Unveiling the Hidden Gem for Indian Travelers shares Lubaina Sheerazi, CEO and Co-founder, BRANDit
1. How do you see Azerbaijan as an upcoming destination for Indian tourists?
Indian tourists, particularly the younger travellers, are constantly seeking new destinations and unique experiences. They desire to explore less-visited places and immerse themselves in different cultures through food, music, and art. Azerbaijan perfectly fits this profile. It is conveniently close to India and easily accessible with e-visas for Indian travellers. The country offers a blend of cultural richness and contemporary appeal, while catering to various budgets. It’s no wonder that Azerbaijan has become a viral sensation among travellers.
2. Could you kindly elaborate on the key partnership points between the Azerbaijan Tourism Board and BRANDit?
We have been working with the Azerbaijan Tourism Board since 2019, during the time we have executed several projects and roadshows for the destination. Now as their official representation in the country, we aim to revitalise our efforts and capitalise the growing interest in Azerbaijan. Our focus is to promote not just Baku, but also other captivating destinations like Gabala, Gobustan and Gakh and more. Azerbaijan is the ideal mid-haul destination for Indians, and through our B2B and B2C strategies, we plan to promote wholesome itineraries to encourage longer stays and also highlight the destination’s potential in the Weddings and MICE segments.
3. What unique experiences can Indian tourists expect when visiting Azerbaijan?
Azerbaijan offers a culturally rich experience for all tourists. Baku, known as the city of contrasts, and rightly so, features medieval architecture in the Old City which is juxtaposed by the Gothic, Baroque, Neoclassical, and Art Nouveau styles from the oil boom era. Walking tours with local experts will reveal the fascinating history behind these buildings. Not many know about its unique wellness offerings, with spas and retreats utilizing fresh mountain air and ancient techniques. Other activities include parasailing over the Caspian Sea, mud baths in mud volcanoes, skiing in Gabala, and exploring ancient rock carvings in Gobustan. The warmth of the Azerbaijani people, their delicious cuisine, and excellent wines add to the enriching experience.
4. How is Azerbaijan promoting itself to attract more Indian tourists?
We employ both B2B and B2C channels to promote Azerbaijan, including roadshows, webinars, training workshops, and events. We are also investing in collaborations with the Indian film industry and leveraging influencers and media to showcase the destination’s diverse offerings to different types of travellers.
5. What are some of the cultural similarities and differences that Indian tourists might find interesting in Azerbaijan?
Azerbaijan and India differ significantly in topography, landscape, language, and customs. However, Family holds immense importance in both societies, and strong community bonds are vital. And like India, Azerbaijan is home to diverse backgrounds, religions, and ethnic groups, creating a rich cultural mosaic. And both countries share a deep appreciation for tea—Indians enjoy milk tea, while Azerbaijanis prefer black tea with a slice of lime.
6. Could you provide some insights into the visa process for Indian travellers visiting Azerbaijan?
Indian travellers can conveniently obtain an e-visa for Azerbaijan. The process is efficient, typically taking about three working days, with a minimal cost, starting from 20 dollars for a regular tourist visa. It’s a pretty straightforward process that allows you to focus on planning an enjoyable trip rather than concerning yourself with a whole bunch of paperwork.
7. Are there any specific festivals or events in Azerbaijan that would be of particular interest to Indian visitors?
The F1 Grand Prix in September is a thrilling time to visit Baku. Visitors can experience the exciting race and combine it with city experiences, including wine bars, nightlife, and cultural activities.
8. How does Azerbaijan cater to the culinary preferences of Indian tourists?
Azerbaijan caters well to the tastes of Indian tourists, offering a blend of flavours that appeal to a wide range of palates. You’ll find similarities in their love for rich, aromatic dishes like biryanis and kebabs. Azerbaijani cuisine includes dishes such as plov- their take on a biryani, flatbreads like lavash, and dolma which is stuffed vegetables. . And just like in India, tea is deeply cherished in Azerbaijan. It is a cultural institution with roots tracing back to the Silk Road. Here, tea is not just consumed, it is celebrated, with the Azerbaijani tea ceremony being an integral part of its rich culinary culture. Restaurants in Baku are also very accommodating, often adjusting spice levels and customising dishes to suit Indian preferences.
9. What are some must-visit places in Azerbaijan that you would recommend to Indian travellers?
Azerbaijan is full of incredible places that one shouldn’t miss. Have captured my top recommendations in Q3, but other than that, nature enthusiasts should visit the Caucasus Mountains and the ancient Silk Road city of Sheki, which is known for its stunning architecture.
