Travel marketplace Wego has announced a new partnership with the Azerbaijan Tourism Board to promote the country as a year-round destination for culture-focused and wellness-seeking travellers from the Middle East and North Africa (MENA) region.
Focus on immersive travel
The collaboration aims to highlight Azerbaijan’s natural and cultural attractions beyond the capital, Baku. With growing interest in wellness and nature-based tourism from MENA travellers, the campaign will spotlight experiences such as the Naftalan oil spas, mineral-rich springs, alpine retreats in Shahdag, and eco-friendly stays.
Mamoun Hmidan, Chief Business Officer at Wego, said: “This partnership comes at a time when MENA travelers are seeking experiences that combine authenticity, wellness, and natural beauty. Azerbaijan offers all of this, with an added layer of hospitality that feels like home. Through this collaboration, we aim to bring a fresh narrative to light and guide our users to discover the rich, untapped potential of Azerbaijan across all seasons.”
Multi-channel campaign rollout
The campaign will include storytelling content, influencer itineraries, and special travel packages for Gulf Cooperation Council (GCC) residents. It will also cover themes such as cultural heritage trails, Silk Road journeys through Sheki, culinary experiences, and wellness-focused stays.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, said: “We are excited to partner with Wego to reposition Azerbaijan as a year-round destination full of surprises. With its proximity, great connectivity, and rich diversity of experiences from snow-covered mountains to subtropical forests, Azerbaijan is a perfect match for travelers from the Middle East looking for something both close and captivating.”
Data-driven approach
The partnership combines Wego’s travel trend insights with the Azerbaijan Tourism Board’s destination knowledge to design targeted campaigns. The joint effort seeks to boost Azerbaijan’s appeal in the region, particularly among GCC travellers looking for culturally rich and wellness-focused getaways.
The initiative also supports Wego’s broader goal to help MENA-based travellers discover underexplored destinations and create meaningful travel experiences.
tanvir@dubainewsweek.com
