This year has marked a record-breaking tourist season for Bosnia and Herzegovina, surpassing even the pre-pandemic highs of 2019. With unprecedented visitor numbers, the country is seeing a surge in foreign tourists and record traffic at Sarajevo International Airport, which could be pivotal for attracting British travelers.
At the beginning of last year, the esteemed Guardian published a travel piece highlighting the natural beauty and cultural landmarks of Bosnia and Herzegovina in superlatives. Titled "Stunning Landscapes and Beautiful Cities of Bosnia and Herzegovina," the article invites readers on an adventure starting from the foothills of Mount Cincar and featuring encounters with the unique Bosnian wild horses.
This year, the British Telegraph once again spotlighted the natural splendor of Bosnia in an article about the best hiking destinations in Europe. Additionally, influencers on TikTok have described Bosnia and Herzegovina as "magical" and a "paradise on earth" with affordable prices.
The growing interest among British tourists is not solely based on media coverage but is also reflected in official statistics. Since 2021, the number of British visitors has been rapidly increasing. According to the Agency for Statistics of Bosnia and Herzegovina, 4,531 British tourists visited the country in 2021, and that figure rose to 11,465 in 2022. This year, the number is expected to reach 14,101, with statistics for the first six months suggesting continued growth.
A key factor contributing to the increased interest from British tourists is the airline route connecting Sarajevo with London. The low-cost carrier Ryanair launched operations from London Stansted in March of this year, while WizzAir operates flights to London Luton twice a week.
In August, Sarajevo International Airport recorded a remarkable 259,017 passengers, representing a 24.2% increase compared to the same month last year. The airport also welcomed its millionth passenger in August, nearly a month and a half earlier than in 2023.
Ryanair has already confirmed plans for the summer season of 2025, maintaining the London Stansted - Sarajevo route with three weekly flights.