Berlin:Azerbaijan and Uzbekistan have collaborated to enhance their tourism offerings to European travelers through the ‘Highlights of the Silk Road Roadshow 2026’. The event, held from October 19 to 22, aimed to showcase the rich cultural heritage and travel experiences of both countries in four major European cities Berlin, Munich, Stockholm, and Helsinki.
According to Azerbaijan State News Agency, the roadshow was organized jointly by the Azerbaijan Tourism Board and the National PR Center of Uzbekistan. This initiative was part of a broader effort to establish a unified tourism brand, positioning Azerbaijan and Uzbekistan as interconnected destinations along the historic Silk Road. The collaboration emphasized cultural and historical attractions, traditional craftsmanship, local arts, and intangible heritage, aiming to create combined travel itineraries that highlight the unique identities of both nations.
The programme commenced in Berlin on October 19, proceeded to Munich on October 20, Stockholm on October 21, and concluded in Helsinki on October 22. Each city hosted B2B meetings with about 50 travel trade representatives, allowing for discussions on tourism products, market insights, and potential collaborations with European tour operators and travel agencies. The events also included cultural programs with traditional Azerbaijani and Uzbek music and dance performances, offering a glimpse into the cultural heritage of the two countries.
The roadshow engaged around 15 tourism industry partners from Azerbaijan and Uzbekistan, fostering direct interaction between local destination specialists and European travel professionals. Six Azerbaijani destination management companies participated, offering prospects for cultural exploration and multi-country travel. Airlines such as Azerbaijan Airlines (AZAL), Turkish Airlines, Uzbekistan Airways, and Centrum Air also participated, underscoring the importance of air connectivity in facilitating combined Silk Road travel itineraries for international visitors.
The four-city initiative represents a significant effort to bolster Azerbaijan and Uzbekistan’s presence in the European travel market. By uniting tourism businesses, airlines, and industry professionals, the roadshow supported the formation of new commercial partnerships and travel experiences, paving the way for European travelers to explore both countries in a single journey through their shared Silk Road heritage.