Stakeholders will be expected to commit to sector-specific checklists introducing initiatives such as mandatory precautionary measures, safe distancing, disinfection, quarantine areas, cleaning methodology, and more. Participants will be supported and incentivised through three primary support programmes – Training, Amenities and Promotion – all of which will be financed by the STA. Implementation will be carried out in four phases, by: enrolling on the programme through www.sahman.az; participating in online and onsite trainings and certification; labelling; and validation.
PwC will lead the audit and certification process. Commenting on this campaign, Movlan Pashayev, Country Managing Partner of PwC Azerbaijan said, “This crisis has presented unprecedented challenges for the world, yet it is also a good opportunity to accelerate the transformation of many industries. PwC is looking forward to playing a pivotal role in assisting ATB to roll out this new campaign and contributing to the tourism and hospitality sectors in Azerbaijan.”
The programme guidelines will continue to evolve, based on recommendations and regulations set by the World Health Organisation (WHO), whose agenda includes adapting best-in-class practices across global industry players. These guidelines will be communicated to participating partners by ATB in a number of ways, including educational materials, trained ambassadors, online platforms (e.g. webinars), a dedicated website and social media.
“ATB is working to provide innovative solutions to support the industry through this challenging time. It is our endeavour to bolster public confidence in local Azerbaijani businesses, with a view to reviving the economy as we prepare to launch our domestic tourism campaign, hopefully by this summer. When the world is ready to travel again, we will be ready and waiting,” added Florian.