Despite growing tourism numbers, Azerbaijan’s museums and historical reserves remain largely undervisited by locals.
In the first nine months of this year, 706,494 people visited museums and reserves across the country – but only 159,000 of them were domestic tourists.
While the overall figure reflects a positive trend for tourism, the numbers raise a question: why do Azerbaijanis seldom visit their own cultural landmarks? Especially considering that ticket prices for locals are modest – typically 5–7 manats, compared to up to 15 manats for foreigners. Students receive discounts, and schoolchildren can enter for free. The State Tourism Agency also offers special passes allowing multiple visits within 72 hours at reduced prices.
“It’s not about the price – it’s about habits,” expert says
Tourism expert Kamran Guliyev told Bizim.Media that the problem lies not in cost or accessibility, but in a lack of cultural habits and weak domestic promotion of heritage sites.
“When our people talk about a tourist spot, they’re usually interested in food services, not its historical or cultural significance,” Guliyev said.
“In Azerbaijan, visiting museums or reserves is not seen as part of everyday or monthly leisure.”
According to him, many Azerbaijanis view museums as formal institutions or places meant to impress foreign guests, rather than as a natural part of their own cultural life.
Foreign focus, local neglect
Guliyev noted that Azerbaijan’s tourism policy in recent years has largely targeted foreign audiences. Promotional campaigns, international exhibitions, and marketing materials are mostly designed for external markets, leaving domestic outreach underdeveloped.
“People’s interests are changing, but public attitudes can be influenced through those in the spotlight,” he added.
“If well-known personalities or bloggers visit an underappreciated reserve or museum, interest among locals will rise. Influencers can turn culture into fashion – and that’s exactly what we need.”
