The Caucasus: The Next Frontier For International Touring?
Lisa Henderson speaks with the pioneers who are helping to create a new tour circuit amidst the Black and Caspian Seas, opening a new route between Europe and Asia
Feature By IQ | 11 August 2025
As more and more artists and touring productions visit the Caucasus territories of Armenia, Azerbaijan, and Georgia, Lisa Henderson speaks with some of the pioneers who are helping to create a new tour circuit amidst the Black and Caspian Seas, opening a new route between Europe and Asia.
Despite complex political and economic conditions in the Caucasus, the region spanning Eastern Europe and Western Asia is drawing more international touring acts than ever before.
In the past year, household names such as Justin Timberlake, Jennifer Lopez, and Guns N’ Roses have added dates in Georgia, Armenia, and Azerbaijan to their world tours and global deals and found that these untapped markets are bearing fruit.
So why the sudden gold rush of artists touring this region,…
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