Florian Sengstschmid, CEO of Azerbaijan Tourism Board, presented the country’s diverse tourism offer during the “Azerbaijan: From the Silk Road to the Ski Slopes” session and the “East Meets West: A New Chapter in Travel Connectivity” panel discussion, reported AZERTAC.
Broadcast live across Euronews’ global network, including its television, streaming and YouTube platforms, the summit provided a powerful international platform for showcasing Azerbaijan’s tourism offerings and connecting the event with audiences well beyond Brussels. With Euronews reaching more than 400 million users worldwide each month, the summit gained broad international visibility across key markets.
Azerbaijan’s unique position at the crossroads of Europe and Asia, together with its rich historical and cultural heritage and diverse travel experiences, was presented as a key part of the country’s growing appeal to international travelers.
“Azerbaijan offers visitors the opportunity to discover ancient history, rich culture, modern city life, mountain landscapes and winter tourism within a single trip. Expanding direct air connections with Europe are also making our country more accessible to international travellers,” said Florian Sengstschmid.
Improved connectivity with Europe was also among the key topics discussed at the summit. From 8 May 2027, direct flights between Baku and Brussels are expected to further strengthen travel links between Azerbaijan and the European market. The country’s e-visa system and simplified travel procedures also make planning a trip to Azerbaijan more convenient for international visitors.
The “East Meets West: A New Chapter in Travel Connectivity” panel brought together Aidit Erkin, Ambassador of the Kyrgyz Republic to Belgium and Head of the Mission of the Kyrgyz Republic to the European Union, and Su Chen, Minister-Counsellor of the Mission of the People’s Republic of China to the European Union. The discussion explored how growing connectivity is reshaping international travel and creating opportunities for new tourism routes. Sengstschmid highlighted Azerbaijan’s strategic position between East and West and its expanding air connections with European cities as important advantages in strengthening the country’s international tourism links.
Winter tourism was another key focus of Azerbaijan’s presence at the summit. The FIS World Cup, scheduled to take place at Shahdag Mountain Resort from 5 to 7 March 2027, is set to further raise the international profile of Azerbaijan’s mountain destinations and create additional opportunities to promote the country as a winter tourism destination.
The summit drew attention to experiences available beyond Baku. Silk Road heritage, ancient settlements, mountain landscapes, rich nature and the cultural traditions of local communities offer travelers distinctive ways to discover Azerbaijan’s regions. At the same time, greater cooperation across the South Caucasus could open the way for new tourism routes connecting destinations across the region.
Strengthening tourism’s contribution to regional development and local economies remains a long-term priority for Azerbaijan. Under the “State Program on the Development of Tourism in the Republic of Azerbaijan for 2026–2030”, measures are planned to improve tourism infrastructure in the regions, support micro-entrepreneurship and increase the sector’s economic contribution. Sengstschmid emphasized that the focus is not only on increasing visitor numbers, but also on encouraging longer stays and generating greater economic value for local communities.
The Azerbaijan experience continued beyond the conference sessions through the “Passport to Azerbaijan” business lunch, organized as part of the partnership. Guests had the opportunity to discover selected Azerbaijani dishes and experience the country’s rich gastronomic heritage and renowned hospitality through its flavors.
