HOW MUCH DO TRADE FAIR APPEARANCES REALLY CONTRIBUTE TO TOURISM DEVELOPMENT?

Participating in tourism fairs across the region and Europe is one of the primary activities of municipal tourism organizations.

Ahead of the 46th International Tourism Fair in Belgrade, officials from Foča and Višegrad emphasize that this form of promotion brings numerous benefits to tourism development.

The fair promotion of Foča's tourist destinations, including rafting on the Tara and Drina rivers, Sutjeska National Park, Sand Pyramids, and other natural and cultural-historical landmarks, contributes to increased visibility, networking with potential partners, and the establishment of tourism arrangements. Additionally, it plays a crucial role in connecting tourism professionals.

The director of the Foča Tourism Organization, Spomenka Popadić, states that they attend fairs based on their financial capabilities, focusing on markets that generate the highest number of tourists.

"More than 60% of our tourists come from Serbia, which is why we regularly participate in the International Fair in Belgrade. With over 50,000 visitors, it is the largest and most significant fair in the region. Many travel agencies visit our stand, as well as numerous media outlets, tour operators, and tourists interested in our area. We act as intermediaries between the tourists and our service providers," said Popadić.

The number of tourists visiting Foča is increasing annually, and according to the local tourism organization, fair presentations and online platforms significantly contribute to this growth.

In Serbia, besides Belgrade, Foča's tourism offerings are also promoted at fairs in Novi Sad and Kragujevac. Additionally, they do not neglect foreign markets and strive to attend at least two or three international fairs each year, depending on financial resources.

"We primarily showcase our tourism offer at the joint exhibition space of the Republic of Srpska Tourism Organization, as this space is free. If we had to pay for exhibition space, we wouldn’t be able to attend as many fairs," Popadić explained.

This year, for the first time in four years, the Foča Tourism Organization will have its own exhibition space, in partnership with the municipality of Plužine from Montenegro, as part of a cross-border cooperation project.

"We took the opportunity to invite all our tourism service providers to join us. We sent over 50 emails, and most have expressed interest in participating," Popadić added.

A significant issue in the tourism sector remains the underreporting of guests and overnight stays, as well as the collection of residence taxes. The tourism organization acknowledges that the official statistics do not reflect the actual number of tourists.

"This is a major problem that we hope will be resolved in the future. Despite our efforts over the past year to address this issue, our visibility is assessed based on the number of overnight stays and official statistics. Unfortunately, these numbers are discouraging for Foča. Regarding the overall tourism offer of the Republic of Srpska, we account for only 2% of the total," Popadić stated.

According to official data, Foča recorded a total of 21,074 overnight stays in 2024, including 13,201 from foreign tourists and 7,873 from domestic visitors.

For the Višegrad Tourism Organization, the Belgrade fair is also the most important.

"This year, we will have our own stand to enhance visibility, establish direct contacts, and further contribute to promotion and visitor numbers," said Branislav Andrić, director of the Višegrad Tourism Organization.

While direct agreements for tourist visits are not within the organization's scope, Andrić notes that tourism service providers regularly join them at fairs.

"Each year, hospitality industry representatives, including restaurant and hotel owners, attend the Belgrade fair with us. They establish direct contact with travel organizers and secure deals for the upcoming season," Andrić said.

Višegrad's top tourist attractions include the Mehmed Paša Sokolović Bridge, Andrićgrad, Višegrad Spa, Dobrun Monastery, the Drina Canyon, and boat rides.

Andrić pointed out that Višegrad has a well-regulated system for reporting overnight stays, with over 95% of accommodation providers properly registered. However, official statistics still do not reflect the real number of visitors.

"Statistics only account for tourists who stay overnight, but Višegrad remains largely a transit destination. Many visitors spend time here during the day, contribute to the local economy, and then return to their base in Zlatibor, Tara, or other nearby tourist destinations," Andrić explained.

In 2023, Višegrad recorded more than 40,000 overnight stays. For 2024, although official data is not yet available, the tourism organization estimates between 50,000 and 60,000. When including day visitors, the total number of tourists throughout the year is around 200,000, according to their estimates.

Source: Radio Foča