Euronews: Azerbaijan and Armenia’s new peace deal paves way for multi-country travel

The South Caucasus is entering a transformative phase as Azerbaijan and Armenia take steps toward opening their borders following the initialled peace agreement between the two countries.

According to Euronews, the development is expected to create new opportunities for regional tourism, making overland journeys and multi-country itineraries more accessible for travellers from around the world.

For Azerbaijan, the potential is significant. Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, explains: “Peace allows the South Caucasus to be promoted as a single, connected tourism region. For many years, travellers and businesses have faced barriers in combining destinations, which have limited both growth and innovation. The opening of borders will make it possible to design multi-country tours, especially attractive for long-haul visitors who want to see more than one country in a single journey.”

Azerbaijan is well-positioned to benefit from these developments. With modern infrastructure already in place and strong connections to international markets, the country has invested heavily in airports, hotels, and tourism facilities over the past decade.

Sengstschmid highlights: “Tour operators, airlines, hotels, and investors will be the first to benefit. Azerbaijan is prepared to respond quickly to increased demand, and peace improves investor confidence, making our market even more attractive for global brands.”

Improved transport links are central to unlocking the South Caucasus’s tourism potential. New air, road, and rail connections are expected to facilitate overland travel and make multi-country itineraries far more feasible.

“Connectivity is the enabler that turns peace into real travel flows,” Sengstschmid notes. “Shorter travel times make the region more attractive, and Azerbaijan’s location at the crossroads of Europe and Asia strengthens its role as a hub.”

This enhanced connectivity will also allow for a broader range of travel offerings, from cultural routes and adventure travel to wellness journeys and business tourism, all contributing to Azerbaijan’s profile as a competitive global destination.

Equally important is the impact on perceptions abroad. 

“Safety is one of the main factors in travel decision-making,” Sengstschmid points out. “Peace reshapes perceptions of the South Caucasus into a stable and welcoming region. This encourages more first-time visitors and gives tour operators confidence to promote the region more actively.”

Azerbaijan expects growth from both neighbouring countries and distant source markets. Regional travellers are likely to be the first to take advantage of easier multi-country itineraries, while Asian tourists, who often prefer combining several destinations in one trip, are expected to increase. European visitors, previously hesitant due to stability concerns, are also anticipated to view the region in a new light. “Peace leads to more balanced and diversified markets, strengthening resilience for the entire tourism sector,” Sengstschmid adds.

The initial peace agreement includes commitments to diplomatic relations and mutual recognition of sovereignty. Its most ambitious feature is a 43-kilometre transit corridor through southern Armenia, linking Azerbaijan to its Nakhchivan exclave and, via Türkiye, to European markets.

For Azerbaijan’s tourism industry, this agreement offers more than improved access—it reshapes the country’s image as a safe, connected, and open destination. As Sengstschmid concludes: “The agreement creates not just new flows of travellers, but a stronger overall appeal for the South Caucasus as a tourism circuit on the global map.”

By Tamilla Hasanova