Azerbaijan is sharpening its focus on high-potential source markets while strengthening its infrastructure and international partnerships, as the destination positions itself for continued growth in MICE and destination weddings through 2026, according to Elman Mammadov, Head of Business Events at the Azerbaijan Tourism Board (ATB).
Elman says Azerbaijan’s strategy is rooted in a clear understanding of its historical strengths and geographic advantages, supported by a forward-looking tourism development plan for the next two years.
“From both a historical and geographical perspective, Azerbaijan has clearly defined core MICE source markets.”
Elman Mammadov
Head of Business Events
Regional and International Source Markets Drive Growth
Azerbaijan’s regional core markets continue to form the backbone of its MICE business, particularly for corporate events. These include Turkey and Russia, alongside the broader CIS region.
“These markets have always been strong for us due to proximity, a wide variety of direct flights operated by different airlines, including Azerbaijan Airlines, and the absence of visa and language barriers,” Mammadov explained.
Beyond neighbouring markets, the destination has seen growing traction from the Middle East, following a decade of focused engagement with Gulf countries. The introduction of direct flights, reduced visa requirements, and improved infrastructure have helped fuel growth from the region, with Saudi Arabia and the United Arab Emirates emerging as core markets.
The third major growth region is South Asia, led by India and Pakistan. Both countries consistently rank among Azerbaijan’s top ten source markets for total arrivals, spanning leisure and MICE travel.
“Over the past decade, we have developed strong MICE infrastructure, and the results of that development are clearly visible today across all these core markets,” Mammadov said.
Destination Weddings Emerge as a New Growth Segment
While MICE remains well established, international destination weddings represent a newer opportunity for Azerbaijan. The Tourism Board has begun working closely with hotels, hospitality providers, event agencies, and local partners to build the necessary ecosystem.
“For large-scale destination weddings, India is currently our primary source market,” Mammadov said, noting that Azerbaijan has already hosted several major Indian weddings in Baku, with plans to expand into the regions.
Infrastructure Investment Strengthens Competitive Position
A key turning point for Azerbaijan’s MICE development came in 2016, marked by the opening of the Baku Convention Center.
“There was clear demand, and the destination responded by creating the necessary supply,” Mammadov said.
Today, the convention centre remains one of Azerbaijan’s strongest competitive advantages, supported by rapid growth in international hotel inventory. The destination now offers clusters of four- and five-star hotels, with room capacities exceeding 2,000 to 4,000 rooms, enabling it to compete for large-scale corporate and association events.
Recent additions such as The Ritz-Carlton, Hilton Garden Inn, and further planned expansions by Hilton have further strengthened the destination’s appeal.
“The combination of local and international hotel brands, strong meeting facilities, and close collaboration with the national airline works as an integrated ecosystem,” Mammadov said.
Collaboration at the Core of the MICE Strategy
According to Mammadov, collaboration with international planners is central to Azerbaijan’s approach. Since its establishment, the Azerbaijan Tourism Board has continued and expanded the work previously carried out by the Ministry, acting as a destination management organisation that connects international buyers with local industry partners and DMCs.
International trade shows such as ATM Dubai and OTM Mumbai play a key role in this strategy, alongside targeted roadshows in core markets. Azerbaijan has also increased its presence at third-party, MICE-focused platforms including IPX, M&I, and IBTM, encouraging local partners to participate in B2B engagements.
“These platforms allow us to showcase Azerbaijan as a premium destination and connect local industry with international partners,” Mammadov said.
Competing and Winning in a Strong Region
Operating in a region filled with established MICE destinations, Azerbaijan often competes directly with neighbouring countries for major corporate and association bids planned several years in advance.
“Our infrastructure, including the convention centre and hospitality offerings, helps position Azerbaijan as a competitive premium destination,” Mammadov said. “In most cases, we are shortlisted and have successfully won numerous bids.”
Hosting large-scale international events continues to strengthen Azerbaijan’s credibility. Recent and upcoming events include the International Astronautical Congress (2023), COP29 – the United Nations Climate Change Conference (2024), and the World Urban Forum, scheduled to take place in May this year.
“Every major event we host adds to our portfolio and strengthens our capability as a destination,” Mammadov said. “The more large-scale events we deliver successfully, the more competitive Azerbaijan becomes on a regional and global level.”
