A Conversation with Florian Sengstschmid CEO Azerbaijan Tourism Board

Azerbaijan, a gem nestled at the crossroads of Eastern Europe and Western Asia, has become an alluring destination for travelers across the globe, and Indian tourists are no exception. With its stunning landscapes—ranging from the Caspian Sea’s shimmering shores to the majestic peaks of the Caucasus Mountains—and a rich tapestry of cultural heritage, Azerbaijan has consistently ranked among the world’s top tourism hotspots. In recent years, the number of Indian travellers exploring this captivating country has surged, prompting a closer look at what draws them in. To delve deeper into this trend and understand the tourism outlook for Azerbaijan, TW’s editor Anirban Dasgupta sat down with Florian Sengstschmid CEO of the Azerbaijan Tourism Board. In this insightful conversation, he talked about the country’s unique offerings, the evolving travel dynamics, and the exciting prospects that await future visitors.

What are the major attractions of tourism in Azerbaijan?

Azerbaijan boasts an incredible variety of attractions, largely thanks to its unique geographical and climatic diversity, which encompasses nine different climate zones. Within just six hours of travel, you can experience everything from sub-tropical areas with tea plantations and lemon trees to lush, moss-covered villages, towering 4,500-meter-high mountains, semi-deserts, and even moon-like landscapes. This dramatic range of natural wonders is something truly special.

Baku, the capital, serves as a vibrant hub where visitors can immerse themselves in nightlife, stunning architecture, local cuisine, and rich cultural experiences. It embodies a colourful tapestry of influences from various nations, featuring intriguing elements like Austrian temples, Swiss heritage sites, German architecture, and even the villa of the Nobel brothers, who established the Nobel Prize.

There’s a wealth of unique experiences waiting to be discovered, many of which remain relatively unknown to those outside our borders. Among our natural resources, we have the highest number of mud volcanoes in the world, with an estimated 400 of the world’s 1,000 mud volcanoes. Not to mention the fascinating volcanic landscapes and the traditional art of silk weaving found in our villages, along with the delicate craftsmanship of colour glass making.

Our commitment to sustainability encompasses social, economic, and environmental dimensions, enabling us to create opportunities for local communities through self-employment and business support.

We recognize that tourism plays a significant role in connecting local societies. It brings commercial benefits to residents and allows travellers to engage with the local culture, ensuring that they have memorable experiences that stimulate all their senses.

What is your perspective on the threat of over-tourism?

Over-tourism is indeed a concern, particularly in a post-COVID-19 world where travel is on the rise again. However, I do not believe we should discourage tourists from visiting. The real challenge lies in how we can enhance the traveller experience through better guidance, promoting off-peak seasons, and instilling responsible travel practices. It’s also essential that we direct the revenue from tourism back into local communities to ensure their growth and sustainability.

Qax, Azerbaijan

Our tourism board is dedicated to crafting unforgettable experiences for those exploring Azerbaijan. We’ve collaborated with various Destination Management Companies (DMCs) to ensure that every visitor enjoys a truly memorable time. Importantly, we strive to showcase what lies beyond Baku; the country has so much more to offer than just its major attractions.

How significant is the Indian market for your tourism strategy?

The Indian market is incredibly important to us, and we have been actively promoting and investing in it since 2018. By the end of July this year, we recorded around 140,000 tourists from India, and we expect that number to rise to approximately 250,000 by year-end, compared to 55,000 last year. India ranks among our top five markets.

Currently, we are in discussions with media and trade partners in India, and we are optimistic about attracting even more visitors next year. We are engaging with media across various cities to promote new features and experiences in Azerbaijan, such as hiking, health and wellness activities, and ensuring we remain competitive across all budgets.

Connectivity has significantly improved, with Azerbaijan Airways and Indigo now operating eleven flights weekly from Delhi and Mumbai, making it easier than ever for Indian tourists to visit us.