Destination Development and
Institutionalization Strategies
In the OIC Member Countries
60
4. Case Studies
4.1 Field Case Studies
4.1.1 Azerbaijan
Background
According to the UNWTO’s 2017 Travel and Tourism Competitiveness Annual Report, Azerbaijan was one of
the most improved economies in 2016, rising 13 places in its global rankings. Azerbaijan’s international
arrivals in 2016 reached 1.9 million because of the country’s investment in the tourism, liberalization of its
visa regime, and promotion of its oral and intangible cultural heritage.211
Azerbaijan has a number of historical sites on the UNESCO’s World Cultural Heritage Sites List; Icheri Sheher
(Old City) of Baku, Maiden’s Tower (6 th century monument), Gobustan Petroglyphs Cultural and Historical
Reserve.212 The Azerbaijani Mugam, AshugMusic, Carpets, Shebeke, Chovgan and other cultural masterpieces
are also included in the UNESCO Intangible Cultural Heritage list. Other cultural and historical monuments
include 5-6 th century churches of Ancient Albania, caravansaries along the Silk route, Fire Worshipper’s
Temple of Ateshgah, Middle Age Baths etc.213
Azerbaijan has also a unique climate and environmental resources with more than 150 endemic species of
flora and is the 4th country in the world for diversity of bird species. Azerbaijan has seven climate zones out of
eleven known to the world. National Parks cover 20% of country’s territory.214
Table 12: Azerbaijan Competitiveness Statistics 215
International tourist arrivals (million) 1.9
International tourism inbound receipts (million) $ 2,309
Average receipts per arrival $ 1,201.7
Travel and Tourism% of GDP 2.8%
Travel and Tourism employment (%) 2.6
Source: UNWTO 2017 Travel and Tourism Competitiveness Annual Report
Top destinations within the country (in the order of popularity) are as follows:
- Baku: The capital city has many attractions including the Old City, Gobustan (ancient petroglyphs),
Caspian Sea (boulevard and sun and beach activities), night life, family holiday sites, well developed
hotel, transport, shopping and entertainment infrastructure;
211 United Nations World TourismOrganization. (2017). Travel and Tourism Competitiveness Annual Report.
212 UNESCO World Centre (n.d.). Azerbaijan - Properties inscribed on the World Heritage List. Retrieved from
213 Intangible Cultural Heritage - Azerbaijan. (2017). Retrieved fro
214 Interview with former manager of Planning and Analysis Section of the Department of Tourism
215 United Nations World TourismOrganization. (2017). Travel and Tourism Competitiveness Annual Report.