CITY ON THE VRBAS RIVER HIGHLIGHTED ON THE GLOBAL TOURISM MAP

Banja Luka has earned significant international recognition after its tourism promotion project secured third place at the prestigious PRObrand-2025 international marketing competition, marking a historic moment for both the city and the Republic of Srpska.

PHOTO: Minja Šurlan sa nagradom

For the first time since the competition was established, representatives from the Balkans took part in PRObrand, an international contest in the field of tourism marketing. Among more than 300 submitted projects, the project of the Public Institution Tourism Organization of the City of Banja Luka stood out as the only international project to reach the final and win third place in the category of tourism product promotion. The award ceremony was held in Moscow.

Organized by the Eurasian Commonwealth of Tourism Industry Specialists, PRObrand aims to connect regions and strengthen cooperation in the tourism market. The participation of the Republic of Srpska in this competition has been assessed as a major diplomatic success, further positioning Banja Luka on the global tourism scene.

According to Minja Šurlan, Director of the Tourism Organization of the City of Banja Luka, the award carries multiple meanings.

“First of all, it confirms that the way Banja Luka builds and communicates its tourism identity is recognized beyond our borders. Reaching the final among more than 300 projects and being the only international participant among the winners is clear proof that we are on the right path and that our tourism product has a strong story, authenticity, and real potential,” Šurlan said.

She emphasized that appearing on such an international platform for the first time is extremely important for both Banja Luka and the Republic of Srpska.

“These competitions are not just about winning awards; they are also spaces for positioning, networking, and exchanging experiences. Being the first representatives from the Balkans at PRObrand and immediately winning an award has both symbolic and practical value. It sends a strong signal that our tourism offer is increasingly recognized internationally,” she added.

International networking and cooperation established through PRObrand represent one of the key benefits for the further development of Banja Luka’s tourism marketing.

“Tourism today does not develop in isolation. It grows through partnerships and knowledge exchange. Through this competition, Banja Luka entered direct dialogue with destinations that have decades of experience in tourism marketing, while also presenting our own approach based on authenticity and genuine urban values,” Šurlan explained.

International awards, she noted, significantly contribute to greater visibility and trust in a destination.

“Awards are not a goal in themselves, but they are powerful tools. They open doors to new contacts, partnerships, and markets, and increase the confidence of both partners and tourists. This recognition encourages us to continue improving Banja Luka’s tourism product and to position the city on the international map in a sustainable, step-by-step manner.”

Looking ahead, the PRObrand-2025 recognition will further shape the future activities of the Tourism Organization of the City of Banja Luka.

“This award confirms that systematic work, a clear strategy, and consistent communication deliver concrete results. It motivates us to continue developing Banja Luka as a complete tourism destination through culture, events, natural assets, and the city’s unique spirit. Our goal remains the same – to make Banja Luka recognized as an authentic, accessible, and vibrant destination for both domestic and international visitors,” Šurlan concluded.