16 Oct 2025
Please select your language of preference.
Azerbaijan Tourism Board (ATB) and Uzbekistan National PR Center have joined forces to launch the “Highlights of the Silk Road” European roadshow, a collaborative initiative aimed at promoting the unique cultural, historical, and natural tourism offerings of both countries and positioning them as key destinations along the legendary travel route.
The joint roadshow brings together around 16 industry partners from Azerbaijan and Uzbekistan, including national air carriers Azerbaijan Airlines and Uzbekistan Airways, reflecting a strong shared commitment to building new partnerships and promoting Silk Road tourism in Europe.
The “Highlights of the Silk Road” roadshow takes place this October across six European cities: Frankfurt (13 October), Vienna (15 October), Zurich (16 October), Budapest (20 October), Prague (22 October), Barcelona (24 October). The events also welcome a number of distinguished guests, including Florian Sengstschmid, CEO of Azerbaijan Tourism Board, H.E. Bakhtiyor Ibragimov, Ambassador of Uzbekistan to Austria, Leyla Gasimova, Director of the Azerbaijani Cultural Center, as well as representatives of the Tourism Committee of Uzbekistan and the Uzbekistan National PR Center.
Designed to foster deeper ties with European tourism industry partners, the roadshow brings together leading tour operators, DMCs, airlines, and hotels from both countries with the European travel trade. Each event features a destination presentation and B2B networking sessions, with media activities in Frankfurt and Vienna.
“The Silk Road has always been more than a trade route — it was a living bridge between cultures, carrying stories, ideas, craftsmanship, and traditions across continents,” said Florian Sengstschmid, CEO of ATB. “Today, we continue that journey in a new form, by sharing the rich heritage, diverse landscapes, and genuine hospitality of our two countries. This roadshow is about building partnerships, strengthening connections, and inviting travelers to ‘Take Another Look’ at Azerbaijan.”
Positioned at the crossroads of East and West, Azerbaijan played a pivotal role in the Silk Road’s history as a hub of trade, culture, and knowledge exchange. Today, travelers can explore that legacy through UNESCO World Heritage sites such as Icherisheher (Old City) in Baku and Shaki’s historic city centre together with Shaki Khan Palace. Visitors can also discover centuries-old crafts of coppersmith and silk weaving in the villages of Basgal and Lahij or enjoy the stay in the restored caravanserais. In Nakhchivan, visitors can experience the region’s rich cultural and architectural heritage, including the unique Alinja Castle and the Momine Khatin Mausoleum. Its simplified e-Visa system, with standard processing in three days or urgent visas in as little as three hours, and direct flights from major DACH region hubs including Berlin, Frankfurt, and Vienna, make visiting Azerbaijan easier than ever.
As a result of the memorandum of cooperation between Azerbaijan Tourism Board (ATB) and Uzbekistan National PR Center, the “Highlights of the Silk Road” roadshow is part of a broader effort by Azerbaijan and Uzbekistan to develop joint tourism products and combined itineraries that make travel across the region more seamless and appealing. From the vibrant bazaars of Baku to the architectural wonders of Samarkand and Bukhara, the roadshow invites travelers to rediscover the Silk Road as a living journey — connecting people, cultures, and stories across time.
