In the framework of ITB Berlin, the world’s largest tourism fair, USAID’s Developing Sustainable Tourism in Bosnia and Herzegovina (Turizam) facilitated the establishment of the “Mystical Balkans” marketing collaborative between the National Tourism Organization of Serbia, National Tourism Organization of Montenegro, Tourism Association of Canton Sarajevo, Tourism Organization of Republika Srpska and Herzegovina Tourism Cluster.
Tourism is a crucial sector for the economies of Serbia, Montenegro, and Bosnia and Herzegovina. These countries offer a diverse range of natural beauty, cultural heritage, and adventure activities that can attract tourists from around the world. However, to effectively compete in the global tourism market, it is essen-tial for these destinations to work together and coordinate their market-ing efforts, especially in the long-haul markets.
The” Mystical Balkans” marketing collaborative seeks to establish a frame-work for cooperation in joint marketing activities in source markets of mutual interest to foster collaboration and strengthen the relationships between the parties in the development of the tourism sector in the region, resulting in the sustainable growth of their respective tourism sectors and contributing to the economic development of the region.
The agreement signing was witnessed by head of ITB Corporate Social Responsibility Rika Jean Francois, and took place at the “Sustainable Western Balkans: Balancing Promotion and Protection of Europe’s Rising Destinations” session, where USAID Turizam Chief of Party Ibrahim Osta presented the project’s ongoing efforts to develop a more sustainable and reliant BiH. The presentation was led by Prof. Dr. Claudia C. Broezel, University of Sustainable Development and Faculty of Sustainable Business Administration and featured a range of specialists in sustainable tourism from the Western Balkans who offered their insights into promoting and protecting the fast-emerging region.
As part of the “Mystical Balkans” marketing collaborative, the three countries will pool resources and maximize the impact of joint marketing activities that aim at enhancing the visibility and consideration of the countries. The agreement also encourages the sharing of best practices and knowledge to develop a shared understanding of the target source markets and their tourism trends and consumer behaviors.
