Today, China is the world’s largest outbound tourism market, and Azerbaijan’s share in this vast market is steadily increasing.
According to “Tehsil365”, Florian Sengstschmid, Chief Executive Officer of the Azerbaijan Tourism Board, made this statement during the presentation of the “China Ready” program held in Baku.
“For more than ten years, this platform has been connecting Chinese buyers with international tourism destinations. By organizing this event in Azerbaijan for the first time, we will host 15 leading buyers from China. They will experience Azerbaijan firsthand through seminars, one-on-one meetings, and familiarization trips across different regions of the country,” Sengstschmid said.
“The potential is enormous. The visa-free regime between Azerbaijan and China is one of the key factors supporting this growth. It creates a unique opportunity for us to present Azerbaijan as a top travel destination for Chinese tourists. Our goal is not only to promote Azerbaijan but also to ensure that our local partners are fully prepared to meet the specific needs of Chinese visitors.
The expectations of Chinese tourists are clearly defined across every stage of the tourism value chain—from professional, Chinese-speaking guides to easy navigation within the country, comfortable hotels, convenient payment systems, and dining options that suit their tastes. We have already taken steps in this direction. Some hotels are hiring staff who speak Chinese, UnionPay payment terminals are being implemented nationwide, and the number of Chinese restaurants in Baku is rapidly growing.
To continue these efforts in a more structured and systematic way, today we are launching the “China Ready” program, and I invite all of you to actively participate and commit to this journey. The program is based on our shared responsibility to be prepared for Chinese tourists. Following today’s meeting, you will receive regular market updates, and the knowledge and experience shared within the program will guide us in working with visitors from China and ensuring our long-term success in this market.
In addition, we are conducting a comprehensive audit that covers all key elements of the tourism value chain—from airports and accommodation services to the service sector and attractions. Since 2019, the Azerbaijan Tourism Board has made significant efforts to build a strong network of partners in China as well as in the international travel and media sectors. This year, we were honored with the prestigious “Global Annual Excellence Award” presented by one of the world’s leading online travel services groups.
We are further strengthening these connections through close cooperation with major platforms such as Ctrip, Qunar, and LinkedIn, as well as highly localized social media networks like WeChat, Baidu, Weibo, and Little Red Book. This autumn, our efforts will culminate in two major roadshows and presentations covering eight cities—Beijing, Shanghai, Guangzhou, Tianjin, Zhengzhou, and Chongqing,” Sengstschmid added.