Azerbaijan Experiences 25% Increase in APAC Traveler Arrivals in Early 2025 Compared to Last Year

Azerbaijan is witnessing a significant uptick in travelers from the Asia-Pacific (APAC) region. According to Florian Sengstschid, CEO of Azerbaijan Tourism Board, the growth in visitor numbers from this region offers promising signs for the Azerbaijani tourism industry.

Growth Driven by Indian and Chinese Tourists

Sengstschid noted an impressive 25% growth in travelers from the APAC region during the first quarter of 2025 compared to the same period in 2024, with a total of 125,000 visitors this year, up from 98,000 last year. The surge is predominantly influenced by Indian and Chinese tourists, with visitor numbers from India increasing by 110% and from China by around 70%. This increase can be attributed to improved connectivity and targeted marketing efforts.

New Initiatives for Women Travelers

To cater to the growing interest from female solo travelers, the Azerbaijan Tourism Board is introducing new products focusing on hiking and luxury experiences. Since its establishment in 2018, the Board has engaged extensively within the Indian market and aims to expand its outreach to tier-two and tier-three cities as well.

A Comprehensive Marketing Strategy

Discussing the marketing strategy to promote Azerbaijan, Sengstschid emphasized a holistic approach that includes collaboration with the travel trade, media representatives, and direct communication with travelers. Looking ahead, the tourism board is set to attend various trade shows, including ITB Asia, while also exploring emerging markets like Malaysia and Indonesia.