Azerbaijan targets new tourism markets in Asia

Azerbaijan is targeting new tourism markets in Asia, with a particular focus on Malaysia, Singapore, Indonesia and China, as it seeks to attract more visitors from the region.

“We see great potential in Asia, and especially great potential in growing the Chinese market,” Teymur Suleymanzada, deputy CEO of Azerbaijan Tourism Board, told TTG Asia.

Suleymanzada said the tourism board has recently opened a representative office in China.

Azerbaijan recorded a 40% year-on-year increase in arrivals from China in 2025, while the number of visitors from Malaysia rose by 36%.

Although Azerbaijan has direct air connections with China, limited connectivity is restricting its ability to attract more tourists from Malaysia, Singapore and Indonesia.

“We believe that air connectivity is one of the driving tools that will enable more visitors from these countries,” Suleymanzada said, adding that talks are underway to establish a direct flight route between Malaysia and Azerbaijan.

The Azerbaijan Tourism Board is also seeking to attract Muslim pilgrims by positioning the country as an official Umrah Plus stopover hub.

“We want to become an active part of Umrah Plus and are looking to expand this project in the future,” Suleymanzada told TTG Asia.

By Sabina Mammadli