Azerbaijan is a member of the UNWTO Executive Council (2023-2025)

Two officials on loan from Azerbaijan are currently working at UNWTO

Education/Training and digital transformation

(Match: The government of Azerbaijan considers that top quality teaching of tourism-related subjects (hospitality, tour operating, management, research, etc.) at education and training institutes is the basis for well-trained managers, operators, workers and service employees. This is also an important factor for the tourist host culture of a country, which contributes to satisfied guests.

• Support through the UNWTO.Academy: UNWTO can assist Azerbaijan in the development of tourism educational programmes (i.e, curricula), along with the delivery of tailored-made trainings (I.e., training for officials).
• Strengthen partnership ties between UNWTO and Azerbaijan Tourism Management University (UNWTO’s affiliate member): seek for possibilities to engage ATMU more actively into Affiliate Members, UNWTO Academy and Students League’s activities.
• Youth: Azerbaijan participated in and sponsored the first Global Youth Tourism Summit. UNWTO can support in organization of youth development programmes on national level, such as GYTS National and National Students League

Rural tourism

(Match: Development of Rural Tourism is a top priority for Azerbaijan. It’s power to help rural areas to cope with social, economic, and environmental challenges is well understood. A new $4.4M project by UNDP and Azerbaijan State Tourism Agency will promote sustainable tourism & stimulate economic growth in the regions of Azerbaijan)

• Explore the possibilities of joint initiatives.
• Potential activities related to rural tourism development within the context of UNWTO-FAO MoU
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Azerbaijan submitted one application for the Best Tourism Villages pilot project in 2021. Village “Khinalig” was chosen for the “Upgrade Programme”
  • Azerbaijan submitted one application for BTV 2023

Sustainable tourism development and enhancement of key tourism segments

(Match:One of the core principles of the Azerbaijan’s tourism policy is to encourage responsible planning and management practices consistent with the conservation of the nation’s natural and cultural heritage as well as the protection of the environment as well as to ensure favorable social outcomes from tourism through diversifying the product base, raising industry standards and protecting public interest.).

• Segments of interest: Support Azerbaijan in the enhancement of its tourism segments of interest through capacity building activities and exchange of best practices with other destinations. 
• Provide support and technical assistance if requested in the development of touristic themes (for example, health and wellness, culture, nature and mountain experience etc.). Possibility to organize dedicated and specialized trainings and masterclasses on sustainable and responsible tourism
• UNWTO One Planet Sustainable Tourism Programme:
  • Global Plastic Initiative – Azerbaijan Tourism Board is the member
  • The Glasgow Declaration on Climate Action in Tourism

Branding & Marketing

(Match: Azerbaijan Tourism Board´s (ATB) long-term goals are that its brand becomes the top destination brand in the larger Caucasus region and that tourism represents the second biggest industry in Azerbaijan. Good communication among stakeholders, a strong image, and always having a new story to tell are ATB´s key factors in successfully selling the products and services of the destination Azerbaijan).

• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.
• UNWTO can assist in developing master plans for separate regions of the country.

Innovation and Digital Transformation

(Match: The fast-changing technological shifts in the tourism industry from booking facilities to marketing tools and the tourist experience need to be considered in order to play a role in the highly competitive global tourism market.).

• Introduce the UNWTO Start-up Competition, the world’s largest startup competition in tourism  
• Introduce the Innovation Hubs Network worldwide
• Organization of Masterclasses focused on digital skills, such as Amadeus (Better data analysis for better decision-making).
• Potential to collaborate on the advancement of SDGs through innovation.

Azerbaijan Tourism Strategy 2023 - 2026

The Guiding Principles:

1. Balancing between quality and quantity to match the need for tourism-led economic growth with quality service and sustainable use of tourism resources; 
2. Responsible planning and management practices consistent with the conservation of the nation’s natural and cultural heritage, as well as the protection of the environment; 
3. Alignment with the overall government strategy on socio-economic development; 
4. Reduction in the development gap between the capital and other regions through fostering sustainable and inclusive growth in rural areas; 
5. Promotion of public-private partnerships and increase in the destination’s competitiveness on a regional scale; 6. Focus on existing resources to offer unique experiences by locals for national and international visitors alike. 
6. Learning from international best-practice and achieving benefits from international cooperation.

The Primary Objectives:

• To improve the effectiveness of tourism governance and regulatory capacity; 
• To increase the tourism industry’s contribution to national income, employment growth, and the balance of payments; 
• To assist SMEs and local-level tourism institutions to rectify the regional development gap and ensure balanced development; 
• To promote policies on international openness and accessibility; 
• To support innovation and digitalization in the sector; 
• To reinforce tourism product diversification and reduction in seasonality; 
• To aid the quality of human resources through meaningful reforms in vocational and higher educational institutions; 
• To optimize innovative marketing and branding activities based on market research.

9 Pillar Strategy for Tourism:

1. Tourism governance
2. Regulatory capacity
3. Destination development, heritage, and communities
4. Brand, marketing, and communications
5. Tourism products and experiences
6. Digitalization, technology, and innovation
7. Data analysis and research
8. Tourism investment and public-private partnerships
9. Human resource development

Source: Azerbaijan Tourism Board