From June 5–8, Azerbaijan is spotlighting its top travel destinations—Baku, Garabagh, and East Zangazur—at the Seoul International Travel Fair (SITF), South Korea’s premier tourism showcase. Organized by the State Tourism Agency and represented by the Azerbaijan Tourism Board, Azerbaijan Airlines (AZAL), and five local tourism partners, the country is unveiling its vibrant travel identity, rooted in cultural heritage, eco-tourism, and culinary richness .

Why Go to Baku: A Modern City Steeped in History

Why Go:
Blessed with a skyline dominated by the iconic Flame Towers, Baku blends futuristic architecture with the UNESCO-listed Icherisheher (Old City)—a unique urban juxtaposition.

Government Insight:
The Azerbaijan Tourism Board, an arm of the State Tourism Agency, champions Baku as the launchpad for travel within Azerbaijan. The national pavilion at SITF highlights the city’s mix of culture, modern living, and service-oriented infrastructure.

Sightseeing Picks:

  • Explore the Maiden Tower and ancient city gates.
  • Visit Heydar Aliyev Center—a Zaha Hadid-designed marvel.
  • Stroll the Baku Boulevard, dine in waterfront cafés, and dive into local carpet-making culture.

Why Go to Garabagh: Rising Eco-Cultural Destination

Why Go:
Following decades of conflict, revolutionary restoration efforts are transforming Garabagh into a must-visit for history buffs and nature enthusiasts alike. Its rugged landscapes now host eco-lodges, restored monuments, and scenic routes .

Government Insight:
The SITF campaign, within the “Year of Constitution and Sovereignty”, emphasizes Garabagh’s heritage sites in Shusha, including Shusha Castle, Yukhari Govhar Agha Mosque, and connections to literary giants & composer Uzeyir Hajibeyli.

Travel Highlights:

  • Join small-group trips through forests and mountainous terrain.
  • Visit Shusha, a cultural hub of folk arts and poetry.
  • Experience local cuisine—plov, kebabs, and aromatic teas.

Why Go to East Zangazur: Nature Meets Culture

Why Go:
East Zangazur—nestled between mountains and grasslands—is emerging as Azerbaijan’s hidden gem, offering eco-parks, cave trails, wineries, and rural hospitality.

Government Insight:
Promoted through multimedia displays at SITF, East Zangazur is positioned as the perfect contrast to urban immersion—a region for outdoor enthusiasts, blossoming agritourism, and cultural immersion.

Travel Highlights:

  • Vineyard tours and tasting sessions at boutique wineries.
  • Hiking and birdwatching in pristine mountain valleys.
  • Traditional village visits featuring folk crafts and cuisine.

Government & Airline Coordination: Robust Tourism Infrastructure

Azerbaijan Tourism Board & State Tourism Agency

The ATB plays a vital role in international marketing and destination branding, underpinning Azerbaijan’s tourism ambitions. As a recipient of the prestigious Global Partner of the Year award and represented at UNWTO events, ATB leverages SITF platforms to raise visibility in key markets like South Korea.

The State Tourism Agency, founded in 2018, manages tourism policy, heritage preservation, and regional development—with a network of Tourism Information Centres across key destinations including Garabagh and East Zangazur.

Azerbaijan Airlines (AZAL)

AZAL, the national carrier, now operates direct flights between Baku and Seoul (Incheon) during May–July 2025—a move to boost Korean tourism and bilateral ties. The airline, a Skytrax award-winner, is increasingly integrating airline-seat capacity with tourism projections and regional access to Garabagh via resumed flights to Fuzuli International Airport.

Promoting Azerbaijan at SITF: A National Showcase

The SITF experience is curated to spotlight Azerbaijan’s strengths:

  • National stand design: Showcases cultural costumes, maps, gastronomy displays, and tourism brochures.
  • Cultural engagement: Cooking demos, musical performances, and tea tastings immerse attendees in Azerbaijani traditions.
  • Panel discussions: Focused sessions on eco-tourism, wine tourism (“enotourism”), and investment in regional development .
  • Diplomatic support: Azerbaijan’s Ambassador Ramin Hasanov personally visited the stand, reinforcing government backing and bilateral tourism interests.

Safety & Advisory Landscape for Travelers

Official sources like the U.S. Smartraveller and U.S. State Department classify Azerbaijan overall as Level 2 (Exercise increased caution) due to potential terrorism threats and border areas under hazards from historical conflicts—particularly near Armenia and Nagorno-Karabakh regions.

Key Safety Notes:

  • Avoid border zones near Armenia and Nagorno-Karabakh due to sporadic armed activity and landmine risk .
  • Major tourist hubs (Baku, Garabagh restoration zones, East Zangazur) remain safe and welcoming, with stable infrastructure.
  • Emergency protocols: dial 101 for fire, 102 for police, and 103 for ambulance services in Azerbaijan.

Strategic Tourism Trends & Future Outlook

  • Enotourism growth: Azerbaijan is actively building vineyard trails and boutique wineries, supported by foreign wine experts at Nevsky Ecological Congress earlier in 2025.
  • Broad market outreach: Azerbaijan is promoting tourism in MENA, Israel, China, and now South Korea—using fairs, roadshows, and partnerships with platforms like Wego and Tel Aviv EAT.
  • Sustainable focus: Initiatives in mountain regions like Garabagh and East Zangazur are prioritized, aligned with UNESCO and UNWTO sustainability agendas .

Final Word: Viewer to Visitor

Azerbaijan’s presence at SITF 2025 marks a dynamic blend of destination marketing, diplomatic outreach, and tourism innovation. From cosmopolitan Baku to rejuvenated Garabagh, to natural charm of East Zangazur, Azerbaijan offers a rich travel tapestry—supported by direct flights, government infrastructure, and robust safety protocols.

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