azerbaijan tourism strategy

Executive Q&A: Lessons From Azerbaijan on Building a Sustainable Tourism Economy During the Pandemic

Azerbaijan Tourism Board + Skift

April 5th, 2021 at 10:00 AM EDT

Azerbaijan has been growing its tourism economy for the last decade, reaching a record-breaking number of international travelers in 2019. Once the pandemic hit, the country’s tourism board realized they could use this time to emerge even stronger, thanks to Azerbaijan’s offerings that are equipped for a post-Covid-19 world.

Azerbaijan Tourism Board

This sponsored content was created in collaboration with a Skift partner.

In 2018, Azerbaijan officially launched its first tourism campaign, after a decade of rising international traveler rates. In 2019, 3 million travelers visited the country, setting a new record for the destination. As Covid-19 permeated across the world in 2020, Azerbaijan was deeply affected, just like every other country. But due to its rapid response by government leaders and an integrated approach across the tourism industry, the country has coped comparatively well.

SkiftX spoke with Florian Sengstschmid, CEO of Azerbaijan Tourism Board, about how the DMO used the pandemic to develop a solid, sustainable tourism strategy and emerge as a safe destination, ready to welcome travelers who are looking for an offbeat location with uniquely authentic offerings.

SkiftX: How is Azerbaijan handling the Covid-19 pandemic? What safety and hygiene policies are in place to make travelers feel secure?

Florian Sengstschmid: Early on, we created an integrated approach to bring together all tourism stakeholders in Azerbaijan to help alleviate hardship brought on by the pandemic. We were one of the first destinations to introduce nationwide health, safety, and hygiene standards through our SAHMAN program (which stands for Sanitation and Hygiene Methods and Norms and translates to “tidiness” in Azerbaijani), run jointly with PwC, which leads the audit and certification process. Approximately 12,000 monitoring sessions have been held currently, and it’s yielding positive results.

The government was also very robust in establishing an operational headquarters under the Cabinet of Ministers to closely monitor the spread of Covid-19 and administer a special quarantine regime for all residents of Azerbaijan, including restrictions that have been tightened and loosened depending on infection rates.

Khinalig village

SkiftX: How has this impacted travel and tourism in the country?

Sengstschmid: Certainly, the pandemic fueled a growing demand for nature-related, eco-friendly, and outdoor activities. People are seeking transformative experiences that provide genuine cultural immersion.

Due to borders being closed, there is an increasing demand for domestic travel among the citizens and residents of Azerbaijan. We have launched a domestic tourism campaign called “Macəra Yaxındadır” (“Adventure is Near”) to support the industry in these unprecedented times and encourage locals to discover the beauties Azerbaijan has to offer.

The pandemic triggered us to reevaluate our activities. It helped us to refocus, rebuild, and develop a new strategic framework on moving forward into the new normal. We are preparing for the post-pandemic era with greater attention to health, hygiene and safety, and sustainable tourism. We’re especially emphasizing the development of nature and environmental tourism — such as marking hiking routes and creating infrastructure for birdwatching — as well as genuine, authentic experiences and activities, such as a slow food travel framework and rural guesthouse infrastructure improvement.

Since Azerbaijan is not a mass tourism destination, it will be easier and safer for travelers to enjoy the country’s immersive experiences when the time is right.

SkiftX: Can you talk about some of the strategies you used to build Azerbaijan’s tourism economy during the pandemic?

Sengstschmid: We have been working on an overarching strategy that focuses on promoting domestic tourism, developing new products, and training and skill-building for those employed by the industry since the beginning of the pandemic.

Our strategy has been to work with local experts and industry members to develop new routes and products around the country based on its existing strengths and natural resources, rather than create new things artificially. The pandemic allowed us to continue strengthening our relationships with the industry leaders through various associations. For example, we launched the National Hotel Star Classification in partnership with the Azerbaijan Hotel Association to improve the global competitiveness of Azerbaijan’s hotel industry.

Considering that there are myriad cultures, ethnicities, and faiths living in Azerbaijan, from the Jews of the Guba region, to the Russian Molokans of Ismayilli, and the ancient tribes of the Caucasus Mountains, we are eagerly working on developing Polish and Jewish heritage walking tours, with other similar tourism routes in the pipeline. We have also been working on Azerbaijan’s Silk Road heritage by researching and connecting the centuries-old crafts practiced in remote villages, such as carpet-making and coppersmithing, with medieval monuments and the fabulous fusion of ingredients in Azerbaijani cuisine.

Azerbaijan is home to the Caucasus Mountains, Caspian Sea, subtropical zone in the south, and lakes, forests, and semi-deserts that offer amazing scenery and outdoor activities. Additionally, we’ve been developing communication efforts to educate travelers about Azerbaijan’s regional produce and rich harvests.

Shahdag Resort

SkiftX: Covid-19 has obviously presented many challenges to destinations. What opportunities did it offer?

Sengstschmid: To prevent one of the main problems the industry is facing nowadays — a decrease of a skilled labor force — we established the Tourism Training and Certification Center in order to contribute to skill and capacity building and keep tourism industry workers engaged. The center provides education and skills development to tourism industry members, state officials, and communities within the local tourism industry to help keep companies afloat, protect jobs, and prepare qualified professionals. We’ve also created Azerbaijan 101, an online learning platform developed to help global tourism industry members discover Azerbaijan’s tourism potential.

We’ve embraced new digital technologies to engage with our global partners about Azerbaijan. As mentioned earlier, we are currently working on promoting Azerbaijan as a slow food travel destination. Several projects are also being implemented to improve the existing rural guesthouse infrastructure — our goal is to keep the authenticity of these guesthouses, simultaneously setting the standards for the accommodation and providing the best experience for the travelers to come.

SkiftX: How does Azerbaijan’s offerings fit into the new demands that travelers have developed since the start of the pandemic? Sengstschmid: With its incredible biodiversity, landscapes, remote locations, and natural scenery and resources, Azerbaijan is a perfect fit for travelers who want to visit less crowded, off-the-beaten-path destinations where it’s easier to socially distance and maintain health protocols.

Azerbaijan takes pride in being a tourism destination offering uniquely authentic local experiences, such as hiking between remote mountain villages through the Greater and Lesser Caucasus Mountains, dining al fresco in Baku’s traditional restaurants, visiting lemon and tea plantations in the south, and exploring the craft heritage of former Silk Road settlements, among many other activities. Obviously, safety will be paramount for future travelers.

SkiftX: What’s the current tourism infrastructure of Azerbaijan? How will this develop over the next few years?

Sengstschmid: Azerbaijan is home to the state-of-the-art Heydar Aliyev International Airport, which was given a five-star rating by Skytrax, as well as four smaller international airports. Railroads and highways along main transport corridors connect Azerbaijan’s regions and neighboring countries, and are constantly being upgraded. Additionally, there is now accommodation to suit all types of tourists and budgets, from global hotel chains like Marriott, Hilton, and Four Seasons, to small boutique hotels, hostels, guest houses, and spas and wellness resorts. New properties from The Ritz-Carlton and IHG are in development as well.

Two more international airports are expected to be built in the Karabakh region, and the interregional connectivity is constantly being developed. The number of, as well as the quality of, tourism activities and amenities continues to grow as well. For example, the Mud Volcano Visitor Center, just over an hour away from Baku, is currently in development. It’s surrounded by a moonlike landscape, which will be ideal for glamping and star gazing.

Baku Boulevard

SkiftX: How will Azerbaijan Tourism Board market the destination in 2021 and beyond? Sengstschmid: We plan to resume global marketing and communications once international travel restrictions are eased. We will also attend several trade shows and open representative offices in new markets, including Turkey and the DACH region. We look forward to expanding our activities to new markets in Southeast Asia, the Middle East, Central Asia, and Western and Northern Europe as well. Our plan is to continue to use webinars and other digital tools until face-to-face communication and destination promotion at trade shows, travel exhibitions, and roadshow campaigns become possible again. We want Azerbaijan to emerge as a tourism destination on the global stage stronger than ever before.

This content was created collaboratively by Azerbaijan Tourism Board and Skift’s branded content studio, SkiftX .

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Tags: azerbaijan , climate change , food tourism , nature , SkiftX Showcase: Destinations , sustainability , transformative travel , wellness , wellness travel

Azerbaijan Enhances Strategy in Historic Regions

Travelers Today       By    Kathleen Orenza

In Azerbaijan, tourism revenue reached $2.0 billion in the first three quarters of 2023, showing a 49.4% increase. The country's focus on event tourism and visa simplification, including the "ASAN" Visa System, has significantly boosted foreign and local travel, contributing to the economy's growth.

Azerbaijan's Tourism Growth Soars in 2023

Azerbaijan has seen a significant boost in its tourism sector this year. In the first three quarters of 2023, Azerbaijan's tourism services reached a staggering $2.0 billion. This marks a 49.4% increase, as reported by the Azerbaijan Republic's balance of payments.

The country has experienced a surplus in tourism. Exports of tourism services earned $1.1 billion, surpassing imports by $0.2 billion. Azerbaijani citizens traveling abroad grew by 24.7%. Foreign visitors to Azerbaijan increased by 32.1%.

According to AzerNews , Azerbaijan's government has tried to attract more tourists. They simplified visa processes with the "ASAN" Visa System. This allows electronic visas within three days for eligible countries, including the United States. A presidential decree in 2017 introduced fast-track routes and visa terminals at borders.

Read Also: Direct Flights Launch Between Cebu and Laoag, Boosting Tourism and Accessibility

A key factor in attracting tourists to Azerbaijan is event tourism. Since 2012, Azerbaijan has hosted major events. These include the Eurovision Song Contest, FIFA's U-17 Women's World Cup, European Games, and Formula One Grand Prix events. Azerbaijan also hosted the Islamic Solidarity Games and UEFA soccer matches.

These events have helped develop tourism, which is vital for the local economy. They attract tourists during specific seasons and encourage visits to otherwise less frequented regions. This brings profit and diversifies the market.

The State Tourism Agency and the Azerbaijan Tourism Bureau aim to increase foreign visits to 4 million by 2026. They also plan to grow the tourist accommodation and public catering sector by 1.5 times compared to 2019. The focus is on making Azerbaijan a sustainable and accessible tourism destination.

Tourism will also be a key sector in Garabagh and East Zangazur. This is part of the strategy to develop tourism in territories liberated by Azerbaijan's Army. Thanks to government and agency collaboration, the country's tourism strategy is well on track to meet its 2026 targets.

Azerbaijan Focuses on India for Tourism Growth

Azerbaijan Tourism Board recently held successful seminars in three Indian cities - New Delhi, Bangalore, and Mumbai. This event was in collaboration with BRANDit. The aim was to show Azerbaijan's commitment to India as a key market for its tourism. 

These seminars were designed to teach and inspire travel agents and tour operators. They focused on promoting Azerbaijan as a top destination for various travelers.

In these seminars, travel professionals learned about Azerbaijan and how to market it effectively, as reported by Travel Trade . They received updates on the country's tourism strategies. The seminars also covered Azerbaijan's cultural heritage, natural beauty, and adventure tourism opportunities. 

Special attention was given to Baku, Azerbaijan's vibrant capital city. The sessions stressed making travel to Azerbaijan easy and accessible.

Elman Mammadov, the Regional Manager for South Asia at the Azerbaijan Tourism Board, led the interactive sessions. He shared his knowledge on creating memorable experiences for tourists in Azerbaijan.

The Azerbaijan Tourism Board's initiative is a step towards increasing tourism from India. They believe these efforts will make more Indian travelers aware of Azerbaijan's beauty, culture, and hospitality.

Related Article: How is the Caribbean Adapting to Climate Change with Sustainable Tourism and Hurricane Resistant Measures?

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Azerbaijan’s tourism sector strategy emphasizes event tourism, such as hosting business conferences and international sporting events.  The expansion of airline destination offerings and simplified visa procedures also have increased tourism in Azerbaijan.  In April 2016, Azerbaijan and the United States signed an Open Skies Agreement. 

To attract more tourists to Azerbaijan, the government simplified the visa regime, creating the “ASAN” Visa System to process electronic visas within three days of application (three hours with payment of an expedite fee) for citizens of eligible countries, including the United States.  A February 2017 presidential decree created “fast-track” routes, including adding ASAN payment and visa terminals for entry to Azerbaijan at border checkpoints from the bordering countries Georgia, Iran, Russia, and Türkiye.  In 2018, the Ministry of Culture created an independent State Tourism Agency to improve state governance in tourism and culture.

As with other sectors, the hospitality industry in Azerbaijan is dominated by a small number of large holding companies.  Several well-known western chains operate in Baku, focusing on affluent tourists, business travelers, and large-scale conferences and sporting events.  By contrast, the market for two- or three-star hotels, boutique and bed and breakfast style accommodations, hostels, and entertainment centers is underdeveloped.

Since 2012, Azerbaijan has focused on development of the event tourism industry.  That year, the country hosted the Eurovision Song Contest and FIFA’s U-17 Women’s World Cup.  In 2015, Azerbaijan hosted the first-ever European Games.  In 2016, Baku began hosting annual Formula One Grand Prix events at the Baku City Circuit, with the contract up for renewal in 2023. Azerbaijan hosted the Islamic Solidarity Games in May 2017.  In 2021, Baku hosted multiple matches for the UEFA soccer championship.  Azerbaijan is hosting the 74th International Astronautical Congress in October 2023.  In 2024, Azerbaijan will host the international Nomad Games.  Although new ski facilities have opened in the Gusar and Gabala regions in the last four years, the development of hotels and tourist destinations in these regions lags behind Baku’s level of development.

According to the State Statistical Committee of the Republic of Azerbaijan, there are 757 hotel facilities in the country as of 2022.  In 2022, the number of tourists visiting Azerbaijan increased by two times compared to the previous year.  Approximately 28% of these tourists were from Russia, 20% from Türkiye, 10.6% from Iran, 6% from Saudi Arabia, 5.1% from Georgia, 3.8% from India, and the remainder coming from other countries.  Though Azerbaijan has lifted covid-related restrictions and tourists no longer need a covid test to enter the country, land borders remain closed.

Opportunities

There are opportunities for businesses that train hotel staff and provide logistical support, as Azerbaijan’s hospitality industry is largely oriented to business travelers and conference attendees. There are also opportunities to support the development of individual, family, and package tourism, entertainment venues, and two- and three-star hotels.

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Take Another Look: Azerbaijan’s path to a successful design identity

The tourism industry is relatively new in Azerbaijan – and place branding even more so. That said, Azerbaijan took the world by storm with their 2018 “Take Another Look” campaign which encouraged travellers to see the nation’s wonderful diversity. We reached out to Fidan Aliyeva, Brand & Marketing Communications Director at Azerbaijan’s Tourism Board, to understand the key to their successful design identity and how an organisation that is still forging its path adapted to the new challenges of COVID-19.

Thank you for joining us, Fidan. Before we get into some of the more recent challenges around COVID-19, I just wanted to congratulate you on winning the 2019 City Nation Place Award for Best Use of Design! Could you share what you think the secret of your success is?

Thank you very much, I highly appreciate the opportunity. Since the launch of our global marketing campaign “ Take Another Look ” in 2018, we have successfully presented a new portrait of Azerbaijan to the world, enhancing its international appeal as a destination. The brand positioning and identity was created to serve as an invitation for travellers to discover hidden gems and curated experiences in Azerbaijan. It has been an honour for the Azerbaijan Tourism Board to win multiple awards for its country brand “Azerbaijan: Take Another Look” and for its stand design at international tourism exhibitions. 

I think the reason why the branding got this much attention was mainly because there was comprehensive research behind it. Before coming up with the design , Azerbaijan’s history, landscapes, culture and even its people were looked into deeply. And we saw that here you can encounter something new every day: it is a country of contradictions, in a good way, so you have to look at it differently. Thus, our brand idea “ Take Another Look ” invites people to see and consider Azerbaijan from a different perspective. As for our visual identity with the reveal lens providing two contrasting views, it has many possibilities and is always evolving, just like our country which is developing and changing day by day. In my opinion, this resonated with both foreigners and local people as well because it made sense and sparked an interest to find out what has made the country evolve constantly while maintaining its national heritage . 

Your campaign “Take Another Look” challenged potential travellers to ‘look again’ and see past negative preconceptions. How can a clear and engaging design be used to drive a place brand strategy more effectively?

I consider that another reason behind our success with the new branding was the fact that it connected with people. In my opinion, while creating a  branding design , it should be kept in mind that this design should clearly communicate what is awaiting the audience here and create a desire to experience the country themselves. It should be established in a way that would shape the perception about the competitive identity and unique sense of place.

Something else I consider very important is consistency. What I mean is that while clear and engaging, the design should also be consistent with the values, experiences, and identity of the country as well as with the other aspects of your destination brand strategy. Consistent design helps remind people of the country more frequently. When we say Azerbaijan, the first thing that comes to mind for most travellers is to ‘take another look’ thanks to our brand and visual identity and that means we are succeeding in showing Azerbaijan in a different light.

That campaign seems to have been quite externally focussed. How are you planning on adapting your strategy to promote more domestic tourism over the next year or so as we recover from COVID-19?

We actually started working on our domestic tourism campaign way before the lockdown period began. We have been working on how we can encourage local people too to see our country from a different side and discover what was not known to them before. This campaign to entice local people to be a tourist in their own country is called “Macəra yaxındadır”, which is Azerbaijani for “Adventure is Near”. We are planning to announce what is included in this campaign soon, together with a separate website where our citizens and permanent residents will be able to find various interesting travel offers and experiences in Azerbaijan. We are also continuing to benefit from the power of social media by sharing the stories of successful citizens, local bloggers and influencers to connect with our people even more, while we are continuing with our pre-pandemic content as well in order not to get lost in this strange time.

Does a domestic tourism focus impact on your plans to diversify the tourism experience?

Over the last few years, we have seen that demographic indicators, changes in social and cultural values, trends, consumer perceptions have made the tourism sector adapt to new market demands and we have almost always looked at it in terms of international markets. Now the time has come to see it under different conditions, for our own people who live in Azerbaijan but have never really considered their own country as a unique place to discover and experience. Under the new conditions, we have the chance to change this perception in our people’s minds if we implement the right strategy and I think diversified tourism  products should definitely be part of it. This is because our new target audience, which is our citizens and residents, consists of quite different characters and social groups, and developing specific tourism products and tours that cater to the needs of local travellers is as important as for international visitors.

With the advantage of hindsight, which areas are you looking to strengthen in your organisation? How are you planning on building on your digital capabilities?

I think the communication process, already challenging under normal circumstances, requires more attention especially under the conditions brought by the pandemic.

Like most organisations, we have been focusing on virtual opportunities to keep Azerbaijan’s name at the front, as we don’t have the possibility to do anything live. The Azerbaijan Tourism Board team have already launched several digital projects and are planning to prepare and implement other virtual projects as well to keep the connection with both our international and local audiences. We have re-launched 2 websites – Azerbaijan.travel (B2C) and Tourismboard.az (B2B). We have also organised a specially developed platform – Salambaku.travel – for visitors to go on a virtual tour of all sightseeing locations in Baku: from its UNESCO-listed Old City and Flame Towers to world-class museums, mud volcanoes, etc. Another important step we have taken regarding digital engagement tools was to create Azerbaijan 101 , which is an e-learning platform designed to aid the training and development of travel agents and representatives across the global tourism industry. This collection of online training and engagement tools has been introduced for those seeking to gain in-depth knowledge about Azerbaijan’s offerings. Consisting of six modules, the course covers products across health and wellness, gastronomy, wine tours, cultural heritage and more. Upon completion, participants will be certified as an ‘Azerbaijan Travel Expert’. 

We are also putting an emphasis on innovation and technology integration in the tourism industry, with plans to set up a think tank and provide relevant workshops and trainings to our employees via an ATB Innovation Hub. We have also supported a global virtual hackathon, “Hack COVID-19”, to seek technological solutions to fight COVID-19 together with our partners to ease the current social and business challenges faced by all, especially those in the  travel and tourism industry .

As I mentioned in previous answers, we consider content creation on social media channels more powerful than ever with most at home browsing their Instagram pages at least. So, until the situation becomes clearer, we are committed to helping our local partners and stakeholders present in the tourism value chain to grow and develop through innovative marketing methods and training opportunities accordingly.

It’s clear you have a focus on data – how do you use this to inform your strategy? What insights have you discovered that will help to shape your actions over the coming years?

A recent study undertaken by GlobalWebIndex shows that in some markets, as many as 50% of consumers have, voluntarily or not, cancelled any upcoming trips. Instead, 70% of us are spending more time on our smartphones, staying in touch with loved ones virtually, or delving into a new TV series. This once more proves that in these uncertain times we should focus on digital and technological solutions to keep Azerbaijan’s flame ablaze. From social media to e-learning platforms, webinars, and virtual tours our brand and marketing team is working tirelessly in this direction.

With the current situation globally, research show that “ sustainable ” and “responsible” tourism will also be more attractive, and more attention will be paid to these notions in post-pandemic world. Once travel restrictions are lifted, I believe people will be eager to travel to less crowded places and discover hidden gems. In this context, Azerbaijan brings its own approach in line with protection of natural resources, with more than 100 unique languages spoken in the country, with 9 out of 11 climatic zones, and people who have lived here for thousands of years. With this in mind, I think Azerbaijan will be a very attractive place to visit with clean air, experiences in nature, as well as a cultural capital city experience. Having said this, our global and local marketing and brand strategy will be aligned to showcase all these unique features of our destination.

Another core element of your strategy was to change policy to better promote tourism development. If you don’t mind sharing, which areas were you focussing on?

The tourism  industry is relatively new in Azerbaijan. The main challenge in the first place was to establish a holistic approach among all the relevant stakeholders in order to create quality products throughout the whole tourism value chain. We have been operating based on our 9-pillar tourism strategy, which includes investment in public-private partnerships, education, training, marketing, research, innovation, infrastructure development and more. The synergy and unified vision that we share with our stakeholders, in particular the State Tourism Agency, has helped us provide value at all levels to better develop the tourism industry in Azerbaijan.

To develop Azerbaijan’s tourism offerings, another area we have been focusing on is working closely with our regional offices of the newly established Destination Management Organisations, as well as the wider industry network including hotels, airlines, tour operators, guides, transportation companies, and all other entities to increase the country’s competitiveness on a global platform and ensure that all the experiences meet global standards. Now we are planning to announce the opening of the Tourism Training and Certification Centre, which will focus on training the industry members mentioned, state officials and communities with innovative teaching methods to better respond to the challenges of the tourism industry, raise tourism awareness in the country, and to contribute to the employment rate in the tourism sector. This centre will include not only the partners I just mentioned, but also the farmers, craftsmen and other stakeholders that can have an impact on developing the tourism  sector in Azerbaijan.

Thank you for explaining that. Lastly, could you share what you would expect to see in a potential winning entry at the City Nation Place Awards?

Over the last few months of the pandemic, we have seen that the new challenges have made us rethink our actions. Despite this, it has been like a wake-up call for all of us to understand that it is very important to be ready for sudden changes and adapt our strategy in today’s world where uncertainty prevails. I think a smooth process of flexibility and adaptation while keeping the communication going with both local and international stakeholders has been more important than ever and it still continues to be so.

Another moment I would like to see with the nominees is how they prepare for post COVID-19 in terms of sustainable and responsible tourism while avoiding mass tourism as now travellers will be interested in visiting less-crowded places with health and safety measures in place. On our own behalf, I can say that we are taking the necessary steps to make sure that our stakeholders comply with the rules needed to ensure the safety of our citizens and future visitors. One of the measures taken is that we have recently launched an innovative health and safety programme called SAHMAN (Sanitation And Hygiene Methods And Norms). This is designed for local industry players to improve standards of hygiene and sanitation. It will focus on accommodation, F&B and tourist transportation providers – three key aspects of the tourism value chain. PwC will lead the audit and certification process.

Therefore, I would like to see how the nominees are developing their place branding strategies in terms of these two directions. I wish everyone good luck in their respective categories !

Thank you for joining us, Fidan.

Related reading:

Take another look: Azerbaijan's re-brand journey | Best Use of Design Winner 2019

Hall of fame: 15 of the best place marketing and place branding campaigns

The politics of space, culture, and placemaking in post-COVID place branding

The Chinese traveller in a post-COVID-19 world

The power of collaboration in place branding | Interview with Sylvie Gallier Howard, Philadelphia's Department of Commerce

5 lessons from lockdown: What organisations can learn about collaboration and the route to recovery

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Where business meets adventure

Welcome to Azerbaijan – an exciting new destination for business events! Nestled between the Caspian Sea and the Caucasus Mountains, we are a contemporary nation criss-crossed by history and home to a unique blend of cultural heritage, hospitality and modernity that is sure to leave a lasting impression. Within these pages, you’ll find everything you need to know about our world-class hotels, attractions and experiences, fine dining and venues for every occasion.

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Azerbaijan Tourism Strategy 2023-2026 presents a strategic and holistic framework to lead the tourism development in the country for the next 4 years.

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Azerbaijan Travel Guide

Due to its geographic location, Azerbaijan is a country of versatility. Whether it’s the landscape or its culture, European influences collide with diverse tastes.

INTRODUCTION

Straddling Western Asia and Eastern Europe, Azerbaijan is a versatile land, not just geographically but culturally. It is where ancient and modern, mountains and beaches, and urban and rural charm and amaze travellers.  

The country has also acquired an alternative moniker of the Land of Fire due to its vast oil and natural gas supplies. It was once a centre of fire worshipping, and fire is one of the symbols of its capital city.  

Furthermore, fire has been deeply ingrained in Azerbaijani culture and mythology since the inception of Zoroastrianism, one of the world’s oldest monotheistic religions, which took root 3,000 years ago. Encompassing multiethnic, multicultural, and multi-religious communities, Azerbaijan is a largely secular country. Zoroastrian customs are present in contemporary culture, as fire temples burning with sacred flames present a window to the past of a land forever at a crossroads of people, continents, and faiths.  

One of Azerbaijan’s most famous sites is Yanar Dag (Fire Mountain), where flames blaze continuously on the Absheron Peninsula. The country has many different climate zones, and with its deep and intriguing history, the natural landscape is dramatic. It provides a calming backdrop of beauty whilst swimming in the Caspian Sea or relaxing on a soft-sanded spot on the black beaches in Lankaran.  

Alongside the cobbled streets of the Medieval Old Town in the capital city of Baku, relish the magnetic contemporary architecture of the iconic Flame Towers and the futuristic Heyder Aliyev Centre, designed by world-renowned architect, Zaha Hadid.   

Azerbaijan seamlessly blends Eastern charm with a Western perspective; the legacy of the Silk Road can still be found at the foot of the Caucasus Mountains, with local artisans making crafts.  

Whether you’re drawn to scenic hikes, top-tier wellness resorts, award-winning wines, or rich traditional cuisine, Azerbaijan has something to offer everyone. Surrounded by the Caucasus Mountains and Caspian Sea, the country offers an experience unlike anywhere else. It is an off-the-beaten-path destination, which has become a growing interest to tourists. You will not regret adding this destination to your travel list.

TOURISM INSIGHTS: AZERBAIJAN TOURISM BOARD

We speak to Florian Sengstschimd , CEO of the Azerbaijan Tourism Board , about showcasing the destination to a global audience, inviting you to discover its hidden gems, untold stories, and secrets.

Q&A WITH FLORIAN SENGSTSCHIMD, CEO, ATB

Firstly, can you talk us through the origins, vision, and mission of the Azerbaijan Tourism Board?

Florian Sengstschimd, CEO (FS):  The Azerbaijan Tourism Board (ATB) was established as part of the State Tourism Agency of the Republic of Azerbaijan with the strategic vision to transform the country into a premier destination that offers visible, sustainable, and quality tourism. We aim to create a delightful blend of Caucasian atmosphere, mesmerising nature, and exquisite gastronomy to provide unique experiences that delight in every sense, appealing to both domestic and international tourists. 

Our mission at the ATB is to develop quality tourist products that showcase the authentic experiences of Azerbaijan based on the diverse opportunities our country offers in nature, culture, health, and wellness. We strive to understand the needs and travel patterns of various traveller groups from our target markets and have successfully developed new products, experiences, and services to meet those needs. From mapping the tourism product potential of the country to infrastructure development and creating cultural heritage routes, we’ve achieved notable progress in enhancing the tourism appeal of Azerbaijan. 

In essence, the ATB’s vision and mission revolves around showcasing Azerbaijan as the most engaging experience provider in the region, with a commitment to offering quality, sustainable, and unique travel experiences that reflect the diverse and rich tapestry of Azerbaijani nature, culture, and heritage. 

Why, in your opinion, should someone visit the capital city of Baku – what defines it?

FS: Baku uniquely blends ancient charm with a modern atmosphere. It’s where history meets contemporary, offering every traveller many entertaining, gastronomic, and cultural experiences. Visitors can stroll through the UNESCO-protected Walled City of Baku and experience its historic treasures, while indulging in the Seaside Boulevard’s modern attractions or admiring the futuristic architecture and the majestic Baku Eye. The city boasts historical sites, art galleries, authentic restaurants, and beach clubs, offering a captivating experience combining its rich cultural heritage with state-of-the-art amenities.  

Baku appeals to a wide array of travellers. History enthusiasts are drawn to its UNESCO World Heritage Sites and ancient marvels like the Shirvanshah’s Palace and Maiden Tower, whilst art and architecture lovers are captivated by its modern buildings. Families can delight in attractions like the Kinderland entertainment centre and scenic boat rides in Little Venice. Nature lovers can escape to the sandy beaches of the Caspian Sea or the mesmerising mud volcanoes. Gourmands can savour the delectable Azerbaijani cuisine, while wine aficionados can explore the city’s burgeoning wine industry. Adventure seekers can indulge in water sports or hike in national parks, while luxury seekers can unwind in 5-star spas and hammams.  

In essence, Baku welcomes everyone, from solo travellers and history buffs to families and luxury seekers. 

What is your branding strategy for Baku, how do you market and promote the city?

FS: Our strategy emphasises Azerbaijan’s rich tapestry of culture, history, and modernity. We focus on amalgamating the city’s historical legacy with its modern-day allure. Azerbaijan places significant emphasis on tourism development. Through a multifaceted approach, we aim to elevate tourism-generated revenue and spotlight Baku’s potential as a compelling tourist destination. 

The cosmopolitan capital of Baku boasts a tapestry of city experiences, from museums and galleries to chic bars with local wines and delicacies to an array of restaurants with traditional and international cuisines, as well as countless meetings, incentives, conferences, and exhibitions (MICE) offerings. With its well-equipped resources and world-class infrastructure, Azerbaijan can host events of all scales. It features the 5-star Baku International Airport, a plethora of chain hotels, versatile venues, and facilities like the Baku Congress Centre and the Heydar Aliyev Centre, which includes museums, exhibition complexes, and multimedia conference rooms for international events. 

We have reactivated collaborations with international hotel chains, including recent openings of The Ritz-Carlton, Winter Park Baku, and Mercure Baku. Such partnerships emphasise luxury, comfort, and global standards. We also aim to showcase the country’s intangible treasures. Baku’s rich culinary heritage, especially the winemaking tradition, is another aspect we highlight. Visitors can indulge in wine tastings at local bars and explore the unique grape varieties we possess. 

Our promotional activities include showcasing both the historical hotspots and the modern architectural wonders of Baku. We also emphasise the city’s safety, family-friendly attractions, and wellness facilities, including the traditional hammam culture and the vast culinary landscape. By interweaving these elements, we position Baku as a destination to visit and an experience to cherish. 

What is the sustainable tourism approach for Azerbaijan, and what eco-friendly travel experiences does the country offer?

FS:  We’re deeply committed to fostering sustainable and eco-friendly travel experiences, showcasing Azerbaijan’s distinct and rich heritage. Our initiatives are broad and diverse, aiming to offer immersive and authentic experiences.  

In line with our commitment, we have crafted and implemented an action plan for advancing sustainable tourism in Azerbaijan. We aim to enhance the regulatory framework by introducing sustainability standards to the industry and acknowledging sustainable practitioners through certification. Taking a proactive approach, we are currently embarking on a comprehensive destination audit, beginning with the northern region of Azerbaijan. This initiative allows us to scrutinise the current situation and devise a meticulous action plan, ultimately working towards establishing a sustainable ecosystem in the area. 

We actively involve local communities in creating and implementing tourism experiences, providing economic benefits and opportunities for residents. Supporting locals and meeting their needs will sustainably generate a baseline for the value of tourism. Since locals create the destination and make it attractive to the whole world, “local” will dominate our continued tourism strategy. 

This is why we started the Slow Food Travel programme in 2021, to honour and preserve the age-old methods and products that are in danger of extinction and connect local producers with hotel and restaurant chains. Additionally, we are enhancing our focus on outdoor and adventure activities, with a keen interest in developing winter tourism. 

 For instance, the Shahdag Mountain Resort has recently expanded its facilities and infrastructure to welcome more winter enthusiasts. Moreover, together with industry partners, we have developed joint initiatives over the years. Join us on well-developed hiking routes and explore birdwatching nationwide.  

Birdwatching in Azerbaijan is a rewarding experience with over 400 bird species, including endemic ones like the Caucasian snowcock, making it an exciting destination. Nature reserves like Gizil Aghaj National Park, Shirvan National Park, and many more are hotspots for bird lovers.  

Hiking routes passing through Khinalig village will take you to witness the newly UNESCO-inscribed cultural landscape of Khinalig and the ‘Köç Yolu’ transhumance route. The village is located in the Caucasus Mountains on a steep mountain peak nearly 2,200 metres from sea level. Having historically practised transhumance, every year when the season changes, thousands of Khinalig families still roam between the mountainous lowlands along the so-called ‘Köç Yolu’ seasonal migration route.  

Central to our strategy is the development of sustainable and responsible tourism. We’re actively working on creating new hiking trails in the south and north of Azerbaijan, which are set to open to the public in 2024 in addition to the existing ones. We are also introducing a range of eco-friendly activities, from butterfly watching and olive tree route developments to new camping zones. Cultural and infrastructural renovations are underway in various regions, including Khinalig, Nakhchivan, and Sheki. A German heritage route in Azerbaijan is in the final stages of development, promising immersive cultural experiences. 

Our commitment to sustainability is further echoed in our partnership with the World Travel & Tourism Council’s ‘Hotel Sustainability Basics’ initiative, aiming to reduce the environmental impact of our hospitality sector and involve as many hotels as possible in this transformative journey. 

We have also initiated the Rural Guesthouse Programme to cultivate a network of sustainable rural accommodations, set to provide valuable resources and enrich the local tourism sector, emphasising our dedicated efforts to reshape Azerbaijan’s global image from solely an oil-rich destination to one that conscientiously preserves and showcases its invaluable resources and traditions. 

In essence, our varied initiatives, from sustainable food experiences to innovative tourism projects and responsible accommodation practices, all represent Baku’s holistic approach to offering rich, sustainable, and eco-friendly travel experiences, inviting the world to ‘take another look’ and discover Azerbaijan’s commitment to sustainable and responsible development. 

What are the main trends transforming tourism in Azerbaijan?

FS: The tourism landscape of Baku is witnessing several transformative trends. Firstly, blending ancient history with modern attractions gives travellers a multi-dimensional experience. From the UNESCO-protected sites in the Old Town to contemporary marvels like Flame Towers, Baku offers a diverse palette of experiences.  

Secondly, luxury tourism is on the rise, fuelled by the entry of international hotel chains and malls with luxury brands, such as the Port Baku Mall. These establishments emphasise top-notch luxury, comfort, and world-class service, catering to the high-end traveller segment. 

Thirdly, there’s a renewed interest in intangible cultural experiences. Tourists are eager to delve into Azerbaijan’s revered UNESCO-listed ‘tea tradition’ and our rich culinary heritage, which can be enjoyed in many local restaurants. The emerging trend of experiential travel is leading to more immersive experiences like wine tastings and exploring the unique grape varieties of Azerbaijan. 

Lastly, family and wellness tourism is gaining traction. With many attractions on offer, families and wellness seekers find unique experiences tailored to their interests. 

In essence, the main trends are a synthesis of luxury, cultural immersion, family-centric activities, and wellness experiences, making Azerbaijan an all-encompassing and versatile destination. 

Are there any sights, activities, or hidden gems you would recommend?

FS: Azerbaijan offers incredible diversity, with nine of the world’s 11 climate zones. From lush subtropical regions with lemon trees and tea plantations to majestic mountains, forests, and coastal beauty, we have a unique experience waiting for you, whatever the season. 

While the southern regions boast a pleasant mild climate, just a short drive from Baku, you can experience the beauty of our northern ski resorts. The journey from Baku to the north unveils picturesque landscapes, from the world’s lowest national capital to our highest peak. Along the way, you can explore the historic Chirag Gala fortress, meet the unique ethnic group in Khinalig village, or enjoy an array of winter activities at our mountain ski resorts. 

The rising popularity of our winter resorts is undeniable. As we anticipate increased visitor numbers in the coming year, we’re eager for more tourists to experience Azerbaijan’s winter splendour. The range of icy colours and luxury resorts with all the necessary equipment is perfect for a ski getaway in the Shahdag and Tufandag Mountain Resorts.  

The resorts are constructed in such a way that everything you are looking for is located in one place: scenic views with first-class hotels, apartments, spas, lots of restaurants to dine in, as well as various thrilling sports and leisure activities. An Austrian engineering and consultancy firm planned and supported the construction of the Shahdag Tourism Complex, the first project of its kind in Azerbaijan. Not many people know, but right here at the Shahdag Mountain Resort, you’ll find the only mountain coaster in the Caucasus. 

It’s an exhilarating adventure for both the young and the young at heart. The infrastructure work has been executed to extend the skiing slopes, leading to an overall length of 30 kilometres (km). 

At both resorts, everyone from beginners to professional skiers can relish vast pistes. Non-skiers can also have fun choosing from activities such as off-road tours, paragliding, cycling, trottinette, and cable car rides overlooking the majestic mountains. 

Can you tell us about Azerbaijan’s gastronomical experiences?

FS: Azerbaijani culinary delights promise to tantalise your taste buds. From flavourful fruity sauces to succulent mutton-based meat dishes and a variety of aromatic plovs, Azerbaijan’s rich cuisine is a journey in itself. Its variety of high-end Western-style restaurants converted old medieval caravanserais, and rustic eateries situated in the lush forests of the Caucasus Mountains’ foothills offer a vast range of dining experiences. In Baku, traditional bistros serve classic local dishes to accompany soulful local folk music. At the same time, regional recipes in other corners of the country are infused with the aromas of the Caspian Sea, the Caucasus Mountains, and Azerbaijan’s astonishing nine climate zones.  

Explore Azerbaijan’s rich winemaking tradition and taste local grape varieties like Madrasa, Bayan Shira, Shirvanshahi, and Khindogni. In the Soviet times, most of the vineyards in Azerbaijan were destroyed, but in the past year, locals have revived the industry. Azerbaijan’s commitment to viticulture and wine tourism has earned recognition from the Council of Europe and the European Institute of Cultural Routes.  

As you embark on the journey to the vineyards, enhance your experience with more delights. Explore Sheki’s captivating Wine Museum, savour wine tastings at the Chabiant winery in Ismayilli, consider an overnight stay at the Chateau Monolit Guest House, and don’t miss out on a trip to the nearby craft village of Lahij. In the sun-kissed terroir south of Gabala, indulge in Savalan’s unique wines and the luxurious Chenot Palace Gabala. 

Explore the Meysari winery in Shamakhi, known for crafting sophisticated organic dry reds and whites, and Sharg Ulduzu near Shamkir, boasting renewed vines and delightful tastings. Meanwhile, the Goygol winery, an historic icon dating back to the late 19th century, plays a pivotal role in Azerbaijan’s winemaking heritage. 

If you can’t make it to the vineyards in the regions, you can visit Baku’s excellent wine bars to try local wines along with Azerbaijani culinary delights. 

What makes Azerbaijan a health and wellness destination?

FS:  While in Azerbaijan, one should enhance their trip with a refreshing wellness experience. Travellers can restore their minds and souls at renowned wellness resorts nationwide. In addition to thermal baths and springs, you can also try the famous oil baths in Naftalan, known for their ability to heal more than 70 diseases.  

Azerbaijan is also home to more than 30 deposits of thermal mineral waters with different concentrations, sulphur levels, and organic substances in the Caucasus Mountains. Three of these are located near the charming city of Gabala and are the essentials of balneotherapy treatments at several world-class health and wellness resorts.  

Discover the ideal urban escape at the luxurious Chenot Palace Gabala, which offers a wide array of wellness experiences for relaxation and rejuvenation. Several villages of Azerbaijan, such as Haftoni in the Lankaran region in the south of the country, are also famous for their thermal water springs, with several sanatoriums offering relaxing and therapeutic baths where hot, mineral-rich water flows naturally from underground. To indulge in the wonders of these thermal waters, one should visit the luxurious Lankaran Springs Wellness Resort, with its modern amenities and promise of a tranquil and serene experience. 

Finally, what are the Azerbaijan Tourism Board’s current goals?

FS: In our dedicated journey at the Azerbaijan Tourism Board, our central goals revolve around making Azerbaijan a leading destination, emphasising accessibility, sustainability, and quality in tourism. 

We aim to present a harmonious blend of our rich Caucasian culture, breathtaking natural beauty, and diverse gastronomy to captivate local and international tourists. 

We’re deeply invested in creating top-notch tourism products that echo Azerbaijan’s authentic experiences, from its unique nature and rich cultural tapestry to wellness opportunities. By understanding the diverse needs and preferences of travellers from our target markets, we’ve embarked on introducing new products and immersive experiences. 

A significant part of our strategy involves tapping into the full potential of Azerbaijan’s tourism offerings. This encompasses everything from enhancing our infrastructure to charting cultural heritage routes and establishing vibrant recreational zones.

OUTLOOK RECOMMENDS

FOR A REFRESHING WELLNESS EXPERIENCE…

Authentic salt therapy at the Duzdağ Hotel – an underground sanatorium converted from a former salt mine – will restore your mind and soul. Although there are many different therapies, from hot springs to hammams.

FOR SAVOURING UNIQUE LOCAL WINE…

Tour the wineries and sample vino straight from the mesmerizing vineyards in the regions. Local grape varieties such as Khindogni, Madrasa, Bayan Shira and Shirvanshahi are highly valued by winemakers for their unique flavours and aromas. Furthermore, Azerbaijan has unique tastes including pomegranate wine by Azgranata and Aznar, and the exceptional Manat Gold quince wine. Alternatively, enjoy the evening in the cosmopolitan city to try local wines at chic bars with delicious delicacies.

FOR AN AUTHENTIC DISH…   

In the Old Town of Baku, visitors can try various traditional delights while enjoying a beautiful view of the medieval architecture.  

FOR A LUXURY CITY CENTRE STAY…

With its collection of suites, The Ritz-Carlton offers international luxury with breathtaking views from the balconies of the largest rooms in the city. Marble bathrooms with heated floors, Diptyque amenities, and smart glass technology are standard. Upgrades to premium rooms are also available. Unrivalled dining experiences are accompanied by a pool, fitness centre, and spa to ensure the perfect stay.

It should be noted that there is a huge choice of varying types of accommodation throughout Azerbaijan.

AZERBAIJAN IN FOCUS

A city enchanted with the ambience of ancient times and the magic of the modern atmosphere, there is more than one way to spend your vacation here.

Enjoy the atmosphere strolling along the seaside boulevard or a gondola ride in Little Venice, visit the Carpet Museum, constructed like a rolled carpet and designed by Austrian architects Franz Janz, and taste the best dishes from local cuisine. You can also indulge in a shopping spree at two of the largest malls of the Caucasus region – Deniz Mall and Yashil Bazaar – a magnificent manifestation of the Silk Road.

Azerbaijan’s rich cultural heritage boasts a range of UNESCO World Heritage Sites like the Walled City of Baku with Shirvanshah’s Palace and Maiden Tower, Gobustan State Reserve, the historic centre of Sheki with the Khan’s Palace, with the cultural landscape of the Khinalig People, and Hyrcanian Forests newly inscribed on the list. Beyond these tangible landmarks lie intangible treasures, such as the revered tea tradition and the crafts of Sheki, Lahij, and the renovated Basgal village. Surrounded by beautiful nature, Basgal village is filled with restored hammams, mosques, and artisans of kelaghayi – a traditional silk headscarf for women, crafted from natural local resources with a unique batik technique.  

Experience the nomadic spirit by hiking to another newly designated UNESCO World Heritage Site, Khinalig village. Perched at 2,200 meters in the Caucasus Mountains, it’s one of Azerbaijan’s highest villages. Celebrating its rich cultural heritage, locals preserve their traditions and a language spoken nowhere else, embracing a truly authentic semi-nomadic lifestyle. As part of the Khinalig Historical, Architectural, and Ethnographical Reserve, enjoy breathtaking mountain views and an immersive cultural journey. The Köç Yolu trail, connecting highland summer pastures with winter lowlands, reveals the village’s age-old practice of seasonal livestock movement for an extraordinary experience. It would be best to take your travel up a notch by extending your trip to the epic landscapes in other parts of the country, too. 

LANDMARK ATTRACTIONS

Caucasus Mountains

Northern Azerbaijan is decorated by the Caucasus Mountains, which offer unique hiking opportunities. Nature’s immeasurable generosity and beauty provide an attractive future for nature-based tourism, which is actively developing. Notably, the Khinalig-Galakhudat and Galakhudat-Griz trails near Guba stand out for their unrivalled beauty. As over 50 percent of Azerbaijan is mountainous, many of its villages and most monumental landscapes are accessed by hiking.

Mud Volcanoes

Azerbaijan has the greatest concentration of mud volcanoes of any country, with 700 of the 1,700 that are situated around the world and only 350 are active. Underground and submarine volcanoes are also famed in Azerbaijan, as there are more than 140 of them in the Caspian Sea. The landscape around Baku is messy and bubbling, and Dashgil, around a 90 minute drive from Baku, is a popular site to visit to see the natural, unearthly phenomenon in action.

Palace of the Shirvanshahs

Described by UNESCO as “one of the pearls of Azerbaijan architecture”, the Palace of the Shirvanshahs is located in the inner city of Baku. Together with the Maiden Tower, the monument is built over earlier structures. Within the palace complex is the Divankhana, a reception hall that some researchers believe contains the Tomb of Shah, the remains of Key-Kubad Mosque, Murad’s Gate, and the Palace bathhouse, to name a few.

GETTING THERE AND AROUND

Before you book tickets, a visa is required to enter Azerbaijan. Visit the Republic of Azerbaijan’s website for an electronic visa available through the ASAN Visa system.  

Served by many international airports, Azerbaijan Airlines operates regular flights from Berlin, Milan, Vienna, Barcelona, London, Istanbul and Beijing. The airline also flies several times a Nakhchivan. The Airport Express Bus runs every 30 minutes to Baku’s central transport hub.  

Once there, buses and trains are a convenient way to travel around the country. The buses are a modern, comfortable, and relatively inexpensive way of getting about, taxis are widely available, and Baku’s metro connects the city centre, suburbs, and rural areas. International and local car hire companies are also based in downtown Baku.  

VIEW THE AZERBAIJAN TRAVEL GUIDE

Azerbaijan : Outlook Recommends

Azerbaijan : Tourism Insights

Azerbaijan In Focus

Azerbaijan : Landmark Attractions

Getting To and Around Azerbaijan

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Azerbaijan and UAE mutually switch to visa-free regime

Azerbaijan and the United Arab Emirates (UAE) have entered a visa-free regime, fostering an ever-closer partnership between the two nations. As of July 8th, 2023, citizens of both countries will be able to stay in Azerbaijan and UAE without a visa for up to three months. This momentous development not only signifies the rapid growth of relations but also paves the way for remarkable opportunities in various fields and sectors.

“We are excited to make a seamless travel experience for the travelers from UAE, making our destination more accessible. We are eagerly looking forward to welcome guests looking to explore versatile tourism experiences Azerbaijan has to offer” said Florian Sengstschmid, CEO of Azerbaijan Tourism Board. 

In recent years, Azerbaijan has emerged as a highly sought-after travel destination for UAE travellers, in part due to its convenient direct flights and reputation as a dynamic cultural, and business hub. In 2022, almost 42,000 tourists from the UAE travelled to Azerbaijan which is more than double when compared to 2021.  With availability of the direct flight along with the visa-free regime exploring Azerbaijan has never been more accessible. Additionally, there are presently regular direct flights between Azerbaijan and United Arab Emirates. These include Azerbaijan Airlines and FlyDubai operating flights to Dubai, WizzAir offering flights to Abu Dhabi and Air Arabia servicing flights to Sharjah. With daily flights between Baku and Dubai along with other routes, the number of arrivals from the region is expected to grow further.

Azerbaijan is an exceptional combination of an Eastern country with a Western outlook. The needs of today's travellers are met by the availability of a wide range of modern amenities, such as world-class hotels, restaurants, and shopping centres. The country boasts a wealth of attractions, including the UNESCO-listed Old City of Baku, the Caucasus Mountains, the Caspian Sea, and the traces of the ancient Silk Road, there's an abundance of sights to discover. The capital Baku is a vibrant cosmopolitan city that has both contemporary and ancient architecture: the city's skyline is dotted with modern skyscrapers alongside astonishing historic buildings. The city has something for everyone - from exploring the cobbled streets of the UNESCO-listed Old City, enjoying a vibrant nightlife, and taking your children to the entertainment center at Deniz Mall, to indulging in the delectable local cuisine.

Azerbaijan is also perfect for nature gateways in to lush nature, perfectly complementing days spend in the city. As sustainability has been a big part of Azerbaijan’s tourism strategy, it leads to the development of many “green” experiences such as birdwatching and hiking routes, preservation of local products and age-old cooking methods within the framework of Slow Food Travel, as well as protection of touristic sites through sustainable heritage management. Among many enchanting regions of Azerbaijan with lush nature and delicious local cuisine, one that can stand out as a great family destination is Shamakhi. The region has a number of interesting locations, including Shamakhi Safari Park and Shamakhi Alpaca farm. Family travel is a unique experience, demanding not only a safe and secure destination but one that offers engaging activities for both adults and children. Azerbaijan fulfils this requirement with ease, delivering a wide array of engaging and diverse activities designed to captivate children and allow parents to relax.

In conclusion, Azerbaijan is an exceptional travel destination. Its blend of modern amenities, rich historical sites, eco-conscious practices, and family-friendly activities ensure it caters to every traveller's desires, making for an unforgettable holiday experience.

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Azerbaijan pushes for increased Israeli tourism

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Florida Jewish Journal Palm Beach Jewish News

(JNS) Azerbaijan is working to boost Israeli tourism, with the flight schedule between Tel Aviv and Baku returning to pre-war levels this month, the head of Azerbaijani tourism bureau said in Tel Aviv.

The wartime tourism push by the predominantly Shi’ite Muslim country is the latest sign of the burgeoning ties between the two countries, at a time of growing antisemitism around the world and isolation of Israel amid its six-month old war with Hamas.

“Azerbaijan continues to be open and safe for Israeli tourists,” Florian Sangeschmidt, CEO of the Azerbaijain Tourism Board, told JNS during an official visit for the annual Israeli Tourism expo. “It is an important message that we are here.”

Only 12 countries, including Azerbaijain, sent representatives to Tel Aviv Tourism Exhibition on April 3-4, which focused on promoting tourism to Israel after the war, while some two dozen other nations other participated in the event last year were notably absent. The additional countries participating in the event were France, Czech Republic, Cyprus, El Salvador, Taiwan, India, Greece, Vietnam, Sri Lanka, Romania and Ethiopia.

Defying external pressures, the state-run Azerbaijan Airlines resumed direct flights from Baku to Tel Aviv last month, and is now operating nine weekly flights between the two cities. Together with the three flights that Israir is also relaunching at the end of the month, the number of flights between the two countries is now returning to pre-war levels, Azerbaijaini tourism officials said.

“There is this perception of Azerbaijain as Muslim nation, but it is really a colorful tapestry and destination showcasing a multi-ethnic society,” he added. He noted that many Israelis had thanked him for coming to the tourism expo during wartime.

Thirty thousand Israelis visited Azerbaijan last year, which remained a safe haven for Israelis as antisemitism surged in European capitals and around the globe following the Oct. 7 Hamas massacre.

Last year, Azerbaijan made history by becoming the first Shi’ite country to open an embassy in Israel.

For Israel, ties with Azerbaijan—which shares a 428-mile border with Iran and supplies and estimated 30% of the Jewish state’s oil—are of strategic importance. At the same time, Azerbaijan is a leading purchaser of Israeli military hardware, which helped lift Baku to victory in its 2020 war with archrival Armenia.

About 25,000-30,000 Jews live in Azerbaijan today, while tens of thousands of Jews from Azerbaijan immigrated to Israel and maintain strong ties with the Caucasus nation.

To read more content visit www.jns.org

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