Tuf is a brand that is dedicated to the development and prosperity of Armenia and the Armenian identity on a global scale. As a part of the Tourism and Urbanism Foundation (TUF), Tuf focuses on implementing social programs and infrastructure projects to enhance territorial development. Their mission is to build sustainable initiatives that have a long-term socio-economic impact in Armenia, while also preserving and strengthening the Armenian identity.

Tuf aims to create a platform where ideas, opinions, and people can come together, forming standards in various aspects of life in Armenia. They actively involve individuals who are passionate about the country's development. Tuf is known for their programs like the Dilijan Development Program, which focuses on creating a favorable urban environment and improving the quality of life for both residents and visitors.

They also have the Tatev Revival Program, dedicated to restoring a significant landmark and driving economic prosperity. Additionally, Tuf has initiatives like the Armenian Master contest, which aims to preserve and promote vocational professions. By supporting Tuf, you contribute to the positive development of Armenia and the preservation of its rich cultural heritage