Baku: Azerbaijan should focus on increasing tourists' spending rather than the number of visitors, World Bank Lead Tourism Specialist Shaun Mann said during a panel discussion held as part of the presentation of the "Azerbaijan Country Economic Memorandum - Spring 2026" report in Baku, APA-Economics reports.

According to Azeri-Press News Agency, Shaun Mann emphasized the importance of Azerbaijan's next stage of tourism development focusing on extending tourists' length of stay, increasing their spending, and generating greater economic value. Mann suggested that enhancing tourism products and destinations, alongside creating new experiences in the country's regions, are key to achieving these goals.

Mann highlighted that there is no alternative to increasing tourism value other than enriching tourism products and systematically investing in destination development. He pointed out the necessity of expanding international air connectivity to various destinations and establishing the necessary infrastructure and institutional framework to attract investors.

Furthermore, Shaun Mann stressed that tourism development is not solely the responsibility of tourism authorities and requires coordinated action by transport, labor, environmental, and other government agencies. Such cooperation, he noted, is essential for ensuring sustainable tourism development in Azerbaijan's regions.

Mann also mentioned that, based on the World Bank's assessment, development plans have been prepared for several tourism destinations in Azerbaijan, and infrastructure gaps have been identified. He concluded by asserting that real investments are essential for implementing these plans and achieving the desired tourism development goals.