The Tourist Association of Sarajevo Canton continues to record growth in arrivals, revenues, and international recognition. In 2025, the number of tourist arrivals increased by 8.4% compared to 2024, while overnight stays rose by 14.3%.
The one-millionth overnight stay was achieved as early as July, a whole month earlier than the previous year. This success is mainly due to widespread global promotion of Bosnia and Herzegovina’s capital at major international events, where the Sarajevo Canton Tourist Association consistently participates, along with subsidies for air traffic totalling a record 4 million BAM, which facilitated direct flights to 39 international destinations.
A survey conducted among 1,500 foreign tourists confirmed that 95% consider direct flights a key factor when choosing their travel destination.
A Perfect Hit
The highest number of tourists originates from countries with direct flights to Sarajevo, including Turkey, Germany, Austria, the United Kingdom, Italy, and the UAE, all showing consistent growth in arrivals. Meanwhile, there is increasing interest from markets recently connected by direct routes (Belgium, Sweden, Denmark, and Poland), as well as from those lacking existing direct flights (the United States, China, and the Netherlands), indicating strong potential for further route expansion.
“The data confirm that our Tourism and Air Traffic Development Incentive Program is strategically justified. It not only contributes to increased tourist flow but also strengthens Sarajevo’s international image, diversifies markets, and supports the development of new tourism segments. Sarajevo is positioning itself as a dynamic, competitive, and accessible destination, renowned for its unique blend of authentic cultures and diversity. Welcome to Sarajevo,” said Haris Fazlagić, President of the Sarajevo Canton Tourist Association.
To promote Sarajevo’s tourism offering, the Tourist Association, in collaboration with Gotiva production company, created the video “Visit Sarajevo: Where Cultures Embrace”, which premiered at the City Hall (Vijećnica) on 6 April – the Day of the City of Sarajevo.
The video proved to be a major success, winning three prestigious awards at international tourism film festivals: second place at the Terres Travel Festival – Films & Creativity in Spain (part of the global CIFFT network of top tourism films), second place at the ART&TUR International Tourism Film Festival in Portugal (also part of the CIFFT network), and the Grand Prix Audience Award at the TEF Tourism and Ethno Film Festival on the Island of Krk, Croatia.
Three Awards
The festival in Spain gathered over 200 films from 50 countries, placing Sarajevo shoulder to shoulder with leading global destinations. The video “Visit Sarajevo: Where Cultures Embrace” was also among the top promotional films out of 243 entries in the Tourism Destination – City category at the prestigious ART&TUR Festival in Portugal.
“These international achievements confirm the quality and authenticity of Sarajevo’s vision as a destination where cultures, history, and hospitality come together,” said Fazlagić.
“The fact that the Grand Prix award came from the audience makes it even more special. It shows that the story of a city where cultures meet and human warmth thrives resonates deeply with people worldwide. Sarajevo continues to inspire and leave a lasting impression,” he added.
The video “Visit Sarajevo: Where Cultures Embrace” showcases Sarajevo’s many natural, cultural, and historical attractions in a uniquely creative way, proving why the city rightfully holds its place as one of the world’s best destinations to visit in 2025.
The project was led by an international team of experts, including award-winning Bosnian director Muris Beglerović, producer Đani Hasečić, and cinematographers Nicolas Libersalle (France) and Andro Kajzer (Slovenia). The music was specially composed for the film by Ashar Kurtović, adding a final emotional touch to a production that truly takes your breath away.
