Azerbaijan’s Tourist Profile Shifts as Youth and Seniors Rise While Key Markets Diverge

by

Aze.US

Azerbaijan received 1.80 million foreign visitors for tourism in 2025, a modest 2.7% decline from a year earlier..

Behind the near-stable headline figure, however, the structure of arrivals changed markedly-both by age group and by country of origin.

The most visible shift occurred in visitor demographics. Arrivals of travelers under 17 fell 6.2%, while the 17–25 segment surged 32.7%. Visitors aged 26–35 also increased, rising 6.4%.

By contrast, traditionally higher-spending middle-age groups declined:

  • 36-45: down 13.2%

  • 46-55: down 14.1%

  • 56-65: down 2.1%

At the same time, arrivals aged 66 and older rose 14.2%, indicating a simultaneous “youth-and-senior expansion” alongside erosion in the core middle segment-an imbalance that could influence tourism revenue composition.

Diverging source markets

Russia, still Azerbaijan’s largest source of visitors, recorded an 18.5% decline to roughly 489,000 arrivals. The contraction was sharpest among middle-aged travelers, particularly:

  • 36-45: down 41%

  • 46-55: down 29.7%

Younger Russian visitors 26–35 increased by nearly 25%, partially offsetting the broader drop.

In contrast, Türkiye showed strong growth. Visitor numbers rose 32.6% to about 217,000, with increases across all age groups.

Notable gains included:

  • 17-25: nearly doubling

  • 56-65: up 68.7%

  • 66+: up 61.2%

The data suggests Azerbaijan is attracting a broader mix of Turkish travelers, from youth tourism to family and senior segments.

Meanwhile, India posted the steepest decline, with arrivals falling 33.4% to around 157,000. The downturn affected every age category, especially:

  • 26-35: down 41.4%

  • 46-55: down 39.9%

  • 56-65: down 41.6%

Structural change rather than simple decline

The 2025 data points to a recomposition of Azerbaijan’s tourism base rather than a straightforward contraction.

Weakening flows from Russia and India, rapid expansion from Türkiye, and the shift away from middle-aged travelers may require adjustments in market targeting, pricing strategy, and tourism product design to sustain sector revenues.