Baku: Azerbaijan’s state tourism agency is actively working to enhance the nation’s travel appeal, despite its land borders remaining closed since the onset of the COVID-19 pandemic in 2020.
According to Global Voices, this initiative is part of a broader strategy that has seen the government previously host international events like the Eurovision Song Contest and Formula 1 races to showcase the country’s wealth.
The most recent move by the tourism agency involved allocating AZN 135,039.37 (USD 79,000) to VATA, a limited liability company, to organize trips for 30 guests, including journalists and bloggers from South Korea and Israel. This spending has raised eyebrows due to the prolonged closure of land borders, initially attributed to COVID-19 concerns and later to national security issues in March 2024.
The borders’ closure effectively restricts average-income Azerbaijani citizens from accessing affordable tourism options abroad and limits budget tourists from visiting the country. Furthermore, the c
ost of staying at resorts aimed at boosting tourism is prohibitive for many locals, with prices ranging from AZN 60-80 per night (USD 35-47) at mid-range hotels to significantly higher prices at luxury resorts. For Azerbaijanis earning around the median wage of AZN 571 per month (USD 335), these costs are substantial.
As of January 1, 2025, the minimum monthly wage in Azerbaijan is AZN 400 (USD 235), with an average monthly salary of AZN 1043 (USD 613). However, this average income conceals significant inequality, with many citizens earning below the average.
International influencers visiting Azerbaijan will likely not encounter the economic disparities highlighted by the state tourism agency. Local human rights groups report extensive issues, including political prisoners, rights abuses, and government corruption. Azerbaijan ranks poorly on global democracy and freedom indexes, with Reporters Without Borders ranking it 167th out of 180 countries and Freedom House describing it as under an authoritarian r
egime.
While promoting a country is not inherently problematic, when a nation’s leadership suppresses civil society and stifles independent voices, such public relations campaigns may appear disingenuous.