By Paul Hsin

SHANGHAI—Just a few years ago, Azerbaijan was a little-known name for most Chinese travelers—remote, unfamiliar, and far from the typical tourist radar. Today, "The Land of Fire" has quickly risen to become one of the hottest new destinations for outbound Chinese tourists.

“In 2024, the total number of Chinese visitors reached 44,798—a 93% increase from 2023. Between January and April alone, 13,060 Chinese tourists arrived in Azerbaijan, marking a 68% rise year-over-year,”said Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, at the 2025 ITB China tourism expo in Shanghai on May 27.

“It’s a clear indication of the growing enthusiasm among Chinese travelers for our country.”Sengstschmid said to Asian Business Online.

Visa-Free Access: Making Travel Easier

A key driver behind the surge is Azerbaijan’s upgraded visa policy. In July 2024, the country rolled out a one-year unilateral visa-free policy for Chinese citizens, allowing up to three entries per year with a maximum stay of 30 days per visit.

This move was further solidified in April 2025 when China and Azerbaijan signed a mutual visa exemption agreement for ordinary passport holders, expanding the previous arrangement into a long-term, two-way travel framework.

“Starting August 1 this year, Chinese and Azerbaijani tourists will be able to visit each other's countries without a visa. I truly believe this is a major boost for bilateral tourism,”said Sengstschmid.

The impact is already visible in air travel: Azerbaijan Airlines increased its Beijing–Baku route to three weekly flights in March. China Southern Airlines continues to operate three flights weekly between Urumqi and Baku, while a new direct Guangzhou–Baku route is currently in the works and expected to launch later this year.

Ready for China: Building a Seamless Travel Experience

To ensure a smooth and enjoyable experience for Chinese visitors, the Azerbaijan Tourism Board launched the "China Ready" initiative in 2023. As arrivals from China continue to rise, the program has expanded in scope and reach.

More than 100 local tourism businesses are now participating in the initiative, which focuses on improving Chinese-language services, adapting to cultural preferences, offering flexible payment methods like Alipay and WeChat Pay, and streamlining the hospitality experience.

“We want to make Azerbaijan a more accessible and welcoming destination for Chinese tourists,” said Sengstschmid. “The goal is to provide a complete, seamless travel experience.”

He added that Azerbaijan is working to integrate with digital platforms familiar to Chinese travelers—improving everything from language support to navigation, shopping, and tax refunds.

In addition, Azerbaijan is positioning itself as a regional hub for MICE tourism (Meetings, Incentives, Conferences, and Exhibitions). The country will host the 29th UN Climate Change Conference (COP29) at the Baku Convention Center in November 2024. As the largest convention center in the Caucasus, it is also scheduled to host the CIS Games Forum, with an expected turnout of 40,000 to 50,000 participants.

“These large-scale events show that we have the infrastructure and capability to host global conferences,” Sengstschmid said. “We offer versatile venues to accommodate gatherings of all sizes.”

Natural Wonders: From Snowy Peaks to Mud Volcanoes and Oil Baths

Azerbaijan is renowned for its striking natural beauty. The Greater and Lesser Caucasus Mountains stretch across the country from west to east, creating a diverse range of climates and dramatic landscapes.

“Azerbaijan features 9 of the world’s 10 climate zones,”said Sengstschmid. “This diversity allows for an incredibly rich and varied travel experience.”

In the subtropical south, the climate is ideal for grape cultivation, and visitors can explore a wide array of local vineyards. The cooler northern region is popular for hiking and skiing, thanks to the towering Caucasus ranges.

One standout natural attraction is Azerbaijan’s mud volcanoes—the largest concentration in the world. Over 350 of them are located in the Gobustan region. The mineral-rich mud is believed to have therapeutic benefits, and travelers can indulge in volcanic mud treatments for a unique wellness experience.

Another signature offering is the oil bath experience in Naftalan, a famed therapeutic resort town. Visitors from around the world come to soak in the thick crude oil, which is said to offer healing properties.

Silk Road Heritage: From Baku’s Old City to the Sheki Khans' Palace

Azerbaijan's strategic geography—bordering the Caspian Sea to the east, Georgia and Armenia to the west, Russia to the north, and Iran and Turkey to the south—has long made it a cultural crossroads between East and West.

The capital city, Baku, is a historic port on the western Caspian coast and a key point along ancient trade routes connecting Central Asia to Europe. A melting pot of cultures, Baku is home to landmarks like the Maiden Tower and the Shirvanshahs’ Palace, with its Old City (Icherisheher) designated a UNESCO World Heritage Site in 2001.

“Chinese visitors should absolutely spend a few days in Baku,”Sengstschmid advised.“It’s where Eastern and Western influences truly converge.”

Azerbaijan also played a prominent role along the Silk Road. The northwest city of Sheki, once a key caravan stop, was added to the UNESCO World Heritage list in 2019. Here, tourists can explore the beautifully preserved Sheki Khans' Palace, a testament to the Silk Road's vibrant past.