Bosnia and Herzegovina: On the Path to Tourism Success Despite Political Challenges

By Erdin Kadunić

Düsseldorf (Germany): Despite the current political instability, Bosnia and Herzegovina are becoming more and more a promising destination in the European tourism market.

“It’s hard to believe: it becomes more busy every year. In sunny days, street coffees in Sarajevo are full,” says ASEF šahović, originally from Sarajevo that emigrated to Germany before the outbreak of the war and regularly.

While the historic old town of Sarajevo and the old world -famous bridge in Mostar have long been the main attractions for visitors, other regions of the country are now also gaining attention. Bosnia and Herzegovina sacrifice a variety of tourism options: motorcyclists, hikers and young travelers alike find attractive conditions. Thanks to its varied landscapes, from alpine regions to Mediterranean foothills, the country is becoming increasingly attractive to a wide range of target groups.

In addition to the classic trips of the city, the less known hidden gems recommended by influential and local people are contributing to growing popularity. Bosnia and Herzegovina stand out particularly for extraordinary hospitality and relatively affordable prices in gastronomy, hospitality and cultural offers.

The upward trend is supported by the current figures: between January and October 2024, almost 1.7 million tourists visited the country, an increase of 10.3 percent compared to the same period of the previous year. Although political disturbances in other countries in the region, such as Serbia, lead to cancellations and a decrease in the number of visitors, Bosnia and Herzegovina have not affected these effects so far.

The country’s tourist potential is also increasingly recognized international: the low cost airline Ryanair has significantly expanded the IST commitment and now sacrifices the connections between Sarajevo and cities such as Bergamo, Charleroi, Gothedburg and: Thessaloniki, a clear indication of the growing demand.

The main markets of origin for Bosnia and Herzegovina currently include Croatia, Türkiye, Serbia, Germany, Saudi Arabia, United Arab Emirates, United Kingdom, Slovenia, China and the United States. The particularly rich visitors of the Gulf States are discovering the country as a summer destination, attracted by more moderate temperatures compared to their countries of origin and attractive natural beauty.

However, the rise of tourism also brings challenges. The scarcity of qualified workers in the hospitality sector is increasingly approached by the hiring of workers in India and Türkiye, while many local professionals have already emigrated to EU countries.

Moreoover, the demand for rental cars in the summer months exceeds the supply, which leads the premises to rent their private vehicles through agencies.

Despite these structural deficiencies, UPSSWing tourism is opening new economic opportunities. Diaspora returns are recognizing the potential and investing in tourism related to business. An example is the opening of the first Halal ćevabdžinica in the city of Trebinje of Herzegovinia, initiated by Orhan Tičić, a businessman who lives in England.

“In England, I direct a business in the food industry. Together with my Trebinje partner, we decided to open a iledvabdžinica in the old town,” explains Tičić. “And businesses are booming from day one,” says England’s businessman.

These initiatives show that, despite continuous challenges, progress is possible, and that Bosnia and Herzegovina have a good opportunity to establish themselves as a strong presence in the long -term European tourism market.

Also published in Medum.