Azerbaijan’s tourism sector, which has long been one of the country’s key drivers of non-oil revenue, is undergoing structural changes as traditional visitor flows from the Gulf countries experience a decline. This shift highlights the importance of diversifying arrival markets and investing in new destinations to sustain growth. The government has already been advancing initiatives such as the development of “Tourist Villages” in the regions, improved infrastructure, and targeted promotion campaigns to attract a broader audience. Against this backdrop, the strategic partnership with China stands out as a promising opportunity, given its vast outbound tourism........

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