Sarajevo shone on the global tourist map in 2025, which was confirmed by the readers’ choice of the best destination by National Geographic Travel. The Tourist Association of Sarajevo Canton, through strategic initiatives, projects for tourism development and improvement, and promotion of the rich tourist offer, continues to attract visitors from around the world, offering unforgettable experiences and authentic impressions, said Haris Fazlagić, President of the Tourist Association of Sarajevo Canton, in an interview with Visit BiH.
What are the tourism indicators for 2025, and are you satisfied with the results?
-The tourism indicators for the first five months of this year are encouraging across all fields. According to statistical results, we are experiencing continuous growth in arrivals and overnight stays. The increase in foreign tourist arrivals amounts to 13.4% compared to the same period last year, while the increase in overnight stays by foreign tourists is 23.1% compared to 2024. This growth is no coincidence. It results from the synergy of all actors in the tourism sector—from the Tourist Association, tour operators, private accommodation providers, and hoteliers, to transport and catering. We are especially pleased with the continued increase in interest from markets such as the Gulf countries, where visa facilitation has been introduced, as well as Turkey, Germany, the UK, Italy, and China… These guests no longer come just for day visits, they stay longer, spend more, and return. Sarajevo offers a unique combination of rich cultural-historical heritage, outstanding nature, and the warmth of the local population, along with affordable direct flights, which are the result of public calls by the Tourist Association in cooperation with the cantonal government and Sarajevo International Airport. This year, we also intensified promotion through digital channels, and we are particularly proud of the promotional video spot we presented symbolically on Sarajevo City Day. Its quality and top-notch production truly set new standards in promotion.
The Tourist Association of Sarajevo Canton has allocated funds to co-finance air traffic at Sarajevo International Airport this year, which has contributed to the increased number of flights and destinations. How much is allocated for subsidies this year, and can we expect new airline routes and destinations?
-Exactly, without strong air connectivity, we could not achieve such results. This year, we allocated approximately four million convertible marks for airline subsidies, which has enabled the arrival of new airlines. Flights connecting Sarajevo with numerous global destinations are showing excellent occupancy. We plan additional incentives in the coming period, especially during the winter season, to facilitate access to our Olympic beauties, Bjelašnica and Igman, during the ski season.
We are entering the summer tourist season, and the Canton Sarajevo expects a lot. What are your expectations, and do you have any projections?
-Based on current reservations, both hotel bookings and through online platforms like Booking and Airbnb, we can already confidently assume that this summer will break all attendance records for the Sarajevo Canton destination. Projections indicate an increase of 20 to 25% compared to the previous season. We are placing special emphasis on developing specific forms of tourism, focusing on various tourist profiles and combining different aspects of the offer to extend tourists’ stays and encourage them to visit not only the historic core of Sarajevo but also outdoor locations that are ideal for rest and relaxation. This directly contributes to the development of rural, eco, and adventure tourism.
Can you tell us what visitors can expect this summer in Sarajevo?
-This year, we have prepared the most diverse program. Besides the traditional Sarajevo Film Festival, which celebrates its 30th anniversary this year and is our most recognizable and representative tourist product, tourists, visitors, and residents of Sarajevo will enjoy a series of open-air concerts, sevdah evenings, cultural programs, gastro markets, and numerous sports and entertainment events. Additionally, we support programs focused on family tourism, with special activities for children, as well as inclusive tourism and projects that raise awareness about the needs of people with disabilities.
You also announced the start of tourist police work this summer. What will be their responsibilities, and what will it look like on the ground?
-The tourist police will operate in cooperation with the Tourist Association, tourist info centers, and registered tourism providers whose issues on the ground we want to resolve. Their tasks will not only be security-related but also informational and promotional. In the initial phase, we will focus on the most visited tourist attractions. Our goal is to make Sarajevo a safer city and ensure a pleasant stay for tourists, free of inconveniences. Unfortunately, the gray economy is an undesirable phenomenon present in every city as an unavoidable effect of increased tourist traffic and the growing attractiveness of the destination. However, Sarajevo has always been known as a city of good hosts and a very friendly atmosphere, and we want to further strengthen that image.
This year, the Tourist Association of Sarajevo Canton also participated in numerous international tourism fairs. There are upcoming fairs throughout the year. What are your impressions from these fairs, and have they yielded any concrete results?
Our presence at major international fairs such as ITB Berlin, ATM Dubai, EMITT Istanbul, and ITB China was crucial for positioning Sarajevo as a unique destination in the heart of Europe. Together with exhibitors from the private tourism sector, we presented Sarajevo and Bosnia and Herzegovina as destinations capable of meeting the needs of various tourist profiles, thanks to a rich and diverse tourist offer, from impressive cultural and historical heritage and natural beauty to affordable direct flights, which are one of the most important factors for tourism growth and development. At specialized fairs such as the Muslim Travel Show held in London or IMEX, one of the leading global fairs for MICE (Meetings, Incentives, Conferences, and Events) industry, we focused on promoting Sarajevo as an attractive choice for tourists seeking halal-friendly destinations, as well as for conventions, incentive travel, and business events. The interest in Sarajevo is high, and our agencies and hotels are doing an excellent job.
Do you have any plans for the upcoming period, through the end of the year?
-After the summer break, we plan an intensive promotional campaign at a very large and significant Asian market, as well as on markets like the UK and Italy, and continued strengthening of MICE and winter tourism promotion. We will continue developing specific forms of tourism and global promotion, redesign our website, improve digital promotional channels, and develop a tourism signage project. Today, Sarajevo is not just a tourist destination, it’s an experience, a story, and an emotion. In 2025, we are positioned as the most desirable global destination, and the growth in tourist traffic directly increases our responsibility to maintain quality, authenticity, and safety. Our main goal is for every visitor leaving Sarajevo to not only take beautiful photos but also carry unforgettable experiences and a desire to return.
