Azerbaijan's year-round travel opportunities, spanning from its ancient Silk Road heritage to modern ski resorts, were presented to an international audience at the Euronews Travel & Tourism Summit 2026 in Brussels. Operativ Media reports that Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, spoke about the country's tourism potential during the session "Azerbaijan: From the Silk Road to the Ski Slopes" and the panel discussion "East Meets West: A New Era in Travel Connectivity." Azerbaijan's position as a natural hub between Europe and Asia, its rich historical and cultural heritage, and its tourism products were highlighted as key advantages enhancing the country's appeal to international travelers.

"Azerbaijan offers visitors the opportunity to discover ancient history, rich culture, modern city life, mountain landscapes, and winter tourism all in one trip. Expanding direct air links with Europe make our country even more accessible to international travelers," Florian Sengstschmid said.

Improving accessibility for international travelers was also a key topic highlighted at the summit. It was noted that the launch of direct flights on the Baku-Brussels route starting May 8, 2027, will expand travel opportunities to Azerbaijan from the European market. The electronic visa system and simplified travel procedures also make planning trips to the country much easier.

The panel "East Meets West: A New Era in Travel Connectivity" also featured Aidit Erkin, Kyrgyzstan's Ambassador to Belgium and Head of the country's Mission to the European Union, as well as Su Chen, Minister-Counselor of the Mission of the People's Republic of China to the European Union. The panel discussed the impact of growing connectivity on international travel and the development prospects of new tourism routes. Florian Sengstschmid highlighted the opportunities that Azerbaijan's expanding air links and strategic position between East and West create for the development of the country's international tourism relations.

Azerbaijan's winter tourism opportunities were also a key focus at the summit. Hosting the International Ski and Snowboard Federation (FIS) World Cup races at the Shahdag Tourism Center from March 5 to 7, 2027, provides additional opportunities to promote Azerbaijan as an international winter tourism destination and encourage travel to the country's mountainous regions.

It was emphasized that Azerbaijan's tourism offerings are not limited to Baku, as the country's regions also offer diverse experiences to visitors. The Silk Road heritage, ancient settlements, mountainous areas, rich nature, and cultural traditions of local communities make Azerbaijan's regions attractive destinations for tourists seeking unique travel experiences. Expanding cooperation in the South Caucasus could also pave the way for the creation of new multi-country tourism routes in the future. Increasing tourism's contribution to regional development and the local economy is among Azerbaijan's long-term tourism priorities. Under the "State Program for the Development of Tourism in the Republic of Azerbaijan for 2026–2030," measures are planned to improve tourism infrastructure in the regions, support micro-entrepreneurship, and increase the sector's economic contribution. Florian Sengstschmid stated that the main goal in tourism is not only to increase the number of visitors but also to extend their length of stay and boost their contribution to the local economy.

In addition to Azerbaijan's tourism opportunities, summit participants were introduced to the country's rich cuisine. Selected samples of Azerbaijani cuisine were presented at a business lunch titled "Passport to Azerbaijan," organized as part of the partnership. The presentation allowed participants to discover the country's gastronomic heritage and hospitality traditions through flavors.

Broadcast live across Euronews' global network, including television, streaming, and YouTube platforms, the summit served as an important platform for showcasing Azerbaijan's tourism opportunities to an international audience. Reaching an international audience, the summit gained wide global visibility through Euronews' global network, which reaches more than 400 million users monthly.