OMM Redaksiyası
Year-round travel opportunities in Azerbaijan, spanning its ancient Silk Road heritage and modern mountain ski resorts, were presented to an international audience at the “Euronews Travel & Tourism Summit 2026” in Brussels.
“Operative Information Center-OMM” reports that Florian Zengstschmid, chairman of the Board of the Azerbaijan Tourism Board, spoke about the country’s tourism opportunities during the “Azerbaijan: From the Silk Road to ski slopes” session and the panel discussion “East meets West: A new era in travel connectivity.”
Azerbaijan’s position as a natural hub between Europe and Asia, its rich historical and cultural heritage, and its diverse tourism products were highlighted as key advantages increasing 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 during a single trip. Expanding direct air links with Europe are also making our country more accessible to international travelers,” Florian Zengstschmid said.
Improving Azerbaijan’s accessibility for international travelers was another key topic at the summit. The launch of direct flights on the Baku-Brussels route from May 8, 2027, is expected to expand travel opportunities to Azerbaijan from the European market. The electronic visa system and simplified travel procedures also make it easier to plan trips to the country.
The panel “East meets West: A new era in travel connectivity” was also attended by Aidit Erkin, Kyrgyzstan’s ambassador to Belgium and head of the country’s mission to the European Union, and Su Chen, minister-counsellor at the mission of the People’s Republic of China to the European Union. The panel discussed the impact of growing connectivity on international travel and prospects for developing new tourism routes. Florian Zengstschmid highlighted the opportunities created by Azerbaijan’s expanding air links and strategic position between East and West for developing the country’s international tourism ties.
Azerbaijan’s winter tourism potential was also among the areas that attracted particular attention at the summit. The FIS World Cup competitions scheduled to take place at the Shahdag Tourism Center from March 5 to 7, 2027, will create 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 and that the country’s regions also provide visitors with a variety of experiences. Silk Road heritage, ancient settlements, mountainous areas, rich nature and the cultural traditions of local communities make Azerbaijan’s regions attractive destinations for tourists seeking distinctive travel experiences. Expanded cooperation in the South Caucasus could also create opportunities for developing new tourism routes covering several countries in the future.
Increasing tourism’s contribution to regional development and local economies is also among Azerbaijan’s long-term tourism priorities. The “State Program on the Development of Tourism in the Republic of Azerbaijan for 2026–2030” envisages measures to improve tourism infrastructure in the regions, support micro-entrepreneurship and increase the sector’s economic contribution. Florian Zengstschmid said the main goal in tourism was not only to increase visitor numbers, but also to extend their stays in Azerbaijan and raise their contribution to the local economy.
Alongside Azerbaijan’s tourism opportunities, summit participants were introduced to the country’s rich cuisine. Selected examples of Azerbaijani cuisine were served at a business lunch titled “Passport to Azerbaijan,” organized as part of the partnership. The presentation allowed participants to explore the country’s gastronomic heritage and hospitality traditions through its flavors.
The summit, broadcast live through the global “Euronews” network, including its television, streaming and “YouTube” platforms, served as an important venue for presenting Azerbaijan’s tourism opportunities to an international audience. Reaching a global audience, the summit gained broad international visibility through the “Euronews” network, which reaches more than 400 million users each month.
