Azerbaijan welcomed 10 influencers from Pakistan on a media familiarisation trip highlighting the country’s cultural heritage, historical landmarks and contemporary city life.

Axar.az reports that taking participants through Baku, Ganja, Shusha and Khankendi, the programme showcased the distinctive character and tourism potential of each city, with a focus on introducing Pakistani audiences to destinations beyond the capital.

The itinerary highlighted Baku’s dynamic urban landscape alongside Ganja’s longstanding cultural traditions and historical landmarks. Through encounters with different architectural styles, local heritage and everyday life, participants gained a broader perspective on the country's character and the experiences that make each destination unique.

A particular focus was placed on Shusha, Azerbaijan’s cultural capital, and Khankendi as part of the State Programme on the Great Return. The visit offered insights into Garabagh and East Zangezur’s historical significance and cultural legacy, while drawing attention to ongoing restoration and redevelopment efforts. Participants also explored the region’s emerging tourism opportunities and rapidly developing infrastructure, reflecting its transformation into an increasingly accessible destination for international visitors.

The initiative aimed to raise awareness of Azerbaijan’s lesser-explored urban destinations among Pakistani audiences and encourage interest in new travel routes across the country. By sharing their first-hand experiences through digital platforms, the participating influencers are expected to introduce a wider audience to Azerbaijan’s evolving tourism landscape and inspire future travel from Pakistan.