Baku’s rise as a preferred destination for MICE and destination events is being driven by a combination of strategic location, growing luxury infrastructure, and a deep-rooted culture of hospitality. According to Javanshir Bayramov, Cluster Director of Marketing for The Ritz-Carlton, Baku and JW Marriott Absheron Baku, these elements together are shaping Azerbaijan’s appeal for global event planners.
Bayramov, who previously served as Deputy CEO of the Azerbaijan Tourism Board, brings a rare dual perspective to the conversation, one that bridges destination strategy and luxury hotel leadership. His experience at both national and property levels has made him a highly influential voice within the region’s hospitality and MICE ecosystem.
“This is about the destination’s hospitality and the people of Azerbaijan, combined with luxury-quality service and accommodation. Properties such as The Ritz-Carlton Baku, JW Marriott, and Marriott Absheron Baku offer a unique opportunity to experience the best of what Baku has to offer.”Javanshir Bayramov, Cluster Director of Marketing
Hospitality and Luxury at the Core of Destination Appeal
Luxury hotels have played a central role in positioning the city as a credible host for international business events and high-profile weddings. Global brands bring consistency, service excellence, and internationally recognised standards, critical factors for planners assessing new destinations.
Accessibility is another key differentiator. “With Baku strategically located between Europe and Asia, and at the crossroads of north and south, it offers convenient travel and a seamless overall experience,” Bayramov explains. “This makes it an ideal destination for MICE and wedding groups.”
Direct air connectivity, simplified travel logistics, and competitive flying times have helped Baku emerge as a practical choice for regional and long-haul markets alike. For planners, this ease of access reduces complexity while expanding guest reach.
Culinary Experiences That Stay With Guests
Beyond infrastructure and logistics, it is the city’s experiential offering that leaves a lasting impression on visitors. When asked what MICE and wedding groups remember most long after their event, Bayramov points to Baku’s culinary landscape.
“I would highlight the food,” he says. “The city offers a wide variety of food and beverage options. In addition to what we offer at The Ritz-Carlton and JW Marriott, there are numerous dining experiences across the city, in the Old Town and the city centre.”
Baku’s food scene reflects the city’s position as a cultural crossroads, offering everything from traditional Azerbaijani cuisine to international and fusion dining. “These include vegetarian options, fusion cuisine, and traditional and national dishes,” Bayramov adds.
This diversity has become particularly important for international groups seeking customisation and inclusivity. “Almost all major cuisines are represented in the city, which provides exceptional value through choice and variety,” he notes. “Having multiple options and the freedom to curate different experiences is extremely important, and this is one of Baku’s strongest advantages.”
As competition among destinations intensifies, Baku continues to refine its positioning, combining cultural warmth, modern luxury, and strategic connectivity. With experienced industry leaders like Bayramov shaping both perception and delivery, the city is steadily reinforcing its status as a premium destination for international MICE and destination events.
