During the world’s largest fair – ITB Berlin, on March 8, 2023, USAID Turizam Chief of Party Ibrahim Osta and EMEA Accounting Director in Routes Mark Bassarab signed the Joint Implementation Plan with the aim of branding the destination of Bosnia and Herzegovina through increasing the capacity of air routes.
The development of air routes can play an important role in making the country’s tourism brand more attractive and more visible. A country’s tourism brand is a platform through which a destination communicates, promotes, and sells its tourism products and experiences. Furthermore, a recognizable tourism brand helps to increase the visibility of the destination and creates a positive image and reputation for the country. The more people are exposed to the destination’s brand and are aware of its values, the greater the interest and demand among foreign tourists, which in turn can catalyze local and international investment.
Photo Credit: Jasmin Agović
The Routes company is fully focused on the development of air routes, and the company’s portfolio includes events, media, and online business. The company organizes and hosts world-renowned airline and airport networking events through its regional and global route development forums. These forums are successfully held in key markets throughout the year in Asia, Europe, and America. These forums are successfully held in key markets throughout the year in Asia, Europe, and America.
There are several key reasons why this cooperation is significant in the long term for the development of tourism in Bosnia and Herzegovina:
– monitoring the latest trends in the development of air traffic across the globe
– branding the destination of Bosnia and Herzegovina at the global level
– increasing the trade’s capacity
– motivating the governmental structures and policy makers to work together on the recognition of the destination in the world
With this partnership, it was also announced that representatives from the Routes company would be at this year’s Sarajevo Business Forum. The Routes company will conduct in-depth market research in Bosnia and Herzegovina, and present challenges and opportunities for the development of air routes in Bosnia and Herzegovina.
Photo Credit: Jasmin Agović
Foreign investors are often looking for destinations with a well-established reputation, a stable economic environment, and a recognizable tourism brand that has a competitive value on the international market. In fact, one of the main advantages of the start of cooperation between the USAID Tourism project and the Routes company is that foreign investors will have the opportunity to learn about the development of sustainable tourism in Bosnia and Herzegovina and to receive security and protection for their investments.
Development and investment in the growth and expansion of air routes is the basis of tourism growth that brings direct economic benefits and opportunities in the wider economic value chain!
