Azerbaijan is expanding its tourism links with the Asia-Pacific region as more than 50 international tourism professionals gather in Baku for the PATA Hosted Buyers Summit 2026, aimed at forging new partnerships and showcasing the country's attractions.
Organised by the Azerbaijan Tourism Board in partnership with the Pacific Asia Travel Association (PATA), the summit brings together tourism buyers from China, Japan, South Korea, Singapore, Malaysia, Indonesia and other markets.
The opening ceremony featured addresses from Fuad Naghiyev, chairman of Azerbaijan's State Tourism Agency; Henry Oh, chairman of PATA; and Florian Sengstschmid, chief executive of the Azerbaijan Tourism Board.
Oh said the summit aimed to raise Azerbaijan's international profile by tapping into PATA's extensive regional and global network.
“The main reason that we are having this event is promoting Azerbaijan to the world,” he said.
He added that the participation of 50 buyers from across the Asia-Pacific region would help promote Azerbaijan as a tourism destination in key international markets.
The summit also saw the Azerbaijan Tourism Board and PATA sign a memorandum of understanding aimed at deepening tourism cooperation, building business partnerships and raising Azerbaijan's profile across the Asia-Pacific region.
The agreement seeks to strengthen links between Azerbaijani tourism businesses and international travel companies, opening up new opportunities for collaboration.
Sengstschmid said the summit would allow participants to discover what Azerbaijan has to offer beyond Baku, highlighting both the capital's urban appeal and the cultural and natural attractions of the country's regions.
The summit's programme features panel discussions on attracting more visitors from Asian markets, alongside business-to-business meetings bringing together international tourism buyers and Azerbaijani companies.
The meetings aim to foster partnerships, develop new travel products and encourage tourism exchanges between Azerbaijan and Asia-Pacific countries.
Participants are also set to embark on a week-long tour of five destinations across Azerbaijan: Baku, Shamakhi, Gabala, Shaki and Gakh.
The trip will showcase the country's diverse tourism offering, from Baku's vibrant city life to the historic landmarks, cultural heritage and natural landscapes of its regions.
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