Baku to host “China Visitor Summit” event in November

“Today, China represents the world’s largest outbound tourism market, and Azerbaijan continues to expand its share in this vast segment,” stated Florian Sengstschmid, Chief Executive Officer of the Azerbaijan Tourism Board, during the presentation of the ‘China Ready’ program in Baku.

“This platform has connected Chinese buyers with international tourism destinations for more than ten years. For the first time, we will host this event in Azerbaijan and welcome 15 leading buyers from China. They will experience Azerbaijan firsthand through seminars, one-on-one meetings, and familiarization trips across different regions of the country,” Sengstschmid said.

“The potential is enormous. The visa-free regime between Azerbaijan and China is one of the key factors supporting this growth. It offers a unique opportunity to position Azerbaijan as a preferred travel destination for Chinese tourists. Our main goal is not only to promote Azerbaijan but also to ensure that our local partners are fully prepared to meet the specific needs of Chinese travelers.

Expectations of Chinese tourists are clearly defined across all stages of the tourism value chain – from professional Mandarin-speaking guides to easy navigation within the country, comfortable accommodations, convenient payment systems, and dining options tailored to their preferences. We have already taken important steps in this direction. Some hotels have begun hiring Mandarin-speaking staff, ‘UnionPay’ payment terminals are being introduced nationwide, and the number of Chinese restaurants in Baku is growing rapidly.”

“To continue these efforts in a more structured and systematic way, we are launching the ‘China Ready’ program today, and I invite everyone to take an active part and commit to this initiative. This program is built on our shared commitment to preparing for Chinese visitors. Following today’s meeting, we will regularly provide market updates. The knowledge and experience shared within the program will guide us in working effectively with tourists from China and ensuring long-term success in this market.”

“In addition, we are conducting a large-scale audit covering all key elements of the tourism value chain – from airports and hospitality services to the service sector and attractions. Since 2019, the Azerbaijan Tourism Board has made significant efforts to build a strong network of partners in China as well as in the global travel and media sectors. This year, we were honored with the prestigious ‘Global Annual Excellence Award’ by the world’s leading online travel services group.”

“We are strengthening these connections through close cooperation with major platforms such as ‘Ctrip’, ‘Qunar’, and ‘LinkedIn’, as well as highly localized social networks like ‘WeChat’, ‘Baidu’, ‘Weibo’, and ‘Little Red Book’, through targeted campaigns. This fall, our efforts will culminate with two major roadshows and presentation events across eight cities, including Beijing, Shanghai, Guangzhou, Tianjin, Zhengzhou, and Chongqing,” Sengstschmid concluded.