From Eurovision to revelation
Azerbaijan faces a challenge common to many nations: invisibility and misconception. People either don’t have any awareness at all or have an image of it that is simply not true.
There are two types of people, the ones that didn’t even know that Azerbaijan existed, and those with misconceptions.
If you ask people what they think of Azerbaijan, they will invariably paint the same outdated picture: Eurovision contender, ex-Soviet state, a country whose economy depends on oil fields, authoritarian, nowhere to have a drink, a desert, one of the ‘-stans’. Couldn’t be further from reality.
And so, the Azerbaijan Tourism Board set us a challenge: To redefine the identity of a country.