How Azerbaijan is building its next chapter in tourism

Azerbaijan is rapidly developing its tourism sector, aiming to showcase its unique blend of European and Asian influences. Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, believes the country often flies under the radar in favor of more well-known destinations in the South Caucasus. Despite this, Sengstschmid points to numerous cultural and historical attractions that set Azerbaijan apart.

Baku, the capital city, recently hosted a Formula 1 weekend drawing over 17,000 international visitors, as well as the Azerbaijan Investment Forum, highlighting its growing reputation as a premier destination for large events. The city's rich history is evident in its European roots, with remnants of German heritage villages and a diverse mix of religious landmarks, including a mosque, church, and synagogue.

Beyond the capital, Azerbaijan boasts a wealth of UNESCO-listed sites, ancient heritage villages, and stunning natural landscapes along the Silk Road. The country's diverse climate zones range from desert landscapes to mountain peaks, making it an ideal destination for winter tourism. Azerbaijan Airlines has recently expanded its European routes, including a new weekly flight between Brussels and Baku, further improving connectivity for travelers.

The government's long-term plan, set to run until 2030, focuses on boosting tourism through incentives for airlines, new routes, and support for local entrepreneurs. This strategy aims to increase visitor numbers, currently at just under three million, and significantly boost Azerbaijan's economy. With visitor experiences increasingly centered around immersive cultural interactions, Azerbaijan is positioning itself as a destination where visitors can truly connect with the local way of life.