SATTE 2024: Florian Sengstschmid shares tourists’ influx to Azerbaijan

Published on March 15, 2024

By: Tuhin Sarkar

In an exclusive interview at SATTE 2024 in India, Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, shared insightful updates on Azerbaijan’s tourism sector, marking a notable presence since its debut in 2018. The event, a cornerstone of Azerbaijan’s annual tourism promotion efforts, saw the participation of 19 partners from Azerbaijan engaging in fruitful business with their Indian counterparts.

A Surge in Indian Travellers

Florian Sengstschmid reported a remarkable year in 2023 for Azerbaijani tourism, especially from the Indian market. The country welcomed 120,000 Indian travellers, doubling the figures from 2022. January 2024 set a new record with over 10,000 arrivals from India, marking a 140% increase. This surge is attributed to enhanced connectivity from Delhi and Mumbai to Baku, facilitated by Azerbaijan Airlines and IndiGo, laying a strong foundation for continued growth in travel between Azerbaijan and India.

Targeted Marketing Strategies

The Azerbaijan Tourism Board’s marketing strategies have been finely tuned to attract more Indian tourists, focusing on business events, MICE (Meetings, Incentives, Conferences, and Exhibitions), family travelers, and weekend escapes. Given the short flight time of only 3 and a half hours, Azerbaijan is positioned as an ideal destination for brief getaways.

Promoting Azerbaijan as a Premier Meeting Destination

Emphasizing the importance of the meetings segment from the outset, the Azerbaijan Tourism Board has engaged with partners through various platforms, including SATTE, OTM in Mumbai, and conducting roadshows and destination seminars in tier 2 and tier 3 cities across India. This year, marketing efforts will extend to Pune, Hyderabad, and many other cities, showcasing Azerbaijan’s offerings for the meetings industry.

Commitment to Sustainability

Sustainability sits at the forefront of Azerbaijan’s tourism agenda, influencing flows of tourism, product experiences, and the entire value chain, including accommodation providers, guides, and travel agencies. A sustainability framework has been developed, leading to national certification initiatives. Azerbaijan has also partnered with the World Travel & Tourism Council (WTTC) on the Hotel Sustainability Basics program, launched at ITB Berlin last year. This initiative underscores the commitment of Azerbaijani hotels to sustainability.

Further efforts in sustainable tourism include collaborations with global partners like Slow Food Travel and Italy-based NGOs, focusing on promoting good, clean, and fair food practices. Experiences such as bird and butterfly watching and hiking are part of a broader strategy to engage travelers in sustainable practices, making them co-producers of their travel experiences.

Looking Ahead

The Azerbaijan Tourism Board’s strategic approach, combining connectivity enhancements, targeted marketing, a focus on meetings and business events, and a strong commitment to sustainability, is setting the stage for continued growth in tourism from India and globally. Florian Sengstschmid’s leadership reflects a forward-thinking vision that promises to elevate Azerbaijan’s position on the world tourism map, making it a destination of choice for a diverse range of travelers.