The Azerbaijan Tourism Board (ATB) has promoted the country’s tourism potential through a series of roadshows across Pakistan.

The events took place in Lahore on September 15, Karachi on September 17 and Islamabad on September 19.

Around 200 representatives from Pakistan’s tourism industry attended the three events.

The initiative aimed to strengthen ties between Azerbaijan and Pakistan’s tourism sectors. It also introduced Pakistani travel industry professionals to a wider range of tourism opportunities in Azerbaijan.

Azerbaijan Highlights Tourism Attractions

The Azerbaijan Tourism Board presented the country as a destination for different types of travellers.

Participants learned about Azerbaijan’s historical and cultural heritage. The presentations also covered winter tourism and ski resorts.

Health tourism and ecotourism featured among the other areas highlighted during the roadshows.

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A dedicated presentation also focused on Shusha, which holds the title of Tourism Capital of the Economic Cooperation Organization for 2026.

The organisers used the events to highlight Azerbaijan’s diverse tourism offerings and encourage greater interest from the Pakistani market.

B2B Meetings Target Tourism Cooperation

The roadshows also featured business-to-business (B2B) meetings.

Azerbaijani and Pakistani tourism representatives held direct discussions on potential partnerships.

The meetings aimed to identify new areas of cooperation and support stronger tourism links between the two countries.

Industry representatives also explored opportunities to develop travel packages and commercial relationships between tourism businesses in both markets.

Airlines Support Pakistan-Azerbaijan Connectivity

Local tourism and aviation partners also supported the initiative.

The roadshows included participation from Azerbaijan Airlines (AZAL), along with Pakistani partners Pakistan International Airlines (PIA) and Airblue.

Their involvement highlighted the importance of air connectivity in supporting tourism between Azerbaijan and Pakistan.

The events also provided an opportunity for tourism businesses to build stronger relationships with airlines and industry partners.

The Azerbaijan Tourism Board said the roadshow series will help deepen cooperation between the two tourism markets.

The initiative also reflects efforts to increase tourism exchanges and create new opportunities for travel businesses in Azerbaijan and Pakistan.