Development of the travel industry: With the power of passion and digital impact

BAKU.WS presents an interview with the head of "Fahri Travel," Fahri Mamedli:

- Fahri, how did your journey in the tourism sector begin?

It all started with my love for discovering new places. Many years ago, I traveled to various cities in Russia to promote Azerbaijan as a tourist destination. At that time, it involved personal connections-meetings with travel agencies, small presentations, and demonstrating to people how hospitable Azerbaijan is, and how rich its nature and culture are.

- So, it all began with traditional promotion. How did it transition to the digital sphere?

Exactly. Then I realized that to reach more people, I needed to use digital tools. I created my own travel blog on "Instagram." There, I posted locations, information about them, natural landscapes, and my impressions. Today, my page attracts nearly half a million followers per month. Now, it is no longer just a blog-it is a community that inspires people to travel, especially to Azerbaijan and the Caucasus region.

- Your "Instagram" page stands out both emotionally and aesthetically. In what style, in your opinion, do you tell your stories?

I want every post to reflect not only the place but also my feelings. My blog is a view of the world through the eyes of a person who lives through travels. I try to combine visual aesthetics with practical information-where to stay, how to plan a route, how to travel with respect for the local culture. For me, the main goal is sincerity and building connections with people to inspire them.

- Through your travel blog, you have visited approximately 40 countries and more than 140 cities. Which cities do you most enjoy revisiting?

Yes, there are cities I enjoy returning to again and again. Excluding Baku, my favorites are Barcelona, London, Miami, and Amsterdam. In these cities, I feel at home: I love walking their streets, communicating with people, and reliving that same energy every time.

- How do you think your work influences the development of tourism in Azerbaijan?

Today, social media is one of the most powerful tools for tourism development, as it informs people about opportunities to explore cultural hubs. I see my role as a bridge between travelers and the country. My mission is to show that Azerbaijan is not just Baku but an entire world, from the Caspian shores to the mountains of Gusar and Lahij.

- What are your plans in this direction for the future?

Currently, I am establishing collaborations with tourism brands, hotels, and agencies to promote responsible and sustainable tourism through joint projects. At the same time, I want to inspire young people to discover their own country and showcase Azerbaijan's beauties to the world.

Tourism is love. Tourism is preservation. For me, travel is not only about being on the road but also about values. I believe that tourism should protect nature, people, and cultural hubs. Every journey is an opportunity to build new connections, expand our knowledge of the world, and make our world more beautiful.

- And finally-why exactly Fahri.Travel?

This idea emerged during the pandemic period. Like everyone else, I had to stay at home. I thought: "What interesting and distinctive thing can I launch on Instagram?" In those years, there was no trend yet for bloggers or tourism agencies to perform under their own names. Most named their pages "travel blog" or "blogger."

But people were already associating the name "Fahri" with travels. I decided that the project should bear a simple name reflecting my identity-Fahri.Travel. This shows who I am: a person constantly on the move, opening new horizons, and introducing Azerbaijan to the world.

- Very well said. Thank you, Fahri.