1. Przno – May 2008 Promoting BiH Tourism and Promoting Tourism in BiH Experience of Bosnia and Herzegovina Snježana Derviškadić, MBA USAID Cluster Competitiveness Activity Emerging Markets Group Ltd Bosnia and Herzegovina

2. Przno – May 2008 2 Bosnia and Herzegovina Tourism Entering 21 st Century Infrastructure outdated or destroyed Local connections broken Overall economy in reconstruction or transition Market connections broken No recognition of tourism economic potentials within BiH Bosnia and Herzegovina = BiH

3. Przno – May 2008 3 Public Sector Organization (2004) Following the country’s administrative structure: BiH F BiHRS 10 Cantons Municipalities DB Municipalities Tourism BoardsMinistry

4. Przno – May 2008 4 Private Sector in Tourism (2004) Focused on outgoing Incoming operators very few and small in size and strength Disconnected within BiH Weak tourism experience and skills, strong technical skills (outdoor) Overall market experience limited

5. Przno – May 2008 5 Rafting Hiking M-biking Gliding Rock climbing Rapid and cave diving Mostar – UNESCO Medjugorje Wine Routes Perucica Mountaineering and rafting Bird Reserve Vjetrenica / Karst Archeological sites – Neolithic, Roman, Medieval History WWI Olympics Festivals Dynamic and live urban scene Cafe culture Outdoor at 30-45 min Goal: Competitive tourism product Improved tourism services Improved market performance Strategic Development of Tourism Competitiveness through Industry Cluster

6. Przno – May 2008 6 Product Development (Direct): Rafting Days of Krajina Tourism at BiH ski-resorts (Jan 2005) 2005 European Rafting Championships (infrastructure, communications) Four Rivers Product Group (Vrbas, Una, Neretva, Tara) Skipper and Team Leader Certification (IRF) – 50 licensed skippers White Water Diver Training and Certification 2009 World Rafting Championships Rafting tourism growth rate – 25% per annum

7. Przno – May 2008 7 Rafting Association, national team Recognition of rafting as tourism service category in government policy/law Other outdoor program improvements: –Mountain guide training –Hiking and mountain biking trails development, clearing and marking –Introduction of GPS service for bikers and hikers Formal registration of sport clubs as commercial agents Domestic production of rafts Product Development (Indirect): Rafting

8. Przno – May 2008 8 Strategic Development of Tourism In-country communication on benefits of tourism: –Individual actions covered by “local-local” media –Local tourist service providers trained in communicating with media –Industry Newsletter: TourBiH Public Awareness Campaigns –Tourism – Treasure at Hand (UNWTO –Tourism Enriches) –Clean is Beautiful Support to Public Sector Structures –Tourism Statistics Improvements –BiH Tourism Branding and Marketing Stategies –State Tourism Law

9. Przno – May 2008 9 2004 20052006 BiH F BiHRS 10 Cantons Municipalities DB Municipalities Tourism BoardsMinistryDepartment/Team 2007 Tourism Working Group

10. Przno – May 2008 10 Market Performance Trade fair participation –Regional: Belgrade, Ljubljana, Split –International: ITB, Vakantiebeurs-Utrecht, WTM (2007) International media –Press trips (individual journalists, Sky TV, Yahoo Adventurer) –Publications (Time Out, People and Places, Thomas Cook) –B2B visits (British Airways) BiH Visual Identity –Logo –Enjoy Life Bosnia and Herzegovina (9 international awards) –Tourism Promotion Stand (Best Stand Feature – WTM 2007)

11. Przno – May 2008 11 Results Thus Far – in numbers In country: –Government funding of tourism-related activities rose form BAM 3 million (2004) to over BAM 26 million (2008) –1/3 population ranks tourism as strongest economic growth potential –Increased international donor support –Development of new service centers Internationally: –38% increase in foreign tourist arrivals since project initiation –49% increase in foreign tourist overnights stays since project initiation –19.2% annual growth of international tourism arrivals in 2007

12. Przno – May 2008 12 Product improvement and development Market Entry Education Developement Strategy Identity/Brand Market Intelligence Archeological research Local patriotism Clean up for tourism Traveling within country Art and Music Highway and Railroad Heritage Sport Results Thus Far – in concepts

13. Przno – May 2008 13 Bosnia and Herzegovina – THE PLACE TO BE!