Azerbaijan is seeking to secure a more prominent place on the international tourism map, and at a professional event held in Istanbul, the country presented the diverse experiences it offers travelers. Tourism in Azerbaijan, along with its history, local cuisine, nature, luxury tourism and wellness, took center stage alongside Shusha, which was named the Economic Cooperation Organization (ECO) Tourism Capital for 2026. The Azerbaijan Tourism Board (ATB) office in Türkiye served as the national partner of the GlobeMeets B2B Networking Event 2026, held on September 10 and 11, bringing together tourism professionals, travel agents and buyers from 20 countries.
The event, attended by more than 1,000 tourism agencies from Istanbul, as well as 250 hosted buyer agencies and 250 international buyers, provided Azerbaijan with a major platform to showcase the wide range of tourism experiences it offers.
At the heart of the presentation was the broader picture of Azerbaijan as a destination suited to different types of travelers: culture and history enthusiasts, visitors seeking culinary experiences, luxury tourism, nature, wellness, and business and meetings tourism (MICE).
Shusha Takes Center Stage
One of the destinations given particular attention was Shusha, a city of major cultural importance in Azerbaijan, which was named the Economic Cooperation Organization (ECO) Tourism Capital for 2026.
Shusha was presented to participants through its rich history, architectural heritage and musical traditions, alongside its growing role as a cultural tourism destination.
Azerbaijan's traditional culture also received a place of honor. One of the highlights of the event was a traditional Azerbaijani tea ceremony, during which guests were introduced to the customary preparation and serving of tea, while the hosts wore national costumes.
The event also featured a diplomatic presence, with the participation of Zamin Aliyev, Consul General of the Republic of Azerbaijan in Istanbul. His presence underscored the importance Azerbaijan places on cultural and tourism ties with Türkiye.
Participation in GlobeMeets gave Azerbaijan an opportunity to present itself to hundreds of international tourism professionals and buyers as a destination seeking to connect ancient heritage with contemporary travel experiences. Shusha, local traditions and the broad range of travel opportunities illustrate the direction in which the country is moving - positioning Azerbaijan as an intriguing destination for new audiences from around the world.