Azerbaijan steps up market presence in Asia

The Azerbaijan Tourism Board is expanding its reach in Asian source markets, with the opening of an office in Beijing marking its biggest new initiative. The office, which includes a visitor experience centre introducing the destination, will facilitate in-person engagement with local partners and consumers, and will be supported by increased marketing activity.

Speaking to TTG Asia ahead of the Beijing office opening, Azerbaijan Tourism Board CEO Florian Sengstschmid said the move was linked to the bilateral visa-free arrangements introduced by the governments of China and Azerbaijan.

“We feel that it is good to be physically present in China when we want to build relations,” said Sengstschmid. He added that the Azerbaijan Tourism Board has been laying the groundwork in the market through collaborations with major travel technology platforms such as Trip and Fliggy, as well as a China-ready training programme to help Azerbaijani partners, including hospitality providers and guides, better understand and support Chinese guests.

Alongside the opening of the Beijing office, the Azerbaijan Tourism Board has returned to ITB China “in a big way” this week and will continue with a four-city roadshow across tier-one and tier-two cities in China.

Sengstschmid shared that the board’s initiatives in China are being supported by improving air connectivity, pointing to direct flights operated by Azerbaijan Airlines and China Southern Airlines, as well as new summer services to Shanghai that will soon be launched by China Eastern Airlines.

However, China is only one part of the Azerbaijan Tourism Board’s broader Asia strategy.

“Malaysia, Indonesia, Vietnam, South Korea, and Japan are always on our agenda too,” said Sengstschmid, adding that his team actively participates in travel and tourism conferences and trade shows across the region.

“Asia has gained enormous importance (for us) over the past eight years, and connectivity between Azerbaijan and this region has improved,” he said.

“We see that South-east Asia connections are on the agenda of Azerbaijan Airlines, and we are actively approaching Asia-Pacific carriers to look at Azerbaijan as a potential destination,” Sengstschmid added.

He sees significant opportunities to grow travel demand from Asia, particularly as interest in the wider Caucasus region increases. He observed that more travellers are looking beyond Azerbaijan’s post-Soviet image and recognising the destination’s international standards, supported by high-profile global events hosted in the country, including the United Nations Climate Change Conference COP29, which was held in Baku two years ago.

The capital also hosted the World Urban Forum from May 17 to 22.

“These events help to put Baku and Azerbaijan on the world map,” he said, adding that the NTO is keen to build business events demand from Asia.

As a destination for Asian travellers, Sengstschmid said Azerbaijan, located at the crossroads of east and west, offers the “beauty of both sides”. The country combines heritage and modernity, with UNESCO World Heritage Sites including the Walled City of Baku and the Gobustan Rock Art Cultural Landscape, alongside contemporary landmarks such as the Heydar Aliyev Center and the Flame Towers.

Other attractions include the country’s culinary offerings, supported by a climate that allows for year-round fresh produce; natural attractions such as Yanar Dag, also known as the Burning Mountain; and heritage villages including Lahij, the Copper Capital of Azerbaijan, and Basqal’s Silk Village, both of which were once part of the ancient Silk Road.