Azerbaijan and Uzbekistan held the Silk Road presentation in four European cities

The Azerbaijan Tourism Board (ATB) and Uzbekistan's National PR Center held a joint presentation tour titled "Highlights of the Silk Road Roadshow 2026" in Berlin, Munich, Stockholm and Helsinki on October 19-22. The purpose of the event was to convey the two countries' Silk Road heritage and cultural travel opportunities to tourism professionals in four major European cities.

According to the Board's statement, within the framework of the roadshow, participants were presented with the two countries' cultural heritage, local traditions and opportunities across combined routes. This is not about the sale of individual destinations, but about tour packages that combine Azerbaijan and Uzbekistan in a single trip.

The practical meaning for local hotels and guesthouses is that such combined routes usually bring a flow of guests beyond Baku — to the regions as well. The results of such presentations aimed at the European market are not visible directly in bookings, but in tour operators' catalogs; therefore, for initiatives of this type to turn into real benefit, it is essential that local establishments keep English-language presentation materials and a direct communication channel with international operators ready.