By Paul Hsin

SHANGHAI—Azerbaijan, a distant land once linked to China by the ancient Silk Road, is now entering the radar of more Chinese travelers thanks to a new visa-free agreement.

From September 15 to 19, the Azerbaijan Tourism Board held roadshows in Beijing, Shanghai, and Guangzhou, aiming to showcase the country’s unique appeal to the world’s largest outbound travel market.

The roadshows promoted more than leisure tourism. They also highlighted Azerbaijan’s growing potential in meetings, incentives, conferences, and exhibitions (MICE), hoping to position the country as the next popular destination by tapping into China’s vast tourism and business travel demand.

In the first half of this year, over 26,000 Chinese travelers visited Azerbaijan, up 57% year-on-year. Gunel Alakbarova, Regional Director for Asia at the Azerbaijan Tourism Board, said the new mutual visa exemption will further drive arrivals from China.

The agreement, effective since July, allows Chinese citizens with ordinary passports to enter Azerbaijan visa-free for up to 30 days per visit, and no more than 90 days within any 180-day period.

Over the past decade, Azerbaijan’s capital Baku has steadily raised its profile on the global stage. Events such as the Eurovision Song Contest and the Formula 1 Grand Prix showcased the city’s organizational capabilities and modern facilities.

Today, landmarks such as the Flame Towers, the Baku Expo Center, and the Heydar Aliyev Center designed by Zaha Hadid have become not only symbols of the city but also world-class venues for international conferences and business events.

Tourism officials said they hope to leverage China’s fast-growing demand for business travel to position Azerbaijan as a regional hub for conferences and exhibitions.

To better serve Chinese visitors, the Azerbaijan Tourism Board launched the “China Ready” program in 2023. More than 100 hotels, travel agencies, and attractions have joined the initiative, offering Chinese-language signs, menus with Chinese dishes, Chinese-speaking guides, and popular Chinese payment options.

These tailored services are designed not only for leisure travelers but also for business visitors. Officials believe that if they can meet Chinese preferences for food, language, and convenience, travelers will be more likely to choose Azerbaijan as their next destination.

This strategy also aligns with the growing overseas expansion of Chinese companies. At the Shanghai roadshow, one industry insider commented: “Compared with Dubai, Azerbaijan offers better value for money. Compared with Turkey, it feels more exotic. It’s a very promising new MICE destination.”

According to the Azerbaijan Tourism Board, this year’s roadshows brought together 16 Azerbaijani airlines, hotels, and travel agencies with more than 400 Chinese industry representatives for face-to-face meetings.

Beyond Beijing, Shanghai, and Guangzhou, the roadshow will continue in Shenzhen, Chongqing, and Chengdu from November 10 to 14. With this six-city tour, Azerbaijan hopes to fully present its diverse tourism resources and growing MICE potential to the Chinese market.