Once a destination known to few, Azerbaijan is steadily gaining recognition on the global tourism map. It has achieved worldwide recognition by recently winning the prestigious award of the “Best Culinary Destination” at the World Tourism Awards 2025. This milestone marks a significant step in establishing Azerbaijan as a world-class destination for travellers.
Moreover, at the Global Tourism Forum (GTF) held in Brussels on 20-21 October 2025, Nakhchivan, Azerbaijan’s landlocked exclave located between Iran and Armenia, was showcased through a captivating exhibition by photojournalist Aris Setya. This display highlighted Nakhchivan’s unique landscapes, drawing attention to this lesser-known region.
“Today tourism is not only a cultural exchange but also an economic driver,” said Vaqif Sadıqov, Ambassador of the Republic of Azerbaijan to the Kingdom of Belgium, during a conference hosted by the Embassy of the Republic of Azerbaijan to the Kingdom of Belgium on 21 October 2025. The event attracted a diverse audience, including diplomats, tourism professionals, and members of the Azerbaijani diaspora in Belgium, eager to explore Azerbaijan’s tourism potential.
“We have been actively working to showcase our country to the world,” said Rashad Aliyev, Deputy CEO of the Azerbaijan Tourism Board. “Through international road shows, exhibitions, and conferences, we have been inviting travel experts, journalists, and influencers to experience Azerbaijan for the first time.”
Virtual journey through Azerbaijan
To showcase Azerbaijan’s breathtaking landscapes, diverse culture, and rich cuisine, Fidan Akhundzade, Director of international markets and business events at the Azerbaijan Tourism Board, led guests on a virtual tour of the country’s most recognized locations. “Tourists can feel the Oriental atmosphere in a dynamically developing modern country,” she explained.
Akhundzade highlighted Azerbaijan’s six main tourism routes, offering cultural immersion, historical tours, eco-tourism, and wellness retreats. She also spotlighted key tourism destinations such as Gobustan and Khinalig village. “Gobustan is a UNESCO World Heritage site, where visitors can see more than 6,000 petroglyphs and rock carvings revealing ancient life in Azerbaijan’s territory,” she said.
Khinalig village, as explained by Akhundzade, was recognized by UN tourism as one of the Best Tourism Villages by UN Tourism in 2025. “It is a unique place to visit, where tourists can feel the atmosphere of our villages and experience authentic traditions” she added.
Tourism offerings and opportunities
Aliyev emphasized that every tourist finds something that surprises them due to Azerbaijan’s richness, which includes everything “from the historic streets of Baku to the peaceful mountain villages.”
Azerbaijan offers high-end boutique hotels for travellers as well as guest houses and hostels. “Boutique 19 Hotel opened in September this year ahead of the Formula One Grand Prix,” shared Jihane Mamouri, Chief Commercial Officer of Absheron Hotel Group.
Ergun Salmanov, Managing Director at ULU Hospitali Group, outlined the opportunities the hotels and restaurants they operate offer. “Our resort in Qakh features rooms and suites overlooking the mountains. We also offer access to a gym, indoor pool, tennis court, and family entertainment zones,” Salmanov said. From the hotels guests can enjoy hiking, off-road tours, and cultural excursions to nearby villages. “For international visitors, these experiences provide something unique and authentic that connects them with local life,” he explained.
Beyond the adventures and local encounters, the country’s hospitality scene mirrors this diversity — offering stays that suit every type of traveller. “Azerbaijan is very diverse in terms of services, and we can cater to different budgets,” further added Aliyev. He noted that only 25% of Azerbaijan’s hotels are four- or five-star, while the rest offer more budget-friendly options.
Future ambitions
“Today, Azerbaijan is investing in the future of tourism, upgrading its infrastructure to make every visitor’s journey smooth and memorable. Combined with our simplified visa system, visiting Azerbaijan has never been easier,” underscored Aliyev.
The country is actively developing MICE and adventure tourism. “We have a huge potential, especially in the MICE sector,” Aliyev said. In 2024, Azerbaijan hosted COP29, and at the beginning of 2026, the country is set to host the World Urban Forum in collaboration with UN-Habitat. “We really want to develop the MICE tourism and bring international events and conferences to us, regardless of their size.”
Azerbaijan is also positioning itself as a global winter sports destination. During the conference, Aliyev announced that “the International Ski and Snowboard Federation and the Azerbaijan State Tourism Agency have agreed on a landmark partnership that positions the country as a snow sports global destination partner for the next five years.” In 2026, Shahdag Mountain in Azerbaijan is set to host the European Championship and the World Cup in Ski Mountaineering, aiming to further develop Azerbaijan’s winter sports infrastructure.
Shahdag is the primary ski resort and part of the broader strategy to develop winter sports infrastructure. Current plans include the expansion of the slopes and designing additional facilities.
With Azerbaijan working towards designing more tourism experiences and diversifying its portfolio of offerings, the country is steadily becoming a global hub for travel lovers and adventure seekers alike. The global recognition that it receives further amplifies its position, solidifying its place as a must-visit destination in the Caucasus. From luxury hotels to ski resorts and rejuvenating wellness retreats and ancient traditions in villages, Azerbaijan has something to offer to any type of tourist.
