Tapping China's tourism market

The tourism board hopes to increase annual arrivals from China to between 200,000 and 300,000 within the next three to five years.

Industry players say a growing interest among Chinese travelers suggests the target may be within reach.

Li Mengran, marketing manager of the Beijing-based travel agency Utour, notes that Azerbaijan is emerging as a key growth driver in the niche Transcaucasus travel market.

"With Chinese travelers increasingly seeking out less-explored destinations, our multicountry itineraries combining Azerbaijan, Armenia and Georgia have recorded steady growth year after year," Li says.

She attributes part of the destination's rising appeal to increasingly convenient travel policies across the region.

"For Chinese tourists, it is no longer just one country opening up. The wider Transcaucasus region is becoming more accessible, making it easier for travelers to visit several destinations in a single trip," she says.

According to Li, demand for smaller and emerging destinations served by her company has risen by around 15 percent year-on-year this year, with Azerbaijan standing out thanks to its distinctive culture, dramatic landscapes and relatively untapped appeal.

The destination tends to perform particularly well during China's major holiday periods, including the National Day holiday in October, when it often emerges as a dark horse among long-haul and niche destinations, she adds.

Supporting Azerbaijan's ambition are a growing number of travel facilitation measures. China and Azerbaijan have implemented mutual visa-free arrangements, while air connectivity continues to expand. Azerbaijan Airlines currently operates direct flights between Beijing and Baku, while China Southern Airlines operates direct flights between Urumqi and Baku. A direct Shanghai-Baku route is expected to launch next year.

The Beijing office will also coordinate the tourism board's marketing campaigns across China, including cooperation with major online travel platforms and participation in industry events.

During a recent visit to China, the tourism board held roadshows in Xi'an, Shaanxi province, Shanghai and Beijing, alongside six industry partners, including Azerbaijan Airlines. The organization also participated in ITB China in Shanghai and signed a strategic cooperation memorandum with Tongcheng Travel, a leading travel platform based in Jiangsu province.

Recognizing that Chinese travelers are increasingly discovering destinations online, Azerbaijan has been strengthening its presence on Chinese digital platforms such as Weibo and Xiaohongshu.

"We don't want to bring Azerbaijan into these channels in a top-down way," Sengstschmid says. "We want Chinese travelers and Chinese content creators to tell their own stories and share their own experiences."

The country has also expanded its "China Ready" program, which aims to help local tourism businesses better serve Chinese visitors through staff training, service standards and improved visitor facilities.

Beyond certification programs, efforts are underway to improve signage, navigation systems and digital payment options. Services, including Alipay, are expanding to make travel easier and more convenient for Chinese visitors.

Sengstschmid says he believes Azerbaijan's appeal lies in its unique blend of cultures and landscapes.

"Azerbaijan is Western with an Eastern outlook," he says. "You see it in the culture, the food, the hospitality, and the way people live."

Azerbaijan has rolled out a wide range of tourism experiences tailored to Chinese travelers, including cultural exploration, nature-based travel, Silk Road heritage, gastronomy, wine tourism, and wellness experiences.

Visitors can explore the Walled City of Baku, a UNESCO World Heritage Site, admire modern landmarks such as the Heydar Aliyev Center, or venture further afield to discover mud volcanoes, mountain villages and ancient Silk Road towns. Destinations such as Khinalig, one of the highest and oldest continuously inhabited settlements in the Caucasus, offer insights into centuries-old traditions, while regions known for wine production and wellness tourism add further diversity to the visitor experience.

Sengstschmid says ultimately, human connections matter most.

"When people feel welcome, they want to return," he says."Tourism starts with people."

With a permanent presence in Beijing, growing air links and targeted efforts to adapt to Chinese travelers' preferences, Azerbaijan authorities are betting that greater familiarity will translate into stronger tourism flows and deeper exchanges between the two countries in the years ahead.