BAKU — From 16 to 22 August 2025, Azerbaijan welcomed ten of Pakistan’s leading travel companies on a high-profile Familiarisation (FAM) Trip—showcasing its cultural richness, scenic diversity, and burgeoning tourism infrastructure. Hosted jointly by the Azerbaijan Tourism Board (ATB) and Pakistan Travel Mart (PTM), the initiative aimed to deepen tourism ties, stimulate collaboration, and elevate Azerbaijan’s appeal among Pakistani visitors.
Highlights of the FAM Experience
The weeklong itinerary offered immersive experiences across Azerbaijan’s top destinations—from iconic cultural heritage and modern hospitality venues to natural landscapes that beckon exploration. This hands-on approach enables Pakistani travel professionals to craft authentic, compelling packages for their clientele. The strategic goal: to increase visibility and desirability of Azerbaijan as a premier travel destination.
A major highlight occurred on 21 August with a B2B networking event featuring around 50 Azerbaijani tourism companies. The platform fostered meaningful dialogue, exchange of ideas, and collaboration opportunities—strengthening commercial bonds in tourism between both nations.
Pakistan: A Rapidly Growing Source Market
Tourism numbers reveal a strong upward trend. From 46,586 Pakistani visitors in 2019, the arrivals surged to 80,924 in 2024—a remarkable 74% increase over five years, with a 47% year-on-year boost. In fact, Pakistan ranked as the eighth-largest source market for Azerbaijan in 2024.
Riding this momentum, experts anticipate continued growth through end-2025, thanks to enhanced air connectivity: Azerbaijan Airlines (AZAL) operating direct flights from Lahore and Islamabad, and Pakistan International Airlines linking Lahore to Baku. These routes make travel convenient and support rising demand.
Foundational Steps Toward Broader Engagement
Earlier in 2025, ATB visited Pakistan to spark interest in Azerbaijani tourism offerings. In January, it presented at the Pakistan Travel Mart in Karachi, followed by strategic outreach at the Islamabad Roadshow in February. These efforts cultivated goodwill, raised brand awareness, and established groundwork for ongoing tourism development.
Strategic cooperation extends beyond tourism: in February, both nations signed multiple MoUs in tourism, trade, energy, and education, reinforcing their partnership ambitions.
Tourism Trends Support Growth Vision
Overall tourism in Azerbaijan is on a strong trajectory, with 2.4 million visitors recorded from January to November 2024, representing a 27.4% increase from the previous year.
Early 2025 data hints at continued momentum. Visitor arrivals rose year-over-year in the first half, supported by diversified markets including Pakistan—accounting for 2.9% of arrivals earlier in the year.
What This Means for Travelers & the Tourism Sector
- Pakistani Tour Operators gain rich insights into Azerbaijan’s diverse tourism potential—from cultural heritage in Baku and Sheki to nature and resorts in regions like Gabala and Guba.
- Azerbaijani Industry Players benefit from direct collaboration with Pakistani counterparts, enabling tailored marketing, package co-design, and mutual promotion.
- Pakistani Travelers can soon expect new, appealing packages with seamless air access and curated experiences that celebrate Azerbaijan’s cultural landscape.
- Tourism Expansion: Collaboration could spark rural and heritage-based tourism development, further elevating Azerbaijan’s profile and stimulating local economies.
Summary
- Who: Top 10 Pakistani travel companies on a FAM trip.
- When: 16–22 August 2025.
- Why: Showcase tourism offerings and build partnerships.
- Impact: Surging visitor numbers, enhanced air links, rising market importance.
Tourism experts suggest this fostering of cross-border tourism cooperation may serve as a leading model for regional tourism diplomacy—uniting South and West Asia through travel, culture, and economic synergy.
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