The Sarajevo Canton Tourist Board presented the tourism offer of Sarajevo Canton at FITUR Madrid, one of the world’s most important international tourism fairs, held from 21 to 25 January 2026. Over five highly dynamic days, FITUR brought together key stakeholders of the global tourism industry and served as a major platform for business meetings, networking, and destination promotion on the international market.
Participation in FITUR provides an excellent opportunity to strongly position Sarajevo as an attractive, authentic, and easily accessible destination, rich in cultural and historical heritage, natural beauty, gastronomy, and the renowned hospitality for which the city is known.
The Sarajevo Canton Tourist Board’s stand was also visited by the Ambassador of Bosnia and Herzegovina to the Kingdom of Spain, Ms. Vesna Andree Zaimović, with whom the Tourist Board maintains excellent and continuous cooperation. Particular emphasis was placed on the strong support of the Embassy of Bosnia and Herzegovina in Spain, which is actively involved in coordinating initiatives related to the opening of new air routes between Spain and Sarajevo. Such projects represent an important step toward improving air connectivity and further developing inbound tourism from this growing market.
Alongside the Sarajevo Canton Tourist Board, tourism professionals, hoteliers, and travel agencies also took part in FITUR as key partners in joint promotional activities. Their presence further strengthened Sarajevo’s appearance on the international stage and enabled direct business contacts with tour operators, airlines, and other relevant stakeholders in the tourism sector.
FITUR once again proved to be a highly important platform for promoting the tourism potential of Sarajevo Canton, establishing new business partnerships, and strengthening Sarajevo’s presence on the global tourism market—particularly in the context of enhancing air connectivity and opening up new outbound markets.