Armenia’s Economy Minister Gevorg Papoyan said on Facebook that the country received over $13.3 million in returns for the $6 million invested in Jennifer Lopez’s concert in Yerevan, citing the arrival of nearly 15,000 foreign tourists among the more than 30,000 attendees. He added that it would be great if Armenia hosted several such concerts annually featuring international stars like Lopez.
Yesterday, on August 3, Papoyan shared a video following Lopez’s performance and wrote:
“The important thing is that people are happy, so everything must have been done right.”
Sharing his assessment of the event’s impact on August 4, Papoyan wrote: “In 2024, the Economy Ministry publicized the ‘visit study’ of the Italian-Armenian consortium, according to which those who have a tour package spend an average of $888 when coming to Armenia. Therefore, based on this study, we can claim that for the $6 million spent on this concert, we have received more than $13.3 million. Moreover, this does not include many other results, such as, for example, the effects resulting from the country’s publicity. I think it would be great if there were several performances by such stars in Armenia every year.”
Papoyan also acknowledged the difficulty of precisely calculating actual expenses, noting that the $888 figure is only an approximate average. He pointed out that spending can vary widely—for example, tourists purchasing more expensive tickets and staying longer in Armenia tend to spend significantly more, while those visiting for shorter periods with cheaper tickets likely spend less. This, he suggested, means that generalizing a single average cost can be misleading given the differences in tourists’ origins, length of stay, and travel behaviors.
The event was organized by Doping Space with the support of The Ministry of Education, Science, Culture and Sports of the Republic of Armenia. Organizers provided free tickets to representatives of groups with special needs, ensuring their full inclusion in the high-profile concert.
“Jennifer Lopez’s concert in Armenia was more than just a musical event. It was a platform to present Armenia as a hub of modern cultural life. The event was fully aligned with Armenia’s 2023–2027 cultural development strategy, aimed at increasing the country’s international visibility and reinforcing its position as a creator and bearer of global civilizational values,” the Ministry said in a statement published on its Facebook page.
The Ministry highlighted that the concert was also a key boost for cultural tourism, showing that Armenia is ready to host some of the world’s biggest stars.
Jennifer Lopez’s performance in Yerevan was part of her ‘UP ALL NIGHT’ world tour.
