RADIĆ: REPUBLIKA SRPSKA ATTRACTIVE TO TOURISTS, BUT GREATER INVESTMENT IN OFFER NEEDED

BANJA LUKA, FEBRUARY 21 /SRNA/ – Republika Srpska has much to offer and can make use of global trends, as more and more tourists are visiting rural areas and showing interest in active holidays, Marko Radić, head of the Tourism Promotion Department at the Tourism Organization of Republika Srpska, told SRNA.

"A destination is like a large company. For a destination to function, it has to be good as a whole. It is not enough to be a good host; you must also have a strong offer, diverse content, and pricing tailored to different guests. When we translate that into tourism, we can say we are good hosts, but we can also talk about improving service and the quality of the offer," Radić said in the SRNA podcast.

He noted that numerous significant investments have been made in tourism in Republika Srpska and that statistical indicators are positive.

"There is room for progress, primarily in infrastructure. We are a rural destination, and that is a global trend, visiting unexplored and lesser-known destinations. As such, we are attractive to tourists," Radić said.

LABOR SHORTAGES LEAD TO HIGHER PRICES AND LOWER SERVICE QUALITY

Radić emphasized that tourism requires full dedication from everyone in the sector, including lobbying, diplomacy, and cooperation.

He added that the region, including Republika Srpska, faces a labor shortage.

"This should not be hidden, nor can it be hidden. During the season, we lack around 3,000 workers. That affects service quality. It is evident in Trebinje and also in Banja Luka. We have reached a situation where prices are higher, but service is weaker," Radić stated.

He believes that importing labor is an alternative, but that this would also change the approach toward tourists and guests.

Radić stressed that it is essential to provide service that will encourage guests to return and make them feel they received value for their money.

"The point is that the guest leaves satisfied and says the service, for example, paying BAM 17 or 18 for breakfast was worth it. The problem arises when the guest pays for the service, ambiance, and presentation but feels it was not worth even BAM 5. Then they feel deceived. Turkiye and the Turks are often described as hospitable and those who vacation there know this. They always serve Turkish delight with coffee. They always surprise the guest," Radić said.

He says that more education is needed to make better use of new technologies and online presentation in order to increase the visibility of destinations among both domestic and foreign tourists.