The Azerbaijan Tourism Board has collaborated with online travel marketplace Wego on a campaign aimed at travellers from the MENA (Middle East and North Africa) region.

Building on a previous partnership, this collaboration aims to leverage Wego's reach and marketing strategies to showcase Azerbaijan, which is located at the boundary of Eastern Europe and Western Asia.

Wego chief commercial officer and managing director for MENA and India Mamoun Hmedan commented: “We recorded over 830,000 searches globally for Azerbaijan this year and we are expecting to see an increase in searches towards the summer."

According to GlobalData’s report, Travel & Tourism in Azerbaijan, the country’s top five leading source markets are Russia, Georgia, Turkey, Iran and Saudi Arabia. Four of the top ten source markets are located in the Asia Pacific region.

Projections show that international arrivals in Azerbaijan are expected to have grown by 303% in 2022. The country does not exhibit an over-reliance on any single source market, but intraregional travel is a noticeable trend.

Multinational hospitality company Radisson Hotel Group recently debuted in the country with the opening of a new Radisson-branded hotel in the capital city of Baku.

Wego also recently announced a collaboration with the Tourism Authority of Thailand to promote and enhance tourism in the country.