Azerbaijan DMC Azer Builds Fresh Momentum in China With Leisure Travel Across the Caucasus

Azerbaijan is drawing fresh attention from the Chinese travel market as destination management company Azer works to connect more Chinese travellers with Azerbaijan, Georgia and the wider Caucasus. The company is focusing on a clear market need: travel programmes that are easy to understand, quick to arrange and built around the interests of Chinese visitors.
Speaking at ITB China, Ivan Kishko, representing Azer, explained how the company is working to grow its business in the region. Azer sells group travel packages for Chinese travellers across the Caucasus. It has offices in Georgia and China and was among the early DMCs to start receiving Chinese groups in the Caucasus.
The company’s presence at ITB China is part of this wider effort. Azer is using the event to meet existing clients and build new business relationships. Kishko said that the company’s meetings and road show activities were going well, showing the importance of direct contact in the travel trade.

Azerbaijan And Georgia Remain Key Leisure Markets

Azer’s main focus is on leisure travellers visiting Azerbaijan and Georgia. These two destinations form an important part of the company’s current business strategy. The company also receives MICE groups from China, along with delegations and government travellers travelling to Azerbaijan.
However, attracting MICE groups from China comes with a major challenge. The distance between China and the Caucasus can make group travel more difficult. This means that leisure travel remains an important area for Azer as it works to develop demand.
The company is therefore balancing different types of visitors. Leisure travellers form the main target market, while MICE groups, delegations and government travellers add other business opportunities.

Chinese Travellers Get A More Tailored Experience

One of Azer’s main strengths in the Chinese market is its focus on making travel easier for Chinese visitors. Kishko said the company provides Chinese-speaking support and focuses on fast communication.
This matters because travel planning often involves many small details. Travellers need clear information about itineraries, schedules and services. Quick communication can make the planning process smoother.
Azer also creates itineraries specifically for the Chinese market. Instead of offering only general travel programmes, the company adapts its packages to meet the needs of its target travellers.
This approach shows how DMCs can respond to the needs of individual markets. A traveller from one country may look for a very different experience from a traveller from another. Azer’s China-focused approach is designed to recognise that difference.

The Caucasus Offers A Strong Cultural Story

Kishko also pointed to history and culture as major reasons why Azerbaijan and the Caucasus stand out.
Azerbaijan sits between Europe and Asia. Over time, the country has experienced influences from different cultures and historical powers. Kishko highlighted influences connected with Iran, Turkey and the heritage associated with Caucasian Albania.
He also spoke about Azerbaijan’s Muslim heritage alongside its links with the history of Caucasian Albania, which has an important place in the region’s early Christian history.
Neighbouring Georgia adds another layer to the story. Kishko described Georgia as one of the oldest Christian countries and noted historical influences from Iran, the Sassanid Empire and the Ottoman Empire.
For travellers, this creates a destination story that goes beyond sightseeing. The region brings together different historical and cultural influences in a relatively concentrated area. This cultural mix is one of the features Azer highlights when presenting Azerbaijan and Georgia to the international travel market.

Azer Chooses Existing Products Over A Major New Launch

Despite attending a major travel trade event, Azer is not currently concentrating on launching a large number of new products.
Kishko was direct about the company’s approach. He explained that Azer is focusing on existing products because the market is already competitive. Price has become an important part of competition between DMCs, and the company is responding to what customers are asking for.
This approach also shows how travel companies are adjusting to market realities. New products can attract attention, but they must also match actual demand. For Azer, the immediate priority is to strengthen programmes that already have a place in the market.
The company has, however, expanded its product range in the past. Kishko said Azer was among the first companies to add winter programmes to its travel itineraries for Chinese travellers. It also introduced hiking programmes for the Chinese market.
These programmes give the company additional ways to present the Caucasus to Chinese visitors. They also show that the company is looking beyond one type of travel experience.

ITB China Remains An Important Business Platform

Azer’s third participation at ITB China underlines the value the company places on the event. Kishko explained that the company also takes part in road shows because these provide more time with clients. Yet he described ITB as one of the world’s major travel exhibitions and said the company could not miss the event.
For Azer, the event is not simply about presenting a destination. It is also about meeting people who can help build future business. Existing clients remain important, while new relationships can open further opportunities.
The company’s strategy is clear. Azerbaijan and Georgia remain central to its leisure business, while the Chinese market continues to offer opportunities despite the challenges created by distance. Azer is combining Chinese-speaking support, fast communication and market-specific itineraries with existing winter and hiking programmes.
The wider Caucasus also gives the company a strong cultural narrative. Its mix of European and Asian influences, different historical connections and diverse heritage provides a foundation for travel programmes aimed at visitors looking for experiences beyond conventional holidays.
As Chinese travel interest in the Caucasus develops, Azer is positioning itself around what it already knows works in the market. Rather than chasing constant product launches, the company is concentrating on existing demand, competitive pricing and tailored experiences.

Image Credit: georgia.travel