Azerbaijan: The Beating Heart of the Caucasus Tourism Revival

At the crossroads of Europe and Asia, Azerbaijan is redefining its place on the global tourism map. Long known as a land of fire, poetry, and ancient trade routes, the country is now emerging as a modern tourism powerhouse — combining cultural richness with forward-looking innovation and sustainable development.

In 2025, Azerbaijan received international recognition at the Global Tourism Forum in Brussels, where it was awarded Best Culinary Destination — a distinction that reflects both its deep-rooted traditions and its ability to reinvent them for the modern traveler. From saffron-infused delicacies and aromatic teas to vibrant pomegranate festivals, Azerbaijan’s cuisine has become one of its most powerful tools of cultural diplomacy, drawing visitors into a story that is both local and universal.

A Bridge of Heritage and Modernity

Few destinations in Eurasia offer such harmony between history and modern life. The capital, Baku, is a striking symbol of that balance: medieval fortress walls of the Old City (Icherisheher) stand beside bold architectural masterpieces like the Heydar Aliyev Center — designed by Zaha Hadid — and the shimmering Flame Towers, which illuminate the skyline as emblems of progress and pride.

Beyond the capital, the charm of Sheki, Lahij, and Gabala reveals the soul of Azerbaijan’s hospitality. The Palace of Sheki Khans, with its intricate stained-glass windows, is a masterpiece of Caucasian art, while the cobblestone streets of Lahij echo with the sound of copper artisans preserving techniques passed down for centuries.

Nature, too, plays a central role in Azerbaijan’s tourism vision. From the healing mud volcanoes of Gobustan — a UNESCO World Heritage site — to the alpine tranquility of the Shahdag Mountain Resort, the country is embracing eco-tourism and wellness travel as key pillars of sustainable growth. The Caspian Sea coast, with its modern resorts and serene vistas, offers visitors both leisure and connection to the natural world.

A Vision for Sustainable and Inclusive Tourism

Guided by the “Azerbaijan 2030” national development strategy, the government has placed tourism at the heart of its diversification agenda. Major investments in infrastructure, new flight routes, digital tourism promotion, and rural guesthouse development are opening new horizons for both domestic and international visitors.

These efforts are not only transforming Azerbaijan’s image abroad but also ensuring that tourism benefits local communities. The growing focus on rural and community-based tourism allows travelers to experience authentic village life, local crafts, and culinary traditions, while empowering residents through job creation and cultural preservation.

Recognition and Regional Leadership

Azerbaijan’s success story is resonating beyond its borders. Regional cooperation with the South Caucasus, Central Asia, and the Black Sea region is strengthening connectivity and shared growth in sustainable tourism. The country’s role as host to major international events — from Formula 1 to COP29 — further enhances its visibility as a destination of dialogue, innovation, and hospitality.

At the Global Tourism Forum, international experts praised Azerbaijan’s model as an example of how tourism can serve as a bridge between cultures while driving economic diversification and environmental responsibility.

A Destination with a Global Message