DENMARK: NEW TRAVEL AGENCY LAUNCHED TO PROMOTE BOSNIA AND HERZEGOVINA

A newly founded travel agency dedicated to promoting Bosnia and Herzegovina has officially been launched in the Danish city of Horsens. Behind the initiative is married couple Ajla and Arman Asović, whose long-standing dream is to introduce Danish travelers to what they describe as a “hidden gem” of Europe – Bosnia and Herzegovina.

With their recently established agency, the Asović couple organizes tailor-made trips to Bosnia and Herzegovina, the country of their origin, which they believe remains largely undiscovered by Danish tourists. Their goal is to offer something different from traditional holiday destinations, especially for travelers seeking more than just relaxation by the pool.

“Many people who enjoy active holidays are looking for something new. They may have already visited Spain or France several times, which is certainly beautiful, but we can offer something that very few have experienced so far,” said Arman Asović.

According to him, Bosnia and Herzegovina is one of the last truly undiscovered travel destinations in Europe, still untouched by mass tourism.

The agency focuses primarily on active holidays, with an emphasis on hiking and cycling, while also offering programs for those interested in exploring the country’s culture at a more relaxed pace.

Whether travelers are interested in vineyards and art museums or mountain trails and untouched wilderness, Ajla and Arman position themselves as reliable guides for discovering Bosnia and Herzegovina.

Although they have lived in Denmark since the early 1990s, their homeland continues to hold a special place in their lives. For them, the travel agency is first and foremost a way to give others the opportunity to experience a country they know intimately.

“We are driven by passion and the desire to present our homeland. Of course, we hope to be financially successful as well, but that is not the main reason we do this. Love is what motivates us,” Arman Asović emphasized.

The agency is based in Horsens, a location chosen deliberately. The couple’s family, professional life, and social network are rooted there, and they have noticed a growing curiosity among locals about Bosnia and Herzegovina.

“In the municipality of Horsens, there are many people with roots in Bosnia and Herzegovina. We want to introduce our country to friends, colleagues, and neighbors, so they can discover how much our homeland has to offer,” Arman Asović said.