Pakistan and Azerbaijan share a strong bond with vast untapped potential in tourism, education, culture, and trade, offering great opportunities for deeper bilateral ties.

Pakistan and Azerbaijan have enjoyed cordial relations since the inception of the latter. Pakistan was only the second country after Türkiye to have recognized Azerbaijan after its independence in 1991. It was the only country not having diplomatic relations with Armenia, primarily because of its dispute on Nagorno Karabakh. This has cast deep imprints in the hearts of Azerbaijanis who regard Pakistanis as their brethren. Likewise, Azerbaijan’s consistent support for Kashmir is highly appreciated in Pakistan. There is a strong affinity between both governments, who regard each other with respect and dignity. Both countries enjoy valuable diplomatic and military relations. However, when it comes to the public domain, there is a dearth of connections between people from both sides. Numerous avenues can be explored to enhance this affinity, for the people-to-people contact helps people understand each other and identify new vistas. 
Azerbaijan is part of the South Caucasus and lies on the shores of the Caspian Sea. This beautiful resource-filled country, once part of the erstwhile USSR, gained independence upon its disintegration. Its conflict with Armenia over Nagorno Karabakh dates to 1988 and is persisting. The country borders Russia, Georgia, Armenia, Iran and Türkiye (via Azerbaijani exclave). It's a thriving, hospitable, cordial, and friendly nation. Therefore, tourism in the country is making strides, becoming another attractive destination for tourists in the region. The government is opening up to the world, and there are a host of opportunities that Pakistanis can use. President Ilham's vision for Azerbaijan as a progressive country is in the air; therefore, the people, infrastructure, culture, traditions, and development one finds in Azerbaijan all testify to this fact.

public diplomacy is the foremost way to germinate seeds of cooperation between the two nations as it helps understand the culture, traditions, thought processes, and systems prevalent in society. 

Azerbaijan is a relatively new society as an independent nation, and despite natural wealth in the shape of oil and gas, it requires assistance in multifarious fields. At the same time, the governments from both sides have been able to identify avenues of cooperation, which is quite evident from the Memoranda of Understandings (MoUs) for multisectoral collaboration signed between the two countries during the visit of Azerbaijani President H. E. Ilham Aliyev to Pakistan from July 11-12, 2024. However, public diplomacy is the foremost way to germinate seeds of cooperation between the two nations as it helps understand the culture, traditions, thought processes, and systems prevalent in society. Public diplomacy is a vast domain, but the core lies in generating goodwill and know-how for the common man. There are multiple ways of achieving this objective.
Pakistan and Azerbaijan have had diverse historical experiences due to their locations in different regions. Pakistan is part of the South Asian subcontinent, where it gained independence from the British in 1947. Its culture is predominantly influenced by India, Iran, and Afghanistan. Azerbaijan, on the other hand, is a former Soviet state with Russian influence. This diversity between the two countries can be mutually beneficial, providing opportunities for both to learn the art of making inroads into each other's regions. Such valuable knowledge can be easily exchanged through regular meetings involving think tanks, academia, and business leaders. Frequent visits from both sides, as well as jointly organizing conferences or seminars, can be an effective way to achieve this. Today, media plays a pivotal role in shaping narratives and accurately portraying situations. It is usually aligned with reality. Media interaction between the two countries is essential for projecting each other's strengths to the local population, encouraging people to connect and engage.

Azerbaijan has a strong educational base, with free education up to the university level. Its Tibb University is accredited by the Pakistan Medical and Dental Council, which will allow Pakistani graduates from this university to be eligible for jobs in Pakistan. 

Both countries have many tourist sites that can be attractive to visitors. Common attractions include historic mosques, forts, museums, mud volcanoes, and more. People on both sides, therefore, have an interest in tourism and excursions. This potential needs to be highlighted and capitalized on. If the necessary facilities and amenities are provided, people from both sides will be encouraged to visit each other's countries. According to President Ilham Aliyev's vision, Azerbaijan is a declared tourist destination, presenting an opportunity for hospitality management for Pakistani youth. However, this needs to be emphasized among our youth, encouraging them to view Azerbaijan as a valuable destination for career prospects. Similarly, Azerbaijan has a strong educational base, with free education up to the university level. Its Tibb University is accredited by the Pakistan Medical and Dental Council, which will allow Pakistani graduates from this university to be eligible for jobs in Pakistan. Azerbaijan State Oil and Industry University (ASOIU), established in 1920, is one of the leading higher education institutions in Azerbaijan, specializing in the oil, gas, and industrial sectors. The university primarily focuses on training professionals in engineering and technology fields. However, it is not yet accredited by the Pakistan Engineering Council (PEC). Gaining this accreditation could offer valuable educational opportunities for Pakistani youth wishing to enhance their skills in the industrial sector.

Azerbaijan’s transportation system is highly developed, and Pakistan can benefit from its experience, particularly in developing underground metro services. 

Both countries possess a rich body of literature. The translation of these historical accounts could be an interesting feature for the people on both sides. Folklore is one strand of culture that both countries carry as a valuable legacy from their respective pasts. The exchange of these traditional stories will not only help in understanding each other's cultures but will also foster a connection between the people from both sides, promoting shared human experiences.  Pakistan's textile and pharmaceutical industries are world-renowned, and the quality of products produced here is exported to many countries. There is an opportunity to establish a market for these commodities in Azerbaijan. Currently, most textiles are imported to Azerbaijan from Türkiye and Bangladesh, while Pakistani clothing, which is likely to match the quality yet be more economical, could offer a competitive alternative. Pakistani local brands produce high-quality attire that can be tailored to Azerbaijan’s climate conditions.
Movies and dramas are very popular in Azerbaijan and Pakistan, as in any other nation on this earth. Pakistani dramas and movies are exclusive in quality with exquisite Pakistani tinge. These carry a huge potential of acceptability and liking among the Azerbaijanis. Similarly, if Azerbaijani dramas and movies are telecast in Pakistan, these are also likely to become popular among Pakistanis who are so far attuned to Turkish dramas after their own. Arts and crafts form important cardinals of culture and are commonly revered in both countries. These are cherished as cultural heritage and bring forth a variety of artefacts, especially handicrafts, which are not very common in the modern world. These can be a good source of engagement between the two countries while giving a boost to the cottage industry on both sides. Carpet weaving skills can be polished for weavers from both countries, as carpets and rugs made by Azerbaijani and Pakistani craftspeople are equally liked and popular around the globe. Interestingly, carpet designs, patterns and colours often depict an amalgamation of a country's culture and history. Giving a boost to the carpet industry can help to showcase rich historical culture to the rest of the world.

Pakistan's textile and pharmaceutical industries are world-renowned, and the quality of products produced here is exported to many countries. There is an opportunity to establish a market for these commodities in Azerbaijan.

Azerbaijan is progressing rapidly, and there is significant potential for infrastructural development in the country. Plans are also in place to develop areas outside of Baku that have remained underdeveloped. Pakistan has strong expertise in the construction and real estate sectors, and utilizing this expertise in Azerbaijan can further strengthen the economies of both countries. Additionally, Azerbaijan’s transportation system is highly developed, and Pakistan can benefit from its experience, particularly in developing underground metro services. Pakistani and Azerbaijani cities could be designated as sister cities to share municipal experiences and find solutions to common challenges in managing day-to-day affairs. Concessions offered to citizens by these cities could encourage people to visit each other and foster closer ties.
There are many aspects of public diplomacy that can be leveraged to forge a closer association between these two brotherly Muslim countries. To realize the plans and processes both governments aim to develop in their relations, public diplomacy should be the focus, ensuring that people-to-people contact is enhanced and expanded, and that wider and greater opportunities are not only identified but also brought to fruition.

The writer is a communication strategist at the Institute of Regional Studies in Islamabad and a Visiting Research Fellow at the AIR Center: Center for the Analysis of International Relations in Azerbaijan.
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