Our founder, Alan Elliott, recently returned from a trip to Azerbaijan, a country that surprised him with its mix of history, culture, and striking landscapes. It was a visit that gave him time to explore and a chance to connect with local experts on the ground.

Baku: Where Old Meets New

After arriving in Baku, I checked in at the Sheraton Baku Intourist and had a bit of time to unwind. The city itself has a fascinating mix of ancient and modern—on one hand, you have the Icheri Sheher (Old City), full of narrow streets and historical buildings; on the other, Baku’s futuristic Flame Towers dominate the skyline. I spent my second day walking through the Old City, which gives a real sense of how Baku has evolved over the centuries.

TAKEAWAY: Play up the contrast. Emphasizing the stark differences between historical heritage and modern development can attract both culture buffs and contemporary travelers. This duality creates a compelling narrative for a destination.

Gobustan and Mud Volcanoes

A trip to Gobustan National Park was a definite highlight. Known for its prehistoric rock carvings, the site offers a glimpse into the region’s long history. After exploring the carvings, we visited Azerbaijan’s famous mud volcanoes. It’s a strange yet captivating landscape—bubbling mud vents surrounded by barren hills. It’s easy to see why it’s a unique geological feature of the region.

TAKEAWAY: Lean into the quirky, because tourists crave something different. Promoting one-of-a-kind natural features, like Azerbaijan’s mud volcanoes, adds a unique draw. People are increasingly seeking out experiences that are distinct from what they can get in other places.

Shusha: A City of Significance

Next up was Shusha, a place that carries deep cultural and historical weight. The city is still in the process of rebuilding, but its significance is undeniable. We visited several key sites, including the Yukhari Govhar Agha Mosque and the Vagif Mausoleum. Staying in Shusha was a quieter, more reflective part of the trip, giving me time to appreciate the city's importance and its future potential.

TAKEAWAY: Show the rough edges—authenticity is in the details. Highlighting a place in transition, like Shusha, can resonate with visitors who value authenticity over perfection. Travelers are drawn to destinations that feel real and evolving, not overly polished.

Locals Lead The Way

Throughout the trip, I had a chance to meet with local tourism professionals, including representatives from the Azerbaijan Tourism Board. These meetings were invaluable for gaining an insider’s perspective on the country’s tourism landscape. There’s a clear vision for where Azerbaijan is heading, and it was interesting to hear firsthand about the challenges and opportunities the sector is facing.

TAKEAWAY: Be real—tourists can smell spin from a mile away. Open, honest conversations with stakeholders create trust and build long-term advocates for your destination. Transparency about hurdles fosters a more authentic relationship with visitors.

A Taste of Azerbaijani Life

The food and drink were highlights in their own right. I attended a traditional tea ceremony and tried my hand at making gutab, a local flatbread filled with greens and meat. We also visited a vineyard in Shamakhi, which is gaining a reputation for its wines—definitely worth checking out if you’re into wine tourism.

TAKEAWAY: Stop serving, start teaching. Engaging visitors in hands-on experiences like cooking or wine tasting transforms a typical trip into something interactive and memorable. Offering more than just meals gives travelers a deeper connection to the culture.

The trip ended on a high note, with a few final stops in Baku and some free time to explore on my own. It was a trip filled with contrasts—ancient cities and modern developments, tranquil landscapes, and bustling streets. If you’re looking for a destination that’s off the beaten path but rich in experiences, Azerbaijan might just be worth a visit.

Azerbaijan struck me as a country full of potential and has a lot to offer for those willing to explore beyond the typical travel routes. My advice to other emerging destinations like Azerbaijan? Embrace the unexpected. Allowing room for surprises and unique experiences can make a destination memorable. By not fitting into a predefined mold, emerging destinations can offer travelers something truly special and unexpected.

-ae