Russia is a key target market for tourism sector in Azerbaijan whose importance is currently growing, as witnessed by the rise in the number of guests, overnight stays and expenditures.
Significance for Azerbaijan
Azerbaijan is one of the most-visited destinations in the CIS for Russian tourists. In 2021, Azerbaijan was one of the top 5 countries visited by Russian-speaking tourists. Russians appreciate Azerbaijan’s history, culture, nature, hospitality, cuisine and mix of modern look and ancient soul. Russians can fly directly from Moscow, St. Petersburg, Novosibirsk, Kazan, Krasnoyarsk, Ufa, Samara, Yekaterinburg, Rostov-on-Don and Mineralnye Vody to Baku and from Moscow and St. Petersburg to other regions.
The Russian guest
The average age of Russian tourists to Azerbaijan is 38.3 years; they have no language barriers and are among the top 10 biggest spenders in the world.
Information sources: The internet, friends’ recommendations, videos, magazines, TV programmes, social networks.
High internet usage: Skype, WhatsApp and Viber are the main means of communication during holidays due to high roaming charges and the high Wi-Fi dependency on telephony, online apps and social networks.
Travel decision-making: Late bookers – 80% of holidays are sold at the last moment. However, Russians who travel with family mostly plan their trips beforehand.
Means of transport: Russian tourists mostly travel by plane (92%).
Main holiday interests: Beach vacations, city holidays, family/children’s resorts, wellness and medical treatment, sports events and festivals, food and drink.
Activities: Sightseeing, spending time at the beach, going to restaurants and clubs, shopping. Most Russians travel with partner or friends or as a family with children.
Preferences for destination choice: Good weather, beaches, the visa-free regime, lack of language barrier, hospitality, gastronomy, architecture, excellent range of 4-5 stars hotels (although younger travellers prefer renting apartments via the internet).
Most visited places: Baku, the Absheron Peninsula, Sheki, Guba, Gusar, Lankaran, Gabala and Naftalan.
Azerbaijan has excellent relations with the Russian Federation. There is an Azerbaijan Embassy in Moscow and a Consulate-General in St. Petersburg.
For collaboration opportunities on the Russian market please contact the Azerbaijan Tourism Board:
Ms. Fidan Akhundzade
Regional Manager for Russia