The Sarajevo Canton Tourist Board kicked off this year’s international promotion at the renowned Vakantiebeurs Travel Fair, held from 8 to 11 January 2026 at the Royal Jaarbeurs Exhibition & Convention Centre in Utrecht.
We presented our rich tourism offer to Dutch travelers, who are known for their love of nature, active holidays, and authentic experiences. With its unspoiled mountains, rivers, lakes, and vibrant cultural heritage, Bosnia and Herzegovina is an ideal destination for outdoor adventures—including rafting, hiking, camping and glamping, cycling, and trekking. Visitors are welcomed by authentic culture and hospitality, the warmth of local communities, traditional cuisine, and historic towns that together create truly unforgettable experiences.
Bosnia and Herzegovina is affordable, safe, and increasingly sought after by travelers looking for more than a conventional holiday—exactly what Dutch tourists are increasingly seeking. A large share of the Dutch population travels regularly; according to statistics, as many as 72% of adults take a summer holiday, with an average trip length of around nine days, reflecting a strong travel culture and interest in destinations across Europe and beyond. Dutch travelers often choose relaxing holidays combined with nature, culture, and a variety of activities, and are among the most active travelers in Europe, averaging 2.5 trips per person per year.
Dutch tourists also have high purchasing power and a strong inclination to travel abroad, creating significant potential for destinations like Bosnia and Herzegovina that offer authentic experiences, rich cultural heritage, and outstanding natural beauty.
In the structure of tourist arrivals and overnight stays in 2025, the largest number of foreign visitors to Sarajevo Canton came from countries such as Türkiye, Serbia, Croatia, Germany, the USA, China, and other European and global markets. Although the Netherlands is not yet among the top source markets, tourists from “other countries” account for a notable share of international visitors, indicating that Sarajevo has strong appeal beyond its traditional key markets.