23 Oct 2026
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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.
Building on a Memorandum of Understanding between Azerbaijan Tourism Board and the National PR Center of Uzbekistan, the roadshow reflected a shared commitment to developing a unified tourism brand and positioning the two countries as connected destinations along the historic Silk Road. The partnership placed particular emphasis on cultural and historical attractions, traditional craftsmanship, local arts and intangible heritage, offering opportunities to develop itineraries that brought together the distinctive identities of both countries.
The programme began in Berlin on 19 October, continued to Munich on 20 October and Stockholm on 21 October, and concluded in Helsinki on 22 October. Each stop featured B2B meetings with approximately 50 travel trade representatives, providing opportunities to present tourism products, exchange market insights and explore potential partnerships with European tour operators and travel agencies. The events also featured a cultural programme showcasing traditional Azerbaijani and Uzbek music and dance performances, offering participants a closer look at the cultural heritage of both countries.
Bringing together around 15 tourism industry partners from Azerbaijan and Uzbekistan, the roadshow encouraged direct engagement between local destination specialists and European travel professionals. Six Azerbaijani destination management companies (DMCs) participated, presenting opportunities for cultural exploration and multi-country travel. Airlines also joined the programme, with Azerbaijan Airlines (AZAL) represented in Berlin, Turkish Airlines in Berlin and Munich, and Uzbekistan Airways and Centrum Air across all four cities. Their involvement highlighted the role of air connectivity in making combined Silk Road itineraries more accessible to international visitors.
The four-city programme marked another step in strengthening Azerbaijan and Uzbekistan's presence in the European travel market. By bringing together tourism businesses, airlines and industry professionals, the initiative supported new commercial partnerships and the development of travel experiences that connected the two destinations through their Silk Road heritage, creating further opportunities for European travellers to explore both countries within a single journey.
