Azerbaijani gastronomy is no longer just about "delicious cuisine". This field is turning into a strategic direction directly linked to tourism, exports, local products, personnel training, regional development, and the country brand.
In this context, the "Strategic Development Plan of Gastronomy Tourism of the Republic of Azerbaijan (2025–2030)" should be read as an important roadmap for the sector. The document can be evaluated as an activity framework that aligns with the strategic goals announced by the State Tourism Agency, calling for public-private sector cooperation, associations, entrepreneurs, and educational institutions to think around the same table.
In this article, we look at the document from the entrepreneur's perspective: what does this roadmap mean for restaurants, hotels, cafes, local product manufacturers, and tourism service businesses?
1. Gastronomy is no longer just food — it's a country brand
The main philosophy of the plan is simple: Azerbaijani cuisine should be presented not only as a table culture but as a global tourism product.
This approach is very important for the entrepreneur. Because in the future, competition in gastronomy will not only be about "tasty food". Competition will be broader:
- product story,
- service standard,
- guest experience,
- connection to local heritage,
- certification and quality system,
- digital visibility,
- international recognition.
In other words, the gastronomy business of the future will be built not only in the kitchen but on brand, experience, and system.
2. Four major goals: signals for the entrepreneur
The document sets ambitious and measurable goals by 2030:
- Obtaining the first Michelin star in 2028
- More than 25 geographical indication registrations
- Certification of 25,000 enterprises
- Improving the professional level of 290,000 employees
These figures are not just macro goals. Each one is a separate opportunity door for the entrepreneur.
The Michelin goal tells restaurants that international-level service, product, presentation, and consistent quality are now on the agenda.
The geographical indication goal tells local product producers that Sheki halva, Lankaran tea, Karabakh cuisine, regional cheeses, jams, honey, and other local values can become not just products but protected brands.
The certification goal tells the HoReCa entrepreneur that in the future market, an enterprise with a standard will have a stronger position.
Improving the professional level of 290,000 employees touches the most painful point of the sector: personnel.
💡 Useful information: When reading this roadmap, it is necessary to remember 4 numbers: 2028, 25+, 25,000, 290,000. These are not just statistical indicators; they are the direction for future investment, training, certification, and brand decisions for the entrepreneur.
3. The "Five Senses" approach: selling an experience, not food
One of the most interesting aspects of the plan is building gastronomy tourism through the five senses: taste, smell, sight, sound, and touch.
This approach is very valuable for restaurant and tourism entrepreneurs. Because the modern tourist does not just want to eat. They seek a story, atmosphere, culture, and memory.
For example, Lankaran tea is not just a drink served in a glass. It can become a complete experience combined with the smell of the tea plantation, the shape of the armudu glass, the sound of the samovar, the touch of the tea leaf, and the visual culture of the table.
The same logic applies to Sheki halva, Guba apple, Karabakh cuisine, Nakhchivan products, Absheron traditions, and Baku restaurant concepts.
The conclusion for the entrepreneur is simple: Don't just sell food. Design an experience.
4. Street food: a big opportunity for small businesses
One of the fastest-growing areas of gastronomy tourism is street food. Kutab, tandir bread, döner, perashki, dushbara, varieties of kutab, sweets, and regional snacks can become tourism products when properly standardized.
But for this, three conditions are essential:
- hygiene,
- standard recipe and portion,
- proper brand presentation.
Even a small seller, by solving these three issues, can become an interesting point for international tourists. The opportunity here is not only in big restaurants. On the contrary, a big door opens for local and small businesses.
The message for the entrepreneur is this: Don't just sell a traditional product — standardize it, package it, story-tell it, and make it visible.
5. Geographical indication: the legal and commercial value of local products
One of the main directions of the plan is increasing geographical indications. This is a very strategic topic for the entrepreneur.
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