Azerbaijan Showcases its Senior Tourism Potential at a Major Industry Forum in China
The Beijing-based official representative office of the Azerbaijan Tourism Board (ATB) participated in the "2026 Jiangsu Forum on the Silver Tourism Market." The event took place on September 22 in Changzhou, Jiangsu Province, People's Republic of China.
The forum served as a premier networking platform, bringing together tourism authorities, airlines, cruise lines, hospitality chains, financial and insurance institutions, and travel service providers. Industry stakeholders exchanged insights on emerging market trends, technological innovations, and prospective bilateral cooperation.
As part of the event's agenda, ATB delivered a comprehensive presentation showcasing Azerbaijan’s diverse travel experiences and infrastructure. The showcase highlighted the country’s rich cultural heritage, gastronomy, ecotourism opportunities, and wellness sector. Specifically, the presentation spotlighted the contrast of Baku's historical and modern architecture, Sheki's Silk Road legacy and traditional craftsmanship, and Naftalan's world-renowned health tourism facilities. Furthermore, delegates highlighted the strategic advantages of the current visa-free travel regime between China and Azerbaijan.
On the sidelines of the forum, the Azerbaijani delegation established strategic connections with key travel agencies and trade representatives operating across East and South China. The B2B meetings focused on expanding regional partnerships, analyzing the travel preferences of elderly Chinese tourists, and developing tailored tourism products designed for this high-potential segment.
Note: "Silver tourism" refers to a dedicated market segment tailored to the travel and recreational needs of seniors, focusing on cultural enrichment, health, wellness, and leisurely travel experiences.
The initiative aligns with the growing interest in the destination: in August 2026, the number of Chinese citizens traveling to Azerbaijan grew by 4% year-on-year, reaching a total of 7,423 arrivals.
