Kazakhstan and Uzbekistan Travellers Turn Toward Azerbaijan as New Tourism Campaign Unlocks Year-Round Holiday Opportunities

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With its year-round travel experiences, Azerbaijan seeks to increase its share of the tourism market in Central Asia. To that end, road shows will be conducted in Kazakhstan and Uzbekistan to convince travel organizations to form partnerships and market specifically to neighboring countries. From August 21 to 27 in 2026, the Azerbaijan Tourism Board held road shows with its partner Azerbaijan Airlines in Shymkent, Almaty, Astana and Tashkent. The goal of these travel shows was to increase the number of travel organizations and to form regional travel partnerships in neighboring countries.

The roadshows brought together more than 400 representatives from travel agencies, tour operators, airlines, hotels, media organisations and other tourism stakeholders from Kazakhstan and Uzbekistan. The gatherings created a platform for Azerbaijan’s tourism industry to highlight new products, showcase destination developments and build stronger business relationships with regional travel professionals.

During the events, tourism representatives received detailed insights into Azerbaijan’s position as a destination that can be visited throughout the year. Presentations focused on the country’s expanding tourism infrastructure, new travel experiences and the wide range of opportunities available for different types of travellers.

Azerbaijan’s tourism offering was presented as a combination of nature, culture, adventure and modern hospitality. Industry participants explored opportunities linked to the country’s Caspian Sea coastline, where visitors can enjoy beach holidays and coastal experiences. The presentations also highlighted Azerbaijan’s mountain destinations, including ski resorts that attract winter travellers seeking snow activities and alpine landscapes.

Beyond seasonal tourism, Azerbaijan promoted its growing wellness sector, outdoor adventures, culinary experiences and cultural attractions. The country’s rich heritage, historic landmarks and traditional lifestyle were positioned as important elements of its tourism identity, alongside modern hotels, transportation networks and visitor facilities designed to support international travel.

The roadshows also included business-to-business meetings that connected tourism companies from Azerbaijan with travel industry partners from Kazakhstan and Uzbekistan. These discussions encouraged cooperation between tour operators, airlines, accommodation providers and other businesses involved in tourism development.

The meetings allowed participants to explore opportunities for new travel packages, stronger regional connectivity and joint promotional activities. By creating direct communication between tourism businesses, the events supported the development of future travel programmes designed to increase visitor flows between Azerbaijan and Central Asian markets.

Azerbaijan’s cultural identity was another major focus of the promotional events. Guests experienced elements of the country’s traditions through national cuisine, cultural presentations and traditional performances. These activities helped showcase Azerbaijan not only as a destination for sightseeing but also as a place where visitors can experience authentic local heritage.

The growing interest from Kazakhstan and Uzbekistan reflects Azerbaijan’s strengthening position in regional tourism markets. Visitor numbers from both countries have recorded significant growth during the first seven months of 2026.

Between January and July 2026, Azerbaijan welcomed 62,079 visitors from Kazakhstan, representing a 5.5% increase compared with the same period in 2025. The growth highlights continued demand from Kazakhstan travellers for Azerbaijan’s leisure, cultural and business tourism experiences.

The Uzbek market recorded even stronger momentum during the same period. The number of visitors travelling from Uzbekistan to Azerbaijan reached 42,288 between January and July 2026, marking a year-on-year increase of 40.2%.

The rising arrivals from both markets demonstrate the importance of regional connectivity and targeted tourism cooperation. Kazakhstan and Uzbekistan remain important source markets for Azerbaijan due to geographic proximity, cultural connections and improving travel links.

Through initiatives such as these roadshows, Azerbaijan is positioning itself as a destination capable of offering experiences across all seasons. From seaside escapes and winter sports to wellness retreats, adventure journeys, cultural exploration and gastronomic discoveries, the country is promoting a broad tourism portfolio designed to attract a wider range of international visitors.

The latest promotional campaign also reflects Azerbaijan’s wider strategy of strengthening international tourism partnerships and increasing awareness among travel professionals. By working closely with airlines, hotels, tour operators and tourism businesses, the country continues to develop stronger market connections and create new opportunities for future visitor growth.

As travel demand from Central Asia continues to rise, Azerbaijan’s focus on year-round tourism products, improved infrastructure and industry collaboration is expected to play an important role in attracting more travellers from Kazakhstan, Uzbekistan and other regional markets.