BANJA LUKA BECOMES THE REGION'S ELECTRONIC MUSIC CAPITAL AS FRESHWAVE FESTIVAL RETURNS

Everything is ready for the 14th edition of the Freshwave Festival, which will transform the historic Kastel Fortress in Banja Luka into the region's electronic music hotspot from August 6 to 8. The festival will once again bring together some of the biggest names from the international and regional music scene, reinforcing its reputation as one of Bosnia and Herzegovina's premier music events.

Ahead of the festival, organizers hosted a press conference highlighting Freshwave's growing importance for tourism, its contribution to promoting Banja Luka internationally, the challenges of organizing a major music event, and what visitors can expect during the three-day celebration.

Speaking at the conference, Banja Luka Tourist Organization Director Minja Šurlan emphasized that Freshwave has become one of the city's most valuable tourism assets over the past 14 years.

"Freshwave Festival is of exceptional importance for Banja Luka. It attracts visitors who generate real benefits for local tourism. Festival-goers stay in the city for several days, use accommodation and hospitality services, explore Banja Luka, and leave with positive experiences that help promote our city throughout the region and Europe," Šurlan said.

She added that supporting events with measurable tourism impact remains a priority for the city's tourism strategy.

"One of the greatest advantages of festivals like Freshwave is the valuable tourism data they provide. We know how many tickets are sold, where visitors come from, how long they stay, and which age groups they belong to. These insights help us plan future promotional campaigns and strengthen Banja Luka's position as a leading festival destination. Our goal is to invest even more in promoting events like this on the international market," she noted.

Freshwave Festival Director Strahinja Grahovac reflected on the festival's remarkable evolution over the last 14 years.

"The festival has grown alongside its audience. Today, Freshwave is no longer exclusively an electronic music festival. In addition to world-class electronic artists, we also feature hip-hop, rock, and other music genres to attract an even broader audience and create an event that appeals to different generations and musical tastes," Grahovac said.

He also pointed out that organizing a large-scale international festival has become significantly more expensive than it was a decade ago.

"Production costs, technical equipment, and artist fees have increased dramatically. What cost €5,000 ten years ago now costs several times more. Organizing an international festival today is far more demanding, making stronger institutional support essential for future growth," he explained.

According to Grahovac, Freshwave has reached the limits of what its organizers can achieve independently.

"Festivals like Freshwave attract international tourists and generate tangible benefits for the local economy and tourism industry. To continue developing the festival according to international standards, greater support from public institutions is necessary," he said.

Speaking about this year's lineup, Grahovac revealed that visitors can expect one of the strongest editions in the festival's history.

"We have worked hard to deliver one of our best programs yet. The lineup includes some of the most sought-after regional performers, while the electronic music stage will feature artists who headline Europe's and the world's biggest festivals. We believe this year's edition will exceed audience expectations," he added.

The organizers also highlighted one of the festival's most meaningful initiatives—a large voluntary blood donation campaign organized in cooperation with the Republic of Srpska Institute of Transfusion Medicine. The campaign attracted numerous donors from Banja Luka and inspired people across Bosnia and Herzegovina to donate blood in their own communities.

Festival organizers stressed that initiatives like this demonstrate that Freshwave is much more than a music festival. It is also a platform promoting solidarity, social responsibility, and community engagement. They expressed hope that the blood donation campaign will become a permanent tradition within the festival in the years ahead.