Following the publication of an extensive article about the capital of Republika Srpska in the renowned Russian magazine Balkanski Diplomat—a major step forward in promoting Banja Luka on the market of the Russian Federation—we spoke with Minja Šurlan, Director of the Banja Luka Tourism Organization.
The article on Banja Luka, titled “Discover the Hidden Gem of the Balkans,” has drawn significant attention. It is particularly important that Balkanski Diplomat usually covers the entire Balkan region, yet Banja Luka received a special, detailed feature.
“Exactly. This is a huge recognition for us. Balkanski Diplomat is a serious publication covering the entire Balkan region, but we had the honor of receiving a dedicated, extensive article, which shows that Banja Luka is recognized as a destination with exceptional potential. What matters most is that the magazine is distributed across 74 administrative regions of the Russian Federation, meaning our message is reaching the widest possible market. This is a tremendous opportunity, because for many Russian tourists, the Balkans are still relatively unexplored,” Šurlan said.
Who deserves credit for making this exclusive promotion possible across Russia’s administrative regions?
“We owe our deepest gratitude to Mr. Nemanja Trifunović, Head of Support at the Agency for Information and Communication Technologies of Republika Srpska. His initiative and engagement were crucial in ensuring that Banja Luka is represented in Balkanski Diplomat in such a comprehensive and impactful way. Without his support, this promotion on the Russian market would not have been realized.”
When it comes to tourism itself, what makes Banja Luka so attractive to, for example, a Russian tourist accustomed to major tourism hubs?
“Banja Luka offers an authentic blend of nature, culture, and recreation—something that Russian visitors value highly. On one hand, we have a rich historical and spiritual heritage, including the coexistence of three world religions within a single street, which is truly rare. On the other hand, we offer adrenaline tourism: the Vrbas River with rafting, the Tijesno Canyon for free climbing, hiking and cycling trails, and much more. Add to that our rich culinary tradition and hospitality, and you get a destination entirely different from mass tourism. We offer an unforgettable adventure in the heart of the Balkans, with the safety and warmth our people are known for.”
This promotion is only one step. How is the Banja Luka Tourism Organization strategically approaching the Russian market?
“Absolutely. Entering and promoting ourselves on the Russian market is one of our strategic priorities. Russian tourists value our cultural closeness and shared sensibilities. This article is part of our broader effort to position ourselves more strongly. Specifically, in March this year, we took another important step—we applied for the 7th International Marketing Competition in Tourism, PRObrand 2025, organized by the Union of Tourism Industry Experts of the Eurasian Commonwealth (ECOT).”
That sounds like a serious international challenge. Can you tell us more about the competition?
“Yes. The PRObrand competition is unique because it simultaneously brings together tourism, branding, and territorial marketing across the Eurasian space. The goal is to exchange experiences and identify the most effective marketing tools. We applied with our projects, competing alongside around 350 participants, including major players such as the famous mountain resort Rosa Khutor from Sochi. Participating in such a competition allows our ideas to be evaluated by experts, helps us improve our campaigns, and—most importantly—enables us to showcase the quality of the Banja Luka brand to the Russian and Eurasian tourism community.”
Source: See Srpska
