Tourism spending in Azerbaijan is projected to surpass 9 billion manats by the end of 2025, according to preliminary estimates. Between January and November 2025, foreign visitors spent over 3 billion manats in convertible currency, while domestic tourism spending reached 4.5 billion manats in the first nine months of the year alone.
Operative Information Center-OMM reports that Kenan Guluzade, advisor to the Chairman of the State Tourism Agency, provided this information in a statement to Report. According to Guluzade, while final year-end figures are yet to be finalized, the current trajectory indicates a record-breaking year for the sector.
Strategic development and state programs
Guluzade emphasized that the growth aligns with the strategic objectives set by the country's leadership. 
"In the coming years, a steady increase in these indicators is expected, which is fully consistent with the strategic tasks defined by the country's leadership and the 'State Program for Tourism Development for 2026-2030.' President Ilham Aliyev has emphasized the necessity of developing tourism in terms of both quantity and quality. Comprehensive measures are being implemented in this direction, and the further expansion of the tourism sector is planned. Azerbaijani tourism is currently entering a new stage of development," he stated.
The advisor noted that in the post-pandemic recovery period, competition in the global tourism market has intensified. Amidst geopolitical instability and the expansion of information accessibility, Azerbaijan must actively strengthen its position as an emerging destination.
Global rankings and investment efficiency
According to Guluzade, Azerbaijan holds a middle-tier position globally regarding government expenditure on tourism development, ranking 65th among 119 countries. 
"This indicator is taken from the World Economic Forum's (WEF) Travel and Tourism Development Index 2024. The 'Government prioritization of travel and tourism' indicator is evaluated on a 7-point scale. Azerbaijan scored 2.92, while the global average is 3.5. For comparison, regional neighbors Georgia scored 3.07 (56th place) and Armenia scored 3.31 (51st place)," Guluzade explained.
He further highlighted the high return on investment in the sector. Between 2018 and 2024, the Azerbaijan Tourism Board spent 16.7 manats to attract each new tourist, while the resulting state tax revenue amounted to 94.7 manats per visitor. "Investing in tourism development at the state level is not only profitable but also essential. Tourism is not just about numbers; it is one of the most important fields for promoting our culture and history to a wide audience," he added.
Future outlook and marketing strategies
Addressing criticisms regarding marketing costs, Guluzade defended the allocation of funds for international journalists, bloggers, and industry representatives. He described digital marketing as a vital tool, noting that over a third of global travelers use social media to find travel ideas. He stressed that Azerbaijan aims to significantly increase its tourism share in the GDP and create new jobs over the next five years, leveraging the country's full potential, including the developing infrastructure in liberated Garabagh and other regions.
