Pasha Real Estate made a notable debut at Cityscape Global 2025, marking the first time Azerbaijan’s developers have collectively exhibited at a large-scale international real estate event. Representing three of the country’s biggest developers, the company entered the Saudi market with a clear objective: to gauge investor sentiment, introduce Azerbaijan’s premium residential offerings, and position the country as an emerging destination for global real estate investment.
Speaking to Gulf Business, Aziza Seyidova, group marketing and communications director, highlighted the significance of this milestone. “This is the first time when my country, Azerbaijan, is exhibiting at such a large-scale event… we joined our forces and we came here just to check what is the interest, how the international real estate communities will react, and so far it’s been amazing.”
Leveraging globally recognised brands to build investor confidence
A key pillar of Pasha Real Estate’s strategy is its partnership with internationally renowned hospitality brands. “We as Pasha Real Estate, we’re offering Ritz-Carlton Residences and residences at St. Regis. So people know the brands… the combination of that really creates a vast interest,” Seyidova explained.
This alignment with globally trusted luxury brands directly supports Saudi Arabia’s broader real estate agenda, which prioritises high-end, globally connected investment opportunities. Seyidova noted that visitors—many of whom were already familiar with Azerbaijan—reacted with enthusiasm: “Whoever I ask here, they either know about Azerbaijan or they’ve been to Azerbaijan. So it came very surprising for us, to be honest.”
AI-driven comfort: a new priority for luxury buyers
While Pasha Real Estate’s portfolio is rooted in traditional luxury, Seyidova emphasised how rapidly buyer expectations are evolving.
“We tend to think that old technologies always work… but every day we understand that people want their living to be more innovative. They are custom-made and AI-equipped.”
From her perspective, the next 12–24 months will see comfort-centric smart living become a defining trend—an insight reinforced by the PropTech innovations showcased across Cityscape Global this year. “I think one of the biggest trends will be comfortable living… with the hint of AI technologies,” she added.
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Measuring success: quality over quantity
For Pasha Real Estate, the first year at Cityscape Global is primarily about exposure, market understanding, and validating investor appetite. But early indicators are promising.
“We expect some sales coming from this exhibition… we’ve got some very quality leads. The organiser has been very supportive to us. So I think that the success will be at least five sales,” Seyidova said.
With strong engagement, high-quality leads and a compelling luxury offering tied to globally recognised brands, Pasha Real Estate’s debut positions Azerbaijan as a new contender in the GCC–centric international investment map.