Baku to expand Destinations Azerbaijan programme in China

Azerbaijan is preparing to expand its Destinations Azerbaijan programme in China, as the country seeks to capitalise on growing tourist interest from the world’s largest outbound travel market.

Florian Sengstschmid, Chairman of the Azerbaijan Tourism Board (ATB) announced at the China Visitors Summit, held for the first time in Baku, with over 50 Chinese travel companies and industry representatives in attendance, Caliber.Az reports per local media.

Sengstschmid highlighted that cultural exchange between Azerbaijan and China extends beyond tourism and transport, encompassing broader interpersonal connections. He stressed that the visa-free regime between the two countries has been a key driver of growing tourist flows.

“China is today the largest outbound tourism market in the world, and Azerbaijan’s share is steadily increasing. This presents a unique opportunity to position Azerbaijan as a prime destination for Chinese travellers,” he said.

He also emphasised the importance of preparing local tourism providers to meet the expectations of Chinese visitors. “From Mandarin-speaking guides and clear wayfinding to modern hotels, convenient payment systems, and cuisine suited to Chinese tastes, we are taking essential steps across the tourism value chain,” Sengstschmid added.

Since its establishment in 2018, the Azerbaijan Tourism Board has built a broad network of partners in China. This year, the board received two awards from Trip.com Group, one of which Sengstschmid accepted personally in Istanbul, reflecting Azerbaijan’s growing presence in the Chinese market.

The agency continues to strengthen partnerships with major platforms such as Trip.com, Qunar and Fliggy, while running local campaigns on social media, including WeChat, Douyin, Weibo, and Xiaohongshu.

Looking ahead, the opening of an Azerbaijan Tourism office in China in early 2026 is expected to further solidify the country’s presence and extend the reach of the Destinations Azerbaijan programme to a wider audience.

By Aghakazim Guliyev