Tourism potential of Azerbaijan and Uzbekistan presented in four European cities
On October 19-22, promotional events titled "Highlights of the Silk Road Roadshow 2026" were held through the joint organization of the Azerbaijan Tourism Board (ATB) and Uzbekistan’s National PR Center.
At the events organized in Berlin and Munich (Germany), Stockholm (Sweden), and Helsinki (Finland), the tourism potential, historical-cultural heritage, and joint travel routes of Azerbaijan and Uzbekistan were presented to representatives of the European tourism industry.
As part of the program, B2B business meetings were held in each city with the participation of 50 tourism industry representatives. Tourism products were showcased during the meetings, and market opportunities and prospects for cooperation with European travel companies were discussed. Additionally, a cultural program featuring national music and dance performances of Azerbaijan and Uzbekistan was organized.
Around 15 tourism industry partners from Azerbaijan and Uzbekistan, including 6 destination management companies (DMCs) representing Azerbaijan, participated in the events. Furthermore, "Azerbaijan Airlines" CJSC (AZAL) participated in Berlin, "Turkish Airlines" in Berlin and Munich, while "Uzbekistan Airways" and "Centrum Air" participated in all four cities. The participation of the airlines was significant for planning travel routes across both countries and exchanging information on air connectivity.
The promotional events covering the four European cities served to promote the tourism products of Azerbaijan and Uzbekistan in international markets, establish new business contacts, and popularize joint travel opportunities along the Silk Road.
The events were implemented within the framework of a Memorandum of Understanding signed between the ATB and Uzbekistan's National PR Center. The cooperation envisages promoting the two countries under a single tourism brand and presenting them as mutually complementary travel destinations along the historical Silk Road. In this context, focus is placed on the development of tourism routes covering historical monuments, traditional crafts, art, and intangible cultural heritage.
