BANJALUKA FEATURED IN “BALKANSKI DIPLOMAT”

An extensive article on the capital of the Republic of Srpska has been published in the renowned Russian magazine Balkanski Diplomat, marking a major step forward in promoting Banjaluka on the Russian Federation market. We spoke with Minja Šurlan, Director of the Banjaluka Tourist Organization, about this important achievement.

PHOTO: Minja Šurlan

The feature, titled “Discover the Hidden Jewel of the Balkans,” has attracted significant attention. While the magazine normally covers the entire Balkan region, Banjaluka received its own dedicated and detailed article.

“Exactly. This is a huge recognition for us,” Šurlan said. “Balkanski Diplomat is a serious publication that covers the entire region, and we were honored to receive a special, extensive feature. It shows that Banjaluka is increasingly recognized as a destination with exceptional potential. What matters even more is that the magazine is distributed across 74 administrative regions of the Russian Federation, meaning our message is reaching one of the widest possible audiences. This is a major opportunity, especially since the Balkans remain largely unfamiliar territory for many Russian tourists.”

Šurlan pointed out that this significant promotional step would not have been possible without strong support from within the Republic of Srpska.

“We owe special thanks to Mr. Nemanja Trifunović, Head of Support at the Agency for Information and Communication Technologies of the Republic of Srpska. His initiative and engagement were crucial in ensuring that Banjaluka is presented in Balkanski Diplomat in such a comprehensive and impactful way. Without his support, this promotion on the Russian market would not have been realized.”

When asked what might appeal most to Russian tourists accustomed to major tourist centers, Šurlan emphasized Banjaluka’s unique blend of experiences.

“Banjaluka offers an authentic mix of nature, culture and outdoor adventure, something Russian visitors truly appreciate. On one hand, we have a rich historical and spiritual heritage, including a rare coexistence of three world religions on a single street. On the other, we offer top-tier adventure tourism—rafting on the Vrbas River, free climbing in the Tijesno Canyon, hiking, cycling, and more. Add to that our culinary tradition and the warmth of our hospitality, and you get a destination completely different from mass tourism. We offer an unforgettable adventure in the heart of the Balkans—safe, welcoming and full of character.”

The publication in Balkanski Diplomat is only one part of a broader, long-term strategy by the Banjaluka Tourist Organization to strengthen its presence in the Russian market.

“Absolutely. Entering and promoting ourselves in the Russian market is one of our strategic priorities. Russian tourists value our cultural closeness and familiarity. This feature is part of our larger effort to position ourselves more firmly. For example, in March this year we took another major step by applying to the 7th International Marketing Competition in Tourism ‘PRObrand’-2025, organized by the Union of Tourism Industry Experts of the Eurasian Commonwealth (ECOT).”

Šurlan explains that the competition is highly respected and unlike any other in the region.

“‘PRObrand’ is unique—it combines tourism, territorial branding and marketing across the Eurasian space. Its goal is to exchange experience and identify the most effective marketing tools. We entered the competition with our projects, competing alongside around 350 participants, including major players like the well-known mountain resort Rosa Khutor from Sochi. Participating in such a competition gives us the opportunity to have our ideas evaluated by experts, improve our campaigns, and most importantly, showcase the quality of the Banjaluka brand to the Russian and Eurasian tourism community.”

With growing interest from Russian media and industry experts, Banjaluka’s visibility on the international stage continues to rise—opening the door to new opportunities, partnerships and a stronger presence in one of the world’s most influential tourism markets.