By Rushana Aliakbarova
Published on
The South Caucasus is entering a new chapter. With the peace agreement between Azerbaijan and Armenia, the region is preparing to open its borders and position itself as one of the world’s newest connected tourism destinations.
For Azerbaijan, the opportunity is clear.
“Peace allows the South Caucasus to be promoted as a single, connected tourism region,” says Florian Sengstschmid, CEO of the Azerbaijan Tourism Board.
“For many years, travellers and businesses have faced barriers in combining destinations, which have limited both growth and innovation. The opening of borders will make it possible to design multi-country tours, especially attractive for long-haul visitors who want to see more than one country in a single journey.”
Azerbaijan as a gateway
With modern infrastructure already in place and strong links to international markets, Azerbaijan is well-positioned to capture new flows of visitors.
The country has invested heavily in airports, hotels, and facilities over the past decade.
“Tour operators, airlines, hotels, and investors will be the first to benefit,” Sengstschmid explains.
“Azerbaijan is prepared to respond quickly to increased demand, and peace improves investor confidence, making our market even more attractive for global brands.”
Connectivity as the key driver
Improved transport links will be central to unlocking the region’s tourism potential. New air, road, and rail connections are expected to make overland journeys and multi-country itineraries more accessible.
“Connectivity is the enabler that turns peace into real travel flows,” Sengstschmid notes. “Shorter travel times make the region more attractive, and Azerbaijan’s location at the crossroads of Europe and Asia strengthens its role as a hub.”
This will also allow for more diverse offerings, from cultural routes and adventure travel to wellness journeys and business tourism, all contributing to Azerbaijan’s profile as a competitive global destination.
Safety and perception
Equally important is the impact on how the region is perceived abroad.
“Safety is one of the main factors in travel decision-making,” Sengstschmid points out.
“Peace reshapes perceptions of the South Caucasus into a stable and welcoming region. This encourages more first-time visitors and gives tour operators confidence to promote the region more actively.”
Expanding source markets
In terms of source markets, Azerbaijan expects growth across both neighbouring and distant countries. Regional travellers will be the first to take advantage of easier multi-country itineraries, while Asian visitors who often prefer combining several destinations in one trip are also likely to grow.
European travellers, who previously hesitated due to concerns about stability, are expected to see the region in a new light.
“Peace leads to more balanced and diversified markets, strengthening resilience for the entire tourism sector,” Sengstschmid says.
A new image for the South Caucasus
The peace agreement commits Azerbaijan and Armenia to a permanent ceasefire, full diplomatic relations, and mutual recognition of sovereignty.
Its most ambitious element is the planned 43-kilometre transit corridor through southern Armenia, linking Azerbaijan to its Nakhchivan exclave and, via Turkiye, to European markets.
For Azerbaijan’s tourism industry, this new reality offers more than improved access. It reshapes the country’s image as a safe, connected, and open destination.
As Sengstschmid concludes, the agreement creates “not just new flows of travellers, but a stronger overall appeal for the South Caucasus as a tourism circuit on the global map”.
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