Azerbaijan Targets High-Value Travellers With Multi-City Luxury Travel Mart Campaign Across Central Asia and Russia

Published on
February 27, 2026

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Azerbaijan is steadily sharpening its position on the international tourism map, using targeted regional outreach to strengthen awareness of its evolving travel experiences. The country recently showcased its expanding tourism portfolio during the Luxury Travel Mart (LTM) roadshow, a series of industry-focused events held across Tashkent, Almaty and Moscow between February 20 and 27. The multi-city participation reflected a broader strategy aimed at deepening engagement with key source markets across Central Asia and Russia while reinforcing Azerbaijan’s image as a versatile, year-round destination.

The Luxury Travel Mart platform brought together tourism boards, luxury travel suppliers, tour operators and travel advisors, creating an environment centred on high-value travel planning and partnership development. For Azerbaijan, the events provided an opportunity to present a comprehensive picture of the country’s tourism landscape — one that extends well beyond its traditional cultural appeal and increasingly embraces wellness, winter sports, gastronomy and international business travel.

Throughout the roadshow, Azerbaijan highlighted its growing reputation as a destination where modern infrastructure meets deep-rooted heritage. From historic Silk Road cities and UNESCO-recognised landmarks to contemporary urban experiences in Baku, the country positioned itself as an accessible gateway between Europe and Asia. The focus was not only on attracting leisure travellers but also on appealing to premium and experience-driven segments seeking authenticity alongside comfort.

Health and wellness tourism formed a central pillar of the promotion. Azerbaijan’s long-standing spa traditions, supported by natural mineral springs and therapeutic resorts, are gaining renewed attention among travellers searching for restorative experiences. Destinations known for medical and wellness retreats are increasingly being integrated into travel itineraries, reflecting global demand for slower, health-oriented journeys that combine relaxation with cultural exploration.

Winter tourism also featured prominently during discussions with industry professionals. Azerbaijan’s ski resorts, located in scenic mountain regions, have undergone substantial development in recent years, offering modern facilities, luxury accommodation and improved accessibility. These resorts are gradually attracting international visitors looking for alternatives to more crowded European ski destinations, particularly travellers from neighbouring markets seeking convenient short-haul winter escapes.

Culinary tourism emerged as another key storytelling element. Azerbaijani cuisine, shaped by centuries of cultural exchange along historic trade routes, continues to draw growing interest from travellers eager to explore regional flavours. Traditional dishes, local produce and wine culture were presented as integral components of the visitor experience, reinforcing the country’s identity through food as much as through history and architecture.

Alongside leisure travel, Azerbaijan placed significant emphasis on its expanding business events sector. Investments in conference venues, hospitality infrastructure and international connectivity have strengthened the country’s capacity to host meetings, incentives, conferences and exhibitions. Industry conversations during the LTM events focused on positioning Baku and other cities as competitive hubs for corporate gatherings, supported by modern facilities and strategic geographic location.

The business-to-business format of the roadshow played a crucial role in advancing these objectives. Meetings between Azerbaijani tourism representatives and regional travel professionals allowed for direct dialogue on product development, tailored itineraries and emerging traveller preferences. More than 450 travel agencies and tour operators participated across the three cities, alongside over 1,200 travel buyers, creating a dynamic marketplace for collaboration and future sales opportunities.

Central Asian markets, in particular, are showing increasing enthusiasm for Azerbaijan as a travel destination. Visitor numbers from Uzbekistan have grown significantly, reflecting rising awareness and improved accessibility. The country welcomed more than 62,000 Uzbek travellers in 2025, representing strong year-on-year growth and signalling expanding outbound travel demand within the region. Kazakhstan has also emerged as a major contributor, with approximately 104,000 visitors recorded during the same period, underlining the importance of sustained engagement with neighbouring markets.

Russia continues to remain one of Azerbaijan’s most established tourism partners. While growth has been more gradual, consistent visitor flows highlight the resilience of travel demand between the two countries. Early figures for 2026 indicate steady upward momentum, supported by established travel links and long-standing cultural and economic ties.

Air connectivity has played a decisive role in enabling this expansion. A growing network of direct flights links Baku with major Central Asian cities including Almaty, Astana, Aktau, Atyrau, Tashkent, Samarkand and Urgench. Multiple airlines operate these routes, improving frequency and flexibility for travellers while supporting both leisure and business travel. Connections with Russia remain equally extensive, with direct services from key urban centres such as Moscow, Saint Petersburg, Ekaterinburg, Kazan and Novosibirsk ensuring year-round accessibility.

Improved connectivity is reshaping travel patterns, making short breaks and multi-destination trips increasingly viable. For regional travellers, Azerbaijan offers a combination of cultural familiarity and distinct experiences, allowing visitors to explore a different landscape without long-haul travel complexities. This convenience factor has become a significant driver of demand, particularly among younger travellers and families seeking new yet accessible destinations.

Participation in the Luxury Travel Mart series underscores Azerbaijan’s broader tourism strategy: sustained engagement with trade partners, diversification of tourism offerings and targeted promotion in markets demonstrating strong outbound growth. Rather than relying solely on large-scale marketing campaigns, the country is prioritising relationship-building within the travel trade, recognising that tour operators and advisors remain essential in shaping travel decisions across these regions.

As global travel continues to evolve toward personalised and experience-led journeys, Azerbaijan appears focused on aligning its message with changing traveller expectations. By combining heritage, nature, wellness and modern infrastructure within a compact and well-connected destination, the country is positioning itself as both familiar and new — a place where cultural depth meets contemporary travel comfort.

The momentum generated through events such as the LTM roadshow suggests that Azerbaijan’s tourism ambitions are increasingly rooted in long-term regional partnerships. With rising visitor numbers, expanding flight networks and a diversifying tourism portfolio, the country is gradually strengthening its presence across Central Asia and Russia while laying the groundwork for sustained international growth in the years ahead.