Brussels:Azerbaijan's tourism offerings, from its Silk Road heritage to modern mountain resorts, took center stage at the 'Euronews Travel and Tourism Summit 2026'.
According to Azerbaijan State News Agency, Florian Sengstschmid, CEO of Azerbaijan Tourism Board, highlighted the country's diverse tourism opportunities during sessions titled 'Azerbaijan From the Silk Road to the Ski Slopes' and 'East Meets West A New Chapter in Travel Connectivity'. The event was broadcast live across Euronews' platforms, reaching over 400 million users worldwide, thus providing significant international exposure.
Azerbaijan's strategic position at the crossroads of Europe and Asia, rich historical and cultural heritage, and varied travel experiences were key themes presented to attract international travelers. Sengstschmid emphasized the ease of access due to expanding air connections with Europe and Azerbaijan's e-visa system, making it more convenient for international visitors.
The summit also focused on improved connectivity with Europe, including new direct flights between Baku and Brussels starting 8 May 2027. This enhancement in travel links aims to strengthen Azerbaijan's appeal in the European market. The discussions included contributions from diplomats such as Aidit Erkin and Su Chen, who explored the impact of growing connectivity on international travel.
Winter tourism was another highlight, with the upcoming FIS World Cup scheduled at Shahdag Mountain Resort, set to enhance Azerbaijan's profile as a winter destination. The summit underscored experiences beyond the capital, showcasing Silk Road heritage, mountain landscapes, and local cultural traditions.
Long-term plans include the 'State Program on the Development of Tourism in the Republic of Azerbaijan for 2026-2030', aiming to bolster regional tourism infrastructure, support micro-entrepreneurship, and increase economic contributions from tourism. The focus is on encouraging longer visitor stays and generating economic benefits for local communities.
The summit concluded with a 'Passport to Azerbaijan' business lunch, offering guests a taste of Azerbaijani dishes and its renowned hospitality, further promoting the country's rich gastronomic heritage.