Women-led familiarization trip held across Azerbaijan

Participants discovered the cultural heritage, local cuisine, and modern tourism infrastructure of Baku, Gabala, Shaki, and Ismayilli, gaining first-hand insight into Azerbaijan’s diverse tourism offerings.

A Women-led familiarization trip from Pakistan was successfully organized by Azerbaijan Tourism Board (ATB) from November 26 to December 3, bringing representatives of 10 women-led travel companies to explore the country’s tourism potential. The initiative showcased Azerbaijan as a key travel destination for the rapidly growing segment of women travellers from South Asia.

A B2B networking event was held on December 2, bringing together around 50 local travel companies. The session created new opportunities for cooperation and joint product development, supporting the expansion of women-led group travel between the two countries beginning in 2026.

Pakistan remains one of Azerbaijan’s fastest-growing tourism markets, with visitor numbers rising by 74% over the past five years. ATB’s ongoing efforts, including participation in major tourism events, organizing roadshows across Pakistan, and the availability of direct flights, continue to support strong market growth.