This interview was originally published by eKapija.com, the regional business portal. The interview was conducted by Vedrana Marković.
With over 15 years of experience in organising business events, Josipa Terzić – Rezić has become a recognised name in the congress industry across the Western Balkans. She holds domestic and international certifications from leading industry organisations and is the founder and director of MICE.BA, a certified PCO and DMC agency based in Mostar, Bosnia and Herzegovina. She also leads the PoslovniTurizam.ba and BH-meetings.com portal, online venue finder platform. She launched MICE magazine to improve the organisation of business events in the country.
eKapija: When did you launch PoslavniTurizam.ba, what is the concept and how does it work?
The initiative for PoslovniTurizam.ba, and its English-language version BH-meetings.com aimed at international organisers, came from a desire to develop the business tourism sector in Bosnia and Herzegovina. After fifteen years of working in event organisation, I saw a clear need for a specialised digital platform that would make it easier to plan and organise business events in the country.
The inspiration came through my membership in the Croatian Meeting and Event Professionals Association (HUPKT), where I met Daniela Kos, the owner of PoslovniTurizam.com. Daniela was running a similar platform in Croatia for years. Our conversations about the specifics of the market led to a concrete decision to launch the BiH edition of the portal.
PoslovniTurizam.ba is designed as a reliable venue finder service with a clear mission: to digitalise the MICE offer of Bosnia and Herzegovina and align it with global congress industry standards. We want to be the key platform for anyone looking for venues and services for conferences, seminars, business meetings and other events in Bosnia and Herzegovina. Alongside the venue finder, we run a MICE magazine covering news from the congress industry in BiH.
The Event Assistant service on the portal works through a form that the organiser fills in, after which they receive offers from hotels, special venues, agencies and other providers directly to their inbox. The advantage is receiving several offers from different providers quickly. We are also available to advise organisers on their brief to help them get a more complete and detailed response.
eKapija: How many partners and venues have you brought together through the portal?
We currently have 40 hotels and special venues represented, including museums, galleries and theatres from across Bosnia and Herzegovina. We focus on venues with the largest capacities and the best conditions for business events. Our goal is for any organiser, whether from London, Vienna or Sarajevo, to find everything they need for a successful event in one place.
To promote the portal and develop business tourism across the country, we organise panel discussions in key destinations including Sarajevo, Banja Luka and Mostar, in collaboration with local tourism boards. These panels bring together hotel managers, event managers, airport directors, tourism board representatives and professionals from all sectors connected to the congress industry. They are an opportunity for honest conversation about challenges and solutions. The important thing is that these events connect decision-makers with practitioners on the ground.
eKapija: Which destinations in BiH have the most potential for business events?
Sarajevo is the heart of the congress industry in Bosnia and Herzegovina. The city has modern infrastructure, quality hotels and conference spaces. Sarajevo International Airport operates year-round connections to key European destinations.
Banja Luka combines natural surroundings with modern infrastructure. It is well connected to Zagreb and Belgrade and has quality hotels and professional event services. Banja Luka is uniquely positioned as a growing MICE destination.
Mostar is well known for its cultural heritage and the UNESCO-listed Old Bridge. People simply want to visit it including business guests. Mostar Airport now connects Herzegovina to Zagreb and Belgrade year-round, with more routes expected. Corridor VC provides fast road access. The city also has modern hotels and conference capacity.
Beyond these three cities, Tuzla, Zenica, Bihać and Neum are also attracting business visitors and developing the infrastructure to support further growth.
eKapija: Which venues have the best offer and capacity for business events?
The best venues are those where you feel comfortable and productive even after several hours of work. Good conference spaces have comfortable seating, a functional layout and reliable technical equipment. Sound quality and lighting matter. Accessibility for people with disabilities and proper ventilation and climate control are standard requirements for a well-equipped congress venue.
In Sarajevo, leading MICE hotels include Ilidža Group, Europa Group (Holiday and Evropa), Movenpick, Radon Plaza, Swissotel, Ibis Styles, Bosmal Arjaan by Rotana and Courtyard by Marriott. In Banja Luka, leading MICE hotels include Hotel Bosna, Courtyard by Marriott, Jelena, Vidović, Zepter Palace and Grand Hotel Banja Luka. In Mostar, the MICE hotels offer is led by Hotel Mepas, hotel Mostar, Bristol, Buna, City Hotel, Old Town, Kalima Resort, Emporia, Carpe Diem, Pasha and Eden.
Hotel Hills Thermal and Spa Resort has the largest conference hall in the country, with capacity for 4,000 participants. Hotel Grand in Neum has a hall for 2,000 participants. For large congresses or trade fairs, Centar Skenderija and the Olympic complex Zetra in Sarajevo can accommodate up to 15,000 participants. Mostar has Hrvatski dom Herceg Stjepan Kosača with capacity for over 700 guests. Sportska dvorana Borik in Banja Luka holds 4,000 participants.
eKapija: What do business tourists need and what additional content should event organisers think about?
Business tourists come to a destination primarily for a conference, seminar or meeting. But their stay does not end with the working part of the programme. Business guests want to see the local area and take something memorable away from their visit.
Bosnia and Herzegovina has a great deal to show. Hercegovina Gračanica monastery in Trebinje, the Vjetrenica cave in Ravno (UNESCO World Heritage). The Kravica waterfalls near Ljubuški, the source of the Bosna river near Sarajevo. The Olympic mountains Jahorina, Bjelašnica, Igman and Trebević. The royal city of Jajac, the Kastel fortress in Banja Luka. Una National Park in Bihać and many other cultural and natural sites.
It is worth noting that business tourists spend up to three times more than leisure tourists. They often return with their families for a leisure visit. Quality gastronomy, specialist guided tours and visits to local wineries are all effective ways to enhance a business visitor’s experience of the destination.
eKapija: How has PoslovniTurizam.ba performed and have you identified any gaps?
One major gap was the absence of a centralised platform where congress capacities in BiH could be found. We addressed that directly by creating the online platform and the Event Assistant service. Close cooperation with hotels, special venues and other service providers means the portal can respond to every sales enquiry.
The MICE industry has a significant advantage. It builds intellectual capital and professional networking. Domestic and international experts are key speakers at conferences, which makes events attractive and positions destinations as centres of knowledge exchange. CONNECTO 2024, for example, brought together a large number of people from the BiH diaspora. They had the opportunity to hold meetings and connect with business people from BiH through the B2B platform. Many of those meetings have already resulted in concrete business outcomes.
At the Sarajevo Tourism Summit, Rob Davidson, a globally recognised professor of event management, described Bosnia and Herzegovina as a “wow effect destination.” Business events bring people together who become ambassadors for the country. We also work with local universities to ensure that domestic and international experts deliver guest lectures. This is a strong source of inspiration for young people building their careers.
eKapija: What contribution has PoslovniTurizam.ba made to business tourism in BiH and what comes next?
By launching the first online venue finder service and specialised MICE magazine in the country, Bosnia and Herzegovina has opened a new chapter in business tourism development. We have highlighted that the country is underrepresented in this segment and that there is a real opportunity here. Business tourism extends the tourism season into spring and autumn, when leisure tourism is quieter.
Business travel accounts for 10 to 15 percent of global tourism traffic. I see this as a strong opportunity for Bosnia and Herzegovina to increase the number of business events. This is an opportunity to contribute significantly to the growth of total tourism revenues.
In the period ahead, PoslovniTurizam.ba will expand its database of venues and service providers to give organisers an even wider range of options for planning events in BiH. Our goal is to make the planning and organisation of business events simpler. Portal already is a practical tool for every event organiser working in the country.
We will also focus on strengthening cooperation with government institutions and local and regional tourism boards. They play a key role in supporting the infrastructure development that the MICE industry needs to grow.
eKapija: How do you assess the current state of the congress industry in BiH and what needs more work?
The MICE industry is a profitable and specialised form of tourism. BiH offers excellent value for money, which makes us attractive to international event organisers. Bosnia and Herzegovina does not yet have a congress bureau dedicated to promoting the country to international MICE markets. Dubrovnik, Zagreb and Opatija all have active congress offices, and Montenegro, Serbia and Slovenia have established congress bureaux.
We need to invest in infrastructure and the professionalisation of the sector. This means investment in congress centres and specialised event spaces. Improvements to transport connectivity, new international air routes, better road infrastructure and training at all levels. Education for young people entering the industry to specialist training for practising event managers.
Participation in international trade fairs such as IBTM Barcelona and IMEX Frankfurt is also important for positioning the country and attracting the attention of organisers looking for new destinations. Membership of our tourism boards in international MICE associations such as ICCA (International Congress and Convention Association) would further contribute to promoting BiH as a business destination.
The development of business tourism has a positive effect on economic growth, increases international visibility and strengthens reputation. It also helps retain qualified professionals in the country. Through participation in business events, domestic professionals gain contacts and knowledge from the global business scene, which motivates them to continue building their careers locally. Business tourism brings economic benefits and at the same time strengthens the intellectual and professional development of Bosnia and Herzegovina over the long term.
Interview published by eKapija.com, January 2025.
Author: Vedrana Marković
