BiH is an attractive tourist destination for investors and business leaders from around the world

(Patria) - At the very end of this year's edition of the Sarajevo Business Forum, in cooperation with the USAID Sustainable Tourism Development Project in Bosnia and Herzegovina (Turizam), a panel titled "Perspectives on Tourism Development with Special Emphasis on Tourism and Franchises" was held.

The panel, moderated by Azra Džigal, Team Leader for Destination Competitiveness, USAID Developing Sustainable Tourism in Bosnia and Herzegovina (Turizam), featured Ivana Kolar, CEO of Julius Rose d.o.o., Murat Can Kinay, Director of Franchise Support at Hilton, Jasmin Mehić, Director of ZOI '84, and Mehmet Çallıoğlu, CEO and Founder of Healing Journey Medical Travel.

Discussions focused on key perspectives for tourism development in BiH, with a special emphasis on health tourism and franchises. Panelists shared their experiences and ideas on how to improve the tourism offer and attract a larger number of visitors.

Ivana Kolar, CEO of Julius Rose d.o.o., emphasized that health tourism can be part of the solution as it attracts visitors throughout the year.

- It is necessary to develop infrastructure and gather all stakeholders to work together, as we often lack cooperation at local destinations. If we want to progress, we must unite - Kolar stated.

Murat Can Kinay, Director of Franchise Support at Hilton, highlighted the importance of franchises for successful business operations.

- Hilton franchises succeed in combining a globally recognized brand with local expertise, which contributes to economic development, increases revenues, and strengthens public infrastructure. Franchises allow owners to adapt them to local culture, which travelers seek - Kinay said.

Jasmin Mehić, Director of ZOI '84, stated that tourism is a strategic industry in BiH, although we are only at the beginning of its development.

- We must brand our destination as year-round and enable a transition from agriculture to tourism. It is necessary to encourage local businesses to turn more towards tourism - Mehić concluded.

Mehmet Çallıoğlu, CEO and Founder of Healing Journey Medical Travel, spoke about health tourism experiences from Turkey:

"To engage in medical tourism in Turkey, you must have a license from the Ministry of Health and support from the Ministry of Economy and Trade.

It is crucial to follow international processes and rules, focusing on the entire process from start to finish, not just on price and marketing, in order for health tourism to be sustainable."

Following the panel, an Investment Conference in Tourism was held: Project Presentations and Networking for Project Owners and Investors (powered by USAID).

This was a good opportunity for project owners and investors to present their projects and network with potential partners. Feđa Begović, Director of the USAID Sustainable Tourism Development Project in BiH, and Mirsad Jašarspahić, President of the Chamber of Commerce of the Federation of BiH, spoke about the importance of investment in the tourism sector and the opportunities it provides.

The study 'Investments in Tourism in BiH' prepared by the International Finance Corporation (IFC) was presented.

The study provided a detailed overview of the investment potential in the tourism sector in BiH, highlighting key areas for development.

On this occasion, Karl Wurster, Director of the Economic Department at USAID/BiH, said:

"The Sarajevo Business Forum is a key business and investment event in the Western Balkans. The U.S. Government is proud of its cooperation with BBI Bank in enhancing the international competitiveness of Bosnia and Herzegovina and fostering tourism growth.

Through the USAID Sustainable Tourism Development Project, valued at 20 million US dollars, we aim to improve human capital, facilitate access to finance, and enhance destination branding.

We focus on developing sustainable tourism, with special emphasis on health tourism and franchising. The dynamic health tourism industry provides an opportunity for Bosnia and Herzegovina to attract health-conscious travelers, utilizing thermal waters and healing landscapes.

We are also discussing the importance of franchising for Bosnia and Herzegovina, such as opening Hilton hotels in Sarajevo and Mostar.

The Sarajevo Business Forum is a platform for partnerships, exchanging ideas, and presenting opportunities. We invite investors to explore the potential of Bosnia and Herzegovina and lead the country towards a sustainable tourism future. USAID is committed to supporting every step of this journey."

The thirteenth Sarajevo Business Forum brought together leading global businessmen, investors, experts, and government representatives to discuss key economic issues and explore opportunities for investment and cooperation.

Over the two days of the forum, several panels were held covering topics such as innovation, investment, sustainable development, regional cooperation, digital transformation, and tourism.

The first working day of the forum was held in the Parliament of BiH, with a series of panels dedicated to regional perspectives on EU membership and investments. The second working day at the Swissotel brought discussions on railway infrastructure and digital transformation, while the final day was dedicated to tourism development.

The Sarajevo Business Forum showed that Bosnia and Herzegovina is an attractive destination for investors and business leaders from around the world. The forum enabled networking, exchange of ideas, and exploration of new business opportunities, which is crucial for the economic development of the country and the region.

Through discussions and presentations, participants gained insight into the potentials and challenges of various sectors, which could lead to concrete investment projects and collaborations in the future.

The Sarajevo Business Forum once again demonstrated why it represents a key platform for promoting the economic potential of Bosnia and Herzegovina. As one of the most prestigious business events in the region, SBF has an invaluable impact on the domestic economy, providing opportunities for investment, networking, and the development of new business initiatives.