Baku to host China Visitor Summit, welcoming top tour operators

In November 2025, Baku will welcome the China Visitor Summit, a B2B platform designed for representatives of the Chinese tourism sector, the Azerbaijan Tourism Bureau announced.

According to Caliber.Az correspondent, Florian Sengstschmid, Chairman of the Tourism Bureau, said the event will mark the first time Azerbaijan hosts such a prestigious gathering. 

“We will welcome 50 leading Chinese tour operators for workshops, B2B meetings, and a familiarisation tour across our regions. This will allow our partners to experience Azerbaijan firsthand,” he explained on August 27 during the presentation of the China Ready program.

Sengstschmid added that the Bureau’s efforts will culminate this fall with two major roadshows and tourism presentations in eight Chinese cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Chongqing.

To further support these initiatives, the Tourism Bureau will launch a guide training program in collaboration with the Confucius Institute. The program aims to prepare a new generation of guides fluent in Mandarin across Baku and other regions of Azerbaijan.

“We have already made significant progress. Some hotels now employ Mandarin-speaking staff, UnionPay terminals are being introduced nationwide, and the number of Chinese restaurants in Baku continues to grow,” Sengstschmid noted.

To consolidate these efforts in a systematic and structured way, the Bureau introduced the China Ready program. “This initiative is built on our shared commitment to be fully prepared for Chinese visitors. The knowledge and experience gained through the program will shape how we engage with the Chinese market and ensure long-term success,” he added.

Sengstschmid also emphasised that the planned opening of the Azerbaijan Tourism Bureau’s office in China will strengthen the country’s presence and reinforce the “Destination Azerbaijan” brand.

By Tamilla Hasanova