The Tourism Association of Canton Sarajevo once again took part in the 47th International Tourism Fair in Belgrade, held from February 19 to 22, 2026. Recognized as one of the most significant tourism fairs in the region, this year’s event gathered more than 350 exhibitors, tourism organizations, tour operators, and media representatives from Serbia and abroad.
As part of the fair program, meetings were held with representatives of travel agencies and tour operators from Serbia and across the region, opening new opportunities to strengthen cooperation and increase tourist traffic. The stand of the Tourism Association of Canton Sarajevo was also visited by Husein Memić, Serbia’s Minister of Tourism and Youth, who expressed his support and emphasized the importance of mutual collaboration between the two markets.
The regional market represents one of the most important source markets for Canton Sarajevo. According to statistical data from the Tourism Association of Canton Sarajevo, visitors from Serbia ranked among the top five tourist groups last year, generating nearly 37,000 arrivals and almost 75,000 overnight stays.
During the 47th Belgrade Tourism Fair, Sarajevo and Bosnia and Herzegovina presented a rich and diverse tourism offer, with a special focus on cultural and historical heritage, authentic gastronomy, festival and event tourism, as well as year-round experiences on the Olympic mountains surrounding Sarajevo. Visitors had the opportunity to discover the unique blend of tradition and contemporary urban life that makes Sarajevo one of Southeast Europe’s most attractive destinations.
At the Sarajevo stand, the tourism offer was presented in cooperation with the Tourism Association of Central Bosnia Canton, Una National Park, and leading hospitality partners including Courtyard by Marriott Sarajevo, Hotel Hills Sarajevo, Hotel Hollywood, Swissôtel Sarajevo, Tarčin Forest Resort & Spa Sarajevo, as well as the travel agency Zoom Travel.
Through this joint promotional appearance alongside other tourism boards and private-sector partners, Sarajevo’s tourism stakeholders enabled direct promotion of their services and experiences to both end travelers and business partners, further strengthening the region’s position as a leading destination in the Balkans.
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