Azerbaijan is taking major strides toward positioning Naftalan as a leading global wellness tourism destination. On September 28, 2024, President Ilham Aliyev signed a decree to enhance the extraction, processing, and supply of Naftalan oil, famous for its therapeutic properties. This oil has long been used in the treatment of a variety of medical conditions such as joint pain, skin diseases, and rheumatism, offering unique healing benefits that are now set to be promoted on a larger scale.

The decree not only emphasizes expanding the use of Naftalan oil in the health sector but also focuses on boosting the visibility of Naftalan as a destination for wellness tourism. By showcasing Naftalan’s rich natural resources, the government aims to attract international visitors looking for specialized health and wellness treatments, tapping into the growing global market for wellness tourism.

As part of the strategy, Naftalan will see further investments in infrastructure and marketing, elevating its status beyond the national level to a global audience. The city, renowned for its oil baths and therapeutic resorts, will now be promoted as a world-class wellness retreat. This move is expected to increase international tourist arrivals and provide a new stream of revenue for the country’s tourism industry.

With its strategic focus on wellness tourism, Naftalan aims to capitalize on the increasing demand for holistic and health-focused travel experiences. This development comes at a time when wellness tourism is rapidly growing globally, with travelers seeking destinations that offer both relaxation and medical benefits. Naftalan’s unique offerings, particularly the use of its curative oil, make it a standout destination for those looking to combine health treatments with an immersive cultural experience​ Incorporating Naftalan oil into broader wellness programs and promoting its therapeutic benefits could attract a wider international audience, especially from countries where wellness tourism is a key trend. By aligning with global wellness standards, Naftalan is set to become a significant player in the global wellness tourism market, offering treatments that are both unique and steeped in tradition.

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