In a monumental achievement for Bosnia and Herzegovina, the capital city Sarajevo has been selected as the top destination for 2025 by the readers of National Geographic, marking the first time a Bosnian city has earned such a prestigious accolade. This recognition could significantly boost tourism not only in Sarajevo but across the entire country, drawing global attention to the region.

Sarajevo's selection as the top destination is particularly noteworthy given the stiff competition it faced from renowned global cities and regions. Among the other contenders that Sarajevo surpassed were tourism giants like Abu Dhabi, Barbados, Los Angeles, Guadalajara, Bangkok, Raja Ampat, and destinations from Florida, New Zealand, and Italy. These locations are recognized as major tourist hubs, attracting millions of visitors annually.

Victory over global tourism giants

Sarajevo named World's Top Destination for 2025 by National Geographic readers

NEWS

08:26 0

NEWS

08:26 0

 Abu Dhabi, for instance, invests heavily in tourism promotion, with a strategic plan to attract 39.3 million visitors by 2030 and increase the sector's contribution to the country's GDP to approximately 24.5 billion USD. In 2023 alone, the emirate spent around 13.3 billion USD on tourism-related activities. Likewise, Los Angeles recently launched a global advertising campaign, “Now Playing,” with a budget of 8.6 million USD to boost tourism.

In stark contrast, Sarajevo's first comprehensive tourism development strategy for the Sarajevo Canton was adopted just six days ago, making its victory even more remarkable. The city’s leap to the top of the “National Geographic” list demonstrates that a unique cultural heritage and authentic experiences can rival even the most well-funded tourist destinations.

What does being a top destination mean?

When a city is recognized as a top destination by National Geographic, it not only brings prestige but also has tangible benefits and raises expectations for the future.

1. Increased tourist interest and visits: This recognition will likely attract global attention from travelers searching for new and authentic destinations. Sarajevo can expect a rise in international visitors, boosting the local tourism industry and providing economic benefits. However, it also brings challenges, such as ensuring adequate transportation options, from local transit to international flights and train services, to accommodate the influx of tourists. Common questions will arise: How to get to Sarajevo? What to visit? Where to stay?

2. Growth in tourism and hospitality revenue: More visitors will logically lead to increased revenue for local hotels, restaurants, tour guides, museums, and other cultural and hospitality services. This will positively impact the local economy by creating new jobs and development opportunities.

3. Global Promotion: Being named a top destination by National Geographic significantly raises a city’s global profile. Sarajevo can now expect more visibility on the international tourism map, potentially attracting further investments in infrastructure and enhancing its tourist capacities. Local tourism agencies, as well as government bodies, must seize this opportunity to further promote Sarajevo as the go-to destination for 2025.

4. Development of cultural tourism: Sarajevo is steeped in history and culture, from its Ottoman and Austro-Hungarian heritage to modern-day events such as the Sarajevo Film Festival. This new title could inspire the development of more cultural events and better presentation of the city’s historical landmarks.

5. City Branding: This type of recognition helps brand Sarajevo as an attractive destination not just for tourists, but also for investors, digital nomads, artists, and creatives. Traditionally, Sarajevo’s branding has revolved around its Olympic legacy, multiculturalism, and wartime history. This new accolade provides a golden opportunity for marketing experts, particularly in the Sarajevo Canton Tourist Board, to rebrand the city and capitalize on its newfound status.

6. Increased media attention: Winning this prestigious title is sure to draw additional attention from global media outlets. This could lead to more articles, travel reports, and coverage across various platforms, further boosting Sarajevo’s global profile. Soon, many journalists and travel bloggers are likely to flock to the city to share its story with the world.

Preparing for the challenges ahead

While winter in Sarajevo offers a charming experience, tourists may also encounter some issues, such as the city’s infamously poor air quality. Sarajevo has been ranked as having some of the worst air pollution in the world, which may dampen the experience for some visitors during colder months.

Nevertheless, this award should catalyze the local authorities to take more serious measures in developing the city into a world-class tourist destination. Though some steps have already been taken, and others are in the planning stages, there is still much work to be done to ensure that, alongside the natural beauty of places like Bascarsija, visitors will have reasons to return to Sarajevo again and again.

This recognition by National Geographic marks a pivotal moment for Sarajevo and Bosnia and Herzegovina, positioning the city for a bright future on the global stage. Now is the time to capitalize on this success and transform it into long-term growth for the tourism sector.