Published on
October 4, 2025
Azerbaijan Tourism Board recently completed a two-day roadshow in Italy on 1-2 October 2025, marking a significant step in promoting the country as a prime travel destination to the Italian market. The initiative engaged leading travel trade professionals and media representatives across two major cities, Rome and Milan, creating an extensive platform to showcase Azerbaijan’s diverse tourism offerings.
The events attracted a strong turnout of up to 80 participants, including travel agents, tour operators, and media personnel, who had the opportunity to interact directly with representatives from Azerbaijan’s tourism sector. The program highlighted key segments such as luxury and boutique hotels, destination management companies, regional tourism boards, and cultural tourism initiatives.
During the roadshow, participants attended detailed presentations showcasing Azerbaijan’s latest developments in hospitality, wellness, adventure, and cultural tourism. These sessions emphasized the country’s unique combination of natural landscapes, heritage sites, and innovative wellness offerings, positioning it as an increasingly attractive choice for Italian travelers seeking authentic and diverse experiences.
In addition to informative sessions, the program included B2B meetings and networking receptions that enabled one-on-one interactions between Italian and Azerbaijani stakeholders. Evening gatherings featured live musical performances, further immersing attendees in the cultural richness of Azerbaijan while fostering deeper business connections.
The roadshow underlined Azerbaijan’s strategic commitment to enhancing its presence in Italy’s tourism market. Plans for 2026 include expanding engagement through additional workshops, familiarization trips for media and trade professionals, and participation in key international tourism exhibitions, ensuring continued visibility and growth in bilateral tourism collaboration.
As part of broader initiatives during the visit, Azerbaijani representatives participated in the World Travel & Tourism Council’s annual Global Summit in Rome. Recognized globally as a critical platform for industry leaders, the summit provided opportunities to discuss trends, share best practices, and collaborate on shaping the future of travel and tourism.
Accessibility and convenience remain central to Azerbaijan’s approach to attracting Italian travelers. Direct flights operate from Milan to Baku daily, while flights from Rome to Baku are available four times weekly. Italian visitors can take advantage of streamlined e-visa procedures, including standard applications submitted three days in advance or urgent visas processed within hours. The e-visa allows stays of up to 30 days within a 90-day period, providing flexibility for both leisure and business travelers.
These efforts have already shown tangible results, with the number of Italian visitors to Azerbaijan increasing by 13% from January to August 2025 compared to the same period last year. By combining cultural appeal, modern infrastructure, and simplified travel processes, Azerbaijan is solidifying its reputation as a versatile and accessible destination for Italian tourists.
The Italy roadshow represents a clear milestone in Azerbaijan’s ongoing strategy to strengthen international tourism partnerships, enhance market visibility, and offer compelling travel experiences that combine heritage, nature, wellness, and adventure, establishing a lasting presence in the competitive European tourism landscape.
The successful Italy roadshow underscores Azerbaijan’s commitment to expanding its international tourism footprint and fostering strong partnerships with the Italian travel market. By combining engaging B2B interactions, cultural showcases, and practical travel solutions such as direct flights and simplified e-visa processes, Azerbaijan is positioning itself as a versatile, accessible, and appealing destination. With rising visitor numbers and a clear strategy for future engagement, the country continues to strengthen its reputation as a hub for cultural discovery, wellness retreats, adventure tourism, and authentic experiences, paving the way for sustained growth and deeper collaboration with European travel markets.
