MINJA ŠURLAN: SYNERGY BETWEEN THE PUBLIC AND PRIVATE SECTOR IS THE KEY TO TOURISM DEVELOPMENT

After a series of initial meetings with representatives of the tourism industry, we spoke with Minja Šurlan, Director of the Tourist Organization of the City of Banja Luka (TOBL), about the new strategic direction, the importance of continuous cooperation with the private sector, and ambitious goals for the city’s tourism future.

PHOTO: TOBL

SeeSrpska: Ms. Šurlan, the recent meetings with the tourism industry have signaled a new phase for TOBL’s work. What is the essence of this new approach and why is it so important now?

Minja Šurlan: The key to our new direction is opening up to the real sector and establishing honest and continuous dialogue. The Tourist Organization no longer wants to be just a “public institution” that creates strategies on its own. We want to be a driving force and a coordinator that listens carefully to what’s happening on the ground.

We cannot build Banja Luka’s tourism offer from an office – we must build it together with hoteliers, travel agencies, restaurateurs, and everyone directly involved in the industry. Now is the right moment to raise that cooperation to a higher level, because only through synergy between the public and private sectors can we meet the growing demands of the market.

SeeSrpska: Two important gatherings have already taken place – the initial meeting for all stakeholders and a round table with agencies and hoteliers. How do you assess these events?

Minja Šurlan: The first meeting in October was an excellent opportunity for everyone to come together, present ongoing activities, and announce that these meetings will become regular practice.

However, the round table with travel agencies and hoteliers, held on November 10, was particularly constructive. It was the first specialized meeting that allowed us to address specific challenges and proposals from their everyday operations.

We received very valuable insights on improving joint promotional packages and exchanged ideas on how to better position Banja Luka. Instead of a monologue, we heard the voice of the industry – their problems, suggestions, and initiatives. That was exactly our goal.

SeeSrpska: You emphasized that this is not a one-time activity, but part of a continuous process. What’s the plan going forward?

Minja Šurlan: Yes, that’s the key difference. Our goal is to make these meetings a monthly practice. We plan for future gatherings to be even more focused – perhaps by sector, for example, separate meetings with hospitality providers or event organizers – to make the exchange of ideas more effective.

I expect that at each upcoming meeting, we will identify at least one specific issue or initiative and work together on finding solutions. These meetings are not only for sharing proposals but also for accepting constructive criticism, which is crucial for our improvement.

SeeSrpska: What concrete results do you expect from this cooperation – especially in terms of tourism spending and the collection of residence tax?

Minja Šurlan: The results should be visible on several levels. Through better communication and idea exchange, we directly enrich the city’s tourism offer and make it more competitive. When the offer is better, more tourists arrive, and tourism spending increases.

Higher spending leads to greater residence tax revenue, which then gets reinvested into city promotion – attracting even more tourists. Everything is connected. This cooperation is our most effective mechanism to trigger a positive cycle of sustainable tourism development in Banja Luka.

SeeSrpska: Finally, what is your message to tourism professionals and partners?

Minja Šurlan: The message is simple – the Tourist Organization is open. We listen, we cooperate, and we grow together with you. Our doors are always open for dialogue, ideas, and joint projects. We look forward to every next meeting.