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Visit Sarajevo, also known as the Tourism Association of Canton Sarajevo was founded in 2017 by the government of the Sarajevo Canton to develop, preserve, and protect tourist and cultural values in the Sarajevo Canton.^[1] It is a nonprofit organization self-tasked with developing, maintaining and marketing programs to further develop tourism in Sarajevo, Bosnia and Herzegovina. ^[2]

Visit Sarajevo, officially known as the Tourism Association of Canton Sarajevo, is primarily funded through tourism-related taxes, including levies on hospitality businesses such as hotels. These funds are allocated via the Ministry of Economy of Sarajevo Canton to support tourism development and promotional activities.^[3]

In 2025, Visit Sarajevo announced a significant investment of 3.5 million BAM to co-finance airline routes, marking the largest allocation among its projects for that year. This initiative aims to enhance air connectivity and stimulate tourism growth in the region. Previously, over 1.26 million BAM had been invested in 2024 through subsidy programs facilitated by public calls.^[4]

The co-financing program, implemented in collaboration with Sarajevo International Airport, the Government of Sarajevo Canton, and the Ministry of Economy, has resulted in Sarajevo being connected to at least 39 global destinations via 28 different airlines.^[5] These routes include major European hubs in countries such as Turkey, Germany, Austria, Italy, the United Kingdom, France, Sweden, Switzerland, Norway, as well as neighboring Serbia and Croatia.^[6] Additionally, direct flights have been established to several Asian cities, including Kuwait, Dubai, Abu Dhabi, Riyadh, Jeddah, Doha, Sharjah, and Manama.^[7]

These strategic investments have led to increased tourist arrivals, improved global connectivity for Sarajevo Canton, reduced seasonality in tourism, and more affordable travel options for visitors.^[8]

Visit Sarajevo maintains international representative offices to support tourism promotion and foster cooperation with foreign tourism stakeholders. These offices are located in Belgrade (Serbia), Istanbul (Turkey), Copenhagen (Denmark), London (United Kingdom), and Vienna (Austria). Their activities are aimed at increasing the visibility of Sarajevo Canton as a tourist destination and establishing strategic partnerships with international markets.^[9]

Visit Sarajevo supports various cultural initiatives and events to enhance the city’s tourism appeal. Notable events include:

• Sarajevo City Card: This initiative offers visitors discounts on museum entries, public transportation, cable car rides, accommodations, guided tours, dining, shopping, and other services. It aims to provide a cost-effective and convenient experience for tourists.^[10]
• Support for Cultural and Tourism Projects: In collaboration with the Sarajevo Canton Government, Visit Sarajevo has supported over 230 projects encompassing culture, sports, entertainment, tradition, and gastronomy. These efforts have involved partnerships with more than 150 institutions, businesses, associations, and sports federations to enrich Sarajevo’s tourist offerings.^[11]
• Sarajevo Travel Fest: Held on April 25–27, 2024 for the first time, this bi-annual festival provides a platform for presentations ranging from individual promotions to gastronomy, folklore, music, and other cultural content. It includes a professional conference on “Creative and Sustainable Communities in 21st Century Tourism,” featuring speakers from around the world.^[12]
• Baščaršija Nights: An annual cultural festival held every July in Sarajevo, celebrating the city’s rich cultural heritage through a diverse program of music, theater, exhibitions, and other artistic performances.
• Sarajevo Holiday Market: An annual winter festival and Christmas market held from early December to mid-January, featuring a bazaar with over 50 vendors, various attractions, and entertainment options.
• Sarajevo Winter Festival: An annual international cultural festival held since 1984, encompassing a wide range of artistic disciplines, including music, theater, visual arts, literature, and film.
• Garden of Dreams: A multi-day electronic music festival held in late May or early June, utilizing various venues throughout Sarajevo and hosting a mix of daytime and nighttime events.

In January 2018, the Tourism Association of Canton Sarajevo (Visit Sarajevo) received the award for Best Organized Stand at the 22nd East Mediterranean International Tourism and Travel Exhibition (EMITT) held in Istanbul, Turkey. The award was presented by EMITT director Hacer Aydin.^[13]

In 2020, the Tourist Board of Sarajevo Canton was awarded the Star of Tourism BiH by the Chamber of Commerce of the Federation of Bosnia and Herzegovina in the category of the best tourist organization in the country.^[14]

In November 2023, the Tourism Association of Canton Sarajevo (Visit Sarajevo) received the Swiss Tourism Award at the Swiss International Holiday Exhibition held in Lugano, Switzerland. The award was presented in recognition of Sarajevo’s cultural and historical heritage, under the designation “Melting pot of cultures, animated by one common spirit.^[15]

In September 2023, Visit Sarajevo received special recognition during the ninth edition of the Sarajevo Unlimited forum, a regional event dedicated to technology and entrepreneurship. The award acknowledged the organization’s efforts in the development, enhancement, and promotion of tourism within the Sarajevo Canton. The recognition was presented as part of the forum’s initiative to highlight strategic partnerships that contribute to sustainable solutions and innovative approaches in various sectors, including tourism.^[16]

In October 2024, Sarajevo was named the world’s top destination for 2025 by readers of National Geographic Travel, as part of the magazine’s annual Best of the World list.^[17] The recognition highlighted Sarajevo’s rich cultural heritage, natural beauty, and resilient spirit. National Geographic emphasized the city’s centuries-old history, exemplified by landmarks. The magazine also noted Sarajevo’s appeal to history enthusiasts, wine lovers, and outdoor adventurers, citing attractions like the city's numerous museums, local wine varieties such as Žilavka, Blatina, and Vranac, and activities including river rafting, alpine skiing, and hiking to nearby waterfalls.^[18]

The accolade was attributed in part to the efforts of the Tourism Association of Canton Sarajevo (Visit Sarajevo), which has been instrumental in promoting the city as a tourist destination. The association’s initiatives, in collaboration with partners like the USAID Turizam project, included hosting National Geographic contributors and launching online campaigns to raise awareness of Sarajevo’s candidacy for the award. These efforts contributed to increased international recognition and engagement, ultimately leading to Sarajevo’s selection as the top destination.^[19]

Visit Sarajevo has engaged in strategic sports sponsorships to promote the Sarajevo Canton and its tourism brand. The organization is the general sponsor of KK Bosna Visit Sarajevo, a basketball club based in Sarajevo and the 1979 European Champions Cup (now EuroLeague) winner.^[20]

Additionally, Visit Sarajevo maintains a partnership with FK Sarajevo, one of Bosnia and Herzegovina’s most prominent football clubs. As part of the partnership, the club features the Visit Sarajevo logo on its official match kits, reinforcing the brand’s visibility through domestic and international sports competitions.^[21]

• Official website