Azerbaijan has taken the opportunity of the HEALTHXCHANGE Summit 2026 in Varna to present its growing ambitions in health tourism, positioning the country as an emerging destination for spa, wellness and medical travel.
Held from 11 to 13 May and organised by the European Spas Association (ESPA), the summit brought together government institutions, tourism organisations, medical professionals and international experts to discuss new trends, innovation and cooperation opportunities in the sector. Against this backdrop, the Azerbaijan Tourism Board highlighted the country’s natural healing resources and long-term strategy to develop a competitive health tourism offer.
Showcasing natural resources and spa infrastructure
Representing the Azerbaijan Tourism Board, Deputy Chairman Teymur Suleymanzada took part in panel discussions and bilateral meetings, presenting Azerbaijan’s potential to international stakeholders.
The country’s offer includes a combination of mineral springs, therapeutic muds, favourable climate conditions and a growing network of spa and recreation facilities. These assets are increasingly being positioned as part of a broader strategy to attract visitors seeking prevention, recovery and long-term wellbeing.
Tourism growth supports long-term strategy
This broader strategy is also reflected in Azerbaijan’s tourism performance. According to the World Travel & Tourism Council, the country welcomed more than 2.57 million foreign visitors in 2025, representing a 2.1% increase year on year, while international visitor spending reached ₼3.4 billion.
These figures underline the growing attractiveness of Azerbaijan as an international destination and support its ambition to diversify further into health, wellness and medical tourism.
Participation in the summit also allowed Azerbaijan to gain insights into European approaches to health tourism, including quality standards, certification mechanisms and destination management models.
As the sector evolves towards more evidence-based and personalised health experiences, aligning with European benchmarks is seen as a key step in strengthening Azerbaijan’s competitiveness and credibility on the international stage.
Strengthening international cooperation through ESPA
A significant outcome of Azerbaijan’s presence in Varna was its closer engagement with the European Spas Association. During the summit, the Azerbaijan Tourism Board joined the organisation as an advisory member.
The move is expected to facilitate the exchange of expertise, encourage the adoption of advanced practices and open the door to new partnerships with European destinations and stakeholders.
As discussions at the summit highlighted the rising importance of prevention, longevity and sustainable health tourism, Azerbaijan’s participation reflects a broader ambition to integrate into this expanding global market. By combining its natural resources with international standards and partnerships, the country is seeking to position itself not only as a regional player, but as part of a wider European and global health tourism ecosystem.
