A presentation of the China Ready Program was held

On August 27, a presentation of the China Ready Program took place, aimed at enhancing Azerbaijan’s attractiveness as a priority tourist destination for travelers from China and ensuring the readiness of the country’s tourism industry to welcome them.

As part of the China Ready Program, over 100 representatives from the local tourism industry, including hotels, transport companies, guides, and airport staff, underwent specialized training. During the session, participants received insights on the dynamics of the Chinese tourism market, practical guidance on aligning brand building with the expectations of Chinese travelers, approaches to tourism product development, consumer behavior models, and effective strategies for entering the Chinese market. Participants who successfully pass the final exam will receive an official certificate, and the market updates will be shared with them.

Notable participants included Fuad Nagiyev, Chairman of the State Tourism Agency of the Republic of Azerbaijan, Florian Sengstschmid, CEO of ATB and Marcus Lee, CEO of China Travel Online. Fuad Naghiyev highlighted that the bilateral visa-free regime will serve as a major driver for boosting tourist flows, expanding business activity in the tourism sector, and strengthening economic, humanitarian, and cultural ties. He noted that China is among Azerbaijan’s strategically important priority tourism markets. To further strengthen Azerbaijan’s presence and fully tap into this potential, ATB is planning to establish a permanent office in China.

Adding to this, Florian Sengstschmid, highlighted the launch of the China Ready Program, designed to prepare local partners across the tourism value chain to meet the needs of Chinese travelers. He also pointed to deepening collaborations with leading Chinese travel platforms and the upcoming China Visitor Summit in Baku, which will bring fifty of China’s top buyers to experience Azerbaijan firsthand.

It should be noted that the China Ready Program is an internationally recognized training and certification system. Officially endorsed by Ministry of Culture and Tourism of the People's Republic of China, the program outlines the necessary requirements for hosting Chinese tourists. Established in 2002, it is already implemented in 53 countries across six continents as a model for countries aiming to enhance their competitiveness in the Chinese tourism market.

The growing interest of Chinese travelers is clearly reflected in the figures: in 2024, arrivals from the People’s Republic of China rose by 93% compared to the previous year, reaching 44,798. This dynamic has continued in 2025, with more than 34,000 Chinese tourists visiting Azerbaijan in the first seven months alone with a further 56% increase.