After ten years of inactivity, the Tourist Association of the Zenica-Doboj Canton was re-established in March this year, initiating a demanding process of rebuilding and developing the canton’s tourism system virtually from the ground up.
“All activities started from scratch, requiring thorough and intensive work, from forming the institutional structure, drafting strategic documents, and setting up an office, to developing digital platforms and establishing partnerships with local communities. Ahead of us lies a very challenging, exhausting, and demanding job, but also a unique opportunity to build a modern, sustainable, and competitive tourism system that will position the Zenica-Doboj Canton as a desirable destination on the map of Bosnia and Herzegovina,” says Šaban Ibrišimović, Director of the Zenica-Doboj Canton Tourist Association, in an interview for Visit BiH.
This year, the Tourist Association has launched an ambitious strategic tourism development plan that includes several key projects.
Key Projects
“The key projects planned for this year include an analysis of the tourism offer and potential, mapping key tourism resources, identifying development potential, and making recommendations to improve infrastructure and promotion. We will work on developing visual identity and promotional materials to brand the canton as a desirable tourist destination. We’ll also focus on promotion through the Tourist Association’s website and social media platforms, collaborating with tourist guides, and producing video content featuring natural attractions,” Ibrišimović explains.
He especially highlighted the launch of an authentic and fairytale-like journey aboard a vintage steam train through forested mountain landscapes, featuring 18 tunnels and three bridges on the Sarajevo–Vareš route.
“It is important for us to create a registry of all tourist destinations and increase the number of tourist visits through specialized family travel packages. We will also organize promotional activities in regions with strong tourism interest,” he adds.
This combination of strategic and practical activities aims to lay a solid foundation for long-term sustainable tourism and significantly increase the attractiveness of the Zenica-Doboj Canton for both domestic and international visitors. The most frequent visitors to the area come from Croatia, Germany, Serbia, Slovenia, Austria, North Macedonia, the Netherlands, the United States, and Turkey.
“In the coming period, we plan to establish our own internal statistics, which will not only include the number of arrivals and overnight stays, but also tourists’ impressions, their needs, recommendations, and the identification of the most visited locations,” Ibrišimović emphasizes.
Zenica-Doboj Canton, the land of kings and stone secrets, offers a unique blend of natural beauty, rich cultural and historical heritage, and mystical sites that intrigue visitors from all over the world. Tourists can explore royal sites such as the medieval town of Bobovac, the former capital of Bosnian rulers, and Kraljeva Sutjeska, the spiritual and cultural center of medieval Bosnia, where the last Bosnian queen, Katarina Kosača-Kotromanić, once resided.
The area is rich in stećci (medieval tombstones protected by UNESCO), fortresses, stone obelisks, and sites linked to historical figures like Queen Katarina Kosača-Kotromanić, Ban Kulin, King Tvrtko I, Bato the Daesitiate, and Judge Gradeša.
Zenica-Doboj Canton is abundant in mountains, caves, lakes, waterfalls, thermal springs, parks, and nature monuments. Within the canton are three destinations awarded “Best Tourism Villages” by the World Tourism Organization – Vranduk, Mijakovići and Dragovići (Bobovac), and Kraljeva Sutjeska.
MN Diversity and Quality
There are numerous hiking and biking trails, rock climbing areas, adrenaline routes, and attractions such as pyramids and tunnels, as well as stone spheres that draw tourists in search of mystical and unusual experiences.
“We have thermal springs and the Olovo spa resort. The canton hosts numerous cultural, sports, and business events, including international fairs such as ZEPS and the Tešanj Business Fair, as well as festivals and traditional manifestations that enrich the cultural scene. Every destination tells its own fairytale story, and the diversity of experiences ensures that every visitor finds something that suits them. Our goal is to present all these stories to the public in a modern, authentic, and emotional way,” says Ibrišimović.
He notes that the plans for the coming years are focused on systematically strengthening the overall tourism offering through strategic projects, intersectoral cooperation, and sustainable development.
“In addition to already launched activities, this year the Tourist Association plans to improve tourism infrastructure, in cooperation with local governments, we will work on modernizing access roads, better signage, and expanding accommodation capacities. Special attention will be given to developing eco-routes, increasing the visibility of indigenous villages as eco-tourism products, preserving natural resources, and strengthening ties with local producers and communities,” he says.
Cooperation, he adds, will play a key role in all planned activities.
“We are connecting with strategic partners – travel agencies, NGOs, educational and cultural institutions, local communities, and accommodation providers, so that together we can create a high-quality, attractive, and competitive offer. In the coming years, the focus remains on sustainability, innovation, promoting diversity, and improving quality – because we believe the canton has the potential to become one of the leading tourist destinations in Bosnia and Herzegovina”, says Ibrišimović.
Zenica-Doboj Canton is a hidden gem of tourism in the heart of Bosnia and Herzegovina, on the verge of a major tourism transformation.
“With clear goals, we are entering 2026 – aiming for Zenica-Doboj Canton to become a recognizable, competitive, and welcoming destination for both domestic and foreign visitors. The canton still holds many undiscovered tourism potentials – from majestic mountains and rivers to traditional villages and authentic local cuisine, and a rich cultural-historical heritage that reflects the region’s complex past. Old towns, fortresses, necropolises, museums, and sacred sites tell stories that connect the past and present, leaving a lasting impression on every visitor. Come and discover a place where tradition meets innovation, nature meets culture, history meets the future, and adventure meets true relaxation” , concludes Ibrišimović.
