GCC travellers ‘Take another look’ at Azerbaijan

Azerbaijan Tourism Board (ATB) the national promotion body established to support the growth of Azerbaijan’s tourism industry introduced its marketing campaign ‘Take another look’ at the 26^th edition of ATM 2019. As part of its strategy to present a new portrait of the country, enhance its destination value and double the current in-bound tourism by 2023, ATB launched its global marketing campaign in UAE to garner interest from tourists across the Middle East region.

The brand positioning and identity is an invitation to attract travellers to consider Azerbaijan from a unique point of view and discover its untold stories and secrets. Situated at the crossroads of Eastern Europe and Western Asia, Azerbaijan has nine of the world’s eleven climate zones, offering travellers a European experience at affordable prices all year round.

The Caucasus country is currently on the cusp of a tourism boom as it welcomed a record number of in-bound visitors spending more than US$ 2 billion in 2018, making it one of the fastest growing tourist destinations in the world. Azerbaijan’s recent investments in tourism and country promotion including the newly launched city-wide official pass, Baku Card are testimony to the fact that the country is poised to become a popular tourist destination. The Baku Card provides visitors with free public transport, entry tickets to selected city museums and attractions including discounts and special offers at shops, cafes and restaurants.

In 2018, Azerbaijan welcomed over 200,000 GCC tourists which is a 30% increase from the year before. To meet the growing demand in the region, airlines have increased the frequency of direct flights from the Middle East to Azerbaijan. Local carriers like flydubai, Azerbaijan Airlines, Air Arabia, Qatar Airways, Etihad Airways, Gulf Air, Jazeera Airways, Flynas are providing tourists with convenient flight routes to facilitate travel.

Moreover, UAE residents are eligible for visa on arrival to Azerbaijan with a possibility of a one-month extension. Saudi Arabia and Qatar residents can apply for an E-Visa online which is processed within 3 hours through the new simplified electronic visa procedure. The new initiatives are expected to improve Azerbaijan’s ranking among countries with a high tourism contribution towards national GDP, according to the World Travel and Tourism Council 2018 Impact Report. It is forecasted to be at 6% per annum over the course of the next 10 years ranking it amongst the world’s top 20 high potential countries.

As a premium MICE destination Azerbaijan boasts a well-developed corporate infrastructure which is equipped to host large scale business meetings and conferences allowing for an influx of ‘bleisure’ tourists looking to extend their trip to explore the sights of Azerbaijan.

“Azerbaijan has authentic and unique stories that are yet to be unravelled. Our campaign reveals Azerbaijan’s distinctive culture, delectable cuisine, phenomenal shopping experiences and indulgent health and wellness retreats. As we encourage visitors from the GCC to ‘Take another look’, we are inviting them to take a more in-depth look at Azerbaijan and immerse themselves in truly genuine cultural experiences. Guests will want to dig deeper into the country’s history and rich cultural heritage as they discover pleasant surprises and hidden gems throughout the year,” said Florian Sengstschmid, CEO of Azerbaijan Tourism Board.

Azerbaijan is a true amalgamation of the East and West with the country encircled in scores of natural beauty speckled with modern architecture and rich medieval history. From Baku’s modern Flame Towers, to the depths of the medieval UNESCO World Heritage site, there’s something for everyone in Azerbaijan. A constantly evolving tapestry of life and energy from bazaars to jazz clubs makes it an ideal destination for family holidays as well as solo travels.

As a tourism proposition, Azerbaijan is a safe family-oriented destination that is supported by a rich history that dates back 5000 years and a composite culture that has evolved with the passing through of travellers along the Great Silk Road.

With high-profile sporting events such as the Formula 1 Azerbaijan Grand Prix and UEFA Europa League Final in 2019; varied hospitality offerings that range from luxury collections to B&Bs; a vibrant gastronomical experience; spectacular landscapes including summer countryside and winter ski slopes; adventure trails; and cultural events; Azerbaijan is in an excellent position to cater to high volumes of tourists seeking authentic local experiences.

Commenting on the global and national growth in halal tourism, Florian Sengstschmid, CEO of Azerbaijan Tourism Board, said, “Azerbaijan’s unique geography and location have resulted in a cuisine influenced by the land’s natural ingredients. It has also assimilated the flavors of the travellers that passed through its heartlands. In addition to eateries serving local and international delicacies, most restaurants in the country serve halal culinary options.”