Azerbaijan aims to double arrivals from India in 2024
Lying on the ancient Silk Road, Azerbaijan is just a three-hour, thirty-minute flight from India. Baku, the capital of Azerbaijan, with its iconic Flame Towers, features regularly on the social media posts of avid Indian travellers and netizens. From mountain peaks, ski slopes, and ancient towns to sea beaches, Azerbaijan offers something exciting for everyone. TTJ recently spoke to Florian Sengstschmid, CEO, Azerbaijan Tourism Board.
India is a very important market for Azerbaijan, reiterates Florian. “In our past six years of actively pursuing the Indian market, we have seen it rise to the position of the fourth largest source market of visitors to Azerbaijan. In 2023 alone, 1,20,000 Indians visited Azerbaijan, which was a 100 per cent growth on our arrivals from India in 2022. In January 2024, we have already received 10,000 visitors from India, which is a 140 per cent growth over 2022 January arrivals, and if this trend continues, we can see a doubling of numbers with hopefully 2,50,000 arrivals from India in 2024.
He further adds, “The performance from the India market is commendable because the other top three markets are our neighbouring countries, namely Russia, Turkey, and Iran." Azerbaijan offers 11 direct flights a week to Baku from India. The issuance of a visa is hassle-free, and an e-visa can be applied for and obtained online for a fee of US$25 and is processed within three hours.
The Market Mix
Talking about the market share of segments among visitors to Azerbaijan, Florian mentions, “MICE constitute 60 per cent of the total arrivals, the balance, 40 per cent comprises family travellers, solo women travellers, weddings, and film shooting crews. Almost 12 movies have been filmed at various locations across Azerbaijan. He further adds, “Our proximity to India and our scenic locales and historical cities makes it a popular choice among filmmakers. We have great hotels, modern infrastructure, world-class shopping
for top brands, and our great traditional bazaars.”
Places and Cities to Visit
Yanardag: The Fire Mountain is about a 30-minute taxi ride from Baku. Here, a natural gas fire blazes continuously on a hillside and is said to have been burning continuously for the last 4000 years.
Shahdag: A three-hour drive from Baku gets you to the Shahdag Mountain Resort, named after the majestic Mount Shahdag, which towers 4243 metres above sea level. Located near Shahdag National Park, this resort complex offers opportunities for skiing, ziplining, quad biking, paragliding, snowboarding, and snow tubing. It also boasts the Shahdag Coaster, a 2590-metre family thrill ride offering unforgettable adrenaline rushes.
Lankaran: Perched on the edge of the Caspian Sea in southern Azerbaijan, this city is renowned for its thermal springs, offering visitors therapeutic and recreational experiences alike. The city's beach, famous for its black volcanic sand loaded with beneficial minerals, is a notable attraction. The city was once a crucial hub on the Great Silk Road.
Sheki: In 2019, Sheki was included in UNESCO's World Heritage List as an important city along the historic Silk Road. Sheki has served as a vital hub of trade along the Silk Road since the Middle Ages. Merchants and travellers thronged here not only to exchange goods and merchandise but also ideas, customs, religions, and cultures. Sheki's unique architecture has been influenced by Safavid, Qajar, Ottoman and Russian building traditions.
Culinary Traditions
Tea drinking is a deeply ingrained tradition in Azerbaijani culture, explains Florian. Tea plantations situated around Lankaran produce excellent tea. He further adds, “Today Azerbaijani Vintener’s produces some excellent Cognac and wines made from local grape varieties that are a must try if you are a wine connoisseur and visiting our country. The foodies must try dushbara—Azerbaijani dumplings, lavangi, piti, govurma, surhullu, shah plov, and kata to get a feel of the gastronomic pulse of the nation."