PATA and Azerbaijan Tourism Board Sign MOU to Strengthen Tourism Connections with Asia Pacific
PATA and Azerbaijan Tourism Board signed an MOU in Baku to grow Azerbaijan's presence in Asia Pacific markets, covering trade engagement, media outreach, and source market development.
Picture: L/R: Henry Oh, Chairman, PATA; Noor Ahmad Hamid, CEO, PATA; Florian Sengstschmid, CEO, Azerbaijan Tourism Board, and Fuad Naghiyev, Chairman, State Tourism Agency of the Republic of Azerbaijan. — Photo by PATA
BAKU — The Pacific Asia Travel Association (PATA) and the Azerbaijan Tourism Board (ATB) have signed a Memorandum of Understanding (MOU) to strengthen Azerbaijan’s presence in Asia Pacific travel markets, develop source market opportunities, and encourage tourism exchange between Azerbaijan and the region.
The agreement was signed in Baku on October 29 by PATA CEO Noor Ahmad Hamid and Azerbaijan Tourism Board CEO Florian Sengstschmid, and witnessed by PATA Chairman Henry Oh and Mr. Fuad Naghiyev, Chairman of the State Tourism Agency of the Republic of Azerbaijan, during the PATA Hosted Buyers Baku 2026 Summit, held under the theme Pacific Asia Meets Azerbaijan: From Source Market to Destination.
The partnership establishes a framework for cooperation that combines ATB’s destination promotion and development efforts with PATA’s regional network, industry expertise and communication channels. Through this collaboration, both organisations will explore opportunities to connect Azerbaijan with travel trade partners, media and tourism stakeholders across selected Asia Pacific markets.
Mr. Oh said, “Our theme reflects a clear business objective: connecting Azerbaijan with key source markets across Asia Pacific and helping turn the destination’s tourism potential into tangible business opportunities. Through our network across Asia Pacific, we bring together destinations, tourism businesses and travel trade partners who understand their respective markets. We look forward to building on this partnership through knowledge exchange, industry connections and future initiatives that strengthen Azerbaijan’s reach across Asia Pacific and beyond.”
Mr. Hamid added, “Asia Pacific offers a range of opportunities for destinations looking to reach new audiences and develop stronger connections with the travel trade. Our collaboration with the Azerbaijan Tourism Board provides a platform to build awareness of Azerbaijan, share market insights, and connect the destination with travel professionals who understand the interests and expectations of travellers across the region. We look forward to exploring practical ways to strengthen these connections and support future tourism development.”
Mr. Naghiyev noted, “The Asia Pacific region is an important market for Azerbaijan’s tourism sector, offering significant potential for attracting visitors and expanding international cooperation. The opening of the Azerbaijan Tourism Board’s representative office in Beijing this year marks an important milestone in strengthening our presence in the region. Hosting the PATA Hosted Buyers Summit Baku 2026 further reinforces these efforts by bringing international tourism professionals together with Azerbaijani businesses, creating opportunities to establish direct industry connections and develop new business partnerships.”
Mr. Sengstschmid said, “Our ambition is that guests who come to Azerbaijan out of curiosity leave as passionate ambassadors for the destination. Arrivals from Pacific Asia continue to grow, supported by visa-free travel with China, Japan and the Republic of Korea. This Memorandum of Understanding, signed in PATA's 75th anniversary year, marks an important milestone in our partnership, and we hope it will carry many more travellers between our countries.”
Under the MOU, PATA and ATB will explore cooperation in four key areas:
Source Market Development and Destination Promotion
Travel Trade Engagement and Business Development
Media Engagement and Destination Awareness
Knowledge Sharing and Industry Engagement
The MOU builds on the initiative Pacific Asia Meets Azerbaijan: From Source Market to Destination. As part of the initiative, PATA worked with the Azerbaijan Tourism Board to invite travel trade buyers and media representatives from selected Asia Pacific source markets to participate in a familiarisation (FAM) trip to Azerbaijan. The programme culminated in the PATA Hosted Buyers Baku 2026 Summit, bringing buyers from China, Indonesia, Japan, Malaysia, Singapore and the Republic of Korea together with Azerbaijani tourism suppliers to explore market opportunities, build business relationships, and strengthen awareness of Azerbaijan’s tourism offerings.
About PATA
The Pacific Asia Travel Association (PATA) is a not-for-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy. Guided by its mission to share knowledge, enable networking, and protect tourism economy assets through innovation, collaboration, and adaptability, PATA brings together governments, industry leaders, academia, and communities to drive positive, lasting change. Founded in 1951 and headquartered in Bangkok, the Association also has an official office in Beijing. Visit www.PATA.org.