JAHORINA HOTELIERS HAVE HIGH EXPECTATIONS FOR THE UPCOMING WINTER SEASON

Jahorina has firmly positioned itself as a leading ski destination, which is why continuous efforts are being made to develop additional tourist facilities that will remain attractive even when skiing conditions are not ideal, said Dragan Sokolović, Secretary of the Jahorina Hoteliers Association.

Sokolović emphasized that bookings on Jahorina largely depend on snow conditions.

“When skiing conditions are good, bookings increase significantly, but when there are issues with snow, demand drops. That is why we are constantly working on developing additional tourist attractions that can compensate for the lack of skiing. Alongside winter sports, we must also develop other forms of tourism,” Sokolović said.

He highlighted the need to further expand the tourist offer, noting that Jahorina, located at an altitude of 1,600 meters, has exceptional conditions for the development of sports tourism

“Congress tourism has already made significant progress in Jahorina’s hotels and represents an important strength of the destination. We are also considering health tourism, as Ravna Planina has been declared an air spa,” Sokolović added.

He pointed out that the planned pedestrian and cycling trail from Sarajevo to Pale will be a major attraction, with plans to extend it across Ravna Planina to Jahorina, and then via Dvorišta back toward Trebević, East Sarajevo and Sarajevo. In this context, he stressed the importance of simple but attractive activities such as hiking and cycling.

According to Sokolović, expectations for the winter tourist season are traditionally high, primarily due to significant investments made both in the ski resort and in the hotel sector.

“Jahorina has done a great deal to improve and modernize the ski resort itself, while hoteliers have invested substantial funds in upgrading accommodation capacities. The winter season is the foundation of successful business operations and must be aligned with the quality offered to guests,” Sokolović emphasized, as reported by Capital, citing SRNA.

He also underlined the importance of the wider area, explaining that when talking about Jahorina, Sarajevo and East Sarajevo must also be considered as a particular strength.

“The proximity of the city, just 30 kilometers away, with all urban amenities and an international airport, represents a huge advantage. Nearby mountains such as Romanija, Ravna Planina, Trebević and Treskavica together form a strong tourism product for all markets,” Sokolović noted.

He highlighted good cooperation with the Olympic Center Jahorina, the municipalities of Pale and Trnovo, as well as institutions of the City of East Sarajevo, but believes that further improvements are needed. According to him, tourism cannot develop without strong involvement of local communities and dedicated budget funds aimed at improving the overall tourist product

The Jahorina Hoteliers Association was founded in 2009 and brings together almost all hotels on Jahorina, including those currently under construction, as well as smaller accommodation facilities. It currently has 17 members.

“Our goal is to improve the destination and enhance business operations in tourism. We have participated in drafting legal solutions and combating the grey economy, especially in the area of private accommodation, which must be integrated into the system so that everyone can participate equally in the development of the destination,” Sokolović said.

When it comes to key markets, he emphasized the importance of domestic guests as well as visitors from the region. Bosnia and Herzegovina was identified as the most important market, followed by Serbia, Montenegro, Croatia, Slovenia and North Macedonia. He also noted that special attention should be given to Hungary, Austria and Turkey.

Speaking about the Arab market, which is particularly present in Sarajevo during the summer months, Sokolović said that Jahorina, as an Olympic mountain, has great potential for these guests as well, but stressed the need to introduce organized public transport.

“Transport between the city and Jahorina, Bjelašnica, Igman and Trebević is essential. Without it, guests do not have an adequate way to reach and explore these destinations. Van and taxi transport are not what the modern tourist expects,” Sokolović concluded.