13 Nov 2026
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Azerbaijan Tourism Board (ATB) held a tourism B2B event in Seoul, South Korea, on 9 November 2026, bringing together 39 representatives of the South Korean tourism industry and four Azerbaijani tourism companies. The event focused on presenting Azerbaijan’s tourism offering and strengthening business ties with South Korean travel professionals.
The Seoul event is part of Azerbaijan Tourism Board’s ongoing efforts to strengthen its presence across the Pacific Asia region and build closer ties with tourism markets, including South Korea. Central to this is ATB’s cooperation with the Pacific Asia Travel Association (PATA), a non-profit organisation that has supported tourism development across the Asia-Pacific region since 1951. As part of this cooperation, Azerbaijan hosted the PATA Hosted Buyers Summit Baku 2026 on 29 October, bringing together 50 travel professionals from six Asian markets, South Korea among them, to connect with Azerbaijani tourism businesses and explore potential partnerships and new travel products.
Building on this regional engagement, the event brought together local travel professionals and Azerbaijani tourism companies to explore opportunities for cooperation and strengthen business connections. It was attended by Florian Sengstschmid, CEO of Azerbaijan Tourism Board; H.E. Mr Ramin Hasanov, Ambassador Extraordinary and Plenipotentiary of the Republic of Azerbaijan to the Republic of Korea; and Henry Oh, Chairman of PATA.
During the event, ATB presented Azerbaijan’s diverse tourism offering, highlighting destinations and experiences available throughout the year. In Baku, historic landmarks meet contemporary attractions, while Shahdag and Gabala offer mountain scenery and outdoor activities. For travellers seeking history and tradition, Shaki and Shusha provide opportunities to discover the country’s cultural heritage. Alongside these destinations, the presentation also covered Naftalan’s wellness tourism, winter experiences, gastronomy and wine tourism, as well as MICE and incentive travel opportunities for the South Korean market.
Through continued engagement with the South Korean tourism industry, ATB aims to expand its network of local partners, strengthen Azerbaijan’s presence in the market and encourage more South Korean travellers to discover the country.
