Organised by the Azerbaijan Tourism Board in collaboration with three local tourism partners, including Azerbaijan Airlines (AZAL), the roadshows are being held in Lahore, Karachi and Islamabad.
The first event took place in Lahore on September 15, while the remaining roadshows are scheduled for September 17 in Karachi and September 19 in Islamabad. Around 200 representatives from Pakistan’s tourism industry are expected to participate in the events.
The initiative aims to strengthen business links with Pakistan’s travel industry and showcase Azerbaijan’s tourism opportunities to the Pakistani market.
Participants will be introduced to the country’s historical and cultural heritage, winter tourism, ski resorts, medical tourism and opportunities for eco-tourism.
Special attention will also be given to Shusha, which has been designated the Organisation of Islamic Cooperation (OIC) tourism capital for 2026.
The roadshows will also feature business-to-business meetings between representatives of the Pakistani and Azerbaijani travel industries. The meetings are intended to identify new opportunities for cooperation and partnerships and further promote tourism links between the two countries.
Pakistani airlines, including Pakistan International Airlines (PIA) and Airblue, are also participating in the roadshows. Their participation is aimed at strengthening air connectivity and cooperation between the two countries’ tourism sectors.