Azerbaijan's tourism potential was presented at an international summit held in Brussels.
Azerbaijan's tourism potential was presented at an international summit held in Brussels.
Azerbaijan’s year-round travel opportunities—ranging from its ancient Silk Road heritage to modern ski resorts—were showcased to an international audience at the "Euronews Travel & Tourism Summit 2026" in Brussels.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, highlighted the country's tourism potential during the "Azerbaijan: From the Silk Road to the Ski Slopes" session and the "East Meets West: A New Phase in Travel Connections" panel discussion.
Azerbaijan’s position as a natural crossroads between Europe and Asia, its rich historical and cultural heritage, and its diverse tourism products were emphasized as key advantages that enhance the country's appeal to international travelers.
"Azerbaijan offers visitors the opportunity to discover ancient history, rich culture, modern urban life, mountain landscapes, and winter tourism all in a single trip. Furthermore, expanding direct air links with Europe makes our country more accessible to international travelers," said Florian Sengstschmid.
The increased accessibility of Azerbaijan for international travelers was also a key topic highlighted at the summit. It was announced that the launch of direct flights between Baku and Brussels, scheduled for May 8, 2027, would expand travel opportunities to Azerbaijan from the European market. The electronic visa system and simplified travel procedures also facilitate the planning of trips to the country.
Aidit Erkin, Kyrgyzstan’s Ambassador to Belgium and Head of Mission to the European Union, and Su Chen, Minister-Counsellor of the Mission of the People's Republic of China to the European Union, also participated in the panel titled "East Meets West: A New Phase in Travel Connectivity." Discussions during the panel focused on the impact of increased connectivity on international travel and prospects for developing new tourism routes. Florian Sengstschmid highlighted the opportunities created by Azerbaijan's expanding air links and its strategic position between East and West for the development of the country's international tourism ties.
Azerbaijan's winter tourism offerings were also a key area of interest at the summit. Hosting the International Ski and Snowboard Federation (FIS) World Cup competitions at the Shahdag Tourism Center from March 5 to 7, 2027, creates additional opportunities to promote Azerbaijan as an international winter tourism destination and encourage travel to the country's mountainous regions.
It was emphasized that Azerbaijan's tourism offering is not limited to Baku alone, as the country's regions also provide visitors with diverse experiences. Silk Road heritage, ancient settlements, mountainous terrain, rich natural landscapes, and the cultural traditions of local communities make Azerbaijan's regions attractive destinations for tourists seeking unique travel experiences. Furthermore, expanding cooperation within the South Caucasus could pave the way for the creation of new, multi-country tourism routes in the future.
Increasing tourism's contribution to regional development and the local economy is also among Azerbaijan's long-term tourism priorities. Measures to improve tourism infrastructure in the regions, support micro-entrepreneurship, and increase the sector's economic contribution are envisaged within the framework of the “State Program on Tourism Development in the Republic of Azerbaijan for 2026–2030.” Florian Sengstschmid stated that the primary goal in tourism is not merely to increase visitor numbers, but also to extend their length of stay in Azerbaijan and boost their contribution to the local economy.
In addition to exploring Azerbaijan's tourism potential, summit participants were introduced to the country's rich cuisine. Selected examples of Azerbaijani cuisine were showcased at a business lunch titled “Passport to Azerbaijan,” organized as part of the partnership. This presentation offered participants the opportunity to discover the country's gastronomic heritage and hospitality traditions through its flavors.
Broadcast live across Euronews’ global network—including its television, streaming, and YouTube platforms—the summit served as a vital platform for showcasing Azerbaijan’s tourism potential to an international audience. Reaching an international audience, the summit gained extensive global visibility through Euronews' global network, which encompasses over 400 million monthly users.