Fuel and discover the tourist potential of Bosnia and Herzegovina
More than 100 Ina gas stations across Bosnia and Herzegovina have joined the mission of promoting tourism, and over 1000 employees are currently being educated in areas of effective communication with customers at the Turizam Academy, with a special focus on tourists as a target group.
Bosnia and Herzegovina, a jewel in the heart of Europe, is enhancing its tourism promotion strategies through a unique and innovative partnership.
In a pioneering initiative, USAID Turizam has teamed up with Ina gas stations to train gas station workers as tourism ambassadors for Bosnia and Herzegovina (BiH). The aim of this unique project is to leverage the extensive network of Ina gas stations as information centers, promoting the numerous attractions and cultural sites the country offers. Employees are encouraged to direct transient tourists to QR codes at the gas stations as a way of providing additional details about tourist destinations and itineraries. Gas stations will be equipped with posters and flyers with QR codes, making it easier for travelers to learn more about tourist attractions and travel opportunities in BiH.
Why gas stations?
Gas stations are often the first point of contact for travelers entering the country. By transforming these stations into mini-tourist information centers, the project harnesses the opportunity to provide visitors with valuable insights, recommendations, and cultural nuances right upon their first stop in BiH. Additionally, these newly trained ambassadors are equipped with basic skills such as effective communication, understanding tourist needs, and intercultural interactions. This ensures that every tourist receives a warm, informative, and personalized introduction to BiH.
Speaking about the importance of this collaboration, Karl Wurster, Director of the Office for Economic Development of USAID/BiH, highlighted: “Our partnership with the Holdina company and Energopetrol is a pivotal moment, and we are proud to announce the launch of this new initiative for tourism development. This collaboration demonstrates our dedication to promoting sustainable development and economic growth in the region. By training gas station staff as tourism ambassadors, we are tapping into the untapped potential of various locations, providing valuable services and information to travelers. Through hospitality and tourism attraction training, we aim to enhance the overall experience of visitors, making their journeys unforgettable.”
“Also, this is a promotion of tourism outside traditional frameworks because we have shown how companies can play a dual role in their operations. We believe that this innovative approach will have a positive impact on the entire tourism value chain and will further strengthen the overall tourism ecosystem. Together, we embark on an enriching journey towards a brighter and more prosperous future for Bosnia and Herzegovina,” he concluded.
Continuation of successful collaboration
The success of the 2021 collaboration hinted that in the future, Holdina and Energopetrol will recognize the quality of some new initiatives, like ‘Fuel up and discover the tourist potential of Bosnia and Herzegovina’. USAID Turizam identified Holdina and Energopetrol as strategically important partners for introducing innovative methods of destination promotion, and this collaboration was preceded by a partnership during the COVID-19 pandemic period.
During 2021, in the midst of the pandemic, the safety of travelers and employees working closely with travelers was a top priority. During this period, USAID Turizam prepared courses titled ‘Guidelines and protocols for health protection from COVID-19 in tourism’, which affirmed that workers, with responsible behavior and service to clients, can be safe at the workplace, while still meeting the demands of an uncertain market dynamic. Holdina and Energopetrol, as socially responsible employers, recognized the importance of the safety of their employees and travelers fueling at their gas stations and adopted all recommended measures in accordance with COVID-19 guidelines to ensure complete protection from infection at work.
Boosting local tourism
The initiative is not just about promoting the well-known attractions of BiH. A significant part of the training involves acquainting workers with lesser-known destinations and local experiences. This encourages sustainable tourism and ensures a more even distribution of tourist traffic, benefiting local communities and lesser-known sites.
Early feedback from tourists has been overwhelmingly positive. Many appreciate the convenience of receiving tourist information without making an additional stop. The personal touch and localized recommendations also add a unique charm to their experience in BiH.
Given the success of this collaboration, there are already discussions about expanding the program. Plans include introducing multilingual resources, interactive maps, and even collaborating with local artisans to showcase authentic Bosnian and Herzegovinian crafts at these gas stations.
The collaboration between USAID Turizam and Ina gas stations is a testament to the potential of innovative thinking in promoting tourism. By tapping into daily interactions at gas stations, BiH is not only strengthening its tourist outreach but also creating unforgettable experiences from the moment a visitor sets foot in the country.
