The Azerbaijan Tourism Board (ATB), together with the State Tourism Agency (STA) has launched an innovative programme called Sanitation and Hygiene Methods and Norms (SAHMAN).

SAHMAN, meaning “immaculateness” in Azerbaijani, is a nationwide campaign set to transform Azerbaijan’s existing health, safety and hygiene standards. Supported by the UNWTO, it reaffirms the country’s commitment towards providing a world-class tourism destination for its citizens and future visitors alike in the post-pandemic world.

The programme will adopt a holistic approach to fuel innovation across the tourism industry, ensuring the involvement of all relevant public and private partners, and the safety of those working in the sector. It will culminate with the launch of Azerbaijan’s domestic tourism campaign this summer.

Florian Sengstschmid, CEO of Azerbaijan Tourism Board, commented: “The programme calls upon all stakeholders in Azerbaijan to adopt even better practices in their businesses in the interest of safeguarding public health and supporting the regrowth of the industry.”

To launch the campaign, ATB and STA have partnered with the Azerbaijan Hotel Association (AHA), Food Safety Agency of the Republic of Azerbaijan (AQTA), regional municipalities and DMOs, with plans to also invite other government sectors to commit to maintaining top-quality standards across the country.