No tourism strategy: How long will Sarajevo's beauty alone be enough for visitors?

By Amra Varatanović

Numerous tourists, as well as all those who have the opportunity to visit Sarajevo, agree that it is one of the most beautiful cities in Europe with a rich history, culture, and plenty to see. 

However, despite the large number of tourists, although there is no precise data on their arrivals, it seems that Sarajevo does not benefit much from it. The situation with two Tourist Boards in the Sarajevo Canton has further complicated matters, so in the middle of the tourist season, there is no clear strategy on what the capital city can offer its guests. 

But, the silver lining is that tourists mostly manage on their own. Following city maps and researching online, asking residents, they find what they want to see. They often ask on public transport how to get to the Tunnel of Hope, Skakavac Waterfall, Vrelo Bosne, as well as Zmajevac, Yellow and White Fortresses...

We often hear from the leaders of the Sarajevo Canton that Sarajevo can offer a lot, but words have not yet turned into action. Why, for example, has a tourist brochure not been printed that would cover the most important destinations that tourists should definitely visit in and around Sarajevo in one place?

A large number of tourists in recent years wondered why the National Museum of Bosnia and Herzegovina was closed, and now that its doors are open, tourists have to find their own way to the Museum instead of it being one of the first things tourist guides would offer them. However, here too, we have a situation where there are legal guides and those who just present themselves as such, intercepting tourists and guests at the bus station or upon arrival at Sarajevo Airport. 

Disorganized public transport, combined with "abuses by Sarajevo taxi drivers," are blemishes that tourists certainly remember during their stay.

Not to mention the robberies that are daily occurrences, even in broad daylight. The perception that the city of Sarajevo can and should function only during the Sarajevo Film Festival is wrong, although it is true that the city comes alive then more than at any other time of the year.

However, Sarajevo could and should offer full service to tourists throughout the year, especially in the summer and during holidays. 

Numerous tourists, by posting photos from the places they visit, also point out shortcomings of the capital of Bosnia and Herzegovina or criticize the insufficient utilization of these assets.

One of the guests currently staying in Sarajevo, Dr. Chris Giza, posted photos of religious sites on Twitter, highlighting the incredible diversity in a small area. On the other hand, the photos he took at the White Fortress unfortunately show graffiti and stunted bushes and grass. But despite this, this guest is delighted with the "expensive view of the city," Kozija ćuprija, Kazandžiluk, the Miljacka River, the gastronomic offer, Baščaršija, Inat kuća, and Vijećnica, about which he even knew the stories.

However, the question is how long Sarajevo's beauty alone will be enough for visitors to come and stay. Statistics, at least those once presented by the Sarajevo Canton Tourist Board, show that tourists stay in Sarajevo for an average of a few nights and move on to Jajce, Mostar, Banja Luka, or even leave Bosnia and Herzegovina for Croatia, Serbia, or Montenegro.   

There is no clear strategy from the Sarajevo Canton or the Sarajevo Canton Government for the tourism sector, and most of what already exists and facilitates tourists' stays is thanks to the work of the city municipalities. Thus, the Old Town Municipality has opened an Info Center for tourists in Baščaršija and installed info panels with the most significant cultural and historical characteristics.