Azerbaijan and Uzbekistan bring Silk Road experience closer to European travelers

Baku, October 23, AZERTAC With centuries of shared Silk Road heritage and a growing range of cultural travel experiences, Azerbaijan and Uzbekistan brought their tourism offerings to four major European cities through the “Highlights of the Silk Road Roadshow 2026”, held from October 19 to 22. Jointly organized by the Azerbaijan Tourism Board (ATB) and the National PR Center of Uzbekistan, the initiative introduced travel professionals in Berlin, Munich, Stockholm and Helsinki to the two countries' cultural heritage, distinctive traditions and opportunities for combined journeys. Building on a Memorandum of Understanding between the Azerbaijan Tourism Board and the National PR Center of Uzbekistan, the roadshow reflected a shared commitment to developing a unified tourism brand and positioning the two countries as connected destinations along the historic Silk Road.

The partnership placed particular emphasis on cultural and historical attractions, traditional craftsmanship, local arts and intangible heritage, offering opportunities to develop itineraries that brought together the distinctive identities of both countries. The programme began in Berlin on October 19, continued to Munich on October 20 and Stockholm on October 21, and concluded in Helsinki on October 22. Each stop featured B2B meetings with approximately 50 travel trade representatives, providing opportunities to present tourism products, exchange market insights and explore potential partnerships with European tour operators and travel agencies. The events also featured a cultural programme showcasing traditional Azerbaijani and Uzbek music and dance performances, offering participants a closer look at the cultural heritage of both countries. Bringing together around 15 tourism industry partners from…