BAKU, Azerbaijan, July 9. Azerbaijan could
become the pearl of the Caspian region in the coming years thanks
to its unique geographical location at the crossroads of East-West
and North-South transport routes, the Lead Tourism Development
Specialist at the World Bank Group, Shaun Mann said, Trend's correspondent reports
from the event.


He made the remark at the event “Unlocking Tourism's Potential
to Drive Economic Growth and Diversification.”


According to him, the tourism industry plays an important role
in job creation and the development of small businesses.


“Tourism differs from many other sectors in that people arrive
in the country with purchasing power, and spending takes place
directly at the point of consumption. This makes tourism a unique
form of export. The sector offers extensive employment
opportunities in the regions, as well as for young people, women,
and small businesses. In many countries, tourism is the primary
source of employment for young people, in hotels, restaurants, or
the tour guide sector. A well-developed tourism value chain has
already been established in Baku, but certain gaps remain outside
the capital. “Outside Baku, there are shortcomings in ‘last-mile’
infrastructure, the quality and variety of services, as well as in
the overall ecosystem for providing tourism services. This limits
the length of tourists’ stays,” he noted.


Mann emphasized that the main goal is not only to attract
tourists but also to create conditions that encourage them to stay
in the country longer and spend more.


"Currently, tourist flows are mainly concentrated in Baku, a
limited number of markets, and specific segments, while the impact
of tourism on the country’s regions remains relatively limited.
Opportunities for further development lie in diversifying tourist
destinations and markets. This will largely depend on the expansion
of air service. Access to air travel is crucial for tapping into a
more diversified base of tourism markets, which contributes to the
sector’s long-term sustainability. The World Bank report identifies
five key areas for the development of the tourism sector. “These
include the development of tourist destinations, improving
transportation connectivity, modernizing tourism infrastructure,
strengthening the tourism value chain, and enhancing the skills of
the workforce and the quality of services provided,” he said.


Furthermore, Mann noted that the promotion of tourist
destinations must be accompanied by the development of appropriate
infrastructure.







"It is not enough to simply promote a tourist destination. It is
necessary to ensure the development of services and infrastructure
that meet tourists' expectations. The government should play a
leading role in creating basic infrastructure and institutions,
while the private sector should invest in the development of the
tourism industry. To achieve this, it is necessary to ensure
favorable conditions for investment and the further development of
small businesses," he explained.


Speaking about the country’s prospects, Mann noted that
Azerbaijan enjoys a favorable geographic location.


“In the coming years, Azerbaijan could become the pearl of the
Caspian region. The country occupies a unique position at the
crossroads of East-West and North-South routes, which opens up
significant opportunities for the development of tourism,” he
said.


According to the World Bank representative, the further
development of the tourism industry requires the concentration of
resources and the practical implementation of planned projects.


“It is necessary to move from strategies and marketing plans to
concrete actions that will transform tourism destinations. The
Caucasus, the Western Balkans, and the countries of the region have
significant potential to become one of the new centers of European
and Asian tourism thanks to their geographic location and proximity
to major markets,” the expert concluded.