Azerbaijan's Winter Tourism Potential Showcased in London

Azerbaijan's winter tourism opportunities were showcased at the London Snow Show 2026 held on October 17–18.
As part of the exhibition, Florian Sengstschmid, CEO of the Azerbaijan Tourism Board (ATB), participated in a panel discussion titled “The Future of the Ski Holiday.” The session was moderated by Lilly Douse, host of Euronews’ “Grand Voyager” travel program.
The panel also featured Sandra Spitz, Sport and Event Director at the International Ski and Snowboard Federation (FIS), and James Gambrill, founder of the Mountain Trade Network and Event Director of the Snow Show. The discussion centered on emerging ski destinations, evolving traveler expectations, and future development trends in winter tourism. Florian Sengstschmid highlighted Azerbaijan's advancements in mountain tourism and the country's current offerings.
At the exhibition, the Shahdag Tourism Center and the Tufandag Winter-Summer Tourism and Recreation Complex presented their facilities for skiing, snowboarding, and other outdoor activities.
Elin Suleymanov, Azerbaijan's Ambassador to the United Kingdom of Great Britain and Northern Ireland, also visited the country's stand.
Marking its 50th anniversary this year, the London Snow Show is a premier international event that brings together winter sports enthusiasts and global tourism destinations.