Women-Led Tourism Initiative of Azerbaijan: Strengthening Ties with Pakistan and Empowering Female Travellers

Published on December 5, 2025

Azerbaijan remains a popular destination for a wide range of travellers, especially as the country strengthens tourism ties with South Asia. In late November and early December 2025, the Azerbaijan Tourism Board (ATB) organised a women-led familiarisation trip, during which ten influential female representatives from Pakistan’s growing travel industry explored the country’s rich cultural heritage, modern infrastructure, and scenic landscapes. The event, which took place from November 26 to December 3, 2025, was part of ATB’s strategic efforts to strengthen Azerbaijan’s position in the women-centred travel sector, which is one of the fastest-growing segments of the global tourism market.

Exploring Azerbaijan’s Diverse Tourism Offering

The tour provided participants with an immersive exploration of Azerbaijan’s renowned tourist destinations, including the capital city of Baku, the picturesque region of Gabala, the historic town of Shaki, and the serene landscapes of Ismayilli. These areas were selected for their unique ability to represent Azerbaijan’s mix of traditional culture and modern tourism infrastructure. The visitors explored cultural sites, indulged in the delicious local cuisine, and experienced the nation’s world-class facilities tailored to tourists. This experience not only allowed the travelers to witness Azerbaijan’s potential as a tourism destination but also gave them valuable insights into the nation’s rapidly expanding tourism sector.

Baku, with its futuristic architecture and vibrant nightlife, provided the women with a glimpse of Azerbaijan’s modern side, while Gabala, Shaki, and Ismayilli offered a more traditional view of Azerbaijan’s diverse natural beauty. These regions, often under-explored by international tourists, are seen as ideal for developing new tourism products tailored to women travelers who seek a blend of culture, nature, and relaxation.

Azerbaijan as a Key Destination for Women Travelers

The women-led familiarization trip was particularly focused on addressing the growing demand for female-centric tourism experiences in South Asia, especially from Pakistan. As a result of increasing interest from women travelers, Azerbaijan is positioning itself as an ideal destination that meets the needs of this demographic. With a focus on safe, inclusive, and culturally enriching travel experiences, Azerbaijan is making great strides in accommodating women who prefer to travel in groups, often looking for destinations that combine adventure, culture, and relaxation with safety and comfort.

According to tourism officials, the country has witnessed a consistent increase in female travelers from South Asia, with Azerbaijan offering unique packages that cater specifically to women. As part of the ATB’s long-term strategy, various promotional efforts are underway to attract and welcome more women travelers to Azerbaijan. This includes the development of special itineraries and services that focus on the specific interests and preferences of women travelers.

B2B Networking Event: Building Bridges Between Azerbaijan and Pakistan

On December 2, 2025, a B2B networking event was held in Baku, bringing together around 50 local Azerbaijani travel companies and tourism professionals. This event played a pivotal role in creating new opportunities for business collaboration, helping strengthen ties between Azerbaijan and Pakistan’s tourism sectors. The networking session focused on developing joint products and strategies to expand women-led group travel between the two countries.

The meeting marked the beginning of a promising partnership, which is expected to evolve into a growing market segment in the coming years. The discussion emphasized the importance of collaboration between travel agencies, local businesses, and government entities to ensure that the emerging women’s tourism market is met with tailored offerings. As women’s group travel continues to grow, these partnerships are expected to yield innovative tourism packages that cater to this new wave of travelers.

Azerbaijan’s Efforts to Foster Strong Tourism Relations with Pakistan

Pakistan is rapidly emerging as one of Azerbaijan’s fastest-growing tourism markets. In recent years, the number of visitors from Pakistan has surged by 74%, a remarkable growth driven by factors such as improved travel access, targeted marketing campaigns, and strengthened bilateral relations. Direct flights between Baku and major cities in Pakistan, coupled with Azerbaijan’s participation in key tourism trade events, have contributed to this rise in tourism.

The Azerbaijan Tourism Board has also conducted roadshows and promotional campaigns across Pakistan, engaging with local travel agents and tour operators to familiarize them with Azerbaijan’s tourism offerings. These efforts are seen as crucial in expanding Azerbaijan’s footprint in Pakistan’s vibrant travel market. Moreover, the ATB’s commitment to improving travel infrastructure, coupled with the growing number of direct flights, ensures that Azerbaijan remains easily accessible to Pakistani travelers.

A Bright Future for Women’s Tourism Between Azerbaijan and Pakistan

As Azerbaijan advances in the women’s tourism sector, its efforts are becoming more visible on a global scale. The women-led familiarisation trip from Pakistan, as well as the successful B2B networking event, demonstrate Azerbaijan’s commitment to developing strong relationships with key tourism markets in South Asia. These efforts are expected to pay off in the coming years, with an increase in women-led group travel to Azerbaijan starting in 2026.

The growing market for female travellers presents a unique opportunity for Azerbaijan to not only boost its tourism industry but also empower female travellers from all over the world. With ongoing support from both government and private entities, Azerbaijan is well positioned to become a top destination for female travellers in the coming years.