19 Oct 2026
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As travellers increasingly seek fresh destinations for winter adventures, Azerbaijan continues to attract attention with its spectacular mountain landscapes, modern ski resorts and diverse seasonal experiences. Strengthening its presence on the international tourism stage, Azerbaijan Tourism Board (ATB) participated in the London Snow Show 2026, held on 17–18 October at Olympia London. A key highlight of Azerbaijan's participation was a panel discussion moderated by Lilly Douse, host of Euronews' travel programme Grand Voyager, providing an opportunity to introduce the country's growing appeal to an international audience of outdoor enthusiasts and industry professionals.
Celebrating its 50th edition, the UK's largest snow show brought together leading destinations, renowned athletes and experts to explore the latest developments shaping the industry. As part of the programme, Florian Sengstschmid, CEO of Azerbaijan Tourism Board, joined Sandra Spitz, Sport & Event Director at the International Ski and Snowboard Federation (FIS), and James Gambrill, Founder of Mountain Trade Network and Event Director of the Snow Show, for “The Future of the Ski Holiday”, a Euronews-moderated discussion focusing on emerging destinations, changing traveller expectations and the evolution of skiing. Mr. Sengstschmid shared Azerbaijan's perspective on these trends, highlighting the opportunities presented by the country's developing mountain tourism sector.
Elin Suleymanov, Ambassador of the Republic of Azerbaijan to the United Kingdom of Great Britain and Northern Ireland, also visited the exhibition. His visit further highlighted the significance of Azerbaijan's participation in international tourism events and the country's ongoing efforts to promote its winter tourism opportunities to wider audiences. The event provided a platform to raise awareness of Azerbaijan's year-round travel experiences and strengthen its visibility among international visitors.
With Shahdag and Tufandag Mountain Resorts offering skiing, snowboarding and a variety of outdoor activities against the backdrop of the Greater Caucasus Mountains, Azerbaijan continues to broaden its appeal to adventure seekers and holidaymakers looking beyond traditional Alpine resorts. Building on its partnership with the International Ski and Snowboard Federation (FIS), the country continues to strengthen its international profile as a destination for winter sports and mountain tourism.
