The ancient mountain village of Khinalig, a UNESCO World Heritage site, offers visitors a glimpse into Azerbaijan's rich cultural heritage.[Photo provided to chinadaily.com.cn]

The Azerbaijan Tourism Board opened its China office in Beijing on May 29, marking a key step in deepening its long-term engagement with one of the world's fastest-growing outbound tourism markets.

The new office aims to strengthen cooperation with Chinese travel industry partners, enhance Azerbaijan's destination visibility, and support expanded promotional and industry exchange activities in China. Its launch also served as a highlight of the "2026 Azerbaijan Tourism Board China Roadshow", a weeklong promotional campaign held across Xi'an, Shaanxi province, and Shanghai and Beijing.

Fuad Naghiyev, chairman of the State Tourism Agency of Azerbaijan, says that the establishment of the Beijing office reflects Azerbaijan's strategic focus on the Chinese market. He notes that improved flight connectivity and visa facilitation have supported steady growth in bilateral tourism flow. The new office, he added, will serve as a key platform to promote Azerbaijan's tourism resources.

China has become one of Azerbaijan's fastest-growing source markets. In 2025, Chinese visitor arrivals reached 63,500, up 41.7 percent year-on-year. From January to April 2026, arrivals totaled 14,303, maintaining strong growth momentum.

In addition to the Beijing office launch, the Azerbaijan Tourism Board continues to strengthen its presence in China through roadshows and international industry platforms. As part of the China visit, the board, together with six partners, including Azerbaijan Airlines, organized the 2026 China Roadshow to showcase the country's diverse tourism offerings and strengthen industry connections.

Official representatives from Azerbaijan attend a ribbon-cutting ceremony at the Azerbaijan Tourism Board's Beijing office on May 29.[Photo provided to chinadaily.com.cn]

With visa-free arrangements and the expansion of direct air routes between Beijing, Urumqi, and Baku operated by Azerbaijan Airlines and China Southern Airlines, travel convenience for Chinese visitors continues to improve.

Azerbaijan has rolled out a wide range of tourism experiences tailored for Chinese travelers, including cultural exploration, nature-based travel, Silk Road heritage, gastronomy, wine tourism, and wellness.

In Baku, visitors can explore a striking blend of ancient and modern architecture, from the UNESCO-listed Old City (Icherisheher) to contemporary landmarks such as the Flame Towers and the Heydar Aliyev Center. The Gobustan rock carvings and mud volcanoes offer additional geological and historical highlights.

Beyond the capital, the Greater Caucasus Mountains provide opportunities for hiking and adventure travel, while the village of Khinalig preserves traditional highland lifestyles and cultural heritage. National parks and bird-watching sites further enrich nature-based tourism.

Historic Silk Road cities such as Sheki and Lahij retain strong traditions of craftsmanship and cultural heritage. "Slow food" tourism routes, combining farms, wineries and boutique hotels, allow visitors to experience Azerbaijani cuisine and wine production at the source.

Wellness tourism is also a growing segment, with destinations such as the Duzdag salt cave therapy center, Naftalan oil baths and thermal resorts offering distinct health and relaxation experiences.

The iconic Heydar Aliyev Center is a must-visit landmark and one of Azerbaijan's most popular attractions.[Photo provided to chinadaily.com.cn]