The Azerbaijan Tourism Board, the national promotional body established under the State Tourism Agency of the Republic of Azerbaijan, is now carrying out its first-ever promotional campaign in China to showcase the country's diverse tourism offerings to prospective Chinese travelers.

During an event in Beijing on Friday, the Azerbaijan Tourism Board signed a Memorandum of Understanding with Ctrip and Qyer, which are both popular online travel providers in China, to establish a cooperative partnership in the development of travel products targeting the Chinese market.

As an Asian country with a Western outlook, Azerbaijan boasts an exceptional combination of antiquity and novelty. From Baku’s modern Flame Towers to the medieval UNESCO World Heritage Site, the wide-ranging tourism resources in Azerbaijan can satisfy even the most discerning travelers.

"China has a huge potential for outbound tourism. In 2018, we only had 13,000 visitors from China, but by the end of August this year, we've already received 17,000 Chinese tourists, so the trend is on the rise", said Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, in an interview with China Daily Website.

In view of the significance of China as a vital international market, specific measures are rolled out to attract more Chinese visitors. Azerbaijan recently implemented a simplified electronic visa procedure, and besides applying for visas online, Chinese tourists also can obtain visas upon arrival.

Speaking of the role tourism plays in facilitating people-to-people exchanges between cultures, Sengstschmid contends that tourism is the most important tool in promoting mutual understandings between people.

"We have political borders, but when you look at natural wonders, you will realize that there is only one planet, that is what connect us and tourism can contribute a lot to peaceful exchanges between countries", he said.

The promotional campaign conducted by the Azerbaijan Tourism Board began Monday and ends Saturday in Guangzhou, Shanghai and Beijing.