Azerbaijan Tourism Board (ATB) participates for the first time at the Indonesia Travel Expo (ITE) 2026, held on April 6 in Jakarta, with the next phase of the event to take place in Surabaya on April 9.
Through the B2B events, ATB increased awareness of the country as a travel destination in the Indonesian market and introduced new tourism products and services to Indonesian outbound travel buyers.
The event also served as a key platform to establish direct contacts, strengthen partnerships with local travel agencies, engage with outbound travel agents from Indonesia, and explore new business opportunities.
Why Azerbaijan suits Umrah Plus travellers
Participation at the event has been a significant step in engaging with the Indonesian market and promoting Azerbaijan as a “Umrah Plus” destination by positioning the country as an appealing addition to pilgrimage travel.
Azerbaijan’s diverse tourism offerings for Muslim travelers, including its rich Islamic heritage, iconic mosques, blend of culture, extensive halal dining options, natural beauty, and modern infrastructure, were introduced, presenting the country as an attractive destination for Umrah journeys.
Ongoing promotional initiatives in the Southeast Asian region were also extended to the Malaysian market, as ATB held a targeted webinar with around 20 leading Malaysian Umrah-focused travel agencies, positioning Azerbaijan as an “Umrah Plus” destination.
Azerbaijan Builds Tourism Partnerships in Southeast Asia
Azerbaijan Tourism Board’s participation in the Indonesia Travel Expo 2026 reflects its efforts to strengthen the country’s visibility in Southeast Asia and develop relationships with travel professionals who serve outbound Muslim travellers. By engaging directly with Indonesian travel buyers, ATB can introduce Azerbaijan’s tourism experiences and explore opportunities to include the destination in future holiday packages.
Business-to-business events provide a platform for destination representatives to meet travel agencies, understand market demand and exchange information about tourism products. These interactions can help travel professionals assess how a destination fits different traveller interests, budgets and itineraries.
The Jakarta event on April 6, followed by the next phase in Surabaya on April 9, gave ATB an opportunity to engage with travel industry stakeholders in two important Indonesian cities. Discussions around destination awareness, travel services and potential partnerships can support the development of itineraries that combine cultural discovery, leisure and religious travel.
Exploring Azerbaijan as an Umrah Plus Destination
The Umrah Plus concept allows travellers to extend a pilgrimage journey with a visit to another destination, creating an opportunity to experience additional cultural and leisure attractions. For Indonesian travellers considering this option, Azerbaijan offers a combination of Islamic heritage, historic architecture, contemporary city experiences and natural landscapes.
Baku, the country’s capital, provides a starting point for visitors interested in exploring Azerbaijan’s history and modern urban development. The city features historic districts, prominent mosques, waterfront areas and contemporary landmarks, allowing travellers to experience different aspects of the country within one destination.
Beyond the capital, visitors can discover mountain scenery, traditional towns and regional cultural attractions. These experiences can add variety to an itinerary for travellers seeking more than a conventional city break.
Halal dining options and the country’s Muslim cultural heritage also form part of Azerbaijan’s appeal to visitors looking for travel experiences that align with their preferences. Travel agencies can use these features when developing packages that combine religious travel with sightseeing and relaxation.
Connecting with Malaysian Umrah Travel Agencies
ATB’s targeted webinar with approximately 20 leading Malaysian Umrah-focused travel agencies extends its outreach beyond Indonesia. Direct engagement with specialised agencies allows destination representatives to explain Azerbaijan’s attractions and discuss how the country could be incorporated into existing pilgrimage-related travel products.
Such initiatives can help travel professionals understand destination logistics, available experiences and the needs of their customers. They also create opportunities to explore partnerships that may support future promotional activity and package development.
For Azerbaijan, engaging with agencies in both Indonesia and Malaysia provides a way to introduce its tourism offering to audiences across Southeast Asia.
Supporting Azerbaijan’s International Tourism Growth
Through trade events, webinars and industry partnerships, Azerbaijan Tourism Board is working to strengthen the country’s position in regional travel markets. Its participation in ITE 2026 represents an opportunity to connect with Indonesian outbound travel buyers while introducing the wider tourism experiences available across the country.
As interest in combining pilgrimage with cultural exploration continues to create opportunities for travel businesses, Azerbaijan’s mix of heritage, hospitality, nature and modern infrastructure offers agencies a range of experiences to consider when developing future Umrah Plus itineraries.
Related reading: Azerbaijan presents its tourism offerings as a Country Partner at the “GlobeMeets B2B Networking Event 2026” | Azerbaijan’s business tourism offerings promoted in Hong Kong
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.
