With over a decade of experience in the tourism business, Lilith has been actively dedicated to promoting the wine industry and travel experiences in Armenia. She currently heads GoArmenia, the inbound tourism department of a prominent travel company powered by Visa Concord Group. Leveraging her platform and passion for developing tourism in Armenia, Lilith seamlessly integrated her love for wine into the country's travel sector. Through her role at GoArmenia, she invested in the advancement of wine tourism, emerging as an expert in the field. Lilith is a regular participant in various global travel events and serves as an international speaker, representing both large and small wineries as well as wine producers in Armenia. Along with her team, she strives to draw attention to the reputation and competitiveness of Armenia's winemaking, highlighting its unique and centuries-old traditions, with the main goal being to enhance Armenia's attractiveness as a travel destination and a distinguished winemaking country.