The Azerbaijan Tourism Board (ATB) successfully executed a dynamic roadshow through four major Chinese cities—Shenzhen, Shanghai, Chengdu, and Beijing—from September 18 to 24, 2024. This initiative highlighted ATB’s dedication to the Chinese market, fostering relationships with key stakeholders.

Launching on September 18, the event series showcased strategic B2B meetings engaging nearly 300 travel agencies and significant travel trade figures from China. These meetings provided a platform for interaction with Azerbaijan’s key tourism partners including Azerbaijan Airlines, various international and local hotel brands, and top Destination Management Companies active in the Chinese market. The roadshow kicked off in Shenzhen, followed by stops in Shanghai on September 20, Chengdu on September 23, and concluded in Beijing on September 24.

Throughout the roadshow, Azerbaijan promoted its diverse tourist attractions with compelling presentations and engaging destination videos, emphasizing the country’s appeal for both leisure and business travel. Each session concluded with a lively Q&A, enhancing the dialogue between Azerbaijani and Chinese tourism professionals. The events were geared towards bolstering Azerbaijan’s presence in the Chinese tourism market and forging robust partnerships through B2B interactions.

Significantly, Azerbaijan has witnessed a surge in Chinese visitor arrivals, with over 26,000 tourists recorded in the first eight months of this year alone, marking a new record. The country’s appeal to Asian tourists is bolstered by convenient air travel, visa-free entry, and a solid reputation as a cultural and commercial hub. Furthermore, Chinese tourists are currently enjoying a one-year, visa-free policy valid through July 2025, which permits multiple entries into Azerbaijan.

ATB’s ongoing marketing efforts are robust, covering both B2B and B2C segments, supported by a dedicated office in China. Recent activities include B2B workshops, familiarization trips in collaboration with airlines, and promotional campaigns on platforms like Qyer and Trip.com. Market analysis shows that Chinese visitors particularly value Azerbaijan’s rich cultural heritage, often visiting museums, UNESCO Heritage Sites, and locations renowned for their historical connection to the Silk Road. Luxury travel is also popular, with tourists engaging in high-end shopping and golf.

Baku, Azerbaijan’s vibrant capital, presents a diverse array of cultural experiences ranging from art exhibitions and upscale bars to an assortment of dining venues offering both local and Chinese culinary delights. As a historic wine-producing region, Azerbaijan invites wine lovers to explore its distinct vineyards and sample local varieties such as Madrasa, Bayan Shira, and Shirvanshahi. Recognized by international bodies like the Council of Europe and the European Institute of Cultural Routes, the country offers memorable wine tasting experiences along with a chance to enjoy local cuisine and scenic vineyard vistas. For wellness enthusiasts, Azerbaijan provides tranquil retreats at renowned wellness resorts equipped with spas and hot springs. Additionally, Chinese tourists can take advantage of Azerbaijan’s strategic location to embark on combined tours with neighboring countries like Uzbekistan, Kazakhstan, and Georgia.

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