Azerbaijan Taps into China’s Booming Outbound Tourism Market

Chairman of the Azerbaijan Tourism Board Florian Sengstschmid has announced that China is today the world’s largest outbound tourism market, and Azerbaijan’s presence in this expansive sector is steadily increasing, with enormous potential for growth.

Sengstschmid made these remarks during the ongoing training in Baku titled “Preparing for the Chinese Tourism Market”, The Caspian Post reports, citing local media.

“The visa-free regime between our countries is a key driver of this growth. It offers a unique opportunity to position Azerbaijan as a preferred destination for Chinese travelers. Our goal is not only to promote Azerbaijan but also to ensure that our local partners are fully prepared to meet the specific expectations of Chinese tourists,” Sengstschmid said.

He highlighted that Chinese tourists’ requirements cover the entire tourism value chain: from professional guides fluent in Chinese and seamless navigation across the country, to comfortable hotels, convenient payment systems, and restaurants tailored to their preferences.

“We have already made significant progress. Some hotels now employ Mandarin-speaking staff, UnionPay terminals are being installed nationwide, and more Chinese restaurants are opening in Baku. To build on these efforts in a structured and sustainable way, we are launching the China Ready program. This initiative reflects our commitment to being fully prepared to welcome Chinese tourists. The insights and experience gained through China Ready will shape our approach to the Chinese market and secure long-term success,” he added.