Azerbaijan is strengthening its efforts to attract tourists from Asia-Pacific markets after signing a new cooperation agreement with the Pacific Asia Travel Association (PATA).

The Azerbaijan Tourism Board and PATA signed a Memorandum of Understanding (MoU) during the PATA Hosted Buyers Summit Baku 2026 in Baku, The Caspian Post reports.

The agreement was signed by Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, and Noor Ahmad Hamid, CEO of PATA.

The partnership aims to raise awareness of Azerbaijan as a travel destination across the Asia-Pacific region and promote the country's diverse tourism opportunities.

Under the agreement, the two organizations will work to strengthen connections with representatives of tourism markets across the region and expand cooperation with international media outlets.

The memorandum also envisages greater exchange of expertise, information and experience among stakeholders in the tourism industry.

The partnership is expected to help Azerbaijan increase its visibility among Asian travelers, establish new industry connections and strengthen its position in international tourism markets.