On September 24th, 2024, the Azerbaijan Tourism Board (ATB) and Azerbaijan Airlines (AZAL) took center stage in Beijing, showcasing their commitment to bolstering tourism ties with China. This event marked a pivotal moment in Azerbaijan’s strategy to tap into the vast Chinese travel market.
A press event in Beijing attracted over 30 journalists from prominent Chinese media outlets, who were briefed on Azerbaijan’s evolving tourism landscape. Key highlights included the newly implemented visa exemption for Chinese visitors, the ATB’s dedicated office in China, and the convenient direct flights between Baku and Beijing offered by AZAL. The visa exemption, valid from July 20, 2024, to July 20, 2025, grants Chinese tourists three entry permits per year, easing travel restrictions and encouraging exploration. AZAL emphasizes the seamless, safe, and efficient nature of this direct route, which is crucial for strengthening Azerbaijan’s international connectivity.
Furthermore, a groundbreaking Memorandum of Understanding (MoU) was signed by Azerbaijan Airlines, the Azerbaijan Tourism Board, and Trip.com Group, a prominent online travel agency. This partnership aims to enhance tourism collaboration by leveraging Ctrip’s powerful platform to position Azerbaijan as a prime destination for Chinese tourists.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, emphasized the significance of this partnership, stating, “Tourism ties between Azerbaijan and China have escalated to a new level, fueled by a surge in visitors and tailored experiences. Today’s MoU with Trip.com Group further solidifies our presence in the Chinese market.”
“Starting in December 2023, Azerbaijan Airlines began operating direct flights between Baku and Beijing, connecting our two capitals twice a week. This new route creates an essential ‘air bridge’ between our nations, signifying more than just a flight connection—it’s a bridge between our cultures, economies, and peoples,” remarked Jamil Manizade, Chief Commercial Officer at Azerbaijan Airlines.
These initiatives are integral to a broader strategy aimed at increasing Azerbaijan’s tourism sector visibility and appeal to Chinese tourists. The event culminated in a VIP networking dinner that brought together over 100 prominent figures, including Rashad Nabiyev, Azerbaijan’s Minister of Digital Development and Transportation, Bunyad Huseynov, Ambassador of Azerbaijan to China, along with key representatives from the airline, embassy, travel, and media sectors.
September 24th also marked the conclusion of the ATB’s successful roadshow across four major Chinese cities—Shenzhen, Shanghai, Chengdu, and Beijing—which took place from September 18-24, 2024. This roadshow provided a platform for direct interactions between Azerbaijani tourism entities and over 300 travel agencies, airlines, and hospitality groups, showcasing Azerbaijan’s prime attractions.
The results are already evident. From January to August 2024, Azerbaijan experienced an unprecedented influx of 26,866 Chinese tourists, more than doubling the previous year’s figures. This surge is attributed to the year-long visa exemption, increased direct flights, and targeted marketing efforts directed at both trade and consumers.
Azerbaijan continues to attract Chinese visitors with its captivating blend of UNESCO World Heritage sites, upscale shopping experiences, and wellness options, further enhanced by the tailored offerings of the China Ready Program, ensuring every visitor’s needs are meticulously met.
