The new reality emerging in the region, with the process of normalisation of Azerbaijani-Armenian and Turkish-Armenian relations within the framework of the peace-building process, must provide a significant impetus to both regional economic development, as well as the development of each individual country, including in terms of the tourism industry. The latter focal point will be aimed at increasing attractiveness and competitiveness of the region as a tourist destination, promoting South Caucasus and raising awareness about the region, helping to strengthen the peace-building process, overcoming crises associated with the pandemic and warfare, turning a region with immense potential into one of the most popular global tourist destinations in the nearest future.