Rolling out the red carpet

Security has also been emphasized. According to Alakbarova, the country has put in place comprehensive patrol systems and effective surveillance to ensure the security of visitors.

"Our dedication to Chinese travelers is exemplified through our extensive Chinese services and support, including Chinese guides and visitor service centers," she says.

Beyond this year's road shows across six cities, the Azerbaijan Tourism Board will continue to focus on major outbound markets in China such as Beijing, Shanghai, Hangzhou in Zhejiang province, Changsha in Hunan province, and Xiamen, Fujian province.

"We're planning a series of destination promotions, including offline workshops and industry networking sessions, to strengthen partnerships between Chinese travel agencies and local operators and hotels in Azerbaijan," Alakbarova says.

Food and cultural immersion are central to the visitor experience. The board has arranged a plethora of recommended food and cultural experiences for Chinese visitors to immerse themselves in the essence of Azerbaijani culture.

"Guests are encouraged to engage in interactive culinary master classes, delving into the art of crafting traditional Azerbaijani dishes like plov (a rice dish), kebabs, and various flavorful stews," Alakbarova says.

"Furthermore, we invite travelers to embark on Azerbaijani winery tours, where they can explore local vineyards and wineries renowned for their longstanding wine traditions," she adds.

For travelers eager to engage with Azerbaijan's history and cultural depth, heritage tours are available that cover ancient fortresses, historically significant museums and captivating art galleries that showcase the country's diverse traditions and values.

Alakbarova recommends exploring local artisan markets, where visitors can purchase exquisite traditional handcrafted items such as carpets, pottery, and traditional embroideries.

Industry partners in China are already taking note. Li Mengran, marketing manager with the Beijing-based travel agency Utour, says that Azerbaijan is emerging as a key driver of growth in the niche Transcaucasus travel market.

"With Chinese travelers increasingly seeking out undiscovered destinations, our multicountry tours pairing Azerbaijan with Armenia and Georgia are seeing steady annual growth," Li says.

The implementation of Azerbaijan's visa-free policy has dramatically boosted its profile and appeal among experienced Chinese tourists, she adds.