13 Nov 2023
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Azerbaijan Tourism Board (ATB) conducted a successful roadshow across three major cities in China – Shanghai, Guangzhou and Chengdu - from November 9 to 13, 2023, reaffirming its commitment to the Chinese market and connecting with increased stakeholder interest.
The series of events commenced on November 9, featuring B2B business meetings that brought together 16 local travel agencies and up to 150 key travel trade representatives from China, including partners such as Azerbaijan Airlines, international hotel chains, local hotel brands, and leading DMCs working with the Chinese market. Subsequently, B2B meetings took place in Shanghai on November 9th, in Guangzhou on November 11th and in Chengdu on November 13th, culminating in a successful roadshow.
Within the framework of the roadshow, Azerbaijan showcased its diverse tourism offerings through detailed presentations and captivating destination videos, presenting country’s potential for leisure tourism and business events. Each presentation was followed by an interactive question-and-answer session, facilitating an insightful exchange of information. The purpose of organizing the roadshow was to expand the Chinese tourism industry's understanding of Azerbaijan and strengthen the country's presence in the Chinese market. Additionally, it aimed to establish a platform for travel trade representatives from Azerbaijan and China to form partnerships during B2B meetings
Notably, the first nine months of this year have seen a record-breaking arrivals of Chinese tourists to Azerbaijan when compared to previous years, with over 20,000 visitors from China. In recent years, Azerbaijan has emerged as a highly sought-after travel destination for tourists from Asia, in part due to its convenient flights, easy visa procedures, and reputation as a dynamic cultural and business hub. The added convenience for Chinese tourists is the ease of obtaining visas upon arrival.
Starting from 2018 ATB has been actively promoting Azerbaijan as a tourism destination in priority markets. In 2019 hit its records of inbound tourism sector with about 3mln tourists who visited the country. China emerged as one of the priority markets where ATB initiated an extensive promotion strategy encompassing both B2B and B2C segments with the support of the representative office in China. Collaborating with the local representative office in China, ATB conducted a series of promotional initiatives. These included B2B workshops targeting Chinese travel trade, familiarization (FAM) trips in partnership with airlines, and start of the media campaigns in collaboration with renowned platforms like Qyer and Trip.com. Azerbaijan has been strengthening its position in outbound tourism sector of China in pre-pandemic period, and currently the interest in Azerbaijan as tourism destination among Chinese tourist is rapidly increasing. The present landscape is promising, with visas upon arrival in Azerbaijan and growing connectivity between Azerbaijan, and China. Azerbaijan Airlines' introduction of direct flights from Beijing to Baku has opened up exciting opportunities for an increased growth of Chinese tourists.
Based on market research, it is evident that Chinese tourists highly appreciate Azerbaijan's rich history and cultural heritage. Their visits often include exploring museums, national UNESCO Heritage Sites, cities boasting with Silk Road legacy and indulging in the luxury segment, which encompasses shopping and golfing experiences. Baku, the cosmopolitan capital, offers a diverse tapestry of city experiences. From museums and galleries to chic bars featuring local wines and delicacies, from a wide range of restaurants serving traditional, international, and Chinese cuisines, Baku caters to a broad spectrum of preferences. Azerbaijan, a cradle of winemaking, offers wine enthusiasts an exciting destination with its unique climate and grape varieties like Madrasa, Bayan Shira, and Shirvanshahi. Recognized by the Council of Europe and the European Institute of Cultural Routes, Azerbaijan invites visitors to
enjoy wine tastings, local delicacies, and picturesque vineyard views. While in Azerbaijan Chinese travellers can enhance their trip with a refreshing wellness experience, restoring the mind and soul at renowned wellness resorts with spa and hot springs, scattered throughout the country. In addition to the afore-mentioned products and experiences, Chinese tourists can further enjoy combined tours with Uzbekistan, Kazakhstan and Georgia, taking the advantage of the great geographical location of Azerbaijan.