Between mountains and meetings: the ‘More EU in Armenia’ campaign from the EU-UK youth perspective

From 11 to 16 April 2026, 50 Young European Ambassadors (YEAs) from Armenia, the UK and EU Member States came together for the YEA-led communication campaign ‘More EU in Armenia’, implemented in partnership with the EU Delegation in Armenia. Throughout the week, we engaged in a series of activities among Armenian youth that strengthened awareness, trust, and engagement with the European Union.

Concretely, the YEAs presented EU opportunities at universities and youth centres across the country, discovered the work of organisations such as Impact Hub Syunik, Children of Armenia Foundation, and the EUMA, while also exploring Armenia’s landscapes, food, and culture. From this trip, we – the YEAs from the EU and the UK – take home the hospitality, kindness and commitment of the Armenian people, with whom we will continue to work based on our shared values and commitment to Europe’s future. In this blogpost, we wanted to share the professional and personal connections that made this experience so meaningful.

We had the privilege of engaging with students from the Armenian State University of Economics, the European University of Armenia in Yerevan and the State University in Goris. In these exchanges, we shared information about the EU, its history as well as the EU-Armenia relations and the opportunities it provides. The high turnout and the questions the students had, showcased the eagerness and motivation that young Armenians have to learn and engage with the international community. Additionally, our visits to the NGOs improved our understanding about the Armenian civil society and their tireless efforts to strengthen the resilience in the communities

One of the highlights of our trip was our visit to the headquarters of the EU Mission in Armenia (EUMA) in Yeghegnadzor. This was a particularly remarkable experience, as we were able to see firsthand the EU´s field presence in Armenia and better understand how the mission’s activities, including observation, reporting and engagement with local communities, contribute to the maintenance of peace and stability in the region. 

During our visit to the Megerian Carpet museum in Yerevan, YEAs Anna Hovhannisyan (from Armenia) and Markos Rokas (from Greece), had the honour of interviewing the EU Ambassador to Armenia H.E Mr. Vassilis Maragos as part of a YEA podcast. The talk centred around the EU’s support to the Syunik region through the Resilient Syunik Initiative. As a joint undertaking between multiple actors from Europe, it aims to strengthen the region and the EU’s tangible impact on the local community. 

Driving south from Yerevan through Vayots Dzor toward the Syunik region, the landscape was transformed with every valley. The mountains stood tall and breathtakingly dramatic. The peaks dusted in snow like cream on a cake, while the lower slopes turned green, smooth like velvet, like nature itself couldn’t decide between winter and summer. Somehow, standing beneath the mountains, one felt more at home than one could ever expect miles away.  

We felt the same at Goris State University, where we realised how similar young people are across countries: dreaming big, chasing opportunities, and trying to find motivation to take that first step towards one’s goals. We instantly found common ground through simply being young in a big and rapidly changing world, talking unfiltered about the challenges, but also possibilities. Another thing we shared was the joy in dancing, in music and in culture. Somehow, almost every student at Goris State University knew the choreography of the trending Zara Larsson-dance (yes, the Swedish pop star, Zara Larsson!), which was a small but strong reminder of how culture travels effortlessly across borders and connects people worldwide. 

And during the whole week, there was always a moment that turned into dancing! Casual dinner at the restaurant? Not any more – here come the traditional Armenian folk musicians! “De, pari kochari!” (“Come on, let’s dance Kochari!”). Painting a mural in Aparan with the EU Ambassador to Armenia? Not any more – let’s dance Tamzara! And so it goes… Dancing created a space where no one had to worry about the level of English, yet we spoke the same quiet language through our emotions in motion. What is public diplomacy, if not that? What is beauty, if not that?

Beyond meetings and presentations, we realised through the ‘More EU in Armenia’ campaign that real connections can happen unexpectedly if we show up, stay curious, and let ourselves be surprised. Between meetings, mountains, a podcast and a lot of dancing, we found something we weren’t necessarily looking for: a sense of belonging far away from home. We’re leaving with new perspectives on what the EU means on the ground, lasting friendships, and honestly, a much better appreciation for Armenian folk music! The work continues, but moments like these remind us of the deeper value of being a Young European Ambassador. 

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