The Azerbaijan Tourism Board (ATB) is a national promotion body established under the State Tourism Agency of the Republic of Azerbaijan. Its main objectives are to support the growth of Azerbaijan’s tourism industry and encourage visitors to explore the country’s rich cultural offering and experience its ancient heritage.
ATB, being the main tourism marketing authority, is bringing Azerbaijan to the global stage of in-demand tourism destinations. The country is being positioned as a new travel experience, full of distinctive flavours, colours, monumental heritage and natural beauties. New tourism products, attractions and activities are being developed around all the regions and promoted in core markets through the global marketing campaign “Take another look” unveiled by ATB in 2018. This brand positioning and identity was created to serve as an invitation for travelers to discover hidden gems and curated experiences in Azerbaijan. Since the launch of the “Take another look” campaign in 2018, ATB has been awarded 20 prizes and awards for its new destination brand.
In addition to that, tourism industry players (hotels, tour operators, agents, tour guides, etc.) are in a constant direct dialogue with ATB by means of trainings and participation at international platforms, as well as through tourism industry associations (Azerbaijan Hotel Association, Azerbaijan Tour Guide Association and the Association of Travel Agencies in Azerbaijan).
ATB is represented by regional offices covering marketing activities in the larger regions of Central Europe, CIS and Middle East countries, South and East Asia. ATB is present at around 30 international tourism exhibitions and roadshows every year. Among those are the most important shows for leisure tourism such as ITB in Berlin and WTM in London, as well as fairs focused on MICE sector: IBTM World in Barcelona and IMEX in Frankfurt. These tourism industry platforms serve to promote ATB´s core themes (culture, city breaks, nature, cuisine, wellness and health, as well as niche products such as golf, wine tourism, birdwatching and wildlife, and luxury activities) and give local tour operators opportunities to foster business relationships with their international partners.
Recently, ATB together with the State Tourism Agency has launched an innovative program called SAHMAN (Sanitation and Hygiene Methods and Norms). This health & safety programme for local industry players is aimed to improve the standards of hygiene and sanitation. It focuses on accommodation, F&B and touristic transportation providers – three key aspects of the tourism value chain. Other notable projects implemented by ATB in the era of the pandemic include the Tourism Training and Certification Centre which is aimed at improving service quality and sustaining the development of the tourism sector in Azerbaijan by offering different courses by professional instructors for tourism industry members, as well as Azerbaijan 101 e-learning platform designed to aid the training and development of travel agents and representatives across the global tourism industry. On October 14, 2020, ATB will hold its biggest global hybrid event Travel Business Azerbaijan 2020. It will bring together travel trade buyers from all across the world to establish direct communication between local and international industry players. TBA 2020 is a platform to connect the global travel trade to Azerbaijan and its local tourism industry, and to showcase the wealth of experiences that await travelers in Azerbaijan.
The Azerbaijan Tourism Board also oversees the activities of several other governmental bodies in the tourism sphere. Azerbaijan Convention Bureau (AzCB) being a part of Azerbaijan Tourism Board is the lead entity for the promotion of business events activities and has the mandate from the State Tourism Agency authority to implement the strategy for business events industry development in Azerbaijan.
Baku Tourism Information Center (BTIC) is an organization under the Azerbaijan Tourism Board providing tourism information services and products in Azerbaijan’s capital city – Baku. In addition, BTIC is curating main tourism activities and events in order to sustainably develop city tourism and create favorable conditions for the tourists of the city. Among tourism products and services offered by BTIC, there are Baku City hop-on/hop-off tours, BakuCard, Tourist Info Points, etc.