The Herzegovina Wine Route has quickly grown into not just a wine brand but also a significant tourism symbol in Bosnia and Herzegovina, attracting considerable interest.
This was highlighted by the president of the Foreign Trade Chamber (FTC) of BiH, Vjekoslav Vuković, during the promotion of the Herzegovina Wine Route held at the Courtyard by Marriott hotel in Sarajevo. The event, organized by the FTC, showcased a network of 36 wineries from the southern region of Bosnia and Herzegovina.
The gathering brought together representatives of hotels, restaurants, wine retailers, and tourism organizations. It featured wine tasting, networking with wineries participating in the Wine Route, and the appointment of the first ambassador of the Herzegovina Wine Route.
“Our goal is to boost sales of domestic wine. Currently, BiH imports 45 million BAM worth of wine annually while exporting only nine million BAM. We need to address this imbalance by promoting domestic wines. Alongside wineries and vineyards, our Wine Route includes hotels and top-tier restaurants, making it a comprehensive offering,” Vuković explained.
He added that the Courtyard by Marriott has become the first ambassador of the Herzegovina Wine Route, praising their role in promoting local wine and branding.
The project aims to establish a tradition of networking events and introduce wine education programs to major cities, teaching hoteliers, tour guides, and restaurateurs how to utilize the services offered by the Wine Route.
Radovan Vukoje, owner of the winery “Vukoje 1982,” emphasized that the project has united Herzegovina as a single region.
“The initiative started in 2003, and by 2005, we launched the Herzegovina Wine Route. With the support of USAID and dedicated partners, we’ve achieved regional recognition and international prominence by becoming part of a global wine route,” Vukoje said.
He pointed out that the project includes six cities, from Trebinje in the east to Ljubuški in the west, forming a cohesive network.
“This is more than a wine project; it’s a comprehensive tourism offering for BiH. Ambassadors will play a crucial role in promoting it, particularly in urban centers. This isn’t just an honorary title—it’s a responsibility,” Vuković stated.
Branimir Begić from the winery “Begić” in Ljubuški highlighted the project’s impact, stating it has significantly contributed to the town’s development.
“The Wine Route, with its rich tradition and quality offerings, reflects the cultural heritage of BiH. We’re proud to foster regional cooperation between Sarajevo and Herzegovina in promoting this initiative,” said Vanja Koprivica, sales manager at Courtyard by Marriott in Sarajevo.
The project has received notable support from the USAID Tourism Project. Deputy Director Jasenka Ćorić said the U.S. Government has backed the Herzegovina Wine Route through USAID Tourism for several years, enhancing tourism experiences and products.
“We’ve earned prestigious international awards, including Mostar being named the European Wine City ‘Dionysius’ for 2024. Having a hotel designated as an honorary ambassador further inspires other businesses to join this successful story, as the Herzegovina Wine Route elevates BiH tourism as a whole,” Ćorić noted.
Begić concluded that the Wine Route has inspired other wineries to develop their tourism offers by investing in hospitality facilities and tasting rooms, attracting both domestic and international visitors.
“This initiative is the future of the wine industry in BiH,” Begić emphasized.
Source: Glas Srpske
