A place to stay, a table to share, and a community to support. Your journey into the real Armenia begins here.

My name is Ani. Let me tell you a story.
It begins with a house in Ashnak—one that held the quiet history of a village that once sheltered families seeking a new beginning. For years, I knew this house held a different kind of promise: not of shelter from loss, but of welcome for discovery.
I also knew that to build something truly authentic, it couldn’t be built alone.
I thought of my friend, Gayane. She had guided countless travelers across Armenia but carried a simple, personal dream: to have a ‘village grandmother,’ to know the heartbeat of rural life as her own. That dream had never found its home.
So, I asked her. I invited her to help me build not just a guesthouse, but a heartbeat—a tourism hub that would give her that connection, and share it with the world.
Together, we found our purpose.

By 2019, we saw a shift coming. Travelers were seeking roots, not just routes. They wanted to taste, live, and connect, not just pass through. Yet in the breathtaking Talin region, there was no anchor—no place to stay, to dine well, to be still.
So we built Noosh.
We started with the foundation of genuine hospitality: a guesthouse that feels like a homecoming and a restaurant where every dish tells a local story. Once we provided that anchor, everything changed. We could showcase the majestic landscapes, the ancient ruins, and the vibrant crafts not as distant sights, but as living parts of a community you were now part of.

Our vision was always clear: tourism must first benefit the locals. It must be a catalyst, not just a transaction.
Noosh became a proving ground. We united neighbors, businesses, and regional partners around a single idea: that our people, our traditions, and our youth are Armenia’s greatest strength. This model—built on partnership—has sparked a quiet revival. Seasonal employment has become sustainable growth. Skills are being honed. Pride is being restored.
Ashnak is no longer just a point on a map. It is a destination, with visitor numbers rising year after year. The dream of a ‘village grandmother’ has grown into the reality of a village thriving.