From vineyards to fortresses, Azerbaijan beckons Chinese travelers with open borders and timeless wonders, Yang Feiyue reports.

In a strategic move to capture a larger share of the Chinese outbound travel market, the Azerbaijan Tourism Board is enhancing its China Ready program, designed to cater specifically to the preferences and needs of Chinese visitors. The initiative focuses on creating a more welcoming environment through personalized services and stronger cultural familiarity.

More than 100 members of Azerbaijan's tourism industry are actively involved, covering various aspects of the Chinese travel market.

These include deepening the understanding of Chinese culture and traveler preferences, improving Chinese language skills to facilitate clearer communication, and offering services tailored to Chinese travelers, according to the board.

Specifically, Azerbaijan is also working to ensure more convenience in facilities, from expanding payment options to adding Chinese dishes to hotel menus and launching more direct flight routes.

Since July 16, the visa waiver agreement between China and Azerbaijan has officially been in effect. This means that Chinese citizens holding valid ordinary passports can now enter Azerbaijan without a visa, staying up to 30 days per visit and no more than 90 days within every 180 days.

Before that, Azerbaijan had already introduced a one-year unilateral visa-free trial for Chinese visitors in 2024.

"We're confident that this will encourage more (Chinese) visitors in the future," says Gunel Alakbarova, head of the Asian region at Azerbaijan Tourism Board.

The results are already visible. In the first six months of this year, Azerbaijan received more than 26,000 Chinese visitors, a 57 percent increase over the same period last year. The total for 2024 reached 44,798, nearly double the figure in 2023, according to the tourism board.

"And if we look further back, compared with 2019, that's a 76-percent growth over five years. These numbers clearly show the strong and growing interest from the Chinese market in visiting Azerbaijan," Alakbarova says.

To build momentum under the visa-free policy, the Azerbaijan Tourism Board has intensified its promotions in China.

In mid-September, it organized road shows in Beijing, Shanghai and Guangzhou, Guangdong province, with further events scheduled in Shenzhen in Guangdong, Chongqing, and Chengdu in Sichuan province in mid-November.

The road shows focus on Azerbaijan's rich tourism resources. Representatives from 16 Azerbaijani airlines, hotels and travel agencies engaged in in-depth exchanges with over 400 Chinese tourism industry counterparts.

"These road shows are an opportunity to showcase Azerbaijan's diversity — from the Caspian coast to the mountains, from cultural heritage sites to modern cities — and the unique experiences we can offer to Chinese travelers," Alakbarova says.

"Through presentations and discussions, we hope to inspire new collaborations and innovative tourism products," she says.

Security has also been emphasized. According to Alakbarova, the country has put in place comprehensive patrol systems and effective surveillance to ensure the security of visitors.

"Our dedication to Chinese travelers is exemplified through our extensive Chinese services and support, including Chinese guides and visitor service centers," she says.

Beyond this year's road shows across six cities, the Azerbaijan Tourism Board will continue to focus on major outbound markets in China such as Beijing, Shanghai, Hangzhou in Zhejiang province, Changsha in Hunan province, and Xiamen, Fujian province.

"We're planning a series of destination promotions, including offline workshops and industry networking sessions, to strengthen partnerships between Chinese travel agencies and local operators and hotels in Azerbaijan," Alakbarova says.

Food and cultural immersion are central to the visitor experience. The board has arranged a plethora of recommended food and cultural experiences for Chinese visitors to immerse themselves in the essence of Azerbaijani culture.

"Guests are encouraged to engage in interactive culinary master classes, delving into the art of crafting traditional Azerbaijani dishes like plov (a rice dish), kebabs, and various flavorful stews," Alakbarova says.

"Furthermore, we invite travelers to embark on Azerbaijani winery tours, where they can explore local vineyards and wineries renowned for their longstanding wine traditions," she adds.

For travelers eager to engage with Azerbaijan's history and cultural depth, heritage tours are available that cover ancient fortresses, historically significant museums and captivating art galleries that showcase the country's diverse traditions and values.

Alakbarova recommends exploring local artisan markets, where visitors can purchase exquisite traditional handcrafted items such as carpets, pottery, and traditional embroideries.

Industry partners in China are already taking note. Li Mengran, marketing manager with the Beijing-based travel agency Utour, says that Azerbaijan is emerging as a key driver of growth in the niche Transcaucasus travel market.

"With Chinese travelers increasingly seeking out undiscovered destinations, our multicountry tours pairing Azerbaijan with Armenia and Georgia are seeing steady annual growth," Li says.

The implementation of Azerbaijan's visa-free policy has dramatically boosted its profile and appeal among experienced Chinese tourists, she adds.

Contact the writer at yangfeiyue@chinadaily.com.cn