Azerbaijan is considering the introduction of a new financing mechanism for the tourism sector that could give fresh momentum to both the capital and regional destinations. Experts believe that sustainable growth and consistent international promotion require modern financial tools and a long-term development strategy.

The initiative was proposed by representatives of the business community, who suggested creating a dedicated national fund to support tourism marketing and promotion. The proposal was included in the analytical report “White Paper 2025,” which outlines recommendations for improving various sectors of the economy.

According to specialists, a significant share of tourist activity is currently concentrated in Baku and several well-known destinations. At the same time, many regions with rich natural landscapes, cultural heritage and historical attractions remain less visible to international travelers. The new model aims to distribute attention and investment more evenly, helping to unlock the tourism potential of the entire country.

The proposed fund could be financed through small contributions from tourism-related businesses such as hotels, restaurants and service providers. These resources would then be used for international marketing campaigns, participation in travel exhibitions, digital promotion and efforts to attract visitors from new markets.

Experts say that such an approach would strengthen Azerbaijan’s position as a competitive and diverse travel destination, while also supporting regional development and creating new opportunities for local businesses. In the long term, the initiative could contribute to increasing visitor numbers, boosting small and medium-sized enterprises and building a more sustainable tourism ecosystem.

The development of modern financing tools is seen as an important step toward ensuring that Azerbaijan can successfully compete in the global tourism market and offer travelers a wide range of experiences throughout the year.

Source: analytical recommendations of the American Chamber of Commerce in Azerbaijan (AmCham), “White Paper 2025,” and national media reports.