Berlin:Azerbaijan and Uzbekistan have collaborated to promote their shared Silk Road heritage and cultural travel experiences across four major European cities through the ‘Highlights of the Silk Road Roadshow 2026’. Held from October 19 to 22, the roadshow was organized by the Azerbaijan Tourism Board (ATB) and the National PR Center of Uzbekistan. It introduced travel professionals in Berlin, Munich, Stockholm, and Helsinki to the rich cultural heritage, unique traditions, and potential for combined travel itineraries in both countries.
According to Azerbaijan State News Agency, the roadshow is part of a Memorandum of Understanding between the Azerbaijan Tourism Board and the National PR Center of Uzbekistan. This initiative highlights their commitment to developing a unified tourism brand and positioning Azerbaijan and Uzbekistan as connected destinations along the historic Silk Road. The focus is on cultural and historical attractions, traditional craftsmanship, local arts, and intangible heritage, which provide the basis for new travel itineraries that blend the unique identities of both nations.
The roadshow commenced in Berlin on October 19, moved to Munich on October 20, visited Stockholm on October 21, and concluded in Helsinki on October 22. Each venue hosted B2B meetings with approximately 50 travel trade representatives, offering a platform to present tourism products, share market insights, and explore partnerships with European tour operators and travel agencies. Additionally, the events included cultural programs featuring traditional Azerbaijani and Uzbek music and dance performances, giving attendees an immersive experience of the cultural heritage of both countries.
Approximately 15 tourism industry partners from Azerbaijan and Uzbekistan participated in the roadshow, fostering direct engagement between local destination specialists and European travel professionals. Six Azerbaijani destination management companies (DMCs) presented options for cultural exploration and multi-country travel. The presence of airlines like Azerbaijan Airlines (AZAL) in Berlin, Turkish Airlines in Berlin and Munich, and Uzbekistan Airways and Centrum Air across all cities, underscored the importance of air connectivity in facilitating accessible Silk Road itineraries for international travelers.
This four-city initiative represents a significant step in enhancing the visibility of Azerbaijan and Uzbekistan in the European travel market. By connecting tourism businesses, airlines, and industry experts, the roadshow aims to forge new commercial partnerships and develop travel experiences that link both destinations through their Silk Road heritage, offering European travelers the opportunity to explore both countries in a single journey.