Adnkronos Rome, October 3 (Adnkronos/Labitalia) – The Azerbaijan Tourism Board (ATB), together with five commercial partners, including the national carrier Azerbaijan Airlines (AZAL), successfully completed its roadshow in Italy, which took place on October 1 and 2. The initiative brought the country into direct contact with the most important Italian tourism operators and the media.
The roadshow, which stopped in Rome and Milan, offered networking opportunities to strengthen collaborations and increase awareness of Azerbaijan's tourism offerings in Italy. The events were attended by approximately 80 Italian representatives from the tourism industry and media, who were able to connect directly with Azerbaijani tourism operators, including hotels, DMCs, and regional tourism representatives.
The roadshow kicked off in Rome with the participation of prominent guests, including Fuad Nagiyev, Chairman of the State Tourism Agency of the Republic of Azerbaijan (STA), Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, and Ilgar Mukhtarov, Ambassador Extraordinary and Plenipotentiary of the Republic of Azerbaijan to the Holy See. The Milan event further highlighted the strong interest of the Italian partners, also including numerous meetings with industry professionals and media representatives.
“We are delighted to reconnect with our business partners, tourism professionals, and media representatives during this roadshow,” said Florian Sengstschmid, CEO of ATB. “This initiative strengthens our ties with the Italian tourism industry and offers a firsthand introduction to the wide variety of experiences available in Azerbaijan: from cultural discovery to nature immersion, to exclusive wellness programs,” he added.
The program included a presentation of the destination, focusing on the latest developments in Azerbaijan's hospitality sector, health and wellness tourism projects, and cultural and adventure tourism opportunities. Each stop on the roadshow featured B2B sessions and networking opportunities, offering a platform for one-on-one meetings between Italian and Azerbaijani stakeholders. The evening concluded with musical performances by renowned Azerbaijani pianist and composer Isfar Sarabski.
The roadshow reflects ATB's strategic commitment to strengthening tourism collaboration and consolidating the destination's presence in the Italian market. Building on these strengthened ties, and recognizing the importance of tourism relations with Italy, ATB plans to expand its activities in the country starting in 2026, organizing additional workshops, family trips for media and industry professionals, and participating in international trade fairs and events in Italy.
To support these initiatives, Azerbaijan is easily accessible thanks to direct air connections and simple e-visa procedures for Italian visitors. Azal Airlines operates daily direct flights from Milan to Baku, while WizzAir offers direct flights from Rome to Baku four times a week. Italian citizens can apply for an e-visa via the evisa.gov.az portal at least three days before their expected arrival date, or opt for an urgent visa, which can be processed in 3–5 hours. The visa is valid for 90 days, during which Italian travelers can stay in Azerbaijan for up to 30 consecutive days. Thanks to increased accessibility, the number of Italian visitors increased by 13% from January to August 2025, compared to the same period in 2024.