At the international forum on sports tourism, which brought together leading experts in sports, tourism, and media from across the region and Europe, the “Belgrade Banja Luka” international cycling race was presented as one of the most successful examples of how sport can serve as a direct generator of tourism, economic growth, and media development.
Held for the 19th time this year, the race gathered 175 competitors from 37 countries, the maximum number allowed under the rules of the International Cycling Union (UCI).
Over four days of competition, the race passed through 21 cities and municipalities in Serbia and Republika Srpska, connecting regions, people, and shared values across a total distance of more than 600 kilometers. More than 300 journalists and media outlets from the region and Europe covered the race, with live broadcasts in over ten countries, reaching an estimated audience of more than seven million viewers.
Thanks to this event, Republika Srpska and all the host cities received outstanding international promotion. The media played a crucial role in raising the race’s profile, especially Glas Srpske, which was the event’s first media sponsor.
“Our goal was not just to organize a sporting race—we wanted to create a national movement, to use sports and media to promote the identity of Republika Srpska, its natural beauty, cultural values, and reputation in the world. Today, Belgrade Banja Luka is not just a sporting event—it is a symbol of Serb unity, strength, and pride,” said Vladimir Kuvalja, director of the Belgrade Banja Luka race.
Source: RTRS
