Azerbaijan is advancing a major strategic push into the world’s largest outbound tourism market with plans to open a permanent tourism office in China by 2026. The initiative follows record growth in Chinese arrivals and reflects the country’s wider goal of elevating its position on the global tourism map. Chinese visitation to Azerbaijan rose 49 percent in the first ten months of 2025, signaling strong demand and underscoring the importance of tailored outreach in East Asia.
Azerbaijani officials say the new office will support deeper market integration, year-round promotional campaigns, and closer collaboration with top Chinese platforms such as Trip.com, Qunar, Fliggy, WeChat, Douyin, and Xiaohongshu. Tourism leaders highlighted that the mutual visa-free regime and expanded roadshows across Beijing, Shanghai, Guangzhou, Shenzhen, and other major cities have already helped strengthen awareness of “Destination Azerbaijan.”
Beyond marketing, the country is enhancing on-the-ground readiness through the “China Ready” program, which improves services such as Chinese-language guiding, digital payment compatibility, cultural familiarity, and hospitality training. Officials say these steps are critical as Azerbaijan focuses on long-term visitor growth, local community benefits, and deeper cultural exchange between the two nations.