There is a special charm and pleasure in being part of the story about promoting a city that people from different parts of the world experience as their own, a place where they can breathe deeply and feel exceptionally good. Haris Fazlagić, President of the Tourist Board of the Sarajevo Canton, says that positive experiences and messages from tourists and visitors are the greatest reward for his efforts in promoting the capital of Bosnia and Herzegovina.
“Sarajevo is a place that will completely enchant you. The atmosphere in the city is fantastic, and it is a blend of Turkish style with european elements.”

“Sarajevo is Europe. This unique city can be compared to some small, unusual city in Spain.”
“I am overjoyed to be in Sarajevo, where its history and food delight me.”
This is a small sample of impressions recorded during this year's summer tourist season from tourists, influencers, and celebrities from around the world who have gladly shared their positive experiences of visiting Sarajevo with the public.
“On the other hand, many have clearly stated that they are surprised by the city that offers so much, but is not widely known or valued. Currently, we are an underexplored, undiscovered, less popular, and underrated destination, according to those who travel, assess tourist services, and work in tourism. These are sufficient reasons for us to strive to earn a deserved place on the list of desirable, known, visited, and valued tourist destinations in the future,” said Fazlagić.
Which markets are goals for Sarajevo promotion?
Our mission and primary task is to promote the Sarajevo Canton as a tourist destination worldwide. We are expanding and strengthening our promotional activities using various tools; from direct communication with tourists, online marketing, to advertising through billboards, which we are currently using in the United Arab Emirates, where citizens and visitors can see the ‘Visit Sarajevo’ message on the streets of four emirates – Dubai, Abu Dhabi, Sharjah, and Ras Al Khaimah.
We have promoted Sarajevo and Bosnia and Herzegovina in over 30 countries in the region and worldwide. We have promoted tourist attractions in regional, European, Asian, and South American countries. To expand our market, we will conduct a roadshow campaign in North America, working with partners and travel agencies to attract tourists from this significant and large market.”

The summer season had record numbers. What to expect for the winter season?
We will receive The Swiss Tourism Awards Lugano as the best cultural and traditional destination, alongside cities like Tokyo, Barcelona, Johannesburg, Naples, and others, which is a special honor for us and an encouragement to be even more active and better in promotional activities. We engage in global promotion through fair activities throughout the year participating in around 25 fairs on average. At the end of the year we will be involved in about ten more tourist promotions in the region, Europe, and the world.
We plan and work in advance to successfully achieve our set of goals. After a summer season that, according to our statistical indicators, was better than all previous ones, we are investing in projects for the upcoming winter season that will develop tourism initiatives, ideas, and products from various forms of tourism, with visible and self-sustaining results. We are investing in future activities that will enrich and improve the tourist season during the winter period, offering interesting content to tourists and citizens, with the ultimate goal of reducing the seasonality of tourist visits, extending tourist stays, and increasing tourism revenue. Our goal is to continue the growth trend and successfully meet the challenge of the winter tourist season, which should be better than all others.
An invaluable success in attracting tourists is the opening of new airline routes to Sarajevo
We have facilitated tourists’ access to the unique tourist destination through airline subsidies, which we are working on again this year in collaboration with the Government of KS and Sarajevo International Airport. This destination offers a unique culture, rich history, irresistible gastronomy, diverse outdoor offerings, and a special atmosphere with the hospitality of hosts that sets us apart. We invite you to Sarajevo, where you are always welcome!

The Digital Key to Sarajevo
“Following global trends and tourist needs, we have launched and put into circulation the unique Sarajevo City Card, which provides a modern and authentic way to explore and get to know Sarajevo. We have created a unique card offering that visitors and tourists who want to discover as many Sarajevo attractions and experience the city more enjoy through the creation of this card [https://sarajevocitycard.com/]. It is a ‘key to Sarajevo’ that provides access to numerous attractions, includes public city transport, as well as various discounts and opportunities,” Haris Fazlagić, President of the Tourist Board of the Sarajevo Canton said.
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