Central Asian tourists: The new focus to diversify Azerbaijan's tourism

Central Asian tourists: The new focus to diversify Azerbaijan's tourism

05-08-25

Azerbaijan has taken a decisive step toward transforming its tourism industry by redirecting its efforts toward Central Asian countries such as Kazakhstan, Uzbekistan, Turkmenistan, Kyrgyzstan, and Tajikistan. This strategy not only aims to strengthen regional ties but also to diversify the origin of its visitors and position the country as a cultural and modern destination in the Caucasus.

In 2024, more than 180,000 tourists from Central Asia visited Azerbaijan, marking an increase of over 34% compared to 2023. And the momentum shows no sign of slowing. In the first six months of 2025 alone, more than 68,000 visitors arrived from Kazakhstan and Uzbekistan, reflecting a year-on-year growth of 15%. In June 2025, nearly 19,700 tourists from the entire region were recorded, with notable surges from Kazakhstan (+11%), Uzbekistan (+17%), Turkmenistan (+12%), Kyrgyzstan (+45%), and Tajikistan, which doubled its visitor numbers from the previous year.

This boom has been largely driven by improved air connectivity. Azerbaijan Airlines (AZAL), Air Astana, FlyArystan, and Uzbekistan Airways now operate direct flights between Baku and cities such as Almaty, Astana, Aktau, Tashkent, Bishkek, and Dushanbe, enabling travel times of just three hours from several Central Asian capitals. This level of connectivity, coupled with a visa-free policy for over 90 countries and comprehensive promotional campaigns, has significantly boosted interest among a wide variety of traveler profiles.

The country also welcomed a high-level visit from travel agencies and tour operators from Kazakhstan and Uzbekistan during a familiarization trip organized by the Azerbaijan Tourism Board from July 21 to 25, 2025. The itinerary included tours of Baku, showcasing its blend of modern architecture and historical heritage, as well as visits to regions such as Shamakhi, Basqal, and seaside resorts along the Caspian Sea—giving key operators firsthand experience of the destination’s wide-ranging appeal. Business sessions held during the trip gathered dozens of agencies and hotels to foster commercial partnerships aimed at boosting tourist exchanges.

This diversification of inbound tourism is part of a broader recovery for the sector: in the first quarter of 2025, tourism in Azerbaijan grew by 9% despite a boycott campaign from the Indian market, proving itself to be a resilient, high-value industry. According to the World Travel & Tourism Council (WTTC), the sector is expected to contribute approximately ₼10.3 billion to Azerbaijan’s GDP in 2025, supporting 472,000 jobs—around 10% of the national total.

Tourism authorities in the country are also investing in specialized segments such as winter tourism, health and wellness, luxury travel, meetings and events (MICE), and cultural tourism. Projects including ski resorts, thermal spas, and immersive experiences in rural regions are emerging as key assets to attract visitors seeking more comprehensive and refined travel options.

The focus on Central Asian markets draws strength from historical ties, cultural proximity, and new strategic advantages. Regional agreements are facilitating smoother connectivity and positioning Azerbaijan as a dynamic hub within Eurasia, capable of attracting both tourist and economic flows from its eastern and southern Caucasus neighbors.

This strategic pivot not only broadens the sources of tourist arrivals but also strengthens the industry’s resilience against international tensions or geopolitical fluctuations. Azerbaijan is demonstrating its ability to reinvent itself as an emerging tourist destination, where ancient culture, modern services, contemporary art, and natural beauty come together to appeal to travelers in search of authenticity, accessibility, and quality.

Ultimately, by prioritizing Central Asia as a key growth market, Azerbaijan is solidifying a modern, sustainable, and ambitious regional tourism strategy—aiming to become a top destination for travelers from those countries and beyond, while reinforcing its role as a cultural and tourism bridge between Europe, Central Asia, and the Middle East. This vision expands opportunities for the local economy, generates employment, and projects a renewed image of Azerbaijan as a rising tourism magnet.

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