Key Highlights
- Azerbaijan’s inbound tourism decreased by 1.8% in the first three quarters of 2025 compared to the same period last year.
- The number of Chinese tourists increased by nearly 50% in the first three quarters of 2025, contributing significantly to Azerbaijan’s tourism growth.
- Azerbaijan has established direct flights with China and is planning to launch a flight to Xi’an.
- Agreements signed during President Ilham Aliyev’s visit to China mark a new stage in cooperation between the two countries in the tourism sector.
The Decline in Inbound Tourism: A Complex Picture
In the closing year of 2025, Azerbaijan’s inbound tourism faced challenges. According to the State Border Service, from January to September 2025, approximately 1,948,200 foreigners visited Azerbaijan, a decrease of 1.8% compared to the same period in 2024. This decline was notable despite an increase in tourist numbers from several key markets.
While Russia and Middle Eastern countries experienced significant drops in tourism, some Asian countries saw growth.
For instance, European Union member states’ visitors increased by 8.5%, with Israel more than doubling its visitor count. The number of Chinese tourists surged by nearly 50% over the same period, making them a strategic priority for Azerbaijan.
Azerbaijan’s Strategic Shift: Emphasizing China
China’s tourism sector has grown rapidly due to several factors. Notably, the unilateral abolition of the visa regime for Chinese citizens played a crucial role. As stated by Fuad Naghiyev, Chairman of the State Tourism Agency (STA), “The agreements reached during the state visit of President Ilham Aliyev to China mark a new stage of cooperation in the tourism sector between our two countries.”
The STA has been actively promoting Azerbaijan’s tourism potential through various initiatives. These include participation in international travel exhibitions, hosting presentations in Chinese cities, and leveraging social media platforms for promotion.
Direct Flights and Future Plans
Azerbaijan has established direct flights with China, enhancing air connectivity between the two countries. The Baku–Beijing route is operated three times a week by AZAL Airlines, while the Baku–Ürümqi route runs five times a week by China Southern Airlines. Azerbaijan is also considering launching a direct flight to Xi’an.
According to data from January to October 2025, more than 57,000 Chinese visitors had already traveled to Azerbaijan, marking a 49% increase over the same period in 2024. This growth is expected to continue as Azerbaijan and China expand their cooperation in the tourism sector.
Conclusion
A Bright Future for Tourism
The visa-free travel arrangement between Azerbaijan and China has significantly contributed to the increase in tourism, with a 50% growth compared to the same period last year. As Azerbaijan accelerates its efforts to bridge the global digital divide through initiatives like the WTDC-25 conference, it aims to capitalize on the growing Chinese outbound tourism market.
With plans to open an office in China and continue promoting Destination Azerbaijan, the country is well-positioned to see a sustained increase in tourist arrivals from China. The strategic shift towards China marks a new chapter for Azerbaijan’s inbound tourism sector.
Azerbaijan’s commitment to fostering tourism through improved infrastructure, marketing efforts, and direct flights with China highlights its potential as a key destination in the region. As the country continues to adapt and innovate, it aims to capitalize on the growing demand from Chinese tourists.
