Azerbaijan is steadily emerging as one of the most exciting winter destinations for travellers from the Gulf Cooperation Council (GCC), combining world-class mountain experiences, Muslim-friendly hospitality, and easy connectivity from the region.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board (ATB) and Chief Advisor of the State Tourism Agency of the Republic of Azerbaijan (STA), recently highlighted in Riyadh how the country is repositioning itself on the winter tourism map.
“Winter tourism is on the rise,” he says. “Winter experience in Azerbaijan is not so well known, especially among GCC travellers. We have much to offer.”
At the heart of Azerbaijan’s winter offer are its mountain resorts, particularly Shahdag Mountain Resort, which is set to host world-class events under a new global partnership with FIS (International Ski and Snowboard Federation) over the next five years.
Shahdag Mountain Resort in Azerbaijan hosted the ISMF Ski Mountaineering World Cup in January 2025, marking Azerbaijan's first international ski event and serving as an Olympic qualifier, with future plans for more events like FIS Mogul World Cup Finals and ISMF European Championships in 2026.
Beyond skiing, Azerbaijan offers what Sengstschmid calls a soft winter experience, ideal for families, groups of friends, and first-time snow travellers. Activities include mountain coaster, horseback riding, shooting and outdoor adventure, spa and wellness experiences, especially popular with women travellers, and general snow play and mountain leisure for all ages.
“You not only have skiing experience, but you can enjoy winter snow experiences, many other activities for family, friends, kids and spa for the ladies.”
One of Azerbaijan’s strongest advantages is the proximity of mountains to the capital. Shahdag and other mountain areas are roughly two hours from Baku, allowing travellers to combine urban culture, dining, and shopping with snow and ski in a single trip.
“It’s close by to the city of Baku, only two hours away, so you have really a city experience, plus winter and snow. I think it’s the perfect combo.”
For GCC visitors, Azerbaijan offers a familiar yet refreshingly different experience. Short flight times – about 1.5 hours from Kuwait and 2.5 hours from Dubai and a halal, Muslim-friendly environment combine to provide a new alternative to classic European ski destinations, often with simpler travel logistics.
With growing air connectivity and an ambitious calendar of international ski events, winter in Azerbaijan is poised to become a compelling choice for GCC travellers seeking snow, culture, and comfort, without a long-haul flight.
Saudi multi-city roadshow
Late last year, Azerbaijan Tourism Board (ATB), together with 11 industry partners including Shahdag Mountain Resort and Azerbaijan Airlines (AZAL), organised a series of roadshows in Saudi Arabia to promote Azerbaijan as a year-round travel destination.
The roadshows took place in Jeddah, Al Khobar, and Riyadh, bringing together more than 200 Saudi travel companies and media representatives.
The events highlighted Azerbaijan’s diverse tourism offerings, including health and wellness, halal hospitality, and family-focused holidays. Each stop featured destination presentations and B2B meetings where participants explored cooperation opportunities and discussed tailored travel products.