12 Nov 2026
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From Naftalan’s distinctive therapeutic traditions to contemporary spa retreats and restorative escapes surrounded by nature, Azerbaijan offers a wealth of experiences for health and wellness travellers. To showcase this diverse offering and strengthen international tourism partnerships, Azerbaijan Tourism Board (ATB) welcomed over 30 representatives of tourism companies from Russia, Belarus, Kazakhstan and Uzbekistan on a health & wellness familiarisation trip. Covering five destinations, the visit offered participants a firsthand look at how Azerbaijan brings together traditional treatments, modern wellness facilities and authentic cultural experiences.
The itinerary took participants through Baku, Lankaran, Naftalan, Shaki and Gabala, offering a closer look at the country's growing health and wellness tourism sector. Visits to hotels, resorts, spas and wellness facilities allowed the delegation to explore the range of services available to international travellers and gain firsthand insights into the experiences that make Azerbaijan an appealing destination for restorative escapes.
A highlight of the programme was Naftalan, internationally recognised for its distinctive therapeutic oil treatments. Participants were introduced to the destination's specialised wellness services and treatment traditions. In Baku, an inspection visit to Sea Breeze Resort offered insight into modern coastal hospitality and leisure facilities, while the journey across Azerbaijan's regions brought together wellness experiences, local culture, natural landscapes and authentic hospitality.
On 5 November, the delegation attended the “Health Tourism Conference 2026” and participated in B2B meetings with the country's tourism industry representatives. These exchanges provided a platform to establish professional connections, discuss potential cooperation and explore opportunities to introduce Azerbaijan's health and wellness offerings to new international audiences.
The familiarisation trip formed part of ATB's ongoing efforts to strengthen the country's position as a health and wellness tourism destination. By bringing international travel professionals closer to Azerbaijan's specialised facilities, regional experiences and hospitality sector, the initiative aimed to support long-term industry cooperation and encourage the development of new tourism products for international markets.
