Azerbaijan tourism is entering a new phase as the country looks beyond its capital to attract more international visitors, develop regional destinations and increase tourism’s contribution to the economy by 2030.
For Florian Sengstschmid, chief executive of the Azerbaijan Tourism Board, the country’s appeal lies in its cultural diversity, landscapes and traditions that many international travellers have yet to discover. The Austrian-born tourism executive first visited Baku in 2001 and, despite working with destinations around the world, says Azerbaijan continues to surprise him.
He believes the South Caucasus remains one of Europe’s less understood neighbouring regions. Azerbaijan, Armenia and Georgia are often grouped together under a shared post-Soviet identity, he argues, even though each has its own history, culture and character.
Azerbaijan’s position between Europe and Asia has shaped its identity over centuries. In the countryside, visitors can find bridges built by the Siemens brothers, historic German settlements such as Helenendorf and communities where different religious traditions coexist. Mosques, churches and synagogues stand as reminders of the country’s varied cultural heritage.
The country also has distinctive Jewish heritage. Quba’s Red Settlement, known for its red-roofed buildings and historic Jewish community, is a particularly notable example. The settlement is widely recognised as one of the world’s most significant surviving Jewish communities of its kind and offers visitors a different perspective on Azerbaijan’s cultural history.
Sengstschmid believes improved relations across the South Caucasus could create further opportunities for tourism. He points to the initial agreement signed in Washington in August 2025 as a development that could support greater regional cooperation and eventually make multi-country itineraries more practical for international travellers. Such journeys could help raise the profile of a region that remains unfamiliar to many visitors travelling from North America, Asia and other long-haul markets.
Baku, meanwhile, has become an increasingly experienced host of major international events. Shortly before the Euronews Travel & Tourism Summit, where Sengstschmid discussed the country’s tourism ambitions, the capital welcomed Formula 1 visitors alongside the Azerbaijan Investment Forum. The Grand Prix weekend attracted more than 17,000 international visitors, according to the figures cited at the summit.
The city has spent years building its international event credentials. Eurovision in 2011 brought a major global audience to Baku, while hosting the COP29 climate conference in 2024 required extensive coordination across accommodation, transport, security and visitor services.
For Sengstschmid, these events demonstrate the country’s ability to accommodate large numbers of international guests. “Who can host a COP can host any other meeting and conference,” he said.
However, Azerbaijan’s tourism ambitions extend well beyond its capital. Sengstschmid wants visitors to explore the smaller towns, historic settlements and mountain landscapes that reveal a different side of the country.
Shaki, a UNESCO-listed historic town in the Greater Caucasus region, is among the destinations that could benefit from greater international attention. Known for its historic architecture and the Palace of the Shaki Khans, the town offers a glimpse into Azerbaijan’s past along historic Silk Road trading routes.
Elsewhere, visitors can follow wine routes, explore traditional villages and experience wellness treatments associated with the country’s natural resources. Naftalan oil, used in specialised therapeutic treatments for generations, is one of Azerbaijan’s more unusual wellness attractions.
The country’s geography also gives it scope to develop several types of tourism within a relatively compact area. Landscapes range from dry lowlands to forested valleys and mountains rising to around 4,000 metres, creating opportunities for nature trips, cultural excursions and winter sports.
Ski tourism is becoming a more prominent part of the national strategy. A five-year partnership with the International Ski and Snowboard Federation is intended to bring international competitions to Azerbaijan, including World Cup finals in freestyle moguls and dual moguls at Shahdag in March. Hosting these events could introduce the country’s mountain resorts to winter sports audiences who might otherwise have little reason to consider the destination.
Better international connections are another priority. Baku’s airport holds a five-star rating from Skytrax, while Azerbaijan Airlines is adding new aircraft to its fleet. The airline is also planning to operate four weekly flights between Brussels and Baku from 8 May 2027, potentially improving access for travellers from Belgium and connecting markets.
Entry requirements are another part of the country’s effort to make travel more convenient. Azerbaijan offers an electronic visa system, with standard applications generally processed within three days and urgent applications available within three hours. Separate arrangements may apply during major events, so travellers should check the current requirements for their nationality and purpose of travel before departure.
Sengstschmid identifies transport links and ease of access as two of the main challenges facing tourism growth. “Connectivity and accessibility are the key bottlenecks in tourism,” he said.
The government’s tourism programme through 2030 is designed to address those challenges while encouraging businesses to develop beyond Baku. Measures include incentives intended to attract charter flights, establish new air routes and encourage tour operators to sell Azerbaijan to international customers.
The programme also focuses on accommodation and local enterprise. It encourages the development of quality accommodation in the regions, with an emphasis on environmentally responsible construction, and provides support for micro and small businesses. Better coordination across transport, customs and other services is also part of the effort to improve the visitor experience.
For Sengstschmid, the challenge is not simply to bring more tourists into the country. Growth must also create opportunities for residents without eroding the traditions and character that make individual destinations distinctive.
He points to Basgal, a mountain village along the historic Silk Road that was once an important centre of silk printing but had been largely abandoned. Investment in local infrastructure helped encourage families to return. Small tea houses and food stalls now serve visitors, while local women continue traditional silk-printing practices.
The village illustrates the kind of tourism development Sengstschmid wants to see: one that allows visitors to experience local heritage while creating reasons for residents to remain, return or build businesses in their communities.
The economic targets are substantial. Tourism contributed 7 billion manat, approximately EUR 3.5 billion, or 5.4% of Azerbaijan’s gross domestic product in 2025, according to figures cited in the discussion. The government aims to increase that contribution to 12 billion manat by 2030.
Yet the strategy is not built solely around bringing in significantly larger numbers of visitors. Azerbaijan currently receives just under three million tourists, and Sengstschmid expects visitor numbers to increase only modestly. The greater emphasis is on encouraging longer stays and ensuring that visitors spend more time and money across the country, including in destinations outside the capital.
When asked to name a place that international travellers should discover, Sengstschmid chose Sim, a village in southern Azerbaijan that remains relatively unfamiliar to overseas visitors.
He described old wooden buildings with moss-covered balconies, water flowing through the settlement and waterfalls in the surrounding landscape. A UNESCO-listed forest lies nearby, creating an environment that he compares to a jungle.
For Sengstschmid, Sim captures something that Azerbaijan can offer travellers beyond established city breaks and mountain resorts: places where traditional architecture, local life and natural landscapes remain closely connected.
He describes Azerbaijan in three words: “real, warm and uplifting.” The warmth, he says, comes from the people. The sense of authenticity reflects what he sees as the country’s ability to develop tourism while preserving much of its existing character. The feeling of discovery comes from the destinations that still surprise him.
A quarter of a century after his first visit to Baku, Sengstschmid believes Azerbaijan has more to offer than many international travellers realise. The country’s next tourism chapter will depend on whether improved connections, regional investment and stronger international visibility can turn that potential into longer visits and lasting economic opportunities for the communities that call it home.
