Islamabad: The Azerbaijan Tourism Board (ATB) successfully concluded its Pakistan Roadshow 2025 with a grand finale in Islamabad on October 31, 2025. The multi-city event was held across Lahore (October 27), Karachi (October 29), and Islamabad (October 31), highlighting Azerbaijan’s growing appeal as a travel destination for Pakistani tourists.

The roadshow brought together over 200 travel and tourism professionals and 21 media representatives from across Pakistan, providing them an opportunity to engage directly with key stakeholders from Azerbaijan’s tourism industry.

Five leading Azerbaijani partners participated in the event, including Azerbaijan Airlines (AZAL), Shahdag Mountain Resort and the Absheron Hotel Group (AHG), along with prominent hotel chains and destination management companies.

Showcasing Azerbaijan’s Diverse Tourism Potential

During the business sessions, Azerbaijani partners presented the country’s diverse tourism offerings, ranging from cultural and heritage tourism to adventure, wellness and MICE (Meetings, Incentives, Conferences, and Exhibitions) experiences.

Azerbaijan was highlighted as a safe, accessible, and year-round travel destination for Pakistani visitors.

Partners also held B2B meetings with representatives from Pakistan’s travel trade, airlines and media to explore future collaboration and business opportunities.

Key presentations focused on family travel, mountain and ski resorts, wellness tourism, and major upcoming international events in Azerbaijan.

Networking and Strengthening Bilateral Ties

The roadshow concluded with a networking dinner and media briefing in Islamabad, attended by distinguished guests including Mr. Florian Sengstschmid, CEO of the Azerbaijan Tourism Board and Mr. Samir Ahmedli, Deputy Head of Mission of the Embassy of the Republic of Azerbaijan in Pakistan.

With the number of Pakistani visitors to Azerbaijan increasing significantly in recent years, the event served as a milestone in strengthening bilateral tourism relations.

It also reinforced Azerbaijan’s image as a destination “where East meets West,” offering a unique blend of culture, heritage, and modern experiences.

Speakers at the event emphasized the importance of future collaborations to further expand Azerbaijan’s tourism footprint in the Pakistani market and promote mutual growth in the travel sector.

About Azerbaijan Tourism Board (ATB)

The Azerbaijan Tourism Board (ATB) is the national tourism promotion agency established under the State Tourism Agency of the Republic of Azerbaijan.

Its mission is to support the development of Azerbaijan’s tourism industry and promote the country’s rich cultural heritage, natural beauty and vibrant travel experiences to visitors from around the world.