Baku: Azerbaijan's state tourism agency is on a mission to boost the country's travel appeal through a new initiative launched earlier this year. This effort is consistent with the government's history of investing in large-scale events to enhance its international image, such as hosting the Eurovision song contest, Formula 1 races, and the European Games. However, critics have raised concerns about the allocation of state budget revenues and the use of tactics like blackmail and intimidation against dissenters. According to Global Voices, the agency recently allocated AZN 135,039.37 (USD 79,000) to VATA, a limited liability company, to organize trips for 30 guests, including journalists, bloggers, and tourism companies from South Korea and Israel. While offering all-expenses-paid trips is common in many countries, the initiative has attracted criticism in Azerbaijan due to the continued closure of land borders since the COVID-19 pandemic began in 2020. Official explanations for the closures have shifted fro m pandemic-related concerns to national security issues. The closed borders limit affordable tourism options for average-income Azerbaijani citizens and prevent budget-conscious international tourists from visiting the country. The cost of staying at resorts intended to boost tourism is often prohibitive for many locals. Mid-range hotel prices range from AZN 60-80 per night (USD 35-47), while luxury resorts charge significantly more. For an average Azerbaijani citizen earning a median wage of AZN 571 per month (USD 335), these costs can be a significant burden. As of January 1, 2025, Azerbaijan's monthly minimum wage is AZN 400 (approximately USD 235), with an average monthly salary of around AZN 1043 (USD 613). However, income inequality is significant, with many earning less than the average. International visitors to Azerbaijan are unlikely to see these economic disparities in promotional materials from the state tourism agency. Beneath the surface of the country's public image lie social, economic, and political issues that authorities prefer to keep out of the limelight. Local human rights organizations report that Azerbaijan has 375 political prisoners, with widespread reports of torture, intimidation, and rights abuses. Corruption is pervasive, and many local journalists are either imprisoned or in exile. Consequently, Azerbaijan ranks low on democracy and freedom indexes, placing 167th out of 180 countries according to Reporters Without Borders, and is described as a consolidated authoritarian regime by Freedom House's Nations in Transit report. While promoting a country is not inherently problematic, such efforts may seem insincere when a nation's leadership suppresses civil society and silences independent voices.