Jordan has taken a major step toward expanding its global tourism network by exploring new opportunities with Azerbaijan. As part of this strategic move, Yazan Al Khadeer, Secretary General of the Jordanian Ministry of Tourism and Antiquities, held a series of high-level meetings in Baku with senior tourism officials and representatives of leading travel companies.
The discussions focused on increasing tourist flow from Azerbaijan to Jordan for the first time and addressing the long-standing imbalance in visitor numbers between both nations. Jordan aims to attract travelers from new and emerging tourism markets and reposition the country more prominently on the international tourism map.
Targeting Azerbaijan’s Growing Tourism Market
Azerbaijan is emerging as one of Central Asia’s most promising tourism markets, supported by a rapidly expanding middle class and rising interest in international travel. During the meetings, Al-Khadeer met with Fuad Nagiyev, Chairman of the Azerbaijan Tourism Agency, to explore joint tourism programs and opportunities to encourage more Azerbaijani tourists to visit Jordan.
Jordan’s strategy includes broader outreach to Central Asia, the Caucasus, and other emerging tourism markets to diversify international tourist arrivals.
Focus on Better Air Connectivity
A key agenda of the visit was to improve air connectivity between the two countries. Al-Khadeer held talks with Azerbaijan Airlines CEO Samir Rezaev on enhancing direct flight routes and making travel more convenient and affordable. Discussions also covered facilitating visa processes to encourage more Azerbaijani travelers to choose Jordan as a holiday destination.
Marketing Tourism Through Digital Creators
To promote Jordan among younger and tech-savvy travelers, Al-Khadeer also met with renowned Azerbaijani travel influencers and digital content creators. Hosted by Jordanian Ambassador Omar Al-Nahar, the event highlighted Jordan’s diverse tourist attractions — from Petra and Jerash to Wadi Rum and the Dead Sea — and encouraged creators to showcase the country’s heritage and landscapes to their global audiences.
Strengthening Bilateral Relations
The tourism talks were held alongside the fourth preparatory meeting of the Jordan-Azerbaijan Joint Committee for Trade, Economic, and Technical Cooperation. Tourism remains a major pillar of bilateral relations, and both countries are working toward deeper collaboration in aviation, travel services, and promotional campaigns.
A Promising Future for Jordan–Azerbaijan Tourism
With enhanced air connectivity, easier visa policies, and stronger digital promotion efforts, both countries expect a surge in tourist exchange in the coming years. Jordan hopes that showcasing its archaeological heritage, culture, and natural wonders will position the kingdom as a preferred destination for Azerbaijani travelers — boosting the tourism sector and strengthening economic ties.