Azerbaijan shines at ITB China 2025 with prestigious global tourism award PHOTO

The Azerbaijan Tourism Board (ATB) has been named “Global Annual Excellence Partner” by Trip.com Group at a prestigious ceremony held during ITB China 2025, one of the leading international travel exhibitions focused on the Chinese market.

The award recognises Azerbaijan’s growing presence in global tourism and highlights the bureau’s effective marketing efforts and fruitful partnership with Trip.com Group - one of the world’s largest online travel platforms, Caliber.Az reports via local media.

ATB was selected from more than 100 partners across Europe and the Middle East for this honor. According to Azerbaijan’s State Tourism Agency, the accolade reflects the strong collaboration between the two entities, which began in 2019. Their partnership was further reinforced in 2024 with the signing of a trilateral Memorandum of Understanding involving ATB, Trip.com Group, and national carrier Azerbaijan Airlines (AZAL).

The agreement aims to expand tourism flows and strengthen travel cooperation between Azerbaijan and key global markets. The award comes as Azerbaijan intensifies its outreach to Chinese travelers. A new joint digital marketing campaign is underway, targeting seasonal travel periods and major upcoming events in the country. The campaign is bolstered by a landmark visa waiver agreement signed in April between Azerbaijan and China, allowing visa-free travel for holders of ordinary passports—a move expected to significantly increase bilateral tourism. In addition to receiving the award, ATB is showcasing the nation’s tourism offerings at ITB China 2025. 

Azerbaijan’s national pavilion features 12 tourism industry participants, including AZAL and the Shahdag Tourism Centre. Visitors to the stand can experience a curated wine tasting, presented in collaboration with the Azerbaijan Wine House, highlighting the country’s centuries-old winemaking heritage. The exhibition also promotes emerging destinations within Azerbaijan, such as Karabakh and East Zangezur, while spotlighting initiatives linked to the “Year of the Constitution and Sovereignty.”

By Naila Huseynova