The Tourism Association of Canton Sarajevo is once again presenting the tourism offer of the region at the international f.re.e – Travel & Leisure Fair, taking place from February 18 to 22, 2026, at Messe München. The 2026 f.re.e fair is one of Europe’s largest travel and tourism exhibitions, focusing on the promotion of destinations, products, and tourism services.
For the Tourism Association of Canton Sarajevo, participation in the fair represents an opportunity not only to promote cultural, historical, natural, and year-round tourism offerings but also to present Sarajevo and Bosnia and Herzegovina’s attractions to an international audience, network with potential tourism partners, and increase destination visibility to attract new visitors and investments.
The fair was attended by the Chairman of the Tourism Association of Canton Sarajevo, Haris Fazlagić, who highlighted the importance of the German market as one of the most significant source markets for Sarajevo Canton and Bosnia and Herzegovina.
“Our long-term goal is to position Sarajevo as a year-round destination—a city where cultures meet, rich in history and natural beauty, but also a hub for active and urban tourism. Participation in the Munich fair is an important step in strengthening cooperation with partners and tour operators and increasing the number of arrivals from Germany,” Fazlagić emphasized.
According to statistics from the Tourism Association of Canton Sarajevo, the number of tourists from Germany has been steadily increasing: nearly 24,000 in 2023, over 26,600 in 2024, and more than 29,500 in 2025. German visitors are now among the top five source markets for Sarajevo Canton.
At the fair, Sarajevo and Bosnia and Herzegovina showcased cultural and historical heritage, festivals, museums, and historical attractions, as well as natural landscapes and active tourism opportunities—including the mountains surrounding Sarajevo, hiking, cycling, and winter sports. The exhibition also serves as a B2B platform, allowing the Tourism Association of Canton Sarajevo to establish contacts with tour operators, travel agencies, and distributors from Germany and other European markets. This strategic networking aims to further increase arrivals, explore promotion and package deal opportunities, and strengthen collaboration with tourism partners and agencies.