Current Development Megatrends and Perspective Directions of Green Tourism in Azerbaijan

Green tourism has emerged as a key pillar of sustainable development and an important instrument for economic diversification in many countries. This study examines the contemporary development of green tourism in Azerbaijan, identifies the global megatrends influencing its evolution, and assesses the country’s future strategic directions within the framework of sustainable regional development. The research employs a comparative and qualitative methodological approach. Global trends in green tourism development are compared with Azerbaijan’s national experience, with particular attention given to differences in growth rates between mass tourism and ecotourism, socio-economic outcomes across regions and countries, and institutional approaches to sustainable tourism development. Qualitative thematic analysis is applied to evaluate the socio-economic, cultural, and environmental impacts of green tourism, focusing on employment generation, income diversification, community-based tourism, cultural heritage preservation, and environmental awareness. The findings indicate that green tourism in Azerbaijan demonstrates positive development dynamics and strong alignment with global sustainability trends. The country’s rich natural landscapes, cultural heritage, and supportive policy initiatives create significant opportunities for expanding eco-friendly and nature-based tourism. Green tourism contributes to employment creation, poverty reduction, regional development, and environmental protection, strengthening its role as a catalyst for sustainable economic growth. However, challenges such as uneven regional development, limited international promotion, insufficient environmental certification standards, and potential environmental and social risks remain. Addressing these constraints is essential to ensure the long-term sustainability and competitiveness of green tourism in Azerbaijan.