12 Nov 2026
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Travel opportunities linked to the VIVANT series, filmed in Azerbaijan, were highlighted at a B2B event held by Azerbaijan Tourism Board (ATB) in Tokyo on 11 November 2026. The event connected Japanese audiences with the destinations featured on screen and brought together 49 representatives of the Japanese tourism industry and four Azerbaijani tourism industry partners, with the aim of strengthening business connections and tourism ties between the two countries.
ATB's involvement in the second season of VIVANT, produced by Tokyo Broadcasting System Television (TBS), dates back to the early planning stages in 2025, when it helped the team identify and scout potential filming locations across Azerbaijan. Filming then took place between August and October 2025 across eight locations: Baku, Sumgayit, Ganja, Nakhchivan, Shamakhi, Gabala, Shaki and Guba. From the historic streets of Baku's Old City and Shaki Caravanserai to the distinctive landscapes of the regions, the production introduced Japanese audiences to different sides of Azerbaijan
At the roadshow, Japanese media were introduced to travel packages featuring VIVANT filming locations, demonstrating how the series’ visibility can translate into opportunities to experience Azerbaijan first-hand. The collaboration with TBS also extends to a dedicated Azerbaijan section on the series’ official website, television coverage and cast interviews. Japanese travel company Hankyu Travel is offering tours featuring locations from the drama, while an Azerbaijan feature is planned for the official VIVANT guidebook, scheduled for publication in March 2027.
A series of business meetings between Japanese and Azerbaijani tour operators also formed part of the programme, creating opportunities to develop travel products and strengthen commercial connections. The event was attended by Florian Sengstschmid, CEO of Azerbaijan Tourism Board, and H.E. Mr Farid Talıbov, Ambassador Extraordinary and Plenipotentiary of the Republic of Azerbaijan to Japan, and Mr Kazutaka Iida, Producer of the Japanese television series VIVANT. At the gala dinner, Kazutaka Iida shared his personal experience of spending two months filming in Azerbaijan, inviting guests and media representatives to visit the country and take the time to discover its many destinations. Azerbaijani music and dance performances by Japanese artists added a cultural dimension to the evening.
These activities support ATB’s efforts to encourage longer stays among Japanese tour groups and introduce Azerbaijan to new audiences. The roadshow also presented the country’s wider tourism offering, including cultural heritage, mountain and winter experiences, wellness tourism, gastronomy and wine tourism.
Between January and October 2026, visitor arrivals from Japan to Azerbaijan increased by 10% compared with the same period in 2025. Japanese citizens can also benefit from visa-free travel to Azerbaijan up to three times between 1 July 2026 and 1 July 2027, with stays of up to 30 days per visit.
