Azerbaijan is increasing its efforts to attract visitors from the Middle East, following a tourism trade event in Jordan and a planned series of promotional activities across the Gulf.
The Azerbaijan Tourism Board organised an “Experience Azerbaijan” B2B networking event in Amman on 2 November. The event brought together 66 tourism representatives from 48 Jordanian companies, including travel agencies, tour operators and other industry businesses. Seventeen media representatives also attended.
Three Azerbaijani companies, including Azerbaijan Airlines (AZAL), took part in meetings with Jordanian travel businesses. The programme promoted Baku, Gabala, Shahdag, Guba-Gusar and Shaki, alongside cultural, family, luxury, nature, adventure, winter-sports, wellness and halal-friendly products.
The event also highlighted the importance of air connectivity. ATB chief executive Florian Sengstschmid and Jordan Tourism Board director general Ramzi Al-Maaytah discussed existing flights, possible additional services and the simplification of visa procedures. Current connectivity is largely based on seasonal weekly charter flights operated by AZAL and Fly Jordan.
A 5 November analysis by Azernews reported that Azerbaijan received 301,318 visitors from Middle Eastern markets in 2025, an annual increase of 13.1%. It also reported 10,718 arrivals from Jordan, up 49.9%.
The Azerbaijan Tourism Board’s calendar lists a further Middle East roadshow for Dubai on 23 November, Muscat on 24 November and Jeddah on 25 November.
The activity does not announce a new route, visa agreement or guaranteed visitor target. Its immediate focus is on strengthening trade relationships and turning market interest into bookable itineraries.
