British Ambassador to Armenia Alexandra Cole highlighted Armenia’s growing appeal as a location for international business, citing its strategic geography and evolving economic potential.
Speaking at the International Trade and Investment Forum organized by Armenia’s Investment Council, Cole emphasized that Armenia can serve as a bridge between Europe and Asia.
“Armenia is undergoing a remarkable transformation. We see a reform-oriented agenda. I’ve always felt the Armenian people had an entrepreneurial spirit, but now I can truly sense that spirit coming alive in a new way. Strategically located, Armenia can be part of the crossroads between Europe and Asia, and it is rapidly becoming a dynamic and attractive place for international business,” the ambassador stated.
The forum was organized by Armenia’s Investment Council in collaboration with the European Bank for Reconstruction and Development and the Investment Support Center, with support from the Good Governance Fund.
Ambassador Cole also emphasized the UK’s longstanding partnership with Armenia, noting continued efforts to foster a more competitive and resilient business environment.
“We are supporting the development of a more competitive and vibrant business environment in this country. Today’s gathering is more than just a forum. It’s a platform for action. We hope it brings together business leaders, policymakers, and investors from Armenia and abroad to explore opportunities, build partnerships, and shape the future of trade and investment in the region. We want to see more activity in sectors where innovation, entrepreneurship, and international collaboration can thrive because when we invest in Armenia, we are investing in resilience, innovation, and shared prosperity,” Cole said.
