Azerbaijan Tourism Board (ATB) launched ?Take another look? marketing campaign to present a new portrait of the country, enhance its destination value and double the current inbound tourism by 2023.
The Caucasus? country is currently on the cusp of a tourism boom, as it welcomed a record number of inbound visitors spending more than US$1.3 billion in 2017, making it one of the fastest growing tourist destinations in the world.
Its recent investments in tourism and country promotion ? including a simplified new electronic visa procedure ? are expected to improve its ranking among countries with a high tourism contribution towards national GDP, according to the World Travel and Tourism Council 2018 Impact Report. It is forecast to be at 6% per annum over the course of the next 10 years putting it among the top 20 high potential countries in the world.
Azerbaijan strongly believes it can cater to high volumes of tourists seeking authentic local experiences with offerings such as; high-profile sporting events such as Formula 1 Azerbaijan Grand Prix and UEFA Europe League Final in 2019; varied hospitality offerings that range from luxury collections to B&Bs; a vibrant gastronomical experience; spectacular landscapes including summer countryside and winter ski slopes; adventure trails; and cultural events.
Florian Sengstschmid, CEO of Azerbaijan Tourism Board, said: "Take another look? unlocks Azerbaijan?s unique stories and secrets. The Azerbaijani people are excited to share their culture, cuisine and country with visitors. For thousands of years, the paths running through Azerbaijan have hosted many a traveller, trader and guest. We are delighted to launch our new brand identity and the ?Take another look? campaign at the World Travel Market, one of the world?s leading travel exhibitions. We look forward to enhancing our tourism proposition in the industry and becoming a leading destination brand in the region, as we continue to provide tourists with unique, authentic experiences that will leave them with lasting memories for a lifetime.?
Currently, three-fourths of the in-bound tourists to Azerbaijan hail from Russia, Georgia, Iran, Turkey and the United Arab Emirates, neighbouring countries in the region. With a new brand and the ?Take another look? promotional campaign, Azerbaijan will focus on increasing the number of tourists from a broader pool of countries throughout Europe, the Middle East, China, as well as Central and Southeast Asia.
