Bir signs deal to digitise Baku's Old City services
Fri, 22nd May 2026 (Today)
Bir has signed a memorandum of understanding with the Administration of the Icherisheher State Historical-Architectural Reserve to digitise visitor services in Baku's Old City, a UNESCO World Heritage site in the Azerbaijani capital.
The agreement outlines plans to introduce digital tools across the historic district for residents and tourists, including smart navigation, multilingual digital guides, QR-based information systems, AI chatbot support and a single mobile platform for accessing services.
It also envisages changes to payments and ticketing inside the Old City, including stronger digital banking and payments infrastructure, digitised museum and event ticketing, a unified visitor hub and a loyalty programme linked to visits to Baku's Old Town.
The partnership brings together a financial technology and commerce platform with one of Azerbaijan's best-known heritage sites. At the centre of Baku's tourism offer, Icherisheher includes museums, cultural venues, restaurants and public spaces within the walled city.
Digital shift
The move comes as Azerbaijan pursues broader economic diversification through digitisation and innovation. Although the country remains an energy exporter, it has been trying to expand the role of technology and digital services in daily life and commerce.
That effort is unfolding against a mixed consumer backdrop. Internet penetration is above 91%, according to figures cited by Bir, and the population is relatively young, with a median age of 33.6. But cash remains widely used, about one-third of the population is unbanked, and eCommerce accounts for roughly 3% of total retail turnover.
Those conditions leave room for providers that can integrate payments, banking, and retail services into a single system. Bir says it already serves more than 5 million users through brands including Birbank, Birmarket, Milliön and the m10 e-wallet app.
In practical terms, the Old City project could create a more standardised digital journey for visitors, from planning and navigation to payments and entry to attractions. The multilingual guides and QR-based information systems also point to an effort to make heritage information easier for international travellers to access.
"This partnership reflects our commitment to using technology and innovation to make everyday experiences simpler, smarter and more accessible for people. We are proud to support Azerbaijan's digital transformation by bringing together the strengths of our banking, payments and eCommerce ecosystem to help create a more connected and convenient urban environment. Icherisheher is one of the country's most iconic cultural landmarks, and we see great potential in using innovative tech solutions to enrich how residents and visitors engage with the city's history, services and attractions," Farid Huseynov, Chief Executive Officer of Bir, said.
Heritage access
The reserve administration has framed the initiative as part of a broader move towards a "Smart Reserve" model, combining heritage conservation with digital management tools and data-driven urban operations.
The focus is not only on tourists. Local businesses and residents within or around the Old City are also expected to be part of the system, particularly through digital payments, access to services, and information tools.
Rufat Mahmud said: "Icherisheher is advancing toward a Smart Reserve model that integrates heritage conservation, digital governance and sustainable urban management through innovative technologies and data-driven solutions. Combining our historic heritage with advanced technology will create a more seamless and engaging experience for residents, local businesses and the millions of tourists who visit Baku each year. From museums and cultural venues to restaurants and public spaces, these solutions will make it easier for people to discover and enjoy everything our Old City has to offer. We are pleased to partner with Bir on this initiative and look forward to introducing smart technologies that strengthen both accessibility and the preservation of our unique cultural heritage."
The project also gives Bir a visible role at a public-facing cultural site as it seeks to expand the use of digital financial services in Azerbaijan. By linking commerce, transport, ticketing and information, the company aims to position itself at the centre of routine transactions and visitor spending.
Azerbaijan's location between Europe and Asia, along with relatively strong headline growth, has made it an attractive test market for local digital platforms. The gap between internet access and digital service adoption remains a focus for businesses trying to shift consumers away from cash and fragmented service channels.
In Icherisheher, that shift will be measured less by broad economic targets than by whether visitors can move through the site, pay for services and access information with fewer barriers.