Azerbaijan has become an increasingly attractive destination on the global tourism map, offering a mix of ancient history, diverse landscapes, and emerging wellness resorts. However, another question arises: How satisfied are tourists with their visits to Azerbaijan?

While the tourists we met shared that their overall experience in Azerbaijan was positive, particularly noting the delicious food and excellent hospitality, we observed that the issues they encountered were more technical in nature.

Behind the rise in visitor numbers lies a growing chorus of complaints that reveal deeper issues beneath the surface. From language barriers and high prices to inconsistent service and underdeveloped infrastructure, many tourists say their experiences fall short of expectations. A survey conducted by Azernews, consisting of both foreign and local travellers, sheds light on the most common frustrations voiced by visitors and the changes they believe are urgently needed to make Azerbaijan more competitive in a crowded travel market.

Branding lacks recognition and emotional connection

According to the survey responses gathered from 31 foreign tourists and 40 Azerbaijani nationals, Azerbaijan’s tourism brand remains only slightly recognisable on the global stage. More than half of international respondents (51.6%) said they found the brand only mildly recognisable, while only 16.1% considered it highly recognisable. Locals shared this sentiment, with 42.5% admitting that Azerbaijan’s tourism brand lacks strong visibility when compared to regional competitors like Georgia or Türkiye.

Although slogans such as “Land of Fire” or “Visit Azerbaijan” were mentioned, many tourists described these phrases as lacking depth and connection to real........

© AzerNews