Published on
August 21, 2025

From August 16 to 22, 2025, Azerbaijan rolled out the red carpet for ten leading travel companies from Pakistan as part of an exciting Familiarization (FAM) Trip. The trip was a joint effort of the Azerbaijan Tourism Board (ATB) and the Pakistan Travel Mart (PTM), and it had everyone buzzing. The week-long agenda let travel agents and operators explore Azerbaijan’s stunning scenery, history, and culture while strengthening partnerships, sharing insights, and dreaming up new joint packages.
During the program, participants explored an array of Azerbaijan’s tourism offerings, ranging from historical landmarks and cultural heritage sites to modern hospitality facilities and natural attractions. By immersing Pakistani travel professionals in firsthand experiences of local destinations, the initiative aimed to enhance their understanding of the country’s unique tourism appeal, enabling them to better promote Azerbaijan to their clientele back home.
A key highlight of the week came on the 21st of August, when a major B2B meeting brought together the visiting Pakistani agents with representatives of Azerbaijan’s travel and tourism industry. The event saw participation from approximately 50 local companies, creating a dynamic platform for networking, knowledge exchange, and the establishment of new business partnerships. These discussions not only encouraged collaboration but also positioned Azerbaijan as a prime destination for Pakistani travelers seeking both leisure and cultural experiences.
The Pakistani travel market has witnessed impressive growth in recent years, reflecting increasing interest in Azerbaijan as a tourist destination. In 2019, nearly 46,586 Pakistani travelers visited the country. By 2024, this figure surged to 80,924, marking a 47% increase compared to the previous year and a substantial 74% growth over five years. According to 2024 statistics, Pakistan emerged as the eighth-largest source of annual tourist arrivals in Azerbaijan, highlighting its growing importance as a key market in the region.
The foundations of this collaboration were further strengthened through ATB’s active engagement in Pakistan earlier in 2025. In January, the board showcased Azerbaijan’s tourism potential at the Pakistan Travel Mart in Karachi, followed by a strategic participation in the Islamabad Roadshow in February. These initiatives helped raise awareness of Azerbaijan’s attractions among Pakistani travel professionals and paved the way for stronger partnerships in the tourism sector.
Enhanced connectivity between the two countries is another factor driving tourism growth. Direct air links through Azerbaijan Airlines (AZAL) from Lahore and Islamabad, alongside Pakistan International Airlines flights from Lahore, have made travel more convenient and accessible for Pakistani visitors. With these streamlined routes in place, industry experts anticipate a further surge in tourist arrivals from Pakistan, potentially surpassing previous records by the end of 2025.
The FAM Trip also underscored the potential for long-term collaboration in the tourism industry, emphasizing mutual benefits for both countries. By encouraging Pakistani travel agencies to design tailored packages and promote Azerbaijan’s destinations, ATB aims to strengthen the flow of international visitors, stimulate local economic growth, and foster cultural exchange between the two nations.
Officials from ATB highlighted the importance of sustained engagement with Pakistan’s travel sector, noting that initiatives such as the FAM Trip play a crucial role in expanding awareness, building trust, and creating new business opportunities. The program demonstrated that targeted promotional efforts, combined with convenient travel options, can significantly elevate Azerbaijan’s profile in emerging markets like Pakistan.
As Azerbaijan continues to invest in its tourism infrastructure, diversify offerings, and enhance global visibility, the country is steadily establishing itself as a must-visit destination for South Asian travelers. The successful execution of the August FAM Trip marks a key milestone in this journey, strengthening bilateral tourism relations and paving the way for a robust influx of Pakistani visitors in the coming years.
Azerbaijan is quickly winning the hearts of Pakistani travelers with its mix of colorful culture, top-notch hotels, and stunning landscapes. According to tourism experts, the ongoing teamwork between the Azerbaijan Tourism Board and Pakistani travel companies is likely to fuel even more growth, and the partnership could serve as a shining example for tourism efforts between countries in the whole South-Central Asia region.