“Certainly, the pandemic fueled a growing demand for nature-related, eco-friendly, and outdoor activities. People are seeking transformative experiences that provide genuine cultural immersion,” said Florian Sengstschmid, CEO of Azerbaijan Tourism Board, Report informs.
Due to borders being closed, there is an increasing demand for domestic travel among the citizens and residents of Azerbaijan, he said.
“We have launched a domestic tourism campaign called “Macəra Yaxındadır” (“Adventure is Near”) to support the industry in these unprecedented times and encourage locals to discover the beauties Azerbaijan has to offer,” he noted.
“The pandemic triggered us to reevaluate our activities. It helped us to refocus, rebuild, and develop a new strategic framework on moving forward into the new normal. We are preparing for the post-pandemic era with greater attention to health, hygiene and safety, and sustainable tourism. We’re especially emphasizing the development of nature and environmental tourism - such as marking hiking routes and creating infrastructure for birdwatching - as well as genuine, authentic experiences and activities, such as a slow food travel framework and rural guesthouse infrastructure improvement,” he added.
"Since Azerbaijan is not a mass tourism destination, it will be easier and safer for travelers to enjoy the country’s immersive experiences when the time is right," Sengstschmid said.
“We have been working on an overarching strategy that focuses on promoting domestic tourism, developing new products, and training and skill-building for those employed by the industry since the beginning of the pandemic.
"Our strategy has been to work with local experts and industry members to develop new routes and products around the country based on its existing strengths and natural resources, rather than create new things artificially. The pandemic allowed us to continue strengthening our relationships with the industry leaders through various associations. For example, we launched the National Hotel Star Classification in partnership with the Azerbaijan Hotel Association to improve the global competitiveness of Azerbaijan’s hotel industry,” he noted.
“Considering that there are myriad cultures, ethnicities, and faiths living in Azerbaijan, from the Jews of the Guba region, to the Russian Molokans of Ismayilli, and the ancient tribes of the Caucasus Mountains, we are eagerly working on developing Polish and Jewish heritage walking tours, with other similar tourism routes in the pipeline. We have also been working on Azerbaijan’s Silk Road heritage by researching and connecting the centuries-old crafts practiced in remote villages, such as carpet-making and coppersmithing, with medieval monuments and the fabulous fusion of ingredients in Azerbaijani cuisine,” he added.
"Azerbaijan is home to the Caucasus Mountains, Caspian Sea, subtropical zone in the south, and lakes, forests, and semi-deserts that offer amazing scenery and outdoor activities," he noted.