Baku: The Azerbaijan Tourism Board (ATB) hosted a familiarization trip for representatives of 12 leading travel companies from Trkiye on June 15-20. The program was organized to strengthen business connections and give Turkish travel-trade professionals first-hand experience of Azerbaijan's diverse tourism offerings.

According to Azerbaijan State News Agency, during the trip, participants visited Baku's UNESCO World Heritage sites and explored several regions of Azerbaijan, including Shamakhi, Ismayilli, Gabala, and Shaki. They experienced local culture, historical sites, and leisure activities across the country, gaining a deeper understanding of what Azerbaijan has to offer Turkish travelers.

As part of the program, a B2B workshop held on 19 June brought together the FAM trip participants and key representatives from Azerbaijan's tourism industry. The session provided an opportunity for discussions, to share insights, and to build new business partnerships between Turkish and Azerbaijani travel-trade professionals.

The strengthening of tourism ties has also been reflected in visitor arrivals, with the number of visitors from Trkiye to Azerbaijan increasing by 10.6% during January-May 2026, compared to the same period in 2025, reaching 191,776 visitors.