AZE.US
Despite spending millions of manats each year on tourism development and international promotion, Azerbaijan remains one of the least-visited countries in the South Caucasus.
In January-June 2026, Azerbaijan welcomed 723,222 foreign visitors traveling for tourism purposes. That was 119,244 fewer than during the same period last year, representing a decline of 14.2%.
The figures have raised questions about why government spending and new infrastructure have yet to produce sustained growth in tourist arrivals.
Azerbaijani lawmaker Rovshan Muradov said the decline should not be viewed solely as a result of domestic tourism management. The sector is highly vulnerable to global economic shifts, geopolitical developments, air travel costs, travelers’ purchasing power and competition between destinations.
According to Muradov, comparisons with neighboring countries must also take their different economic models into account. Georgia has treated tourism as a central pillar of its economic strategy for years, while Armenia benefits significantly from diaspora travel and arrivals through its land borders.
Azerbaijan, by contrast, has pursued a more diversified economic model built around energy, logistics, industry, agriculture and services.
Still, Muradov acknowledged that the 14.2% decline is an economic warning that requires closer analysis.
Modern tourists, he said, choose destinations based not only on natural beauty and historic landmarks but also on prices, transport accessibility, service quality, digital convenience and the overall travel experience.
Azerbaijan has invested heavily in airports, roads, hotels and resort complexes in recent years. New tourism opportunities are also being developed in Karabakh and East Zangezur. However, infrastructure alone does not guarantee a rise in visitor numbers.
“The main task is to turn Azerbaijan’s existing tourism resources into a more competitive product on the international market,” Muradov said.
He added that the effectiveness of state-funded tourism campaigns should be measured through clear economic indicators. Visitor numbers matter, but so do the length of each stay, tourist spending and the extent to which regions outside Baku benefit from the industry.
Building a recognizable national tourism brand is a long-term process. Yet the continued decline in arrivals suggests that Azerbaijan may need to reassess its marketing strategy, pricing, flight accessibility and service standards if it wants to compete more effectively with Georgia and Armenia.
AZE.US