Published on
October 27, 2025
Azerbaijan is intensifying its focus on Asia’s outbound tourism market, and a major step in that direction came with a week-long familiarization program hosted for top Chinese travel partners. The Azerbaijan Tourism Board (ATB) welcomed a delegation of 19 leading travel companies from the People’s Republic of China for an immersive experience across the country from 20 to 26 October 2025. The initiative was designed to spark new partnerships, boost destination awareness, and position Azerbaijan as a key travel choice for Chinese tourists seeking cultural depth, nature escapes, and high-quality hospitality.
The delegation’s journey began in Baku, Azerbaijan’s capital city, where ancient heritage coexists with futuristic urban design. Participants explored Icherisheher, the Old City recognized by UNESCO, including landmarks such as the Maiden Tower and Shirvanshah Palace. They also visited Flame Towers, the Heydar Aliyev Center, and Baku Boulevard to understand the city’s tourism appeal for both leisure and MICE segments. The group gained insights into Azerbaijan’s hospitality infrastructure by visiting premium hotels, cultural attractions, and seafront entertainment venues along the Caspian Sea.
Beyond Baku, the delegation embarked on a scenic overland journey to explore the regions that showcase Azerbaijan’s natural landscapes and cultural richness. In Shamakhi, one of the country’s oldest settlements and historic centers of astronomy and poetry, the delegates experienced local heritage and rural life. The tour progressed to Gabala, a well-known mountain resort renowned for outdoor adventure, family attractions, and winter tourism possibilities. Visits included cable car rides, forest parks, and hospitality facilities catering to international visitors.
The journey continued to Sheki, a Silk Road-era city famed for its preserved architecture and traditional craftsmanship. Participants toured the Sheki Khan’s Palace adorned with stained glass shebeke windows and intricate frescoes, while also exploring local artisan workshops and culinary traditions. Their regional excursion concluded in Gakh, located near the border of Georgia, where the delegation experienced eco-tourism offerings, village stays, and traditional hospitality deeply rooted in Caucasus culture.
A central component of the familiarization program was a B2B workshop organized on 24 October in Baku. The business networking event brought together local tourism stakeholders, including destination management companies, hotels, transport providers, and regional tourism agencies. The Chinese representatives engaged in direct negotiations and information exchange with Azerbaijani partners, exploring opportunities for future tour products, customized itineraries, and seasonal travel campaigns targeting Chinese consumers. Discussions highlighted strong potential in cultural tourism, nature experiences, sustainable travel, halal-friendly services, and year-round holiday programs.
The initiative reflects Azerbaijan’s increasing commitment to expanding its tourism footprint in the Asia-Pacific market. With direct flight links growing between Baku and major hubs in China, the program aimed to increase traveler confidence and strengthen awareness of Azerbaijan as a safe, welcoming, and competitive destination. The familiarization trip also emphasized tourism quality, including modern road networks, multilingual tour services, and diverse accommodation options ranging from luxury resorts to boutique guesthouses.
Chinese travel executives expressed strong interest in promoting Azerbaijan as part of multi-country itineraries connecting the Caucasus and Central Asia, as well as standalone tours for cultural and nature-focused travelers. Many participants noted that Azerbaijan offers a compelling blend of affordability, authenticity, and accessibility—key priorities for China’s evolving outbound travel market.
ATB’s FAM trip marked another milestone in its long-term strategy to develop strategic tourism partnerships and promote sustainable growth. By giving industry leaders firsthand knowledge of the destination, the initiative is expected to accelerate product creation and boost travel bookings from China in the coming seasons.
The Azerbaijan Tourism Board reaffirmed its commitment to fostering deeper trade relationships and delivering immersive travel experiences that showcase the country’s heritage, hospitality, and potential as a premium regional hub.
