In an era where economic diversification is a top priority for Azerbaijan, particularly in the context of its growing non-oil sector, the legalisation of casinos in designated tourism zones is becoming a significant policy consideration. Although Azerbaijan's tourism sector has enormous potential, it remains relatively undeveloped in terms of international recognition and destination branding. Compared to its neighbours, Georgia and Türkiye, which have achieved considerable success in promoting their natural and cultural heritage through effective branding campaigns, Azerbaijan is lagging in establishing a competitive presence in the international tourism scene.

To foster the growth of the tourism sector, diversification is essential. This principle is a cornerstone in the development of tourism in many successful countries. If a destination focuses exclusively on one aspect, it may fail to provide compelling reasons for tourists to return. One critical avenue for expansion is the development of niche tourism, which can significantly enhance a country's appeal as a travel destination. For instance, Georgia's flourishing wine tourism exemplifies how a specialised focus can achieve strong international recognition and attract visitors. Similarly, as global tourism trends evolve, Azerbaijan should also leverage its potential in niche tourism to remain competitive. With regional competitors capitalising on diverse offerings, including casino tourism, Azerbaijan has an opportunity to tap into this lucrative market. By integrating casino experiences with its unique cultural and natural attractions, Azerbaijan can boost its tourism sector, increase tax revenues, and minimise capital outflow.........

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