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With centuries of shared Silk Road heritage and a growing range of cultural travel experiences, Azerbaijan and Uzbekistan brought their tourism offerings to four major European cities through the “Highlights of the Silk Road Roadshow 2026”, held from 19-22 October. Jointly organised by Azerbaijan Tourism Board (ATB) and the National PR Center of Uzbekistan, the initiative introduced travel professionals in Berlin, Munich, Stockholm and Helsinki to the two countries' cultural heritage, distinctive traditions and opportunities for combined journeys.

As travellers increasingly look for destinations that combine sport, leisure and new experiences, Azerbaijan brought its growing golf tourism offering to International Golf Travel Market (IGTM) 2026, held on 19-22 October in Cannes, France. Represented by Azerbaijan Tourism Board (ATB) and Dreamland Golf Club, the country participated with a dedicated national stand, introducing its potential as a golf destination to international tour operators, travel agencies and industry partners.

With its rich Silk Road heritage, vibrant capital and year-round mountain experiences, Azerbaijan presented its diverse tourism potential to Czech travel professionals at the AVIAREPS Around the World Roadshow 2026, held on 19–20 October in Prague and Brno. Organised by AVIAREPS, an international representation, marketing and public relations company specialising in aviation, tourism and hospitality, the event brought Azerbaijan's tourism offerings to the attention of the Czech travel market.

As travellers increasingly seek fresh destinations for winter adventures, Azerbaijan continues to attract attention with its spectacular mountain landscapes, modern ski resorts and diverse seasonal experiences. Strengthening its presence on the international tourism stage, Azerbaijan Tourism Board (ATB) participated in the London Snow Show 2026, held on 17–18 October at Olympia London. A key highlight of Azerbaijan's participation was a panel discussion moderated by Lilly Douse, host of Euronews' travel programme Grand Voyager, providing an opportunity to introduce the country's growing appeal to an international audience of outdoor enthusiasts and industry professionals.

Azerbaijan’s rich birdlife, important migration routes and diverse natural landscapes take centre stage in two episodes of Global Flyways, an international documentary series developed by BirdLife International and Content With Purpose (CWP). Filmed across 35 destinations on five continents, the series explores the journeys of migratory birds and the efforts to protect them. The Azerbaijan-focused episodes, released on 10 October, were produced in collaboration with Azerbaijan Tourism Board (ATB), showcasing the country’s birdwatching opportunities and birdwatching opportunities to international audiences.

With its rich cultural heritage, diverse landscapes and growing tourism opportunities, Azerbaijan continued to expand its international partnerships, opening new possibilities for travellers to discover the country. Building on the established cooperation between Azerbaijan Tourism Board (ATB) and the Albanian National Tourism Agency, Florian Sengstschmid, CEO of Azerbaijan Tourism Board met with Jola Hysaj, General Director of the Albanian National Tourism Agency, and Besart Kadia, Ambassador Extraordinary and Plenipotentiary of the Republic of Albania to the Republic of Azerbaijan, on 14 October to explore new joint initiatives, strengthen connectivity between the two destinations and discuss opportunities to encourage greater tourism exchange.