27 May 2025
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As part of its continued efforts to strengthen tourism ties with China, Azerbaijan Tourism Board (ATB) has been recognized with the prestigious “Global Annual Excellence Partner” award by Trip.com Group, one of the world’s leading online travel service providers. The award was presented on 26 May in Shanghai, where ATB was named among the Top 20 partners from Europe and the Middle East, out of more than 100 strategic collaborators.
This recognition reflects the success of ATB’s longstanding partnership with Trip.com Group, which began in 2019 and has since seen the implementation of joint marketing campaigns and a trilateral Memorandum of Understanding with Azerbaijan Airlines (AZAL) in 2024, aligning air connectivity with digital promotion strategies.
ATB is also actively promoting Azerbaijan at ITB China 2025, held from 27–29 May in Shanghai. “Experience Azerbaijan” stand brings together 12 co-exhibitors, including AZAL and Shahdag Mountain Resort. Visitors to the stand are treated to a wine tasting session organized in collaboration with Azerbaijani Wine House, offering an introduction to Azerbaijan’s centuries-old winemaking traditions. Digital installations, including roll-up monitors, offer region-by-region insights, while traditional treats like pakhlava and shekerbura provide an authentic taste of Azerbaijani hospitality.
This year’s participation in ITB China reflects the rising interest of Chinese travellers in Azerbaijan, an interest further strengthened by the recent mutual visa exemption agreement, which complements the ongoing one-year visa-free regime from July 20, 2024, to July 20, 2025. These measures have made travel between the two countries significantly easier, contributing to a marked increase in visitor numbers. ATB continues to support this growth by maintaining a dedicated representation office in China throughout the year.
