Baku: Azerbaijan’s state tourism agency is on a mission to enhance the country’s travel appeal through a newly launched initiative. This move is consistent with the government’s history of investing heavily in image-boosting activities, such as hosting international events like the Eurovision song contest, Formula 1 races, the European Games, and COP29.
According to Global Voices, the agency has recently allocated AZN 135,039.37 (USD 79,000) to VATA, a limited liability company, to organize trips for 30 guests, including journalists, bloggers, and tourism companies from South Korea and Israel. This initiative, however, has raised concerns due to Azerbaijan’s closed land borders since the COVID-19 pandemic began in 2020. Initially linked to COVID concerns, the closure rationale shifted to national security concerns by March 2024, with President Ilham Aliyev emphasizing security measures ahead of COP29.
The closed borders have limited affordable tourism options for Azerbaijani citizens and budget-conscious to
urists. Accommodation prices in Azerbaijan’s resorts can be prohibitive, with mid-range hotels costing AZN 60-80 (USD 35-47) per night and luxury resorts significantly higher. For citizens earning a median wage of AZN 571 (USD 335) per month, such costs are a substantial burden.
As of January 1, 2025, the monthly minimum wage in Azerbaijan is AZN 400 (USD 235), while the average monthly salary is approximately AZN 1043 (USD 613). However, these averages hide significant income inequality, with many earning less than the average.
International influencers visiting Azerbaijan might not encounter these economic disparities in promotional materials. However, local human rights groups report widespread political oppression, with 375 political prisoners and rampant corruption. Azerbaijan ranks low on democracy and freedom indexes, placing 167th out of 180 countries according to Reporters Without Borders, while Freedom House describes it as a consolidated authoritarian regime.
Promoting tourism is not inherently
problematic, but when the leadership suppresses civil society and independent voices, such campaigns may seem insincere.