The rapid, ongoing expansion of global tourism has brought with it opportunities for communities around the world to share cultures and knowledge. This growth brings new and diversified economic prospects while supporting efforts to preserve local cultures, and protect the environment. However, traditional tourism models often prioritize maximizing short-term economic gain, leading to unsustainable practices. This approach puts strain on the cultural heritage and natural environments of the local communities. Hence the need for regenerative tourism.
Azerbaijan’s tourism strategy is integrated into the country’s broader national plan for sustainable development. Regenerative tourism aims to restore and enhance the cultural and environmental assets of a destination, while fostering a reciprocal relationship between visitors and local communities. Embracing this model, Azerbaijan prioritizes social benefits for local communities, preserving tangible and intangible cultural heritage, and showcasing its natural biodiversity, while encouraging a sustainable and enriching experience for visitors and locals. Several examples highlight this commitment, including preservation efforts in Khinalig and Basgal villages, the promotion of the Slow Food concept, and the growing popularity of outdoor activities such as hiking, birdwatching, and visits to national parks.Â
Regenerative tourism aims to restore and enhance the cultural and environmental assets of a destination, while fostering a reciprocal relationship between visitors and local communities.
A key aspect of Azerbaijan’s approach to regenerative tourism is the conservation and revitalization of its unique heritage. This includes safeguarding traditional practices such as kelaghayi silk scarves and carpet weaving – both recognized by UNESCO as Intangible Cultural Heritage status as well as the protection of historical sites. By doing so, Azerbaijan ensures that cultural identity and environmental preservation go hand-in-hand with sustainable economic development.
Here are a few examples to better understand how Azerbaijan is applying these key principles:
Basgal, a village located along the forested foothills of the Greater Caucasus in Ismayilli region, a famous tourist destination is known for its silk printing, a centuries-old practice that draws tourists from far and wide. The craft is now supported by local entrepreneurs, who are able to expand their small businesses with government support. Such opportunities allow artisans to continue their work and pass down their skills to future generations, thus preventing ancient crafts, such as silk printing, from dying out.
Khinalig, the highest altitude historical settlement in Azerbaijan, sits 2,220 meters above sea level and has a history that stretches back over 5,000 years. The geographically isolated village has its distinct language and unique cultural practices; Khinalig is renowned for its practice of transhumance, where villagers migrate seasonally between highland and lowland pastures. In 2023, Khinalig and the surrounding “Köç Yolu” (Nomadic Route) were added to UNESCO’s World Heritage List, providing the area with additional protections to ensure that its distinct cultural practices, language, and architecture are preserved amid growing tourism interest. The key focus in Khinalig, as in many such significant sites, is to manage tourism in a way that promotes economic development without sacrificing cultural integrity.
The regenerative tourism model ensures that economic growth does not lead to over-commercialization or the degradation of local traditions. Accommodations are often provided through local guesthouses, allowing tourism revenue to circulate within the community. Local villagers often serve as guides or offroad drivers, benefitting the local economy.
Slow Food Travel is another emerging concept in tourism, that encourages tourists to actively contribute to the cultural preservation and revitalization, turning the journey into an immersive experience. Slow Food engages visitors as participants in the farm-to-table process by involving them in traditional methods used by local farmers, artisans, and chefs.Â
The regenerative tourism model ensures that economic growth does not lead to over-commercialization or the degradation of local traditions.
Azerbaijan embraces the Slow Food Travel concept, particularly in the country’s northwestern region, in partnership with Slow Food Italy. Visitors can stop by local farms and food producers along the route in the cities of Shamakhi, Ismayilli, Gabala, Sheki, and Gakh, and the surrounding regions, and learn about the local practices involved in growing and harvesting crops, beekeeping, and traditional cheesemaking. This direct interaction between the producer and consumer offers tourists a glimpse into the daily lives of rural communities, and the labor and diligence that goes into every product. Additionally, as younger generations witness the economic viability of traditional food production, they are more likely to continue the work of their ancestors, helping preserve these practices amid globalization.
Beyond culture and cuisine, Azerbaijan’s natural biodiversity is one of its greatest assets. The country’s diverse ecosystems nurture a vast variety of plant and animal species, many endemic to the region. Azerbaijan’s natural biodiversity is a central focus of its tourism strategy, recognizing that responsible ecotourism can serve both economic growth and environmental preservation. The conservation of national parks and their natural habitats, like Shirvan National Park – home to over 7,000 goitered gazelles, once nearly extinct – exemplifies Azerbaijan’s commitment to protecting biodiversity while promoting nature-positive tourism.
Birdwatching and butterfly watching are particularly popular in regions such as Nakhchivan, Zagatala, and the Talysh Mountains. Birdwatchers are captivated by the country’s wetlands and forests, which host numerous migratory and native bird species, while butterfly enthusiasts find a variety of colorful and delicate species among the lush meadows of the Talysh and Zagatala region.
Hiking, too, is one of the most accessible and sustainable ways to explore Azerbaijan’s breathtaking nature. The varied landscapes across the country offer a variety of hiking trails that cater to different skill levels and interests.
Azerbaijan’s efforts in regenerative tourism highlight how sustainable practices can support economic growth while helping preserve cultural heritage and biodiversity. The alignment of tourism with the needs of local communities and ecosystems offers a thoughtful approach that balances progress with preservation.
(Florian Sengstschmid, CEO of Azerbaijan Tourism Board, brings 30 years of tourism expertise, spanning roles from luxury hotel sales to incentive operations. His background in tourism and sociology complements his leadership).
Disclaimer: The views and opinions expressed in this Op-Ed are solely those of the author and do not necessarily reflect the official policy or position of TRENDS.