Berlin: Azerbaijan's tourism potential was prominently showcased at the ITB Berlin 2026 exhibition, held in Germany. The Azerbaijani national stand, a joint effort by the State Tourism Agency and the Azerbaijan Tourism Board, served as a focal point for presenting the country's attractions to a global audience.

According to Azerbaijan State News Agency, the event facilitated numerous B2B meetings between 13 Azerbaijani industry partners, including Azerbaijan Airlines (AZAL) CJSC, hotels, and travel agencies, and international delegates. These interactions aimed to promote Azerbaijan's tourism potential and establish new partnerships.

Azerbaijan's Ambassador to Germany, Nasimi Aghayev, was among the visitors to the national stand, joining representatives from several international companies. ITB Berlin, renowned as one of the world's largest tourism exhibitions, draws approximately 100,000 attendees annually. This year's event marked the exhibition's 60th anniversary and featured participation from over 5,800 organizations and tourist companies representing 190 countries.

The exhibition also highlighted a growing interest in Azerbaijan as a travel destination, with the number of German tourists visiting the country increasing by 11 percent last year, totaling 24,000 visitors.