The Representation Office of the Azerbaijan Tourism Board (ATB) in Türkiye participated as the Country Partner of GlobeMeets B2B Networking Event 2026, held in Istanbul on 10–11 September. The participation provided an opportunity to present Azerbaijan’s tourism offerings, cultural heritage and renowned hospitality to travel industry professionals from Türkiye and international markets.
The event brought together more than 1,000 visitor (buyer) agencies from Istanbul, alongside 250 hosted buyer agencies and 250 international hosted buyer agencies representing 20 countries, creating opportunities for networking, business development and new collaborations.
GlobeMeets 2026 Highlights Azerbaijan’s Tourism Diversity
As Country Partner, the Azerbaijan Tourism Board presented the country’s varied tourism experiences to participating travel professionals. The showcase highlighted Azerbaijan’s appeal to visitors interested in cultural discovery, gastronomy, luxury hospitality, outdoor activities and wellness experiences.
Azerbaijan’s geographical position at the crossroads of Europe and Asia contributes to its distinctive cultural identity. Its historic architecture, regional traditions, cuisine and diverse landscapes offer different experiences for travellers seeking alternatives to conventional holiday destinations.
At GlobeMeets, the country’s tourism presentation aimed to communicate these strengths to travel agencies and industry representatives who can introduce Azerbaijan to their respective markets.
Shusha Takes the Spotlight at GlobeMeets
A key focus of Azerbaijan’s presentation was Shusha, one of the country’s most significant cultural destinations. Named the Tourism Capital of the Economic Cooperation Organization (ECO) for 2026, Shusha was highlighted for its historical importance, architectural heritage and musical traditions.
By featuring Shusha at GlobeMeets, the Azerbaijan Tourism Board drew attention to the destination’s growing role in cultural tourism and its potential to complement broader itineraries across Azerbaijan.
Traditional Azerbaijani Tea Ceremony Offers a Cultural Experience
One of the highlights of GlobeMeets 2026 was a traditional Azerbaijani tea ceremony, which introduced attendees to an important element of the country’s hospitality culture.
Guests experienced the customary preparation and serving of tea by hosts dressed in national costume. The activity provided a cultural dimension to the event, allowing participants to engage with Azerbaijani traditions through a familiar social ritual.
Tea holds an important place in Azerbaijani hospitality, often accompanying conversations, gatherings and the welcoming of guests.
Azerbaijan and Türkiye Strengthen Tourism Connections
The participation of the Azerbaijan Tourism Board’s Representation Office in Türkiye highlighted the importance of engagement with the Turkish travel industry.
The event also welcomed the Consul General of the Republic of Azerbaijan in Istanbul, Mr. Zamin Aliyev, underlining the significance of the occasion and the cultural and tourism connections between Azerbaijan and Türkiye.
Travel trade events such as GlobeMeets can help tourism boards establish industry contacts, explore potential partnerships and introduce destinations to new audiences.
GlobeMeets Creates Opportunities for Future Tourism Collaboration
Azerbaijan’s participation as Country Partner at GlobeMeets 2026 combined destination promotion, cultural presentation and professional networking. The event offered a platform to showcase the country’s tourism diversity while drawing attention to Shusha’s cultural significance and Azerbaijan’s hospitality traditions.
For more information about Azerbaijan’s destinations, cultural heritage and travel experiences, visit the official Azerbaijan Tourism Board website.
By presenting its cultural heritage, culinary traditions, luxury experiences, nature and wellness offerings, Azerbaijan aimed to strengthen its visibility among travel professionals and build connections with international tourism markets.
Looking ahead, Azerbaijan’s participation in international B2B events such as GlobeMeets can help strengthen its relationships with travel professionals and open new avenues for tourism promotion. By combining cultural heritage with diverse travel experiences, the country continues to showcase its appeal to different visitor segments. These industry connections can also support future collaborations, encourage destination discovery and bring Azerbaijan’s unique hospitality and traditions to a wider international audience
Related reading: Tourism industry ties strengthen between Azerbaijan and Türkiye | Azerbaijan expands international cooperation in gastrotourism
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
