The Azerbaijan Tourism Board (ATB) has successfully wrapped up its Pakistan Roadshow, held from October 27 to 31, 2025, across Lahore, Karachi and Islamabad. The Pakistan Roadshow aimed to strengthen tourism cooperation and showcase Azerbaijan’s diverse travel experiences to the growing Pakistani market.
The Pakistan Roadshow brought together more than 200 travel trade professionals and 21 media representatives, creating a major platform for engagement between Azerbaijani tourism partners and Pakistan’s industry stakeholders. Five leading partners from Azerbaijan participated, including Azerbaijan Airlines (AZAL), Shahdag Mountain Resort, Absheron Hotel Group, top hotel brands and destination management companies.
The concluding event in Islamabad was attended by notable guests such as Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, and Samir Ahmedli, Deputy of the Mission at the Embassy of the Republic of Azerbaijan in Pakistan.
The purpose of the Pakistan Roadshow was to boost bilateral tourism collaboration and highlight Azerbaijan as a destination where East meets West. Stakeholders underlined the potential for increased partnerships that could enhance Azerbaijan’s visibility and strengthen its position among Pakistani travelers.
Presentations focused on cultural and heritage tourism, adventure and mountain travel, wellness offerings and MICE opportunities. Partners also highlighted Azerbaijan’s accessibility, safety and year-round attractions. Family travel experiences, ski resorts and major upcoming events were among the key themes.
B2B networking sessions allowed Azerbaijani partners to engage directly with Pakistan’s travel trade, airlines and media to explore new business prospects and long-term cooperation. The roadshow concluded with a media briefing and a networking dinner in Islamabad.
The Azerbaijan Tourism Board, established under the State Tourism Agency of the Republic of Azerbaijan, continues to work toward promoting the country’s cultural richness and historic heritage while expanding its tourism footprint in Pakistan.