The presence of Sarajevo at ITB Asia reflects the increasing importance of the Asian market for the capital of Bosnia Herzegovina. “We are here to show the best of our city and promote our culture, our traditions, our architectural heritage and above all, our unique lifestyle shaped by the blend of all religions,” Faruk Caluk, Senior Advisor for the Development of Tourism and Creative Projects at the Tourism Association of Sarajevo Canton, told ITB Asia News.
For the Asian market, the city is also promoting special interest such as winter holidays. “Snow activities are attractive as Sarajevo is only 20 minutes away from mountains. There is also the possibility to visit the installations of our Winter Olympic Games,” added Mr Caluk.
Another promotional highlight is the Sarajevo Summer Fest. Each August, the festival brings together musicians and dancers from all over to the Bosnian capital.
Getting to Bosnia-Herzegovina is relatively easy for Asian travellers thanks to many flights connecting the capital city to international hubs. “The most convenient from Asia is certainly Istanbul as we have many daily flights with Turkish Airlines. But there are also good connections via Dubai with Flydubai, via Frankfurt, Vienna and Zurich with the Lufthansa Group as well as via Belgrade with Air Serbia,” explained Mr Caluk.
Travellers have a choice of luxury and middle-class hotels including properties from international chains. Sarajevo already has two Marriott properties, one Rotana and three Accor properties – Ibis Style hotel, M-Gallery and Mövenpick. “We expect to have two Hilton properties in 2026, including a Hampton by Hilton in Sarajevo city centre. Such a brand will further boost our reputation,” Mr Caluk highlighted.
