11 Aug 2025
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Azerbaijan Tourism Board and the National PR Centre of Uzbekistan organize a joint B2B roadshow in Europe for the promotion of the Silk Road Highlights Tour covering Azerbaijan and Uzbekistan. This initiative aims to promote the historical and cultural legacy of the ancient Silk Road by offering travellers an immersive journey through some of its most iconic destinations across both countries.
The tour connects Baku, Shamakhi, and Sheki in Azerbaijan with Khiva, Bukhara, and Samarkand in Uzbekistan, bringing together two culturally rich destinations through a shared tourism product. The project offers a meaningful and engaging travel experience that bridges borders while celebrating the deep-rooted heritage of the region.
As part of this campaign, twenty leading trade representatives from Azerbaijan and Uzbekistan, including hotel chains, inbound DMCs, and national carriers Azerbaijan Airlines and Uzbekistan Airways, will participate in a series of B2B roadshows. Held from October 13 to 24 in Frankfurt, Vienna, Zurich, Prague, Budapest, and Barcelona, these events aim to strengthen bilateral tourism cooperation and position the Silk Road Highlights Tour as a compelling product for European markets.
The strategic partnership is being formalized through a Memorandum of Understanding, highlighting the long-term vision behind the project. In addition to developing a unified brand and authentic tour packages, both sides are engaging the travel industry through a series of B2B roadshows in the key European cities. These efforts are supported by targeted media campaigns, expert webinars, and the creation of the Silk Road Tourism Expert Club. The latter one is a platform that will bring together leading voices from both countries to share insights and co-create future offerings.
With joint roadshows planned for 2025, the initiative is already perceived as a model for regional cooperation. It positions Azerbaijan and Uzbekistan as interconnected destinations, offering travellers an opportunity to explore the Silk Road as a living, evolving experience rather than a historical footnote.
By uniting efforts, Azerbaijan and Uzbekistan are not only expanding their tourism potential but also setting a powerful precedent for regional collaboration. This initiative enhances both countries’ visibility on the global tourism map and answers the growing demand for unique and multi-country cultural journeys.
