Azerbaijan and Georgia Make a Bold Play for Chinese Travellers as MICE Tourism Hits the Race for Tailored Experiences

Written By: Saoli Chakraborty

Saoli Chakraborty

I am a passionate content writer with 4 years of experience crafting compelling narratives across industries, with a heart that beats entirely for the travel world. Over the years, I have specialized in turning complex travel trends and industry data into engaging, high-impact stories. My expertise lies in writing for global audiences across the US, Ireland, and Australia, allowing me to seamlessly adapt my voice to fit different regional markets and professional demographics.

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September 13, 2026 01:08 GMT+5:30

As Azerbaijan and Georgia are intensifying their attempts to attract tourists from China with special itineraries, Chinese-speaking support, winter activities, and hiking tours, there remains a more challenging background that needs to be addressed. Indeed, it is becoming increasingly difficult for these destinations to attract Chinese MICE groups due to their remoteness, while high competition is making prices fall in the Caucasus travel market. At ITB China, Ivan Kishko, an expert at a DMC from Azerbaijan, gave insight into what was behind the current demand and what the difficulties were. Travel And Tour World reveals all the details of this emerging fight for Chinese tourists.

Azerbaijan and Georgia DMC Targets Chinese Travellers with Tailored Caucasus Itineraries

Azerbaijan and Georgia are attracting growing interest among Chinese travellers seeking leisure experiences across the Caucasus, according to Ivan Kishko, a representative of an Azerbaijan-based destination management company (DMC) speaking at ITB China.

The company, which has offices in Georgia and China, specialises in group travel packages covering destinations across the Caucasus. Kishko said the DMC was among the early companies to begin receiving groups from China and was attending ITB China to reconnect with existing clients while developing new business relationships.

Leisure Travel Remains the Main Focus

The DMC primarily targets leisure travellers visiting Azerbaijan and Georgia. While it also receives MICE groups from China, Kishko acknowledged that the considerable distance between the markets makes attracting such groups more challenging. Beyond leisure and corporate travel, the company also handles delegations and government travellers visiting Azerbaijan.

Its participation at ITB China is part of a wider effort to strengthen relationships with the Chinese travel trade. Kishko said the company’s meetings and road-show activities had been progressing positively. The DMC has attended ITB China three times, although Kishko noted that road shows can sometimes provide more time for direct engagement with clients. Nevertheless, he described ITB as one of the world’s major travel exhibitions and an important event for the company to attend.

Chinese-Focused Service and Communication

A key part of the company’s strategy is adapting its services to Chinese travellers rather than simply offering standard itineraries. Kishko highlighted fast communication and travel programmes specifically designed for the Chinese market as two ways the DMC seeks to improve the visitor experience. Chinese-language support is also part of its approach.

This market-specific planning can be particularly important for travellers exploring several destinations within the Caucasus, where different cultural traditions, landscapes and historical influences can be incorporated into a single journey.

The Caucasus Offers a Distinct Cultural Mix

Kishko identified history and geography as major elements that distinguish Azerbaijan and Georgia. Located between Europe and Asia, the Caucasus has experienced influences from numerous civilisations and empires over centuries. According to Kishko, Azerbaijan’s cultural heritage reflects influences including those from Iran and Türkiye, alongside its own distinctive traditions. He also pointed to the region’s religious history. Azerbaijan is a Muslim-majority country, while its historical heritage includes connections with Caucasian Albania, an ancient Christian kingdom.

Neighbouring Georgia, meanwhile, has one of the world’s oldest Christian traditions. Kishko noted that its cultural development was also shaped by historical contact with powers including Iran, the Sassanid Empire and the Ottoman Empire. For international visitors, this combination creates an opportunity to experience several layers of history and culture within one regional itinerary.

Existing Products Adapted to Market Demand

Rather than launching a large number of new products specifically for ITB China, the DMC is concentrating on improving and promoting programmes that are already available. Kishko explained that competition among DMCs is currently strong, with pricing playing an important role in the market. As a result, the company is responding to what travel buyers are actually requesting rather than focusing exclusively on creating new products.

However, the DMC has introduced some specialised experiences for Chinese travellers in the past. These include winter programmes and hiking itineraries, which were among the earlier additions made to its offerings for this market. The approach reflects a practical strategy: understand demand, adapt existing programmes and provide experiences that match travellers’ interests.

A Market Built Around Tailored Experiences

The comments from Kishko highlight how destination management companies are adapting their products as the Chinese outbound travel market evolves. For the DMC, the focus is not simply on bringing more travellers to the Caucasus. It is about providing appropriate communication, carefully designed itineraries and experiences suited to the expectations of Chinese visitors.

With leisure travellers remaining the primary target and specialised programmes such as winter and hiking experiences already part of its portfolio, the company is continuing to develop its presence in the market. ITB China therefore provides an important platform for the DMC to meet travel industry partners, maintain existing relationships and explore new opportunities for bringing Chinese visitors to the Caucasus.