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The traditional mulberry festival will take place in Karahunj, a village located 4 km south of the city of Goris in Armenia’s Syunik Province on 6 July this year.

The festival starts with a mulberry gathering competition and includes the full process of distilling mulberry vodka and making doshab (medicinal syrup for cough, cold and etc.)

Both locals and residents of the nearby communities will introduce their own products and traditional dishes during the festival. Thus, the participants will have an opportunity to taste the dishes of the Syunik cuisine. The festival will be accompanied by national Armenian song and dance.

Speaking at a news conference on Wednesday, Director of Areni Festival Nune Manukyan said the traditional mulberry festival is aimed at raising awareness about Armenia and boosting tourism, including the domestic tourism.

“Our goal is that every region and community have their own brand. The mulberry vodka has an issue of achieving international recognition, while the festival will serve as a tool to labialize and propagate the drink,” she said.

Manukyan also noted the number of tourists visiting Armenia during festivals gradually increases, with many travelling to the country for specific festivals.

Anahit Voskanyan, a tourism development specialist at Armenia’s Tourism Committee, also said that the role of festivals in tourism is crucial since they tend to preserve and promote cultural values. According to him, the festivals are primarily aimed at the preservation and development of traditions that are of interest to tourists and contribute to domestic and inbound tourism.