The 71st session of the European Regional Commission of the United Nations World Tourism Organization (UNWTO) has commenced in Baku, Azerbaijan, with more than 150 delegates representing nearly 40 countries in attendance. The event, which serves as a vital platform for discussing tourism development in the region, has been hailed as a significant gathering of tourism professionals and experts. The diverse group of participants includes high-level officials, tourism representatives, and industry leaders, all focused on driving sustainable tourism practices and advancing the tourism sector across Europe and beyond.

Azerbaijan’s participation in the UNWTO dates back to 2001, marking over two decades of active involvement in the organization’s initiatives. Throughout these years, Azerbaijan has remained a committed member, contributing to regional and global tourism efforts. The country’s engagement with the UNWTO has been notable, as it has been represented on the Executive Council three times and even served as Chair of the Council in 2017. This consistent participation highlights Azerbaijan’s growing role in shaping the global tourism landscape, particularly in the European context.

The success of Azerbaijan’s tourism sector is closely linked to the strong leadership and strategic vision of its government. The country has become an increasingly attractive destination for international visitors, serving as a vital hub connecting Europe with other regions. The strategic development of tourism infrastructure, alongside a focus on sustainability, has played a crucial role in the sector’s growth. In 2024, Azerbaijan experienced a notable 26% growth in international arrivals compared to the previous year, with tourism expenditure reaching 5.1 billion USD. This growth underscores the country’s evolving position as a key player in the global tourism industry.

A major contributing factor to Azerbaijan’s tourism growth in recent years has been its hosting of COP29, a significant global event. As one of the major global conferences of 2024, COP29 attracted thousands of international participants and showcased Azerbaijan’s commitment to sustainability and climate action. The inclusion of tourism in the COP agenda for the first time marked a pivotal moment for the sector. The event featured the Tourism Ministerial Event, co-organized by the State Tourism Agency and the UNWTO, which brought together ministers and experts to discuss the intersection of tourism and climate change. Two high-level roundtable discussions also took place, focusing on the role of the tourism industry in combating climate change.

A key outcome of these discussions was the launch of the “COP29 Declaration on Enhanced Climate Action in Tourism.” This declaration, which has already garnered support from over 70 countries, including several European nations, emphasizes the importance of addressing climate change within the tourism sector. Azerbaijan has called on other nations to join this important initiative, aiming to create a global framework for climate action in tourism. The country’s leadership in this area further strengthens its position as a responsible and forward-thinking tourism destination.

In addition to its ongoing efforts to promote sustainable tourism, Azerbaijan has also presented its candidacy for one of the European seats on the UNWTO Executive Council for the 2025–2029 term. The election for these seats is taking place during the current meeting in Baku, and Azerbaijan looks forward to continuing its collaboration with the UNWTO and other member countries to shape the future of tourism in Europe and globally.

The event has received praise from attendees, with the Executive Director of the UNWTO expressing gratitude to Azerbaijan for its exceptional organization and hospitality. She also acknowledged Azerbaijan’s significant role in advancing tourism sustainability and highlighted the importance of continued innovation, education, and investment in the tourism industry. Recognizing tourism as one of the most human-centered sectors of the global economy, she emphasized the need for collaborative efforts to ensure that tourism continues to contribute positively to local economies and communities worldwide.

The meeting will also provide an opportunity to review the activities of the UNWTO for the 2024–2025 period, with elections set to take place for various leadership positions, including the General Assembly and the Executive Council. The second day of the event will feature a thematic conference titled “From Momentum to Milestones: Advancing Climate Action in Tourism Beyond COP29.” This session will delve into the future of climate action in tourism, focusing on how the sector can build on the momentum generated by COP29 and continue making meaningful progress toward sustainability.

As the meeting progresses, it is clear that Azerbaijan’s efforts to position itself as a leader in sustainable tourism, coupled with its strong partnerships with the UNWTO and other international organizations, will have a lasting impact on the region and beyond. The discussions and outcomes of this meeting will help shape the future of tourism, ensuring that it remains a force for positive economic and social change while addressing the urgent challenges of climate change.

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