Azerbaijan tourism thrives with growing number of Israeli guests From the Promised Land to the Land of Fire

In recent years, Azerbaijan's recreational sector has experienced a steady growth trajectory, despite the challenges brought on by the coronavirus pandemic. This growth is largely attributed to the increase in inbound tourism. To sustain this momentum, the State Agency for Tourism (SAT) and other relevant government agencies have been working tirelessly to promote Azerbaijan's domestic recreational products in various countries, including CIS countries, Europe, Asia, and the Middle East. Among the target countries for the expansion of tourist flow, Azerbaijan has identified Israel, with which it has developed a positive relationship over the years.

As a result of these efforts, there has been a significant increase in tourist traffic from Israel to Azerbaijan. To further promote new destinations in the Israeli market, the SAT has sent six Azerbaijani delegations to Tel Aviv to participate in the International Mediterranean Travel Market exhibition (IMTM 2024).

Last year, Azerbaijan's tourism sector achieved tangible growth in inbound tourism indicators, having overcome most of the challenges associated with the COVID-19 pandemic. Starting from a low base in 2022, it was possible to achieve a two-fold growth in the inbound segment, and in 2023, tourist traffic from 187 countries reached 2.086 million people, with a growth of 30.2%. According to the Cabinet report for 2023, overseas tourist traffic was able to recover at 65% compared to the pre-pandemic period. The next three years are expected to surpass the pre-crisis figures of 2019 when an absolute record was set for all years of independence with 3.2 million foreign visitors entering Azerbaijan.

The SAT's target is to increase this figure by 1.5 times by the end of 2026 and the share of sectoral receipts by an additional 20%. To achieve this, Azerbaijan is developing promising destinations such as ecological, rural, wine, mountain, and balneological recreation, and developing the tourism potential of the Garabagh region. In turn, steps are being taken to open new flights to the CIS countries, Indochina and the Middle East through the SAT, the Tourism Bureau, and other relevant departments of the country, where local tourism products are also promoted at tourism exhibitions and forums.

Recently, a delegation of esteemed members from Azerbaijan, including the State Tourism Agency, the Tourism Bureau, Azerbaijan Airlines and Shahdag Tourism Centre, had the honour of participating in the prestigious IMTM 2024 exhibition held in Tel Aviv.

The International Mediterranean Tourism Market is a world-renowned event that brings together travel and tourism professionals from across the globe. It is also the largest recreational fair in the Eastern Mediterranean and is supported by the Israeli Ministry of Tourism. Numerous country stands were in the IMTM-2024 pavilions, where national and regional tour companies, tour operators, hotels, conference centres, airlines, sectoral government agencies and associations, etc., were presented. This year's exhibition showcased sectors such as the Israel Pavilion, Global Tourism, and Smart Tourism.

Azerbaijan shined at IMTM 2024 with a national stand. Visitors to the exhibition had the opportunity to familiarise themselves with the country's rich national cuisine, Slow Food, and Slow Wine experience and take part in tasting national sweets and Azerbaijani wines.

Azerbaijani Ambassador to Israel, Mukhtar Mammadov, participated in the exhibition and visited the Azerbaijani stand. The exhibits presented at the stand were dedicated to the country's rich history, traditions, and cultural heritage. The pavilion also presented information about historical and cultural monuments included in the UNESCO World Heritage List. Meetings with representatives of the Israeli tourism industry and other countries participating in the forum were organised at the national pavilion of Azerbaijan.

Interviews with media representatives were also scheduled. Additional B2B and B2C seminars and meetings were planned within the framework of the exhibition. The Azerbaijani delegation and Israeli partners established business contacts and assessed the leading trends of the specialised forum. The exhibition lasted until April 4.

The vibrant participation of tourism departments, associations, and market players in Israel's profile exhibition reflects Azerbaijan's immense potential for tourism development. With Israel identified as a key target country in the Middle East for developing bilateral tourism ties, opening an official tourist office of the Azerbaijan Tourism Bureau in Tel Aviv has been a significant step forward.

With direct flights now available nine times a week and travel agencies actively promoting tourist destinations in Tel Aviv, the future looks bright for tourism in Azerbaijan. In turn, Israeli airlines Israir Airlines and Arkia also operate regular flights to Baku. With ongoing negotiations between the two countries, there is much to look forward to, including expanding student exchange programs and developing joint tourism products.

The tourism sector has seen inspiring progress, with a significant increase in the number of Israeli tourists visiting Azerbaijan. Despite the pandemic's impact, Azerbaijan has seen a positive trend, with a fourfold increase in the tourist flow from Israel in 2022 (23,935 people) and over 29,000 Israeli citizens visiting Azerbaijan in 2023. The Azerbaijani-Israeli partnership is committed to doubling the tourist flow, and efforts are underway to attract more Israeli tourists to ski and balneological resorts as well as new recreational areas in the Karabakh region.

Beyond tourism, the partnership between the two nations extends to the development of "smart" villages in the Fuzuli and Zangilan districts of Azerbaijan and "green" technologies in the water, municipal, and agricultural sectors in other areas liberated from the occupation of our country's territories. Israeli specialists working in Karabakh are helping to promote the region's natural beauty and cultural richness, acting as ambassadors for the benefits of travel and recreation in Azerbaijan.

The strong foundation of mutual interest and respect, combined with historical ties and friendly relations between Azerbaijan and Israel, provide a promising basis for further collaboration in tourism, education, and other areas. By working together, these two nations can create new opportunities for growth and prosperity while fostering greater understanding and appreciation of each other's cultures.