USAID Turizam organized a panel about halal-friendly tourism destinations as part of the Third International Halal Industry Fair – Sarajevo Halal Fair 2023
The Sarajevo Halal Fair (SHF) was held from May 17 to May 19, organized by Bosna Bank International (BBI) and the Agency for Halal Certification Bosnia and Herzegovina. USAID Turizam supported the organization of the “Halal-Friendly Tourism Destinations” panel as part of the 3rd International Sarajevo Halal Fair. The panel hosted local, regional, and international experts, with Feđa Begović, the USAID Turizam Chief of Party, as the moderator. The panel focused on presenting the growing segment of the tourism market – halal tourism – and how Bosnia and Herzegovina can capitalize on this tourism niche by investing in its development.
Participants of the panel
Halal-Friendly Tourism Destinations
During the session, discussions revolved around consumers and tourists seeking halal destinations, as well as many countries’ efforts to attract such travelers. Halal tourism is not just a trend; it is an essential factor for product and service providers to gain a competitive advantage in the local and global markets.
The importance of halal certification was also highlighted, which includes products, halal restaurants, accommodations, travel agencies, and experiences and services that are tailored to the needs of halal travel.
Feđa Begović, USAID Turizam Chief of Party, stated: “Halal tourism is one of the rapidly growing segments in tourism overall. The value of this tourism niche is estimated to be around $200 billion, making it a significant segment. Bosnia and Herzegovina as a destination is already making efforts to attract a portion of this market share.”
One of the key messages from the SHF is that halal tourism is booming, and many countries are beginning to capitalize on it. It is not enough to assume that tourists will visit Sarajevo and Bosnia and Herzegovina simply because they know there are halal facilities. It is more important than ever to work on building a competitive advantage. The concept of halal tourism promotes a unique lifestyle, and certification provides credibility and opens up opportunities for the valorization of all tourism offerings.
Sarajevo – The Jerusalem of Europe
One of the panel participants was Soumaya T. Hamdi, the founder and CEO of Halal Travel Guide (UK). She stated: “The reason why destinations like South Korea and Hong Kong are working hard to attract halal tourists, even when they already have established market segments, is because they recognize that the global Muslim population, about 70% of which is under 40 years old, means that they are young and entering the years of greatest earning capacity. They have money to spend, a desire to travel, and they want it to be in line with their values. Especially millennials and Generation Z, who want to travel and connect with their Muslim identity and is there a better place for that than here in Sarajevo – the Jerusalem of Europe, which is home to centuries-old Islamic heritage and truly embodies the harmony of coexistence. That is why people love Bosnia and Herzegovina.”
Therefore, the advantage that Sarajevo and BiH have in terms of branding and attracting Muslim travelers will undoubtedly be extending a hand and sharing this message: “Come, you are welcome here. Here you have history, here you have connections,” concluded Soumaya T. Hamdi.
Soumaya T. Hamdi, the founder and CEO of Halal Travel Guide (UK)
My Sarajevo, My Story
pHd Abdulgafar Velić, the Main Imam of the Majlis of the Islamic Community, emphasized that Sarajevo has great potential for religious tourism, alongside numerous world metropolises that are highly positioned on the lists of top global halal destinations. Driven by the desire to include Sarajevo on that list, the Majlis of the Islamic Community and the Canton Sarajevo Tourism Association have initiated the project “Feel the Spirit of Ramadan”. Emina Nizić, the coordinator on behalf of the Canton Sarajevo Tourism Association, stated that it is important to have differentiated elements in the tourism offer that will make Sarajevo a competitive destination at the international level. During this discussion, Nađa Lutvikadić-Fočo, the Head of Promotion Communications at BH Telecom, spoke about the importance of raising brand awareness and how the private and public sectors, by promoting company activities, have the opportunity to contribute to destination promotion. One of the best examples of this is the campaign “My Sarajevo, My Story” branded by BH Telecom for the Sarajevo Film Festival.
Nađa Lutvikadić-Fočo, the Head of Promotion Communications at BH Telecom and Abdulgafar Velić, the Main Imam of the Majlis of the Islamic Community
Halal Certification for Safe Halal Travel
One of the panel participants was Vildana Džafić, the Head of Department at the Agency for Halal Quality Certification, who announced that Sarajevo would be the first certified halal-friendly tourist destination in the region and Europe, according to unofficial information, even in the world. Taking into account that the Agency for Halal Quality Certification ranks among the top 5 in the world and has successfully certified 7,500 unique products so far, hotels and other service providers in tourism and hospitality can provide services in accordance with halal certification. On that occasion, Ivana Karanikić, the owner of Balkans Luxury Concierge j.d.o.o., confirmed from personal experience that tourists demand certified services and that it is necessary to raise awareness that certified services have added value in the market.
Halal tourism embodies the idea of supporting cultural and social cohesion, which represents a substance for multicultural communities. Just like the ones you can find in Sarajevo – the Jerusalem of Europe! By organizing this panel, USAID Turizam stimulates the growth of the tourism industry and positions Bosnia and Herzegovina as one of the most exciting and appealing international tourism destinations, with the aim of raising standards, increasing the number of visits, and reducing seasonality.
About Sarajevo Halal Fair
The Sarajevo Halal Fair (SHF) is an international fair of the halal industry organized by Bosna Bank International d.d. Sarajevo and the Halal Quality Certification Agency. It connects representatives from all parts of the halal industry chain, including private companies, public corporations, accreditation bodies, government officials, and other representatives of the halal market.
The halal market is one of the most dynamic global markets, recording significant growth trends year after year and providing great potential for development.
SHF opens opportunities for business meetings with producers, distributors, investors, and holds B2B meetings, representing an excellent opportunity for manufacturers to showcase their products and services to halal distributors from around the world.
This year’s edition of the fair lasted three days, featuring a rich program and the presence of world experts in the field of the halal industry. Watch the video record of the panel below:
