
From “Ttenut” to “Trichk”
Irina Darbinyan, a mother of three, economist, and business consultant, was among the first to recognize the potential of the newly renovated road in Shorin Dzor. Yet her entrepreneurial journey began much earlier, in 2019, with her first business idea: “Ttenut.”
“I founded Ttenut in 2019. It was one of my childhood dreams, because in the village there was no culture of spending leisure time together as a family. At first, it opened as a camping site where tourists could come, enjoy mulberry juice, distill vodka, and spend the night in tents,” Irina recalled.
Irina DarbinyanPhoto: Mediamax
The launch of Ttenut was made possible with the support of the European Union’s “EU4Tourism: Outdoor Adventures on the Historic Trails in Syunik” project.
However, the newly opened site soon faced unexpected challenges – the outbreak of the Covid-19 pandemic. “The camping idea did not work. We realized that we needed to adapt quickly. That’s when we re-profiled and created a café. We tried to address three daily needs of mothers: to see their children happy, to enjoy a hot cup of coffee, and to spend quality time with friends. Our efforts were focused precisely on that mission, and that’s why it was loved by everyone,” Irina recalled.
Over time, new challenges once again pushed the business to evolve – first from a café to a public catering venue, and eventually to glamping. “The idea of glamping was always in my mind. Now, I have achieved its realization,” said Irina.
Irina DarbinyanPhoto: Mediamax
Thus, the journey from “Ttenut” passed through many stages and challenges until it finally gave rise to “Trichk” – the first glamping resort in Goris.
Photo: Mediamax
For Irina, the name “Trichk” carries a deeper meaning. “The surrounding mountains, the panorama of Goris spread out below – it all makes you want to fly. Flying is not only possible by airplane; it is a feeling, a free mind. That was exactly the state I experienced the first moment I stood here, and the name came to me on its own,” said the young entrepreneur, gazing at the mountains and seemingly reliving that moment every time. Now, every guest who visits “Trichk” is welcomed by the same breathtaking view, a sense of freedom, and the chance to savor local dishes.
Through difficulties, towards development
The road has not been easy, but as Irina emphasized, one of the most important factors in business success is the support of family and team. “Family support is very important. You may still manage to do something alone, but you will not achieve success within a reasonable time. If you want to move forward quickly, you need supporters,” she said.
Photo: Mediamax
Irina’s husband, Narek, also an economist, has been involved in financial and organizational matters from the very beginning. Their two children, who study in Yerevan, rush back to Goris during the holidays to contribute. “They do whatever they can – from introducing Goris to foreign tourists to helping in the kitchen. For them, it is not just work, but an important experience of staying connected to the family business,” Irina explained.
The team spirit extends beyond the family. The employees – women from a nearby village – are not only colleagues but have become like family. “If the dishes need to be dried, I do it. If they need to be washed, I do that too. Everyone here is ours, and I am theirs. It is that atmosphere that gives strength to the business,” she said.
Photo: Mediamax
This unity and shared effort in challenging times became the solid foundation on which “Trichk” was built.
Women’s involvement and community connection
Irina’s vision of entrepreneurship goes far beyond family support – it has always been equally important for her to ensure a positive impact on the community.
“Living in the village, I have seen how much women work, but as a rule, they do not have money in their hands. That is why about 90 percent of our employees are women from Karahunj, their home village. During the summer months, 6-7 women work with us, and sometimes we also hire additional women on a daily basis,” she explained.
Photo: Mediamax
In this way, “Trichk” has become not only a tourist destination but also a source of employment and empowerment, especially for local women – bringing real change to the social life of the community.
Today, the new road does more than provide convenience: it has become a bridge connecting the municipality, business, and society.
Perspectives and new ideas
“Trichk” continues to grow and evolve. Three new glamping sites are already being set up, with plans to add wooden cabins in the near future. The area is also being enriched with newly planted trees – an effort that, until recently, required carrying water in buckets across a 500-meter distance before irrigation systems were installed.
Photo: Mediamax
“Many tourists may have never seen a peach or walnut tree in their lives. Here, they can pick fruit with their own hands and taste it. It is not only a pleasant experience, but also an educational one,” noted Irina’s husband, Narek.
Irina’s next idea is to build a ropeway: “There are not many entertainment centers for children in our region. We want to give them the chance to climb trees, play, and step away from their phones. This way, “Trichk” will become a complete recreation area, offering overnight accommodations, delicious food, and diverse entertainment,” she explained.
Culture Change
“It used to be almost impossible for a family to come together for dinner without a special occasion. Now, it is becoming commonplace. People are beginning to value their time more – their connection with nature, their communication with one another, and the culture of being together.
Photo: Mediamax
Business can truly change the culture of a society. We make a difference in the lives of the people we interact with, and we know that value can be created in every encounter,” Narek reflected.
Donors’ trust as wings
“Grants make business development much easier. Starting a business with a loan is almost impossible in Armenia – interest rates are extremely high. Donor support is not measured only in money; it also means knowledge, the transfer of experience, and the confidence that your idea is feasible. When a committee approves your project, it already becomes a great responsibility,” Irina explained.
Photo: Mediamax
In a context where women are often limited to household chores, she stressed that donor trust carries even greater weight: “When a donor believes in a woman’s idea, it brings real change – not only for her family, but also for the whole community.”
Photo: Mediamax
According to her, recent investments in Syunik are already shifting local mindsets. “The renovation of the road to Shorin Dzor brought new movement and fresh energy – people started thinking about starting businesses. And when the experience and support of different organizations is added to this, the results are even greater. The perseverance of local entrepreneurs, combined with international donor support and infrastructure development, can create a new wave of economic growth and turn Syunik into a new hub for tourism,” she emphasized.
Anahit Baghdasaryan
“The Resilient Syunik Team Europe” initiative is the joint undertaking of the European Union, the European Investment Bank, the European Bank for Reconstruction and Development, EU Member states - Austria, Czechia, Estonia, Finland, France, Germany, Lithuania, the Netherlands, Poland, Sweden, and Switzerland also joining as an external partner. The initiative aims to contribute to the sustainable socioeconomic development of the Syunik region.
This article was published with the financial support of the European Union. Its content is the sole responsibility of Mediamax and does not necessarily reflect the views of the European Union.
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