Around 50 tourism companies attended the "China Visitors Summit" in Baku on Sunday (17 November). The event, organised by the State Tourism Agency, was the first time it was held in Azerbaijan's capital, and brought together representatives from the tourism industries from both countries.

Speaking at the event, Chairman of the State Tourism Agency Fuad Naghiyev said that the agreements reached during President Ilham Aliyev’s state visit to the People’s Republic of China had opened a new phase for co-operation between the two countries in the field of tourism.

He noted that two key areas currently shape tourism relations with China — the implementation of the “China Ready” concept in Azerbaijan and the expansion of marketing activities in China.

Fuad Naghiyev emphasised that such events and initiatives would make a significant contribution to increasing mutual tourist flows between Azerbaijan and China and further strengthening economic and cultural co-operation.

Ambassador of the People’s Republic of China Lu Mei said that since the establishment of diplomatic relations in 1992, China–Azerbaijan ties have consistently developed along a dynamic and stable path. Relations based on friendship and mutual trust have grown even stronger in recent years, and tourism has become one of the key areas of this partnership.

She noted that the event is an important initiative aimed at ensuring the practical implementation of the agreements reached at the level of the heads of state. The ambassador stressed that such events serve as a bridge between the tourism industries of China and Azerbaijan, creating conditions for new opportunities for co-operation.

The “China Visitors Summit” is an international platform held annually in various countries with the participation of Chinese tourism companies, aimed at expanding bilateral relations.

The Baku event envisages B2B meetings between representatives of more than 50 Chinese tourism companies and local tourism industry stakeholders, as well as discussions on prospects for co-operation.

As part of the programme, visits by Chinese tourism companies to the districts of Shamakhi, Gabala, Sheki and Gakh are planned to promote regional tourism potential.

In 2024 the number of visitors from China to Azerbaijan increased by 94% compared with 2023, reaching 44,798 people. In January–October 2025, the number of foreign visitors travelling from China to Azerbaijan exceeded 57,000, which represents a 49% increase compared with the same period in 2024.

Over the past two years, large-scale promotional and marketing activities have been carried out to expand tourism co-operation with China, including the signing of memoranda of understanding with “Qyer.com”, “Qunar” and the “Trip.com Group”.

The Azerbaijan Tourism Board has showcased the country’s tourism opportunities at the “COTTM 2023”, “GITF 2024” and “ITB China 2025” exhibitions, as well as at presentations held in various cities across China. Regular meetings have been held with Chinese tourism companies, and active promotion of Azerbaijan has taken place on platforms such as “Wechat”, “Weibo”, “Qunar”, “C-trip”, “Fliggy”, “Douyin” and “Little Red Book”.

Blogger trips have also been organised. For next year, broader media campaigns, familiarisation trips and a series of presentation events in various cities across China are planned.

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