Experience Azerbaijan: Showcasing Gastrotourism and Health Resorts at EMITT 2026 in Istanbul

In the bustling heart of Istanbul, where history breathes through the streets, another historic culture is making waves. The Azerbaijan Tourism Board has officially launched its presence at the29th Eastern Mediterranean International Tourism and Travel Fair (EMITT 2026), one of the top five tourism exhibitions in the world.

Under the evocative banner “Experience Azerbaijan,” the national stand is more than just a promotional booth; it is an invitation to explore a land where the Caspian Sea meets the Caucasus Mountains, and where ancient Silk Road traditions fuse with futuristic cityscapes.

A Powerhouse Presence

Azerbaijan has arrived at EMITT with a formidable team. The delegation includes theAzerbaijan Tourism Board,Azerbaijan Airlines CJSC (AZAL), and 11 leading local tourism industry stakeholders. This collaborative approach highlights a unified national strategy to position Azerbaijan as a premier year-round destination.

From February 6th through February 7th, the Azerbaijani team is engaging in high-level B2B (Business-to-Business) and B2C (Business-to-Consumer) meetings. With over 660 tour operators from 109 countries in attendance, the scale of EMITT provides the perfect stage for Azerbaijan to secure its place in the travel itineraries of global explorers.

Beyond the Flame Towers: What Azerbaijan is Offering

While the iconic Flame Towers of Baku are a global symbol of the country’s modern growth, the showcase at EMITT 2026 reveals a much deeper story. The Azerbaijan Tourism Board is highlighting several specialized products that cater to the evolving needs of the modern traveler:

Gastrotourism: Azerbaijani cuisine is a symphony of flavors influenced by the diverse climates of its nine ecological zones. At EMITT, the focus is on the “Slow Food” movement and the authentic culinary traditions that make every meal a cultural lesson.

Mountain Ski Resorts: With world-class facilities at Shahdag and Tufandag, Azerbaijan is quickly becoming a preferred alternative to the crowded slopes of Western Europe, offering pristine snow and luxury hospitality at competitive prices.

Health and Wellness Tourism: Long famous for the therapeutic oils of Naftalan and the mineral springs of Galaalti, Azerbaijan is re-introducing its wellness heritage to a health-conscious global audience.

Winemaking: As one of the oldest wine-producing regions in the world, Azerbaijan’s “Wine Routes” offer travelers a chance to taste indigenous grape varieties and visit boutique vineyards that are gaining international acclaim.

The Special Bond: Azerbaijan and Türkiye

The participation in EMITT is particularly significant given the “One Nation, Two States” philosophy that defines the relationship between Azerbaijan and Türkiye. The two countries are not just neighbors; they are each other’s most consistent supporters in the tourism sector.

The numbers tell a story of remarkable growth. In January 2026 alone, the number of Turkish citizens visiting Azerbaijan reached36,536—a staggering16 percent increasecompared to the same month in the previous year. By exhibiting in Istanbul, Azerbaijan is not just looking for new markets; it is nurturing its strongest existing partnership, making it easier than ever for Turkish travelers to discover the wonders of their “brother nation.”

A Human Perspective: Why Azerbaijan Resonates

Travel in 2026 is no longer just about seeing a landmark; it’s about feeling a connection. Azerbaijan resonates with travelers because it offers a “human-centric” experience. Whether it’s the hospitality of a family-run guesthouse in the mountainous village of Khinalig or the expert care in a Baku spa, the “Experience Azerbaijan” campaign emphasizes the warmth of the people.

As CEO of the Azerbaijan Tourism Board often notes, the goal is to show that Azerbaijan is a destination of contrasts. You can wake up in a nomadic-style tent and fall asleep in a five-star skyscraper. You can wander through the UNESCO-listed Walled City of Baku in the morning and be tasting world-class wines in the Shamakhi foothills by sunset.

Looking Toward a Thriving 2026

The timing of EMITT 2026 is perfect. As the global travel industry fully embraces specialized and sustainable travel, Azerbaijan’s focus on nature, health, and heritage aligns perfectly with modern trends. The increase in flights by Azerbaijan Airlines (AZAL) and the simplification of e-visa processes have removed the barriers, leaving only the experience itself to be enjoyed.

As the exhibition continues, the “Experience Azerbaijan” stand remains a hub of activity, proving that the land of fire has a warmth that stays with every visitor long after they return home.

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