Baku:Azerbaijan is highlighting its health and wellness tourism opportunities by welcoming over 30 representatives from tourism companies across Russia, Belarus, Kazakhstan, and Uzbekistan. The familiarisation trip, organized by the Azerbaijan Tourism Board (ATB), aimed to showcase Azerbaijan's traditional and modern wellness experiences to an international audience.

According to Azerbaijan State News Agency, the itinerary included visits to key destinations such as Baku, Lankaran, Naftalan, Shaki, and Gabala. This allowed participants to experience firsthand the blend of traditional treatments, contemporary wellness facilities, and cultural experiences that Azerbaijan offers.

A key highlight was the visit to Naftalan, renowned for its therapeutic oil treatments. Delegates had the opportunity to explore Naftalan's specialized wellness services and treatment traditions. The trip also included an inspection visit to the Sea Breeze Resort in Baku, where attendees gained insights into modern coastal hospitality and leisure facilities.

On November 5, the delegates participated in the 'Health Tourism Conference 2026' and engaged in B2B meetings with Azerbaijan's tourism industry representatives. These interactions aimed to build professional connections, discuss potential collaborations, and explore ways to introduce Azerbaijan's health and wellness offerings to new international markets.

The familiarisation trip is part of the ATB's ongoing efforts to bolster Azerbaijan's status as a health and wellness tourism destination. By bringing international travel professionals closer to Azerbaijan's specialized facilities and regional experiences, the initiative supports long-term industry cooperation and the development of new tourism products for international markets.