Tourism is considered one of the leading sectors of the non-oil economy in the modern global economy. This field is not limited solely to increasing economic revenues; it also plays an important role in ensuring employment, solving social problems, supporting regional development, and improving transport infrastructure. Although developed and developing countries promote tourism for different purposes, the common point is that it is regarded as a strategic tool for economic, social, and environmental development. In Azerbaijan, tourism is also considered one of the main directions of the non-oil sector. However, the current state of this field, regional development opportunities, and existing challenges raise the question: “What does tourism promise us?” In an interview with AZERTAC, Acting Director of the Institute of Geography of the Ministry of Science and Education, Doctor of Geographical Sciences Zaur Imrani shared his views on this issue.
The scientist noted that tourism, along with being a leading sector of the global non-oil economy, has a direct impact on partially reducing unemployment, solving social problems, and improving transport infrastructure in the country. Developed countries present tourism as a means of attracting foreign visitors, increasing revenues, demonstrating economic and social strength, and creating an environmentally healthy environment. Developing countries, on the other hand, view tourism more as a sector that promotes entertainment, the introduction of cultural heritage, the inflow of foreign currency, and economic growth, as well as a tool for protecting ecosystems in environmentally stressed regions.
“However, many experts find it difficult to answer the question ‘What does tourism promise us?’ or they try to justify it only as a source of economic income. Tourism and its positive impacts play an important role in the country’s sustainable and continuous development while also stimulating regional growth. This is because tourism is not only an economic force, but also acts as the key to development that has proven itself in all sectors of the national economy. This development combines economic, social, and environmental aspects, while also directly influencing political advantages and regional geopolitics. In global practice, this can be seen in the experiences of Türkiye, Egypt, China, Kuwait, and other countries. From this perspective, the development of tourism constantly requires new approaches,” Z. Imrani said.
He stated that in Azerbaijan’s experience, tourism is regarded as one of the main driving forces of the non-oil sector, and its development serves not only as a source of income but also as a stimulating tool for regional growth. These advantages create a foundation for the sustainable development of tourism. However, the question of how this can be achieved on a regional scale remains актуal, because the majority of tourist flows and tourism revenues are concentrated in the city of Baku.
According to him, the development of tourism is based on investment, the continuous improvement of the tourism environment, promotional activities, appropriate pricing policies, and the preparation of affordable tour packages. The concentration of tourists mainly in Baku is related to the better-developed tourism environment and infrastructure there. Nevertheless, the number of tourists and their desire to visit the country continuously have been decreasing year by year. Statistical analyses also confirm this trend.
The scientist believes that in the modern era, tourism development should be implemented through integrated programs and new approaches: “Promotion and tourism potential alone are not sufficient for this purpose. Tourism development should be based on broader and more thoroughly considered foundations. Natural potential, natural monuments, and their accessibility can only contribute to tourism development through the creation of an attractive tourism environment and reasonable pricing policies.
In a market economy, price regulation is a highly complex mechanism and is generally based on the principle of maximizing profit. However, under such conditions, it would not be correct to speak about a tourism development concept or to claim that the existing efforts are sufficient. Development is only possible in a competitive environment.
When viewed on a regional scale, we see that tourism development in many districts is mainly based on hotel operations. These hotels are predominantly five-star establishments. Tourists do not have enough alternative options. In fact, tourists should be able to align their choices with the places they wish to visit and the natural or anthropogenic monuments they want to see. Otherwise, they are forced to choose between the place they want to go and the place they can actually afford to visit, which does not always match their preferences.”
Our interviewee emphasized that tourism development should first and foremost be based on the creation of a regional tourism environment: “The main foundation should be the tourism environment, while prices should be set at levels accessible to tourists. Tourism should be approached not only as a source of income, but also as a development concept. Tourism development helps solve regional problems, stimulates growth, attracts new investment flows, improves transport infrastructure, and creates conditions for addressing social issues.
We believe that in the near future, regional tourism development will be carried out on scientific foundations, tourism projects will be implemented within well-justified programs, and their implementation mechanisms will serve local communities to a greater extent. Under such conditions, sustainable and continuous tourism will be able to ensure integration from a stable regional tourism market into the global tourism market.”
