Welcome to Bosnia and Herzegovina
WELCOME TO BOSNIA AND HERZEGOVINA PROMOTIONAL CAMPAIGN
The “Welcome to BiH” pilot tourism promotion campaign was carried out during July-August 2005 under the official auspices of the BiH Ministry of Foreign Trade and Economic Relations (MOFTER) in cooperation with the Entity Ministries of Trade and Tourism, the Foreign Trade Chamber, the Tourism Association in BiH, the State Border Service, and with extensive support from the USAID Cluster Competitiveness Activity (CCA).
The campaign, promoting local tourism attractions at the BiH’s most frequented northwest border crossings, indicated that the BiH Diaspora makes up the majority of foreign arrivals in the country during the peak summer season. Therefore, one of the key conclusions from the Campaign was that BiH’s tourism stakeholders should target the BiH Diaspora countries in future product development and promotional activities.
Local tourism attractions were promoted to the so called “transit tourists” in order to motivate them to spend the part of their 2005 vacations in BiH, or to consider visiting the country in the near future. Each arriving vehicle was greeted by CCA-trained staff who distributed promotional materials that included specially designed bags, maps, CDs and brochures.
Upon analysis of the data collected during the Campaign and unofficial estimates provided by the BiH State Border Service, CCA estimates that more than 720,000 foreign visitors arrived in BiH during July and August 2005. The total number of tracked arrivals at different border crossings consistently showed that the BiH Diaspora represented almost 80 % of all foreign visitor arrivals. The data on foreign tourist arrivals showed that Slovenians were by far the largest group, with a 32% share, followed by Germans, Austrians, Poles and Italians.
The Welcome to BiH Campaign enhanced cooperation between the private and public sectors in the BiH tourism sector, generated data on numbers and profiles of tourists arriving or transiting through BiH, and received extensive media coverage. It also indicated that an essential precondition for embarking on any similar promotional activity in near future is the commitment for cooperation and close coordination among different ministries, agencies and associations accompanied by the full utilization of the private sector.
To read the full Report “Welcome to BiH”, click here to download the PDF document.
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