The EU and the German Government supported development of tourism brand “Sarajevo Outdoor City”


„Sarajevo Outdoor City” project announced today the branding strategy for promotion and improvement of active nature and outdoor tourism. This document will enhance the promotion and facilitate better marketability of tourism potentials of the Sarajevo Canton natural environs. The total value of the project is more than 472.000 BAM, of which the European Union has provided grants in the amount of more than 378.000 BAM through EU4Business.

In the time of crisis caused by the Covid 19 pandemic and required support for tourism development, project „Sarajevo Outdoor City” is particularly important. In the recent years Sarajevo, as a tourist destination, has recorded an increased number of guests, but also a small number of overnight stays, while visits were focused on the narrow area of the city centre. In addition to branding the city, this project will also contribute to the development of tourist offers related to climbing, hiking, mountain biking and touring skiing. It will include the local population on the outskirts of the city and offer foreign and domestic fans of outdoor activities a new experience of Sarajevo.

„We welcome the common branding strategy of Sarajevo as a unique nature and outdoor tourism destination. We believe that such coordinated efforts are the best practice of relief for the recovery of tourism from effects of the Covid-19 pandemic, and of support to local economy and growing interest in outdoor activities along the Via Dinarica Green Trail. The European Union will continue to support the development of tourism in Bosnia and Herzegovina within the new program for economic recovery from the consequences of the Covid-19 pandemic.”, said Richard Máša, Head of Cooperation at the Delegation of the European Union to BiH.

The branding strategy has identified key promotional messages and slogans, as well as the logo and other elements of visual identity of the „Sarajevo Outdoor City” brand for future promotional activities. Brand „Sarajevo Outdoor City” includes and shares experiences that tourists and outdoor visitors have with Sarajevo outdoor scene. To start an outdoor adventure from the city centre, spend an entire day in nature, and then get back to the city and enjoy all its charming attractions, is the core of the Sarajevo outdoor destination brand.

„We also want to actively support better digitalisation of tourism service providers and improvement of product content, design and overall tourist experience via web platform and use of mobile application. Together with relevant institutions we will also support activities on development and maintenance of tourism infrastructure, which will collectively contribute to the growing number of tourists and better marketability of this segment of tourism offer in the Sarajevo Canton”, said Emir Vučijak on behalf of the „Sarajevo Outdoor City“ project team and Association of Mountain Bikers – MTBA Sarajevo.

The next important step is creation of a model of the systemic outdoor tourism destination management, and the project will support development of the „Sarajevo Canton Outdoor Destination Management Plan” (for the period 2021-2027), together with relevant institutions and outdoor community.

Project “Sarajevo Outdoor City” is implemented by a team consisting of Lupon Ventures d.o.o. Sarajevo, Association of Mountain Bikers – MTBA Sarajevo, Association for Business and Tourism Promotion “e-Network” Sarajevo, Extreme Sports Club No Comment Sarajevo and Ski Club Bjelašnica.

 EU4Business is the European Union’s project aiming to strengthen Bosnia and Herzegovina’s capacity for economic growth and employment by fostering competitiveness and innovation in selected sectors. EU4Business is worth EUR 16.1, out of which 15 million funded by the European Union and the EUR 1.1 million funded by the Federal Republic of Germany. The project is jointly implemented by GIZ, UNDP and ILO, from April 2018 to March 2022. EU4Business is part of the Local Self-Government and Economic Development Programme in Bosnia and Herzegovina supported by the German Government. For more information, please visit: