26 May 2025
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As part of ongoing efforts to attract more visitors from the Middle East and North Africa (MENA), Azerbaijan Tourism Board (ATB) has entered into a strategic partnership with Wego, the largest online travel marketplace in the region.
The collaboration aims to position Azerbaijan as a year-round destination offering diverse experiences for travelers seeking wellness, culture, and nature. The partnership is designed to respond to the growing interest from MENA travelers in immersive and restorative travel
The campaign will highlight key wellness and nature destinations across Azerbaijan, including the mineral-rich thermal springs of Lankaran and Masalli, the therapeutic Naftalan oil baths renowned for their healing properties, and the alpine landscapes of Shahdag Mountain Resort, which offers year-round outdoor activities. that combine natural beauty with cultural heritage.
Speaking about the partnership, Florian Sengstschmid, CEO of ATB, noted: “We are excited to partner with Wego to reposition Azerbaijan as a year-round destination full of surprises. With its proximity, great connectivity, and rich diversity of experiences from snow-covered mountains to subtropical forests Azerbaijan is a perfect match for travelers from the Middle East looking for something both close and captivating. Together with Wego, we’ll ensure these stories reach the right audience at the right time.”
The campaign will include digital content, influencer-driven itineraries, and travel packages tailored to GCC travelers. Themes such as wellness tourism, eco-luxury stays, and traditional Azerbaijani cuisine will be featured across Wego’s platforms.
Wego’s real-time travel data and consumer insights, combined with ATB’s destination expertise, will support targeted outreach across the region. The partnership also contributes to broader efforts to diversify source markets and increase awareness of Azerbaijan’s tourism offerings across the MENA region.
Mamoun Hmidan, Chief Business Officer at Wego, stated: “This partnership comes at a time when MENA travelers are seeking experiences that combine authenticity, wellness, and natural beauty. Azerbaijan offers all of this, with an added layer of hospitality that feels like home. Through this collaboration, we aim to bring a fresh narrative to light and guide our users to discover the rich, untapped potential of Azerbaijan across all seasons.”
Azerbaijan Tourism Board continues to strengthen cooperation with international travel platforms to enhance its visibility and attract a broader range of visitors in line with its long-term development strategy.